If you want your email campaigns to reach subscribers’ inboxes, the first step is making sure that your IP address has a good reputation. A bad one can send your emails straight to the spam folder, and even worse – may make it impossible for you to email them at all.
Each device on the Internet has an IP address. And the same goes for servers used by email service providers (ESPs) to send their customers’ emails. This means that any device or server that sends out mass emails has to have a good reputation to avoid getting blacklisted.
There are a few different ways to check your IP lookup reputation and see if it’s good or bad. For example, you can sign up for feedback loops and ask your ESP to provide information on the overall reputation of your server. Or, you can use an online tool to check the reputation of your IP address for free.
When an IP has a poor reputation, the emails sent from that address are perceived as spam, phishing or malicious. And this will negatively affect your deliverability rate.
To improve your IP’s reputation, it is important to implement proper email authentication protocols such as SPF, DKIM, and DMARC. This will help your emails pass the reverse DNS lookup, which helps detect spoofing and phishing attempts, and ensure that you’re sending from an authenticated domain. Also, it’s crucial to keep monitoring your IP reputation in order to identify and fix any issues that may arise.