IP reputation refers to the evaluation of an IP address based on its history of sending and receiving email messages.
The reputation of an IP address is essential in email deliverability
, as it affects whether emails from that IP address will be delivered to the recipient's inboxes, spam folders, or blocked entirely.
Email service providers and spam filters use various metrics to determine the reputation of an IP address, such as the volume and frequency of email messages sent from that address, the number of bounces and complaints received, and the presence of spam traps or blacklisted domains.
A good IP reputation is essential for successful email marketing and sales campaigns, and for maintaining communication with customers, subscribers or prospects.