Summary
Verifying IP warming and domain reputation in SFMC while sharing an IP address requires a multi-faceted approach. Gradual IP warming, starting with engaged subscribers, is critical, and sender reputation metrics should be consistently monitored via tools like Google Postmaster Tools, MultiRBL, SenderScore, and MXToolbox. Implementing robust email authentication (SPF, DKIM, DMARC) is essential to prevent spoofing and improve sender reputation. Consistent sending habits, low bounce rates, high engagement, and utilizing feedback loops are key for positive domain reputation. Understanding SFMC's domain sharing structure and considering a Sender Authentication Package (SAP) can also significantly impact deliverability.
Key findings
- Gradual IP Warming: Start warming with engaged subscribers and gradually increase volume.
- Reputation Monitoring Tools: Use Google Postmaster Tools, MultiRBL, SenderScore, MXToolbox to track reputation.
- Email Authentication: Implement SPF, DKIM, and DMARC for better deliverability.
- Domain Reputation Factors: Consistency, low bounce rates, and high engagement improve domain reputation.
- SFMC Domain Structure: SFMC domains can be shared up, down, and sideways within an enterprise.
- SAP Impact: Sender Authentication Package (SAP) can greatly influence sending reputation.
Key considerations
- Dedicated vs. Shared IP: Evaluate the benefits of a dedicated IP address compared to a shared one.
- Domain First: Consider warming the domain first, even if the IP is already warmed.
- Feedback Loops: Actively monitor and address complaints through feedback loops.
- Proactive Monitoring: Continuously monitor sender reputation and adjust sending practices.
- SFMC Support: Consider contacting SFMC deliverability support for assistance.
What email marketers say
10 marketer opinions
Verifying IP warming and domain reputation in SFMC when using a shared IP involves several key steps. Gradual IP warming, starting with highly engaged subscribers and steadily increasing volume, is crucial. Monitoring sender reputation metrics using tools like Google Postmaster Tools, MultiRBL, SenderScore, and MXToolbox is essential for identifying deliverability issues. Implementing and monitoring email authentication protocols like SPF, DKIM, and DMARC helps to prevent spoofing and improve sender reputation. Maintaining consistent sending habits, low bounce rates, high engagement, and using feedback loops can improve domain reputation. Segmentation of email lists and close monitoring of open rates and blocklist status are also highly recommended.
Key opinions
- Gradual Warming: IP warming should be done gradually, starting with engaged subscribers.
- Monitoring: Use tools like Google Postmaster Tools, MultiRBL, SenderScore, and MXToolbox to monitor sender reputation and identify issues.
- Authentication: Implement and monitor SPF, DKIM, and DMARC to prevent spoofing and improve reputation.
- Engagement: Consistent sending habits, low bounce rates, and high engagement improve domain reputation.
- Segmentation: Segment email lists and monitor open rates and blocklist status.
Key considerations
- Shared vs. Dedicated IP: Understand the difference between a shared IP and one shared between EIDs within the same company.
- Domain Warming: Warm the domain first, even if the IP is already warmed.
- Feedback Loops: Utilize feedback loops to address complaints promptly.
- Reputation Monitoring: Continuously monitor sender reputation and adjust sending practices as needed.
- Proactive Approach: Take a proactive approach to managing sender reputation to maintain deliverability.
Marketer view
Marketer from Email Geeks responds that there is a differentiation between a “shared” IP, and one that is just shared between two EIDs owned by the same company. He also mentions that there was an automated delivery audit that you could ask for in the past, and suggests opening a support ticket to speak to someone in deliverability support to check if it's still available.
26 Dec 2024 - Email Geeks
Marketer view
Email marketer from EmailGeek.com shares the need to monitor domain reputation through tools like Google Postmaster Tools, which provides insights into spam rates, IP reputation, and feedback loops. EmailGeek also mentions that consistently sending engaging content helps maintain a positive domain reputation.
4 Jul 2022 - EmailGeek.com
What the experts say
4 expert opinions
Verifying IP warming and domain reputation in SFMC when sharing an IP address involves understanding how domains are shared within SFMC's enterprise structure, utilizing tools to audit reputation and test authentication, warming shared IPs by sending to engaged users with increasing volume, and monitoring sender reputation via blocklist checks and Google Postmaster Tools.
Key opinions
- SFMC Domain Sharing: Domains in SFMC can be shared within the enterprise account structure.
- Reputation Audits & Authentication Tests: Tools like Reputation Audit and authentication testers (e.g., kbxscore.com) can be utilized.
- IP Warming: Effective IP warming involves a small volume to engaged users, gradually increasing volume.
- Reputation Monitoring Tools: Sender reputation should be monitored using blocklist checks and Google Postmaster Tools.
Key considerations
- SFMC Structure: Understanding how domains are shared in SFMC is crucial for reputation management.
- Authentication Testing: Ensure proper email authentication to maintain and build a positive reputation.
- Gradual Warming: Implement a gradual IP warming strategy to avoid deliverability issues.
- Ongoing Monitoring: Regularly monitor sender reputation to identify and address potential problems.
Expert view
Expert from Word to the Wise shares that sender reputation should be checked and monitored with tools and services. Also Word to the Wise recommends using tools to monitor blocklists and to use Google Postmaster Tools to analyze the deliverability of your email marketing campaigns.
1 Jun 2023 - Word to the Wise
Expert view
Expert from Email Geeks mentions that he built the Reputation Audit and a more recent authentication tester at www.kbxscore.com that’s a bit similar and might be useful.
16 Apr 2024 - Email Geeks
What the documentation says
6 technical articles
Verifying IP warming and domain reputation when sharing an IP address involves several documented best practices. Establishing a Sender Authentication Package (SAP) with dedicated IPs is beneficial, but when sharing, gradual IP warming is essential, starting with engaged subscribers and monitoring bounce rates. Sender reputation relies on IP, domain, and sending practices. Consistent sending improves deliverability. Ensure proper authentication (SPF, DKIM, DMARC) and verify domain ownership to build credibility and prevent spam flagging. Implement DMARC for handling unauthorized emails and monitoring traffic.
Key findings
- SAP Benefits: Sender Authentication Package (SAP) with dedicated IPs improves sender reputation.
- Gradual IP Warming: Gradual IP warming with engaged subscribers is crucial when sharing IPs.
- Sender Reputation Factors: Sender reputation depends on IP, domain, and sending practices.
- Email Authentication: Proper authentication (SPF, DKIM, DMARC) is crucial for deliverability.
- Domain Ownership Verification: Verify domain ownership to establish credibility.
- DMARC Implementation: DMARC helps handle unauthorized emails and monitors traffic.
Key considerations
- SAP vs Shared: Weigh the benefits of a dedicated IP vs. a shared IP environment.
- Consistent Practices: Maintain consistent sending practices for improved deliverability.
- Authentication Setup: Ensure proper configuration of SPF, DKIM, and DMARC records.
- Traffic Monitoring: Regularly monitor email traffic and reports provided by DMARC.
Technical article
Documentation from Mailjet shares that sender reputation is based on factors such as IP address, domain, and sending practices. Good sender reputation can improve email delivery. They also point out that consistent sending practices help ensure better deliverability.
19 Jun 2023 - Mailjet
Technical article
Documentation from Google explains that for best practices to avoid your email going to spam, ensure authentication standards like SPF, DKIM, and DMARC are correctly set up. They note that proper authentication is crucial for Gmail to trust your emails.
26 Nov 2024 - Google
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