How important is IP reputation versus domain reputation, especially for B2B senders with low engagement and emails going to spam?

The overwhelming consensus from experts, marketers, and documentation emphasizes that for B2B senders grappling with low engagement and spam placement, domain reputation is paramount compared to IP reputation. Major mailbox providers such as Google and Microsoft prioritize domain reputation in their filtering processes. Improving domain reputation requires a multifaceted approach, including boosting user engagement through high-quality, relevant, and personalized content, practicing rigorous list hygiene and segmentation, proper email authentication using SPF, DKIM, and DMARC, monitoring domain reputation metrics, and adopting a conservative sending approach. Focusing on providing value to recipients and understanding the reasons for low engagement are also crucial steps.

For B2B senders struggling with low engagement and emails landing in spam, the prevailing consensus is that domain reputation is significantly more critical than IP reputation. Major mailbox providers like Gmail and Microsoft prioritize domain reputation when filtering emails, meaning a poor domain reputation can lead to emails landing in spam regardless of IP reputation. Improving domain reputation involves a multi-faceted approach, including focusing on user engagement, ensuring relevant and personalized content, practicing list hygiene and segmentation, properly authenticating emails (SPF, DKIM, DMARC), warming up your domain, and consistently monitoring domain reputation metrics.

Experts agree that for B2B senders with low engagement and emails going to spam, domain reputation is the primary concern, outweighing IP reputation. Focus should be placed on improving the mailstream reputation by ensuring recipients want the mail they receive. Key actions include enhancing content quality and relevance, and addressing the underlying reasons for low engagement. Resolving deliverability issues means getting emails out of the spam folder, and B2B senders should prioritize domain reputation, carefully check authentication settings, and adopt a conservative approach to sending frequency and volume.

Email service providers like Google, Microsoft, and Mimecast rely heavily on domain reputation for spam filtering, particularly impacting B2B senders with low engagement. Poor domain reputation, stemming from low open rates, high spam complaints, and bounce rates, increases the likelihood of emails being blocked or sent to spam folders. Implementing SPF and DMARC enhances authentication and protects domain reputation, while proper bounce handling and removing invalid addresses are crucial for maintaining a positive sender reputation.