While having a good IP reputation is still important, it's not the ONLY indicator, or even the primary indicator, as to whether or not your email are going to make it to the inbox, or even get delivered at all.
Domains, along with other technologies, are playing more and more of a role in what happens to your email.
This goes for the domains tied to your IPs (known as PTR records) as well an any all domains in your messages.
More and more, we're seeing messages from the ISPs stating that "mail from xyz.com appears to be spam". This is due to message content, message quality, and overall reputation.
In order to protect your reputation, you've got to pay attention to both the IP AND the domain. Unfortunately, this is not as easy as logging into some service and getting a "score" for your domain. While there are some services that provide ratings on domains, the individual ISPs are using their own algorithms to determine where to place your messages.
Watch complaints. Watch engagement. And make sure you're sending people the messages that they want to receive when they want to receive them.
For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.
For more information on how your domain reputation can affect your email deliverability, visit http://www.emaildelivered.com/domain-reputation. Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.
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