Transcript Email Reputation: IP vs. Domain Reputation

IP REPUTATION &
DOMAIN
HOW YOUR REPUTATION IMPACTS YOUR
REPUTATION
DELIVERABILITY
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IP REPUTATION AND DOMAIN
REPUTATION HAVE A BIG IMPACT ON
WHETHER OR NOT YOUR EMAILS ARE
MAKING IT TO THE INBOX
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SOME ISPS RELY MORE ON IP
REPUTATION WHILE OTHERS RELY
MORE ON THE DOMAIN
AOL has it's OWN IP reputation
monitor that rates your reputation on a
scale of "Bad" "Neutral" or "Good".
If you have a "bad" reputation within
AOL's internal scoring, then you'll find
that your emails are often sent to the
junk folder or blocked entirely.
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SOME ISPS RELY MORE ON IP
REPUTATION WHILE OTHERS RELY
MORE ON THE DOMAIN
ISPs such as Gmail put much more
weight on the sending domain than
other ISPs.
Simply changing the IP address
won't always resolve delivery
problems with Gmail.
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ISPs are getting more
sophisticated, looking at the
“big picture” versus just one
single element (like the
sending IP.
However, IP address and
sending domain still remain the
primary filtering mechanism for
many ISPs.
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How Do You Identify If You’ve
Got A “Reputation” Problem?
• Look at your overall program and
determine whether or not there are
underlying issues that need to be
fixed.
• Evaluate the problem, not just the
symptom!
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How Do You Identify If You’ve
Got A “Reputation” Problem?
NOTE: It’s not enough to just
change your IP and/or domain. If
there are problems with your
program, they will resurface.
Work through the underlying
problems and get those cleared
up before getting a new IP or
domain.
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Evaluate complaints (why
you're getting them,
campaigns that generate them
most frequently, etc.)
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Look at list quality (list
building practices, list
hygiene, engagement,
etc.)
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Evaluate your content. Is the
content causing a problem? Is
your HTML formatting
correct? Are words, links or
patterns in your messaging
causing problems?
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• Check your IP reputation
• Check your sending domain
reputation (look for the ‘returnpath’)
• TIP: For a complete
troubleshooting process, get the
Inbox Troubleshooting Guide at
EmailDelivered.com
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IP REPUTATION &
DOMAIN REPUTATION
Learn more about how IP & domain
reputation affect your email delivery:
http://www.emaildelivered.com/email
-reputation-ip-domain-reputation/
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