Summary
A bad IP reputation and the appearance of unknown IPs can severely harm e-commerce email deliverability, leading to emails being marked as spam or rejected. This often stems from issues like SPF record misconfigurations, domain spoofing, compromised accounts, poor list hygiene, and shared IP risks. Implementing SPF, DKIM, and DMARC is critical, along with monitoring DMARC reports and IP reputation using tools like Google Postmaster Tools and Microsoft SRD. Regularly cleaning email lists, monitoring blocklists, and securing email servers are also essential. Proactive measures, such as subscribing to feedback loops and testing deliverability, help maintain a positive sender reputation and minimize negative impacts. Avoid adding TXT records to Sendgrid subdomains and be aware of potential over-complication of SPF records.
Key findings
- SPF Configuration: Review and simplify SPF records, reducing unnecessary includes to stay within DNS lookup limits and prevent deliverability issues. Example needing review: `v=spf1 include:ca._<http://netblocks.mimecast.com|netblocks.mimecast.com> include:<http://_spf.google.com|_spf.google.com> include:<http://shops.shopify.com|shops.shopify.com> include:<http://email.prnewswire.com|email.prnewswire.com> include:<http://mailgun.org|mailgun.org> ~all`.
- Domain Spoofing Detection: Unknown IPs may indicate domain spoofing; DMARC reports can help identify forged 'From' addresses and unauthorized use.
- Authentication Importance: Implementing SPF, DKIM, and DMARC is crucial for verifying email sources and preventing domain spoofing and phishing attacks.
- List Hygiene Benefits: Maintaining a clean email list through regular removal of inactive subscribers and invalid addresses protects IP reputation and improves deliverability.
- Blocklist Impact: Being listed on blocklists severely impacts deliverability; proactive monitoring and prompt removal are essential.
- Compromised Accounts: Unknown IPs could indicate compromised accounts; strengthen security measures like password policies and multi-factor authentication.
- Shared IP Risks: Shared IPs can lead to reputation issues; consider switching to a dedicated IP if deliverability problems persist.
- Sendgrid TXT Records: Avoid adding TXT records to SendGrid subdomains to prevent breaking CNAME records and disrupting SPF/MX validation.
- DMARC Monitoring: Actively monitor DMARC reports to detect authentication failures and unauthorized email activity.
Key considerations
- Proactive Reputation Management: Implement best practices for authentication, list hygiene, and sending behavior to proactively manage IP reputation.
- Server Security: Secure email servers by updating software, implementing firewalls, and monitoring traffic for suspicious activity.
- Dedicated IP Evaluation: Assess the need for a dedicated IP if shared IP issues are causing deliverability problems.
- Deliverability Testing Cadence: Regularly test deliverability using tools to identify and resolve potential issues before significant impact.
- Feedback Loop Utilization: Utilize feedback loops from mailbox providers to promptly identify and address spam complaints.
- Tool Adoption: Employ monitoring tools like Google Postmaster Tools and Microsoft SRD to track and address negative trends.
- Continuous Adaptation: Continuously adapt sending practices and authentication configurations based on monitoring data and evolving best practices.
What email marketers say
13 marketer opinions
The appearance of bad IP reputation for unknown IPs can severely impact email deliverability for e-commerce brands. This issue often stems from various factors, including compromised email accounts or servers, poor list hygiene practices, phishing attacks, and the use of shared IPs. Implementing email authentication protocols (SPF, DKIM, DMARC), monitoring DMARC reports, securing email servers, and regularly cleaning email lists are crucial steps to mitigate these issues. Additionally, monitoring IP reputation and considering switching to a dedicated IP can help maintain a positive sender reputation and ensure emails reach the inbox. Utilizing tools like Mail-Tester and GlockApps to test deliverability and avoiding actions that could break CNAME records are also important considerations.
Key opinions
- DMARC Monitoring: Accessing and monitoring DMARC reports is crucial for identifying IPs sending on behalf of your domain and detecting potential phishing attempts.
- Authentication Protocols: Implementing SPF, DKIM, and DMARC protocols is essential for authenticating emails and preventing domain spoofing.
- List Hygiene: Regularly cleaning email lists by removing inactive subscribers and hard bounces improves IP reputation and reduces bounce rates and spam complaints.
- Compromised Accounts: Unknown IPs with bad reputation can indicate compromised email accounts or servers, requiring checks for unauthorized access and strengthening security measures.
- Shared IP Risks: Using shared IPs can lead to reputation issues due to the poor sending practices of other senders, necessitating close monitoring and potential migration to a dedicated IP.
- Sendgrid TXT Records: Adding a TXT record to the SendGrid subdomain may break the CNAME record which will cause problems
- GPT Validation: Checking the DKIM and SPF domains in GPT to identify potential abuse on authenticating subdomains may not be worth spending too much time on.
Key considerations
- Proactive Management: Proactively managing IP reputation through best practices for email authentication, list hygiene, and sending behavior is crucial.
- Security Measures: Securing email servers by updating software, implementing firewalls, and monitoring traffic is important to prevent unauthorized use.
- Dedicated IP: Consider switching to a dedicated IP if deliverability problems persist due to shared IP issues.
- Deliverability Testing: Regularly test deliverability using tools like Mail-Tester, GlockApps, and IsNotSpam to identify and address potential issues.
- Monitoring and Responding: Continuously monitor IP reputation and address any issues promptly to mitigate negative effects.
Marketer view
Email marketer from Litmus shares that a poor IP reputation can severely impact email deliverability, leading to higher bounce rates, increased spam complaints, and emails being blocked or filtered into the spam folder. She emphasizes the importance of proactively managing IP reputation by implementing best practices for email authentication, list hygiene, and sending behavior. Litmus also recommends monitoring deliverability metrics and addressing any issues promptly to mitigate the negative effects of a bad IP reputation.
14 Sep 2024 - Litmus
Marketer view
Email marketer from Quora shares that using shared IPs can sometimes lead to reputation issues if other senders on the same IP engage in poor sending practices. They recommend monitoring your IP reputation closely and considering switching to a dedicated IP if deliverability problems persist. DigitalMarketer also advises warming up new IPs gradually and maintaining consistent sending habits to establish a positive reputation. As you may not be able to control the activity of other users on the shared IP, ensure that you have authentication in place to help protect your emails.
1 May 2022 - Quora
What the experts say
8 expert opinions
Experiencing a bad IP reputation and encountering unknown IPs can significantly harm email deliverability. This often results from issues like SPF record misconfigurations, potential domain spoofing, or malicious actors using your domain. Cleaning up the SPF record, monitoring DMARC reports, and implementing SPF, DKIM, and DMARC for proper authentication are crucial steps. Regularly cleaning email lists and monitoring blocklists also help. Utilizing feedback loops enables prompt identification and resolution of spam complaints. Ensure no TXT record is added to the sendgrid subdomain which could cause problems.
Key opinions
- SPF Record Cleanup: Cleaning up the SPF record by removing unnecessary includes can resolve issues related to exceeding DNS lookup limits. Example of SPF needing review: `v=spf1 include:ca._<http://netblocks.mimecast.com|netblocks.mimecast.com> include:<http://_spf.google.com|_spf.google.com> include:<http://shops.shopify.com|shops.shopify.com> include:<http://email.prnewswire.com|email.prnewswire.com> include:<http://mailgun.org|mailgun.org> ~all`.
- Domain Spoofing: Unknown IPs may indicate someone is using the domain in their return path or forging it to send spam. DMARC reports can help identify these issues.
- Authentication Implementation: Implementing SPF, DKIM, and DMARC is crucial for authenticating emails and preventing domain spoofing.
- List Hygiene: Maintaining a clean email list by regularly removing inactive subscribers and invalid addresses protects IP reputation.
- Blocklist Monitoring: Monitoring IP addresses and domains for inclusion on blocklists helps prevent significant impact on email deliverability.
- Sendgrid TXT Records: Ensure you don't add a TXT record to your sendgrid subdomain, as this could invalidate your SPF records
Key considerations
- DMARC Monitoring: Regularly check DMARC reports to understand email authentication issues and potential domain abuse.
- Proactive Approach: Take corrective actions promptly to improve sending practices and maintain a good IP reputation.
- Feedback Loops: Subscribe to feedback loops to identify and address spam complaints proactively.
- SPF Configuration: Review and simplify SPF records to stay within DNS lookup limits and prevent deliverability issues.
- Deliverability Impact: Address authentication and reputation issues promptly to minimize impact on email deliverability. Monitor for potential TXT record problems in Sendgrid.
Expert view
Expert from Word to the Wise responds that subscribing to feedback loops provided by mailbox providers allows you to identify and address spam complaints promptly. By receiving feedback on which of your emails are being marked as spam, you can take corrective action to improve your sending practices and maintain a good IP reputation. These also help detect if your email has been abused in some way by a third party.
28 Apr 2022 - Word to the Wise
Expert view
Expert from Email Geeks confirms with Francis that adding a TXT record to the sendgrid subdomain can cause validation problems.
2 Jun 2022 - Email Geeks
What the documentation says
5 technical articles
A bad IP reputation, potentially linked to unknown IPs, can cause emails to be marked as spam or rejected. Safeguarding IP reputation involves implementing SPF, DKIM, and DMARC for authentication to prevent domain spoofing and phishing attacks. Continuously monitoring IP reputation with tools like Google Postmaster Tools and Microsoft SRD helps in proactively addressing issues. Regular auditing and updating of authentication settings, along with ensuring correctly configured SPF records that don't exceed DNS lookup limits, are crucial for maintaining a good reputation.
Key findings
- Google Postmaster Tools: Monitoring IP reputation in Google Postmaster Tools is essential for identifying and addressing issues affecting email deliverability.
- SPF Records: SPF records authorize mail servers to send emails on behalf of a domain, preventing spammers from forging the 'From' address; improperly configured records can be exploited.
- Sender Authentication: Implementing SPF, DKIM, and DMARC verifies authorized email sources, protecting against domain spoofing and phishing attacks.
- Microsoft SRD: Microsoft's Sender Reputation Data (SRD) provides insights into sending volume, spam complaints, and other metrics, aiding in proactive issue resolution.
- DMARC Policies: DMARC builds on SPF and DKIM to guide email receivers on handling unauthenticated emails, preventing domain spoofing and enhancing security.
Key considerations
- Sending Practices: Ensure sending practices comply with sender guidelines to improve and maintain a good IP reputation.
- Audit SPF Records: Audit SPF records to ensure only authorized sending sources are included, preventing attackers from exploiting vulnerabilities.
- Authentication Settings: Regularly review and update authentication settings to prevent malicious actors from exploiting vulnerabilities in your email infrastructure.
- Monitor Metrics: Use tools like SRD to track sending volume, spam complaints, and other metrics to identify and address negative trends.
- Implement DMARC: Implement and monitor DMARC records to gain visibility into your email authentication ecosystem and protect your brand's reputation.
Technical article
Documentation from Microsoft explains that monitoring IP reputation through tools like Sender Reputation Data (SRD) is crucial for identifying potential issues. SRD provides insights into the sending volume, spam complaints, and other metrics associated with your IP address, enabling you to take proactive measures to address any negative trends. Unusual IP activity can indicate a compromise, or someone is using a DNS record incorrectly.
13 Feb 2025 - Microsoft
Technical article
Documentation from Google explains that a low IP reputation can result in emails being marked as spam or rejected. It advises monitoring IP reputation in Postmaster Tools and ensuring that sending practices comply with Google's sender guidelines to improve and maintain a good reputation. They do not elaborate on seeing unknown IPs, only that you should fix poor reputation.
6 Jan 2023 - Google
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