If the open and click rates are low, your emails may be seen as spammy. Open and click rates – ISPs also check your recipients’ engagement.However, if the IP isn’t warmed up (more on that later), high sending volume can raise red flags among anti-spam filters and reduce the reputation as a result. Sending volume – this one is particularly tricky because high sending volume can positively impact your reputation.Multiple factors impact email IP reputation: Your server IP reputation directly impacts email deliverability whether you send transactional emails or carefully-planned email marketing campaigns. When ISPs spot malicious activity, such as phishing attacks or spoofing, they put the IP address on blacklists. Vice versa, emails will be discarded or marked as spam if the reputation is poor. If IP reputation is good (and all other parameters are in check), ISPs will most likely deliver the emails to the inboxes. They do so to determine if the emails should be delivered to the inboxes, rejected, or sent to the spam folders. What is email IP reputation and why is it important?Įmail IP reputation is a measure that Internet Service Providers (ISPs) use to evaluate whether the sender is legitimate or not. There could be multiple culprits, and poor email IP reputation is one of them. You fixed everything in terms of code and assumed your emails would be delivered right to your customers’ inboxes.īut once you start sending, your emails land in spam folders instead. Let’s say you spent months developing an app and integrating an email-sending functionality.
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