When discussing email marketing, the reputation of an IP address is a crucial element assessed by those responsible for managing email (ISPs, webmail providers, etc.) or by companies specializing in spam prevention. This reputation, which can vary depending on the criteria and their importance assigned by each party, is based on several factors. Among the elements generally considered when evaluating the reputation of an IP address are the configuration of the associated servers, the use of best practices, possible presence on blacklists, the volume of messages sent, the complaint rate, and many others.
If the IP address has a negative reputation with the recipient’s mail servers, the message may be blocked or relegated to a spam folder. To protect the reputation of their servers, senders often impose strict guidelines on their users and may interrupt a campaign in the event of suspicious behavior (such as high complaint rates). The reputation of an IP address can also be assessed using scores such as the Sender Score or the Sender Reputation Index. For example, monitoring the reputation of a sending IP address can be done using various tools and performance indicators.
To improve, or at least maintain, a good IP address reputation, advertisers can use practices such as employing a certificate service.
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