Summary
Fixing a bad domain reputation and optimizing IP strategy for low-volume senders involves a multifaceted approach. First and foremost, identify and eliminate the source of spam. Focus on sending wanted, valuable, and personalized content to engaged subscribers. Implement strong email authentication using SPF, DKIM, and DMARC. Maintain a meticulously clean email list by regularly removing inactive subscribers and handling complaints promptly. Continuously monitor sender reputation metrics, IP address reputation, and domain reputation. For IP strategy, shared IPs are often more suitable for low-volume senders, but closely monitor performance. If a dedicated IP is used, it requires a gradual warm-up. Ensure permission-based sending and careful list management. DMARC implementation is essential for protection against email spoofing, with a gradual tightening of the policy over time.
Key findings
- Stop Sending Spam: The primary step is always to identify and stop the sources of spam causing reputation damage.
- Content Relevance & Engagement: Focus on sending highly relevant, personalized content that recipients want to receive. Higher engagement improves reputation.
- Email Authentication: SPF, DKIM, and DMARC are critical for verifying your email's authenticity and protecting against domain spoofing.
- List Hygiene is Paramount: Regularly cleaning your email list of inactive or unengaged subscribers significantly improves deliverability.
- IP Strategy for Low Volume: Shared IPs are generally preferable for low-volume senders; Dedicated IPs need careful, gradual warming.
- Monitor Your Reputation: Continuously monitor your sender reputation, IP reputation, and domain reputation for issues and address them promptly.
Key considerations
- Gradual IP Warmup: If transitioning to a dedicated IP, gradually increase sending volume over time to establish a positive reputation.
- Monitor Feedback Loops: Pay attention to feedback loops and promptly address any complaints or concerns raised by recipients.
- Double Opt-In: Using a double opt-in process ensures that subscribers genuinely want to receive emails from you.
- Segmentation: Segment your email list to send targeted content to specific groups of subscribers to improve engagement.
- Resting Resources: Consider resting resources (waiting a few days) before sending to new subscribers after addressing deliverability issues.
- List Management Tools: Implement sunset policies to automatically unsubscribe users who haven't engaged in a while to remove them.
- Small Volume Impact: For low volume senders especially, engagement is the most important factor to focus on.
What email marketers say
9 marketer opinions
Fixing a bad domain reputation and optimizing IP strategy for low volume senders requires a multi-faceted approach. The core strategies are: focusing on sending wanted and valuable content to engaged subscribers, authenticating your email with SPF, DKIM, and DMARC, meticulously managing your email list by removing inactive subscribers and handling complaints, and continuously monitoring your sender reputation metrics. For IP strategy, a shared IP might be suitable initially for low volumes, but monitoring performance is critical; a dedicated IP requires careful warmup.
Key opinions
- Content is King: Consistently send valuable, personalized content that subscribers want to receive. Avoid spam trigger words.
- Authentication Matters: Implement SPF, DKIM, and DMARC to authenticate your emails and protect your domain from spoofing.
- List Hygiene: Maintain a clean email list by regularly removing inactive subscribers and managing bounce rates and complaints.
- Monitor Reputation: Continuously monitor your sender reputation, IP address reputation, and domain reputation using available tools.
- IP Strategy for Low Volume: Shared IPs are often better for low volume senders, but closely monitor performance. If using a dedicated IP, warm it up gradually.
Key considerations
- Engagement: Prioritize sending emails to engaged users. Segment your list based on engagement and focus on those who actively open and click.
- Warmup: If switching to a dedicated IP, warm it up slowly to establish a positive sending reputation.
- Double Opt-In: Consider using a double opt-in process to ensure subscribers genuinely want to receive your emails.
- Custom Tracking Domain: Use a custom tracking domain to improve deliverability for cold emails.
- Feedback Loops: Monitor feedback loops and promptly address any complaints or issues raised by recipients.
Marketer view
Email marketer from ReturnPath (now Validity) explains that monitoring your sender reputation is crucial for identifying deliverability issues. Use tools to track your IP and domain reputation, spam complaints, and blocklist status. Address any problems promptly to maintain good deliverability.
7 May 2025 - ReturnPath
Marketer view
Email marketer from Lemlist advises focusing on personalized and relevant content for cold emails to improve deliverability. Use a custom tracking domain, warm up your sending IP, and monitor your sender reputation regularly. Avoid sending too many emails too quickly.
10 Mar 2023 - Lemlist
What the experts say
4 expert opinions
Fixing a bad domain reputation and optimizing IP strategy for low volume senders, experts suggest prioritizing the elimination of spam and focusing on sending wanted mail to engaged recipients. Content and recipient engagement are more important than dedicated vs. shared IP addresses, especially for low volume senders. Domain reputation suffers due to spam, and stopping it is the primary action. Google recommends a brief 'rest' period before re-engaging with opted-in users, balancing this with the need to contact them promptly.
Key opinions
- Stop the Spam: The initial step in fixing a bad domain reputation is identifying and eliminating the source of spam.
- Content and Engagement First: Prioritize sending wanted mail and ensuring list hygiene; focus on content and engagement rather than IP type.
- IP Volume Threshold: Dedicated IPs are typically suitable for very high-volume senders (500K+ emails per day).
Key considerations
- Resting Resources: Consider a short 'rest' period before sending to opted-in users, balancing it with the need to engage promptly.
- List Hygiene: Focus on asking recipients if they want to be on the list, removing unengaged subscribers, and ensuring your emails are providing value.
Expert view
Expert from Email Geeks explains that domain reputation is suffering due to spam, and stopping the spam is the first step to fixing it. Sending from a private vs. shared IP is less relevant. Volume is extremely low for a dedicated IP and recommends 500K / day, multiple sends a week, minimum for a dedicated IP
25 Jun 2022 - Email Geeks
Expert view
Expert from Email Geeks shares that Google generally recommends “resting the resources” so might wait a few days before sending to opted in users. However, you don’t want to wait too long.
25 Jun 2021 - Email Geeks
What the documentation says
4 technical articles
Improving domain reputation and determining the best IP strategy for low-volume senders requires a focus on email authentication (SPF, DKIM, DMARC), maintaining excellent list hygiene, and sending wanted mail. Consistent sending volume, while important, needs to be balanced with a gradual IP warmup, especially for new IPs or those with poor reputation. DMARC implementation is critical for protecting against email spoofing, starting with a relaxed policy and gradually tightening it while monitoring reports.
Key findings
- Authentication is Crucial: SPF, DKIM, and DMARC are essential for establishing trust and preventing spoofing.
- List Hygiene is Key: Maintaining a clean list, removing unengaged subscribers, and providing clear unsubscribe options are vital for good deliverability.
- Content Relevance: Sending wanted mail and avoiding spam content are crucial for engagement and reducing complaint rates.
- IP Warmup: IP warmup is important, especially for new IPs or those with poor reputations. Gradually increase sending volume.
Key considerations
- Consistent Volume: While consistency matters, prioritize warming up gradually rather than immediately sending large volumes.
- DMARC Policy: Implement DMARC in stages, starting with 'p=none' and progressing to stricter policies as you gain confidence.
- Feedback Loops: Monitor feedback loops and address any issues promptly to maintain good deliverability.
- Low Complaint Rates: Aim to maintain low complaint rates by sending relevant and engaging content.
Technical article
Documentation from SparkPost emphasizes the importance of IP warmup for new IPs or IPs with a poor reputation. Start with a small volume of email to your most engaged subscribers and gradually increase the volume over time. Monitor your deliverability metrics and adjust your sending schedule accordingly.
8 Jul 2021 - SparkPost
Technical article
Documentation from Dmarc.org shares that DMARC is critical for protecting your domain from email spoofing. Implement DMARC with a policy of 'p=none' initially, then move to 'p=quarantine' and finally 'p=reject' as you gain confidence in your configuration. Monitor your DMARC reports to identify and address any issues.
29 Nov 2022 - Dmarc.org
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