Real-time IP reputation scoring is what makes email deliverability possible and a good one is the difference between getting your emails delivered to inboxes or ending up in spam folders. It’s based on an IP address’ past online behavior and helps ISPs, email services, and security tools decide whether to let those messages through or block them. The score takes into account how many people report the IP as spam, what kind of emails it sends, and if it’s linked to bad activities like cyber attacks.

What Is Real-Time IP Reputation Scoring and Why Does It Matter

Multiple factors contribute to an IP reputation, and understanding them can feel like deciphering a secret code. As a general rule, the more negative your reputation score is, the harder it will be for you to get emails through and have a successful email marketing program. As a result, it’s important to keep an eye on your reputation score and do what you can to improve it.

As a company, you can reduce your IP reputation score by ensuring that emails are only sent to people who have opted in. You can also minimize the amount of emails you send – too much and too often could hurt your reputation. And finally, be sure to use services that help verify your email lists and clean them regularly. This will reduce bounce rates and decrease the number of spam complaints you receive. Dedicated IPs are judged purely on their own behavior while shared IP addresses are judged by the collective behaviors of those using them, especially on shared servers.