How to Improve Your IP Reputation

Having good cold email deliverability is often tied to specific technical aspects we don't always think about. In this article, learn how to improve IP reputation to reach all of your prospects.
For SaaS companies, managing an IP reputation is essential to ensure reliable performance and reduce the risk of email delivery issues.

After all, being blocked by ISPs can have a serious negative effect on your business.

Luckily, there are a few simple steps you can take to improve your IP reputation and maximize the success of your emails.

In this blog post, we will discuss several techniques for improving and maintaining your IP reputation that you won’t want to miss out on!

What is IP Reputation?

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.

Why is IP Reputation Important?

The reputation of your IP address has a considerable impact on the success of your email campaigns.

Email providers and spam filters consider your IP reputation when deciding whether or not to deliver your emails to recipients' inboxes, spam folders, or block them altogether.

When your IP address has a poor reputation, your emails are more likely to end up in spam folders or be blocked altogether, which can hurt your open and click-through rates, resulting in a lower return on investment.

On the other hand, when your IP address has a good reputation, your emails have a better chance of being delivered to inboxes, leading to higher engagement and better campaign results.

Maintaining a good IP reputation is crucial for businesses that rely on email marketing to achieve their marketing goals and reach their audience effectively.

How is the IP Reputation Estimated?

Volume & Frequency of Email Sent

When sending emails, the frequency and volume matter, your IP address's reputation might be affected if you send many emails quickly, making you look like a spammer with a low reputation score.

Consider staggering their delivery over time to avoid these issues and ensure your emails get delivered.

Spam Complaints

When people mark cold emails as spam or junk, it can harm the reputation of the IP address they came from, ultimately affecting email deliverability.

To keep your reputation score high, minimizing spam complaints and ensuring emails are targeted and valuable to your recipients is essential.
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Bounce Rates

A high bounce rate can signal to email service providers that an IP address is possibly sending to outdated or invalid email addresses, likely causing a lower reputation score.

Protect your email campaign's reputation by ensuring your prospect or subscriber list is up-to-date, and your messages are targeted and relevant.

Engagement Rates

Email service providers analyze engagement metrics like open rates, click-through rates, and time spent reading to gauge the value and relevance of emails from an IP address.

Consistently higher engagement rates can bolster the reputation score of the source IP, leading to better delivery of emails to inboxes.

Spam Trap Hits

Spam traps are cleverly disguised email addresses designed to weed out unwanted emails. They play a vital role in identifying spam messages and protecting users from unwanted emails.

If an IP address sends an email to a spam trap, it can lower its reputation score and negatively affect its email deliverability rate. Knowing how spam traps work can help you avoid them and ensure your emails reach their intended recipients.


To maintain a good reputation score, it's crucial to avoid IP address blacklisting. An IP address may be blacklisted by one or more anti-spam monitoring services for various reasons, such as past malicious activities or spamming.

If you're ever in doubt about your IP's status, there are online tools that can help you check whether it's been blacklisted, allowing you to take action to resolve the issue as soon as possible.

Some of the blacklists are: SORBS, SpamAssassin, Barracuda, and the error 550.

Authentication & Encription

Using several authentication measures is crucial to signal to email service providers that an IP address is trustworthy and legitimate.

DKIM, SPF, and DMARC can help verify an email's validity, while TLS encryption ensures email security. Implementing these protocols can significantly boost your reputation score and inbox deliverability.

Improving Your IP Reputation

Monitor & Analyze IP Reputation

Maintain a trustworthy IP address by consistently monitoring and analyzing its reputation. Look out for spam complaints, bounce rates, and blacklisting that may affect the IP's reputation.

You can leverage reputable services like the Sender Score or BarracudaCentral to gain insights into the IP's reputation patterns and identify trends. Analyze this data and respond accordingly, taking corrective action to improve your IP's reputation.

This way, you can ensure maximum email deliverability and enhanced communication.

Clean Email Lists

To improve email marketing efforts, it's important to maintain email hygiene by regularly cleaning email lists.

This helps to get rid of invalid, inactive, or unengaging email addresses, which can help reduce bounce rates and spam complaints and boost IP reputation. Here are some list hygiene practices you can implement:

  • Verify new email addresses using double opt-in to ensure you are getting quality opt-ins.
  • Remove inactive subscribers who haven't engaged with your emails for some time.
  • Segment your email lists to target engaged users with content they will find relevant and valuable.

By following this simple list of hygiene practices, you can improve your email marketing efforts and get better campaign results.

Implement Authentication Methods

Email spoofing is one of the biggest problems faced by businesses today. Implementing authentication protocols like DKIM, SPF, and DMARC are crucial to prevent it.

Not only do these protocols verify the authenticity of the email sender, but they also improve the sender's IP reputation, ensuring email deliverability. But setting up these protocols correctly and configuring them to work together is equally important.

This not only maximizes their effectiveness but also helps maintain the integrity of your emails.

Engage With Recipients

To encourage engagement with your emails, you can take a few steps to make your content more attractive and relevant to your readers.

First, ensure your emails include clear and prominent calls-to-action that lead readers to the next step.

Personalize the content by segmenting it to target specific groups of recipients, which can increase relevance and engagement. Additionally, incorporating interactive features in your emails, such as polls or product tours, can further engage your audience, leading to a higher engagement rate.

Following these best practices for creating engaging emails can also improve your IP reputation, as your emails are more likely to be welcomed and well-received by your audience.

Work With Reputable Email Service Providers

To ensure your emails reach their intended recipients, consider using reputable email service providers with strong IP reputations. By using trusted providers, like Gmail, your IP reputation will also benefit.

Opt for providers that follow the best practices for email deliverability and have established relationships with reputed email service providers and spam filters.


A positive IP reputation is just as important as keeping your sender reputation high.

Without it, you can email prospects as much as you like, but chances are you will end up in spam and have to climb back to a positive reputation.

Use the tips above to fix it and keep it positive too!

And remember, a good idea to rely on a tool to help you keep your email domain warm and engaged.
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