IP & Sender Reputation: What is it, Why do you care and What is your rating?

IP & Sender Reputation: What is it, Why do you care and What is your rating?

Email Reputation seems to be all that anyone is talking about in the deliverability community (give it a few weeks/months and everyone will be on the engagement tip). The reason for all the fuss is that over the past year or so ISP’s and email providers have improved greatly the way they manage inbound email and work out how to classify mail as spam.

The old methods of simple blacklists and heuristic checking of content (treating your message as spam based on what words you used, how much HTML etc) are being replaced with a more holistic approach, looking at a number of factors that are based on your IP’s history online. The reason for this is spammers were finding a way to game the system and the old methods were simply no longer working. ISP’s have progressed to using a reputation based system that is tied to the history of the IP address you use to send email.

If you are serious about your commitments to best practice then Sender Reputation is good news for you as there really are no shortcuts and its almost impossible to game the system (‘almost’… because spammers usually find a way). The better the spam filters are the more likely your message is to be read (imho) as the recipient has less junk to deal with. So if you are an email marketer, the anti-spam fight is as much about your success as it is about the ISP managing its finite resources.

IP based reputation is a huge leap forward from the use of arbitary blacklists and hueristic checks, however there is still some way to go before reputation is based on domain names which will be yet another huge leap forward. That is the subject of another discussion.

What is IP or Email Sender Reputation?

Sender Reputation is based on how much you email (volume), the consistency of your sending patterns, complaint rates, bounces (unknown user rates), spam trap hits and content. When you send an email message this leaves your MTA (your outbound mailserver) and is handled by a recipient mailserver. Increasingly these mailservers are now using ‘reputation’ based decisions on how to handle your mail. Reputation means different things to different ISP’s, each looking at different elements of your sending history and applying different weight to various aspects. Essentially “IP Reputation” in terms of deliverability is your IP’s history online and how that translates depends on the complex series of algorithms used by various internet and email providers.

Why do you care?

Essentially your reputation dictates your deliverability and that is why you should care. Some of the reputation checks are performed at the point you try and deliver your message. If your history is not good with that ISP and your reputation is ‘poor’ based on its algorithms they may decide to simply refuse to accept your mail, others may limit how many messages you can send in a specified period of time.

Even if you get as far as sending the message and the recipient ISP accepting that message there may still be further checks that are performed, and these checks will decide whether your message goes to the inbox or the junk folder.

So your reputation is directly connected to your deliverability, without good IP reputation you cannot expect good deliverability. Hopeful you now understand the basics of IP reputation and understand why its critical to your success.

What is my IP Reputation?

As I said earlier your reputation is defined at an ISP level and therefore it is perfectly possible to have a good reputation with one ISP and a poor reputation with another. Luckily there are several major ISP’s and gateways that allow you to do some checking on your reputation and history. Because of the nature of how Sender Reputation is managed there is no single place to go to gauge your overall reputation. However I have collected the biggest and the best so it is relatively easy to identify what your reputation is with the ‘big boys’.

SendMail Reputation Tool

Trend Micro, Symantec, Sophos, Kaspersky, Avira and many other mail filters make use of SendMail Repuation data when decideding whether or not your message belongs in the spam folder.



  1. castle clash cheats Says: January 6, 2015 at 1:54 pm

    This high definition and popular shooting game is one of the best i – Phone mobile apps downloadable for your device.
    t affect the performance but in shared if a person is using more resources then it would affect your performance as well.
    is a revised version of earlier models and is application one of its

  2. I saw this article on other website. It had identical sense but in a completely different words,
    they use advanced article rewriter, you should read about it, just type in gogle:
    Rynildhat’s Rewriter

  3. online web cash systems Says: May 31, 2015 at 8:27 am

    Hi there, just wanted to tell you, I liked this post.
    It was practical. Keep on posting!

  4. Skin Care pill Says: May 31, 2015 at 2:48 pm

    Hi there, I desire to subscribe for this webpage to take latest updates, thus where can i do it please help out.

  5. Garcinia cambogia Vital Says: May 31, 2015 at 8:09 pm

    I just like the valuable information you provide in your articles.
    I’ll bookmark your weblog and check again here regularly.
    I am quite sure I’ll learn a lot of new stuff right right here!
    Best of luck for the following!

  6. Smart Pill Says: June 1, 2015 at 4:15 am

    Heya! I’m at work surfing around your blog from my new iphone!
    Just wanted to say I love reading your blog and look forward to all
    your posts! Carry on the great work!

  7. Superior Muscle Says: June 1, 2015 at 9:40 pm

    Hello! I know this is somewhat off topic but I was
    wondering if you knew where I could get a captcha plugin for my
    comment form? I’m using the same blog platform as yours and I’m having problems finding one?
    Thanks a lot!

  8. quest bars Says: August 17, 2015 at 8:17 am

    I am sure this paragraph has touched all the internet viewers, its really really fastidious piece
    of writing on building up new website.

  9. quest bars Says: August 27, 2015 at 11:55 am

    Your style is really unique compared to other folks I
    have read stuff from. Many thanks for posting when you have the opportunity, Guess I’ll just book mark
    this blog.

  10. Danielle Nastri Says: August 29, 2015 at 5:40 am

    Even a person with poor credit history can not be stopped from availing
    the benefits from the scheme as no credit rating checks are expected within this scheme Danielle Nastri if
    are applying through this financial scheme for secured advance you have to offer something as security against
    the quantity.

  11. plenty of fish dating site of free dating Says: September 24, 2015 at 3:17 am

    Hi there Dear, are you really visiting this site
    regularly, if so after that you will definitely obtain nice know-how.

  12. bestdatingsitesnow.com Says: September 30, 2015 at 1:43 pm

    Hi there, I desire to subscribe for this web site to get most
    recent updates, so where can i do it please help

  13. search plenty sign up Says: October 15, 2015 at 1:02 am

    I got this web page from my pal who informed me about this web page and
    at the moment this time I am browsing this website and reading very informative articles or reviews here.

  14. plenty of fish ottawa Says: October 16, 2015 at 3:07 am

    Hi, everything is going nicely here and ofcourse every one is sharing facts,
    that’s really good, keep up writing.

  15. Pof Relacionamento Grátis Says: October 16, 2015 at 9:49 am

    When someone writes an article he/she retains the thought
    of a user in his/her brain that how a user can know it. Therefore that’s why this paragraph is perfect.

  16. Hey! Someone within my Facebook group shared this site around thus i stumbled on have a glance.
    I’m definitely enjoying the info. I’m book-marking
    and will be tweeting this to my followers! Outstanding blog and outstanding style and design.

  17. Hi! I’ve been following your weblog for
    quite a long time now and lastly got the bravery to go on and supply you with
    a shout from New Caney Tx! Just desired to mention maintain the excellent job!

Leave a Reply

Your email address will not be published. Required fields are marked *