Does the location of my email server affect deliverability to different countries?

Key findings

• Major providers: Large mailbox providers such as Gmail, Microsoft, and Verizon Media Group typically do not factor the geographical location of your email server into their deliverability decisions. They operate globally and are designed to handle email traffic from diverse locations.
• Smaller ISPs: Some smaller, country-specific or regional internet service providers (ISPs) might occasionally implement geo-based filtering or throttling. For instance, a US-specific provider might confirm a preference for emails originating from US-based IP addresses. This behavior is less common among major global players.
• Throttling: Even if a smaller provider throttles email from different continents, this issue is often manageable by adjusting rate-limit settings on your Mail Transfer Agent (MTA). This suggests it's a technical adjustment rather than a fundamental barrier.
• Sender reputation: The primary determinants of deliverability are your sender reputation, the quality of your IP address (avoiding 'cesspit' IP ranges associated with spam), and your domain reputation. These factors are far more critical than the physical location of your server. To learn more about how your reputation impacts deliverability, see our guide on how email sending practices impact domain reputation and deliverability.

Key considerations

• Prioritize core deliverability: Focus on the foundational aspects of email deliverability, such as maintaining a clean list, sending relevant content, and ensuring strong email authentication. These are the elements that consistently move the needle for inbox placement.
• Reputable sending infrastructure: Ensure your email service provider (ESP) or your own infrastructure maintains reputable IP addresses. A poor IP reputation, regardless of location, will negatively affect deliverability. This is often more about the IP's history and other senders on it, rather than its geographic coordinates.
• Engagement metrics: Mailbox providers heavily weigh how recipients interact with your emails. High engagement (opens, clicks, replies) and low negative signals (spam complaints, unsubscribes, bounces) are paramount. This is elaborated upon in resources like this Email Deliverability Best Practices Guide. Maintaining a healthy list is vital, as discussed in our article why your emails are going to spam.

Key opinions

• Misdirection: Marketers frequently express frustration over seeking 'cryptic solutions' for deliverability that distract from more effective strategies, such as reducing sending volume or improving list quality. There's a common sentiment that the focus should be on fundamental issues, not minor technical tweaks.
• List pruning: Many marketers strongly advocate for pruning email lists, particularly identifying and removing unengaged subscribers. This practice helps maintain a healthy sender reputation and improves overall inbox placement, directly addressing core deliverability challenges. Improving your deliverability rate involves getting your messages to the inbox.
• Engagement over volume: A consistent message from experienced marketers is to prioritize sending to engaged recipients over maximizing volume. Showing how reduced volume to less engaged segments can lead to better overall campaign performance and even save costs can be a powerful argument within an organization.
• Managerial alignment: It is crucial to frame deliverability solutions in terms that resonate with management concerns, primarily revenue. Demonstrating how optimizing email sends by segmenting and reducing volume to low-revenue groups can improve deliverability and contribute positively to the bottom line helps gain internal buy-in.

Key considerations

• Data-driven segmentation: Implement audience segmentation based on engagement and revenue metrics. This allows for tailoring sending frequency and content, leading to higher engagement and better deliverability without necessarily sacrificing overall business objectives. Some companies have found that a significant portion of their web traffic or revenue still comes from those who received an email, even if they didn't click, underscoring the importance of broad reach when it makes sense for your business.
• Focus on metrics: Beyond open and click rates, consider how your email program contributes to other business objectives. Presenting data that illustrates the value of engaged audiences and the cost of sending to unengaged ones can help make the case for more strategic sending. This is a crucial step in improving your email deliverability.
• Holistic deliverability view: Recognize that deliverability is a complex interplay of many factors, with server location being a minor one, if at all. Emphasize consistent, high-quality sending practices as the foundation for long-term inbox success. Understanding how email deliverability works in the current landscape is key.

Key opinions

• Major ISP indifference: Experts consistently state that major global mailbox providers like Gmail, Microsoft, and Verizon Media Group are largely unaffected by the geographical location of an email's sending IP address. Their systems are sophisticated enough to evaluate senders based on reputation, not proximity.
• IP reputation: The reputation of the IP range from which emails are sent is far more critical than its location. If an IP is from a cesspit (known for abusive sending), it will negatively affect delivery, regardless of where it is physically located. This underscores the need for understanding IP quality.
• Domain reputation: Experts emphasize that domain reputation is entirely separate from the IP's origin. It is built upon how recipients react to mail sent mentioning your domain, including engagement, complaints, and spam trap hits. Monitoring your email domain reputation is vital.
• Geographic throttling: While rare, some US-specific providers have indicated a preference for US-based IP addresses, potentially throttling emails from other continents. However, experts note that such issues can often be mitigated by adjusting rate-limit settings on the sender's MTA, rather than requiring a server move. This aligns with our discussion on US email providers throttling based on sender IP geolocation.

Key considerations

• Focus on fundamentals: Deliverability issues are almost never solved by niche, 'cryptic' adjustments like changing server locations. Instead, experts advocate for consistent adherence to core best practices: managing list hygiene, sending engaging content, and building a strong sender reputation. More information can be found on SpamResource.com.
• Audience behavior matters most: The reactions of your recipients—opens, clicks, unsubscribes, spam complaints—are the most significant signals to mailbox providers. These behavioral metrics dictate your sender reputation far more than the geographical coordinates of your server.
• Avoid cesspit IPs: Choose an ESP or manage your own infrastructure to ensure you are sending from IP ranges with good reputations. An IP from a known problematic block will hurt your deliverability regardless of its physical location.

Key findings

• Authentication protocols: Documentation frequently details the necessity of SPF, DKIM, and DMARC. These protocols are universal standards for verifying sender identity and preventing spoofing, playing a far more significant role in inbox placement than server location. Learn more about DMARC, SPF, and DKIM.
• Sender reputation is key: Official guides consistently point to sender reputation as the critical factor for deliverability. This reputation is built on metrics such as spam complaint rates, bounce rates, and engagement from recipients, irrespective of the server's geographic coordinates. This is often highlighted in resources from platforms like Mailchimp.
• Content and compliance: Documentation emphasizes creating relevant, non-spammy content and complying with email regulations (like GDPR and CAN-SPAM). These factors directly influence user engagement and the likelihood of emails being flagged as spam. Compliance, in particular, affects deliverability and sender reputation.

Key considerations

• Universal best practices: Rather than focusing on server location, apply best practices that are universally recognized and effective across all mailbox providers and geographical regions. This includes list hygiene, managing unsubscribe requests, and monitoring bounce rates.
• Technical setup: Ensure your technical email setup is robust. This includes proper DNS records, reverse DNS, and maintaining healthy IP addresses. These technical foundations are crucial for establishing trust with receiving servers worldwide, regardless of your physical location.
• Proactive monitoring: Regularly monitor your deliverability metrics, including inbox placement rates, spam folder rates, and any blocklist (or blacklist) listings. These indicators provide a more accurate picture of your email health than server geography.