Summary
While some sources suggest that email server location can influence deliverability, particularly for local recipients due to potential latency improvements and regional ISP preferences, the overwhelming consensus is that it is not a critical factor. The Internet's email routing system is designed to be geographically independent, prioritizing network efficiency. Sender reputation (both IP and domain), proper email authentication (SPF, DKIM, DMARC), list hygiene, and recipient engagement are consistently emphasized as far more significant determinants of successful email delivery across different countries. Servers located in regions known for spam or on blocklists can negatively impact deliverability regardless of location. Segmenting your audience and focusing your efforts on engaged users is also helpful.
Key findings
- Routing Independence: Email routing is geographically independent, based on network topology and server availability.
- Reputation is Key: Sender reputation (IP and domain) is a primary factor in deliverability.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is essential for establishing trust.
- Engagement is Critical: Recipient engagement significantly impacts domain reputation and deliverability.
- Some Local Preference: A few smaller ISPs may favor emails from local IP addresses.
- Latency Can Influence: Server proximity can reduce latency, potentially improving engagement metrics.
- Bad Neighborhood Risk: Servers in regions known for spam may negatively affect deliverability.
Key considerations
- Authentication Implementation: Implement SPF, DKIM, and DMARC for email authentication.
- Reputation Management: Focus on building and maintaining a strong sender reputation through good sending practices.
- Engagement Focus: Monitor engagement metrics (opens, clicks) and prioritize recipients with high engagement.
- List Hygiene: Regularly clean email lists to remove inactive or invalid addresses.
- Geographical Distribution: Assess the geographical distribution of recipients; local IP might offer a slight advantage in specific cases.
- Segmentation: Segment your audience and optimize campaigns accordingly
- Blocklist Monitoring: Ensure your IPs are not on any blocklists
What email marketers say
9 marketer opinions
The impact of email server location on deliverability to different countries is varied. Some sources suggest it can influence deliverability, particularly for local recipients or due to lower latency improving engagement metrics. Certain ISPs, especially smaller ones or those in specific regions, might favor local IPs. However, most sources agree that server location is not a critical factor. Sender reputation (IP and domain), proper authentication (SPF, DKIM, DMARC), list hygiene, and engagement are generally considered far more significant for ensuring successful email delivery across different countries. An IP address located in a region associated with spam can negatively affect deliverability, regardless of the server's physical location.
Key opinions
- Local IP Preference: Some US-specific and smaller ISPs may favor emails originating from local IP addresses.
- Latency Impact: Server proximity to recipients can reduce latency, potentially improving engagement and deliverability.
- Reputation Paramount: Sender reputation (IP and domain) is generally considered more important than server location.
- Authentication Crucial: Proper email authentication (SPF, DKIM, DMARC) is vital for deliverability, irrespective of server location.
- Spam Region Risk: Servers located in regions known for spam activity may negatively impact deliverability.
Key considerations
- Assess Recipient Base: Consider the geographical distribution of your recipients. If primarily local, a local IP might offer a slight advantage.
- Prioritize Reputation: Focus on building and maintaining a strong sender reputation through good sending practices and engagement.
- Implement Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is configured to verify your sending identity.
- Maintain List Hygiene: Regularly clean your email list to remove inactive or invalid addresses, improving engagement metrics.
- Monitor Deliverability: Continuously monitor your deliverability rates to identify and address any potential issues.
Marketer view
Email marketer from SendPulse shares that the IP address geographic location can matter, especially for local recipients. Sending from a local IP can improve deliverability, especially in countries with strict regulations, but domain and sender reputation are vital.
30 May 2022 - SendPulse
Marketer view
Email marketer from Email Marketing Forum shares that while not a major factor, some smaller ISPs might favor emails originating from local IP addresses. However, focusing on engagement and sender reputation will have a more significant impact.
8 Aug 2022 - Email Marketing Forum
What the experts say
4 expert opinions
The expert consensus is that the geographic location of your email server has minimal impact on deliverability, especially for large mailbox providers. Sender and domain reputation, recipient engagement, proper email authentication, and avoiding blocklists are far more critical factors. One expert suggests segmenting your audience to improve deliverability by identifying and reducing mailings to segments that don't generate revenue.
Key opinions
- Location Irrelevant for Large Providers: For major mailbox providers like Gmail, Microsoft, and Verizon Media Group, server location is not a primary factor affecting deliverability.
- Reputation Matters Most: IP and domain reputation are significantly more important than the physical location of the sending server.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is crucial for establishing trust and improving deliverability.
- Engagement is Critical: Recipient engagement directly impacts domain reputation and deliverability.
- Segmentation Benefits: Segmenting audiences and reducing mailings to non-revenue generating segments can improve deliverability.
Key considerations
- Focus on Reputation Building: Prioritize building and maintaining a strong sender reputation through consistent, high-quality email practices.
- Implement Email Authentication: Ensure proper SPF, DKIM, and DMARC records are in place to authenticate your emails.
- Monitor Engagement Metrics: Track key engagement metrics like open rates and click-through rates to identify areas for improvement.
- Cleanse Your Email List: Regularly remove inactive or unengaged subscribers to improve deliverability.
- Consider Audience Segmentation: Explore audience segmentation to target your messaging and improve engagement, potentially reducing costs.
Expert view
Expert from Spamresource shares that the location of the IP address does not matter so long as it has not been blocklisted. The reputation of the IP is more important. Therefore, it does not matter where the IP address is located, as long as the IP address has a good sender reputation.
2 Mar 2023 - Spamresource
Expert view
Expert from Word to the Wise explains that various factors influence deliverability, including sender reputation (IP and domain), authentication, content, and engagement. They emphasize that sender reputation and authentication are more critical than the geographic location of the email server.
29 Jul 2021 - Word to the Wise
What the documentation says
3 technical articles
Email deliverability is not significantly impacted by the geographical location of the email server. Internet routing is designed to be location-independent, focusing on network topology and server availability. Factors like IP reputation, domain reputation, authentication (SPF, DKIM, DMARC), list quality, and feedback loops are much more critical in determining whether emails reach the intended recipients.
Key findings
- Routing Independence: The Internet's email routing is designed to be geographically independent, prioritizing network efficiency over sender/recipient location.
- Authentication Priority: Proper email authentication (SPF, DKIM, DMARC) is more important than server location for deliverability.
- Reputation Matters Most: IP and domain reputation, along with list quality and feedback loops, are key determinants of email deliverability.
Key considerations
- Implement Authentication: Ensure proper SPF, DKIM, and DMARC records are configured to authenticate your emails and establish trust with mailbox providers.
- Maintain a Good Reputation: Focus on building and maintaining a positive sender reputation by adhering to email best practices and avoiding spam-like activities.
- Practice List Hygiene: Regularly clean your email list to remove inactive or invalid addresses, improving engagement and deliverability.
- Monitor Feedback Loops: Pay attention to feedback loops and promptly address any complaints or issues reported by recipients or mailbox providers.
- Use Sender Reputation Data Service: Utilize tools and services like Microsoft's Sender Reputation Data service to monitor your IP's reputation and identify potential problems.
Technical article
Documentation from RFC Editor explains that the Internet's email routing system is designed to be geographically independent. Email servers will route mail based on network topology and server availability, not the sender's or recipient's location.
24 Apr 2024 - RFC Editor
Technical article
Documentation from Google shares that ensuring proper email authentication (SPF, DKIM, DMARC) is more important than the location of your email server. They emphasize that a strong sender reputation will improve deliverability across different countries.
23 Feb 2024 - Google
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