Is IP reputation or domain reputation more important for Gmail deliverability?

For Gmail deliverability, domain reputation generally holds more weight than IP reputation. While IP reputation is crucial for initial acceptance, your domain's history of engagement and compliance largely determines inbox placement.

How can I improve my IP and domain reputation?

Improvement comes from consistent good sending practices, maintaining a clean and engaged email list, avoiding spam complaints, and ensuring proper email authentication (SPF, DKIM, DMARC) . Monitoring Postmaster Tools helps identify areas for improvement.

Does a medium IP reputation affect open rates and click-through rates?

If your domain reputation is strong, a medium IP reputation might not directly cause significant drops in open or click rates. However, a prolonged or declining IP reputation could eventually lead to more emails being routed to spam, which would indirectly impact these metrics.

Should I be concerned about my IP reputation if I use a shared IP?

With shared IPs, your IP reputation can be influenced by other senders, making it less controllable. While a medium rating warrants attention, if your domain reputation remains high and your deliverability is stable, the impact from the shared IP's medium reputation is often minimal. High-volume senders might consider dedicated IPs for more control.

Does a medium IP reputation in Google Postmaster Tools affect email deliverability? - Sender reputation - Email deliverability - Knowledge base

Q: What does a "medium" IP reputation in Google Postmaster Tools mean?

A "medium" IP reputation indicates that the sending IP has a mixed history. While it generally sends good emails, it might occasionally be associated with spam. It's a warning sign, but not as severe as a "low" or "bad" reputation.

Many email senders wonder about the real impact of a "medium" IP reputation in Google Postmaster Tools. It's a common concern, especially when your IP reputation has dropped from "High" and you're using a shared IP address. While a medium IP reputation might seem concerning, its effect on your overall email deliverability, particularly to Gmail inboxes, is often more nuanced than initially perceived. The key lies in understanding how Google evaluates your sending practices.

The distinction between IP and domain reputation is critical here. Many email service providers (ESPs) might offer assurances that a medium IP reputation is acceptable, often citing internal sender scores. However, these scores don't always directly correlate with Google's specific metrics. I often hear from marketers who are unsure whether their open and click rates, even if stable, indicate a true impact from a medium IP reputation.

IP vs. domain reputation: what Google prioritizes

In the world of email deliverability, both IP reputation and domain reputation play distinct roles. Your IP reputation is associated with the server sending your emails. It's essentially the gatekeeper, determining whether your emails are initially accepted by the recipient's mail server. If your IP has a very low or bad reputation, your emails might be rejected outright, never even making it to the spam folder.

Conversely, your domain reputation is tied to your sending domain name. This is where Google, in particular, places significant weight when deciding where an email lands, whether in the inbox or the spam folder. A strong domain reputation signals to mailbox providers that you are a legitimate sender with engaged subscribers, reducing the likelihood of your messages being filtered as spam. You can monitor various email deliverability metrics within Google Postmaster Tools to get this insight.

On shared IP addresses, your IP reputation is influenced by all senders using that same IP. This means you have less control over its fluctuating status, which is a key downside. If your domain reputation remains high, a medium IP reputation on a shared IP is less likely to significantly impact your Gmail inbox placement. Google generally prioritizes your domain's sending history and engagement metrics.

The impact of a "medium" IP reputation

A "medium" IP reputation in Google Postmaster Tools indicates that the IP has a moderate history of sending good emails but may occasionally be associated with spam. This state is not ideal, but it's far from a bad or low reputation, which almost guarantees spam folder delivery or outright rejection. A medium IP reputation means your emails are generally accepted at the initial connection phase, allowing your domain reputation to then play its part in determining final inbox placement.

It's important to remember that Google's algorithms are complex. A slight dip from "High" to "Medium" IP reputation on its own may not drastically impact your deliverability if your domain reputation remains strong and your sending practices are solid. I've observed that domain reputation holds more weight for Gmail inboxing decisions than IP reputation, especially for shared IPs where the IP's overall reputation is diluted across multiple senders.

The "front door" analogy

Think of IP reputation as getting your foot in the door. If it's too low, the door is slammed shut. A "Medium" rating generally means you've passed the initial check. Domain reputation, however, is what gets you invited inside and seated at the table, ensuring your emails reach the primary inbox rather than the spam folder or promotions tab. This nuance is essential for understanding your overall email deliverability issues.

So, while a medium IP reputation might not be ideal, it’s not necessarily a direct cause for alarm regarding your overall inboxing, especially if your domain's reputation is high. Instead, it serves as a prompt to evaluate other factors that influence your sender reputation and deliverability.

Factors influencing IP and domain reputation

Several factors contribute to both IP and domain reputation. For IP reputation, factors like consistent sending volume, the number of spam complaints originating from that IP, and its presence on any email blocklists or blacklists (DNSBLs) are highly influential. Sudden spikes in email volume or sending to unengaged users can quickly degrade an IP's standing, especially on shared IPs where one bad sender can impact others.

For domain reputation, engagement metrics are paramount. Google closely monitors how recipients interact with your emails: do they open them, click on links, mark them as important, or move them to other folders? Conversely, high spam complaint rates, a large number of inactive subscribers, and poor authentication (SPF, DKIM, DMARC) can severely damage your domain's standing. It's also worth noting that external scores, like SenderScore, are generally not directly considered by Google for its internal reputation assessments.

IP reputation influence

Initial gatekeeper: Determines if emails are accepted by the receiving server.
Shared IP challenges: Reputation is affected by all senders using the same IP, limiting individual control.
Blocklist impact: Presence on an IP blacklist can lead to hard bounces.

Domain reputation influence

Inbox placement: Strongly influences whether emails land in the inbox, spam, or other tabs.
Engagement metrics: Based on opens, clicks, replies, and spam complaints. These are key for Gmail deliverability.
Authentication: Proper SPF, DKIM, and DMARC are critical for building trust.

Actionable steps to improve deliverability

To improve your email deliverability and mitigate the potential effects of a medium IP reputation, focus on these actionable steps. First, prioritize your sending domain's reputation. This means consistently sending valuable content to an engaged audience. High open and click rates, coupled with low spam complaint rates, will positively influence your domain's standing with Gmail.

Regularly clean your email lists to remove inactive or invalid addresses, as these can trigger spam traps and lower your sender reputation. Implement strong email authentication protocols such as SPF, DKIM, and DMARC. These protocols prove that your emails are legitimate and authorized, building trust with mailbox providers and helping you avoid both blocklists (blacklists) and spam folders. You can learn more about Google's email sender guidelines on their support page.

Example DMARC record to improve domain reputationDNS

v=DMARC1; p=none; rua=mailto:reports@yourdomain.com; ruf=mailto:forensic@yourdomain.com; fo=1;

If you are a high-volume sender, consider discussing dedicated IP addresses with your ESP. This gives you full control over your IP reputation, allowing you to build and maintain it without the influence of other senders. Continuously monitor your Postmaster Tools dashboards for both IP and domain reputation, spam rates, and delivery errors to quickly identify and address any emerging issues.

Navigating your reputation status

Reputation Category	General Impact on Deliverability	Key Actions to Take
Bad	Almost all emails rejected or sent to spam. Severe deliverability issues.	Immediate investigation of sending practices, list hygiene, and content. High priority.
Low	Many emails sent to spam. Significant deliverability challenges.	Review sending frequency, content relevance, and subscriber engagement.
Medium	Most emails delivered, but susceptible to spam filtering. A warning sign.	Monitor closely. Focus on maintaining high domain reputation and sender best practices.
High	Emails consistently delivered to the inbox with minimal filtering.	Maintain excellent sending practices, consistent engagement, and email authentication.

Keep a close eye on your Postmaster Tools data for both your IP and domain. While a medium IP reputation (or blacklisting) might not be the primary driver of inbox placement issues with Gmail, it’s still an indicator that something could be improved. By focusing on your domain reputation and overall email program health, you can ensure strong deliverability even if your shared IP occasionally dips to a medium standing.

It’s also important to disregard external sender scores when specifically analyzing Gmail deliverability. These metrics are not directly correlated with Google's internal reputation system, and relying on them can lead to misinterpretations of your actual deliverability performance.

Views from the trenches

Best practices

Prioritize domain reputation over IP reputation for Gmail deliverability, as Google weighs it more heavily.

Consistently send engaging content to an active subscriber base to maintain high domain health.

Implement and monitor email authentication protocols, including SPF, DKIM, and DMARC, for trustworthiness.

Regularly clean email lists to prevent sending to invalid addresses and avoid spam traps.

Common pitfalls

Over-reliance on external sender scores that do not directly influence Google's internal reputation metrics.

Assuming a medium IP reputation automatically means emails are going to spam, ignoring strong domain reputation.

Not regularly checking Google Postmaster Tools for both IP and domain reputation trends.

Neglecting list hygiene, which can lead to spam complaints and damage domain reputation.

Expert tips

A medium IP reputation on a shared IP is often not a significant factor if your domain reputation is high.

IP reputation helps get your emails through the initial gate, but domain reputation determines inbox placement.

Google is reportedly not moving IP and domain reputation reporting to new Postmaster Tools, suggesting reduced emphasis.

Open rates around 35% for Google recipients can be considered normal and expected.

Marketer view

Marketer from Email Geeks says a shared IP means you do not control the reputation, so it is unlikely to be the sole factor for inboxing problems.

2024-05-15 - Email Geeks

Expert view

Expert from Email Geeks says Sender Score and Google Postmaster are entirely separate, so a reading on one does not relate to the other.

2024-05-15 - Email Geeks

Ensuring optimal email delivery

While a medium IP reputation in Google Postmaster Tools can be a cause for concern, it does not automatically spell disaster for your email deliverability, especially with Gmail. The most critical factor is your domain reputation, which is built on consistent sender practices, positive subscriber engagement, and robust email authentication. For senders using shared IPs, fluctuations in IP reputation are common and often outside your direct control.

Focus on maintaining a high domain reputation by sending relevant content to engaged users, regularly cleaning your lists, and ensuring proper email authentication. By taking a holistic approach to your email program, you can navigate the complexities of sender reputation and achieve strong inbox placement, regardless of a medium IP reputation.