Deliverability
IP Reputation
A score assigned to an IP address based on its email sending history and recipient engagement.
Definition
IP reputation is a score assigned to a sending IP address based on its email sending history. Factors include bounce rates, complaint rates, spam trap hits, engagement rates, and sending volume patterns. IP reputation is tracked by mailbox providers and blacklist operators. Shared IPs are affected by all senders using them, while dedicated IPs reflect only your practices.
Pro Tip
Moving to a new IP doesn't erase poor reputation - it follows your domain and sending patterns too.