The goal of any email is to reach the inbox. But that doesn’t always happen and there are many factors that can affect deliverability. Most issues are a result of problems in at least one of the following areas:
Domain reputation webinar
Learn how domain reputation affects deliverability, what factors influence domain reputation, and what can be done to maintain or improve your domain reputation.
Domain reputation and deliverability #
IP Reputation #
IP reputation and domain reputation are two different concepts but they can affect each other. Let’s imagine you’re sending from an IP that has a low reputation. All emails sent from that server will be at risk of not being delivered because of the low reputation of that IP. But if you start sending from another IP that has a high reputation, then the chances of that email reaching the inbox improves.
To be clear, we aren’t implying that sending from IPs with a high reputation do not impact deliverability. But if your domain reputation is low then having a high IP reputation won’t be of much help. IP reputation and domain reputation are two interdependent concepts that affect each other. We’ll share a few deliverability tools towards to the end of this guide. But for now its important to understand the following points:
Monitor your reputation #
Google Postmaster Tools #
Gmail’s reputation scores are broken out by both domain and IP address. The following tabs are available in the Google Postmaster Tools dashboard:
You can pull Sender Score metrics for your domain that’ll include details such as:
Build domain reputation #
Domain warmup #
Domain classification #
Postmark and domain reputation #
DMARC weekly digest #
High reputation IPs #
Monitoring your domain health isn’t just a one time ordeal. It’s an ongoing process that requires consistent nurturing.