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Sending Domain Reputation is the Only Reputation You Have

It wasn’t long when organizations and mailbox providers were engrossed in IP reputation. However, as world’s majority population engages over the internet using multiple devices, it is becoming increasingly difficult for mailbox providers to have a proper setup to filter-out spam emails.This blogs explains why maintaining a good sending domain reputation is a major plus point for high email deliverability.

sending Domain Reputation

Before we plunge into why mailbox providers are making this havoc shift, let us first begin with what is IP address reputation.

IP address in the Current Date

Every server or computer has a unique IP address. This address works like an identity through which the server or computer can be recognized globally. An IP address looks like a 4 set of numbers separated by dots, something like this: This is called IPv4. At present, about 4 billion IP addresses are available.

At the moment, there are over 7 billion people. So, if every server and device have a unique IP address, it means 4 billion IP addresses will not suffice. Does that mean IP addresses will overlap? Or maybe there won’t be any more potential IP address? Nope. If these questions have a positive reply, then we are already treading troubled waters. For instance, mailbox providers use IP address reputation to filter decisions for an email consider it as spam/ unsolicited. If IP addresses fall short, then no emails for us?

Thankfully, this is not the current scenario. Email is shifting to deal with this crisis, and how!

Advent of IPv6

The crisis gave way to a new standard: IPv6. From just numbers in IPv4, now Ip addresses have letters and numbers mixed. The addresses now look complicated. For example, here is an IPv6 IP address: 2001:0db8:85a3:0000:0000:8a2e:0370:7334. This new protocol can create 340 undecillion IP addresses. Now that’s huge!


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IPv6 and The Impact On Email Marketers?

IPv6 has provided a solution to the exceeding demands for IPv4. However, the internet world is yet to adopt the new protocol. As a result, emails sent from IPv6 servers may not reach to those on IPv4 ( Google mailbox ). This is a significant problem for email marketers. There are higher chances of their campaigns to backfire in such cases.


Gmail on IPv6: Guidelines

Hence, mailbox providers are now moving their base to domain reputation in place of IP reputation. In the case of domain reputation, there is no hindrance in sending emails to users. Also, the security factor remains intact.

How the security remains undeterred?

Since the rush for IPv4 had increased, IPv6 came in. IP addresses are unique, right. But many are on shared IP addresses. For instance, in an office, the internet connection is shared by more than one user. It has a local external protocol.

When one IP address is shared, the chances of spammers intruding in increases. When this happens, you will not be able to gauge what and when it happens. Hence, mailbox providers are now focused on measuring reputation of incoming emails based on domain reputation. Your domain remains in your control. Mailbox providers are now incorporating domain-based filtration to deal with the present situation.

Related Post: 11 Easy Ways to Identify Phishing Emails – Marketers Edition

Why Sending Domain reputation?

Many think domain reputation and IP reputation are same. That is true, by the way. However, domain reputation applies metrics to the sending domain rather than IP address.

Most legitimate senders will rarely opt to change domain names in every two weeks!

Also, courtesy the era of email personalization, looks a lot more personal and legitimate. Hence, mailbox providers are opting for domain reputation when it comes to decision filtering.

Supposedly, an organization sends emails from a shared IP address. The reputation of the mailbox provider on that particular IP address impacts the deliverability. In the case of domain reputation, every organization has control over its domain name and the deliverability metrics.

Early sign of Google and Microsoft mailbox using domain reputation in email delivery decision can be observed with the implementation of Google Postmasters Tool and Microsoft SNDS tool, which shows domain reputation metrics.


Domain Reputation leverages your mail sending practice

If you are still on a shared IP address, it is time to shift to dedicated IP or start building your email sending domain reputation. Here are the benefits you are missing out otherwise:

  • Preferred by mail providers like Google, Microsoft and Comcast
  • Better inbox placement
  • Reduced volume filtering
  • Insights on various data points like spam traps, domain complaints, etc.
  • Daily report on domain health putting together various metrics.

Domain reputation is already being used by mailbox providers like Gmail, Microsoft Outlook to filter decisions. Other mailbox providers are all set to follow suit very soon in coming years. To leverage your reputation, switch to domain-based reputation today, by following this right technology guide to implement correct SPF, DKIM and DMARC records, and churn out the maximum success from your email program.

About EasySendy Pro-

EasySendy Pro is an email marketing platform for the digital marketing team. It integrates with multiple SMTP relay service providers and enables delivery of email campaigns to a list of opt-in emails. You can split test email deliveries across the relay servers and check reports, track email clicks, opens of each email campaign. It also has smart autoresponder and email list segmentation.

To support Micro-Deliverability in Emails; currently, EasySendy Pro allows integration with SMTP relay gateways like Amazon SES, Mandrill, SendGrid, SparkPost, Leadersend, Dyn, Elasticemail, MailGun, SendinBlue, MailJet, TipiMail, and MailerQ. If you are sending an email to a list of above 25,000 email subscribers, then, Micro-deliverability of the email through multiple SMTP gateways provide better email open rate.



Nicole Adam

This article is quite helpful. Despite using a well known, good reputation email service company for sending out, newsletters the reported open rates have been disappointingly low. The domain reputation is extremely important because it places responsibility not only on the ESPs, but on the domain owners to maintain a great reputation and to abide by the best sending practices, such as DKIM, SPF, and DMARC. This has helped me know more about the importance. Thanks for this!


This blog is pretty helpful. It is true that many people can’t differentiate between domain reputation and IP reputation. Nowadays maintaining a good sending domain reputation is far more important for high email deliverability. Better inbox placements and reduced volume filtering are beneficial. Also, it enables you to have insights on different data points such as spam traps, domain complaints, etc.


Glad you found it helpful Shadab!


Great insightful piece. Not many people know about the importance of domain reputation and its distinction from IP reputation. But what I want to understand is at what stage should one consider it, being a dot com start up?
Most people make mistakes in these decisions. What do you suggest? Good article otherwise.

Joseph Torres

IPv6 is the path-breaking approach of the present time, your domain visibility and repo is everything. I personally believe that IP repo is far different than the domain repo, legitimate domain names acquire instant reputation leading to more accountability and also the crucial deliverability.

Donna Morris

I couldn’t differentiate between domain reputation and IP reputation. Also this article emphasis on building our own email sending domain reputation which I believe is legitimate.Overall this article was very descriptive and a good read.

Gregory Edwards

What a fantastic post! But I would like to add that to ensure your emails continue to get delivered, authentication using DKIM is recommended and put up with the best sending practices, such as TLS, DKIM, SPF, and DMARC the domain owners should maintain a great reputation.

Marilyn Turner

Hey, thanks for sharing such an informative article! Yes, I agree that there are many advantages of IPv6 but Spam control is one threat that is not completely addressed in the migration from IPv4 to IPv6.

Terry Bryant

By tracking many of our actions, the inboxes has become smarter than us! This means blocking, bulking, and filtering messages before we have a look at them. Yes, I agree that good IPs is vital for mailing success and mailers must possess above-average IP knowledge as the technical side of mailing demands.

Douglas Davis

Internet Protocol addresses (IPs), are super important though for people mailing more than a million messages a day. Although, it is important for us to note that domain-based email marketing reputation is different from IP address’s reputation because it follows you and your website regardless of the server hosting your site or sending your email.

Emily Griffin

I totally agree with you Ankit, but the problem that IPv6 introduces is that with such a large number of available IP addresses, blacklists could become so large that they would be virtually impossible to operate efficiently.

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