Summary
The collective insights underscore the significant influence of IP range behavior on email deliverability and domain reputation. Poor sending practices from any sender within an IP range, particularly on shared IPs, can negatively impact the reputation of other IPs and the domain. Factors like sending habits, list hygiene, the presence of 'noisy neighbors,' sudden sending volume spikes, and spam complaints all contribute to IP reputation, which directly affects deliverability and inbox placement. Major email providers actively monitor IP addresses and enforce policies to maintain deliverability for their users.
Key findings
- Shared IP Risk: Shared IPs are vulnerable to the actions of other senders. Poor sending practices by 'noisy neighbors' can negatively impact your own reputation and deliverability.
- Domain-IP Interdependence: Domain reputation is closely linked to IP reputation. A domain associated with an IP address that has a poor sending history will experience deliverability issues.
- Poor Practices Impact: Poor sending practices, such as sending to unengaged users, using purchased lists, or sending spam, can damage both IP and domain reputation.
- IP Range Impact: The behavior of IPs within the same range can affect each other, potentially leading to range-wide blocks or deliverability issues.
- Active Monitoring: Email service providers actively monitor IP addresses and use spam complaints as a key factor in determining reputation.
- Warming Importance: Sudden sending volume spikes from new IPs negatively affect reputation. Gradual IP warming is crucial for new IPs.
Key considerations
- Monitor Reputation: Regularly monitor your IP and domain reputation to identify and address potential issues proactively using tools like Google Postmaster Tools.
- List Hygiene: Maintain a clean email list by removing invalid or inactive addresses to improve sender reputation and engagement rates.
- Sending Practices: Adopt good sending practices, such as sending engaging content to active users, using double opt-in, and honoring unsubscribe requests promptly.
- Shared IP Awareness: If using shared IPs, be aware of the risks and consider switching to a dedicated IP address for greater control over your reputation.
- Implement IP Warming: Implement a gradual IP warming strategy when introducing new IPs to establish a positive sending history and avoid triggering spam filters.
- Comply with Policies: Comply with all applicable email sending policies and regulations, such as GDPR and CAN-SPAM, to avoid penalties and maintain a good reputation.
What email marketers say
12 marketer opinions
IP range behavior significantly impacts email deliverability and domain reputation. Poor sending practices on shared or dedicated IPs can negatively affect the reputation of other IPs within the range and the associated domain. This can lead to blocked IPs, spam folder placement, and overall deliverability issues. Key factors include sending habits, list hygiene, IP warming, and the behavior of neighboring IPs on shared ranges.
Key opinions
- Shared IP Risk: With shared IPs, the actions of other senders directly impact your reputation. If they send spam or are blacklisted, your deliverability suffers.
- Domain-IP Link: Domain reputation is closely tied to IP reputation. A domain associated with a bad IP address will experience deliverability problems.
- Poor Practices Impact: Poor sending practices, like sending to unengaged users or invalid addresses, damage both IP and domain reputation.
- IP Range Impact: The behavior of IPs within the same range can affect each other, potentially leading to range-wide blocks.
- Warming Importance: Sudden sending volume spikes from new IPs negatively affect reputation. Gradual IP warming is critical for new IPs.
Key considerations
- Monitor Reputation: Regularly monitor your IP and domain reputation to identify and address potential issues early.
- List Hygiene: Maintain a clean email list by removing invalid or inactive addresses to improve sender reputation.
- Sending Practices: Adopt good sending practices, such as sending engaging content to active users.
- Neighbor Awareness: If using shared IPs, be aware of the sending practices of other users on the same IP.
- IP Warming Strategy: Implement a gradual IP warming strategy when introducing new IPs to avoid triggering spam filters.
Marketer view
Email marketer from Mailjet shares that with shared IPs, your sending reputation can be affected by the practices of other senders. If other senders send spam or get blacklisted, your deliverability can suffer.
19 Aug 2022 - Mailjet
Marketer view
Marketer from Email Geeks mentions that Microsoft could block the whole range based on behavior from other IPs in the same range.
19 Nov 2022 - Email Geeks
What the experts say
3 expert opinions
These expert insights emphasize the vulnerability of senders sharing IP addresses. The actions of 'noisy neighbors' – senders with poor email practices – can significantly damage the deliverability and reputation of other senders sharing the same IP, particularly affecting smaller volume senders. IP reputation is identified as a crucial factor, directly impacting whether emails are delivered or blocked.
Key opinions
- Noisy Neighbors: Sharing an IP address exposes senders to the risk of 'noisy neighbors', whose poor sending habits can negatively impact others.
- Reputation Impact: The actions of other senders on a shared IP directly affect your sending reputation.
- Deliverability Cruciality: IP reputation is identified as a crucial factor for email deliverability. A negative IP reputation can lead to emails being blocked or sent to the spam folder.
Key considerations
- Assess Shared IP Risk: Carefully assess the risks associated with shared IP addresses and the potential for neighboring senders to impact your reputation.
- Monitor Sending Reputation: Actively monitor your sending reputation to detect and address any negative impacts from shared IP usage.
- Consider Dedicated IP: If feasible, consider switching to a dedicated IP address to gain more control over your sending reputation.
Expert view
Expert from SpamResource explains that a major challenge with shared IPs is the potential for 'noisy neighbors'. The actions of other senders on the same IP can negatively impact your sending reputation.
10 May 2024 - SpamResource
Expert view
Expert from Word to the Wise explains that the email behavior of your IP neighbors can indeed affect your email deliverability, particularly with smaller volume senders. Being on an IP with senders who are frequently blocked can impact your own reputation.
5 Jul 2024 - Word to the Wise
What the documentation says
4 technical articles
Leading email service providers and anti-spam organizations emphasize the critical role of IP reputation in email deliverability. Sending unwanted mail or violating spam policies can damage IP reputation, leading to blocks and deliverability issues. These organizations actively monitor IP addresses and use spam complaints as a key factor in determining reputation.
Key findings
- IP Reputation Matters: IP reputation is a crucial factor for email deliverability, influencing whether emails reach the inbox.
- Spam Impact: Sending unwanted mail or violating spam policies negatively impacts IP reputation.
- Active Monitoring: Email service providers actively monitor IP addresses and their sending behavior.
- Complaint Significance: The volume of spam complaints received directly affects IP reputation.
Key considerations
- Adhere to Policies: Strictly adhere to email sending policies to avoid damaging IP reputation.
- Monitor Complaints: Monitor and address spam complaints promptly to maintain a positive IP reputation.
- Consent Practices: Implement strong permission and consent practices to minimize sending unwanted mail.
Technical article
Documentation from Google details that IP reputation is a crucial factor for Gmail deliverability. Sending a high volume of unwanted mail from an IP address can negatively impact its reputation and cause deliverability issues.
9 Dec 2021 - Google
Technical article
Documentation from Microsoft explains that the sender's IP address reputation is a key factor in determining whether or not an email is delivered to the inbox. They actively monitor the IP addresses used to send email to their services.
19 Jun 2023 - Microsoft
Are domain warmup tools like Lemwarm or WarmupInbox effective and safe to use?
Do DMARC rejections negatively impact IP or domain reputation at Gmail and Yahoo?
How do DMARC, spam complaints, and IP reputation affect email deliverability and rejections?
How do ESPs manage IP pools and how does it affect deliverability?
What are the benefits of Validity Certification for email senders?
What should I do if my IP address is blacklisted by UCEPROTECT?
