IP Reputation vs Domain Reputation: What You Need To Know [2024]

Remember the good old days when email deliverability was all about your IP reputation? When simply having a clean IP could get your email into the inbox?

Those were the days. But just like VHS tapes and dial-up internet, the landscape of email marketing has evolved.

Today, email deliverability is like a symphony—multiple instruments (or metrics) are in play, and it takes much more than just hitting a few good notes. Mailbox Providers like Gmail and a few more, have refined their algorithms to focus on domain and sender reputation, user engagement, and other factors that make the IP address seem like a relic of the past.

The Evolution of Email Deliverability

In the past, email deliverability hinged on IP reputation. If your sending IP had a solid track record—no spam complaints, low bounce rates, and clean behavior—your emails landed directly in inboxes.

But spammers adapted, rotating IPs to evade detection, leading to a shift in focus.

Since 2019, Moosend has connected all message headers to users’ domain names instead of using our domain. This means your domain is front and center when you send campaigns, ensuring your emails aren’t sent on our behalf.

Today, email deliverability is much more holistic. ESPs now look at the entire ecosystem of your email sending practices, focusing on your domain reputation and sender reputation. This means they’re watching your content, how recipients engage with your emails, and even how consistently you send them.

So, even if you have a squeaky clean IP, if your domain and sender practices are dodgy, you might still end up in the spam folder. Ouch.

Why “Perfect” Emails Still Sometimes End Up in Spam

Let’s be real: email marketers can be perfectionists. You might spend hours crafting the perfect email—SPF, DKIM, and DMARC all in place, no broken links, and not a single grammar mistake. You run it through your favorite testing tool and get a perfect 10/10 score. Time to sit back and relax, right?

Not so fast.

Mailbox providers aren’t just judging your emails on technical execution anymore. They’re watching how real humans interact with them. If people are marking your emails as spam or simply ignoring them, guess what? That flawless email might still end up in the spam folder.

And it’s not because you did something “wrong” technically—it’s all about user engagement. Providers prioritize their users, so if they see that people consistently toss your emails into the junk folder or ignore them, that’s a red flag.

Warming Up a Mailbox: A Slow and Steady Win

Let’s talk about warming up—no, not stretching before a workout, but warming up your email sending. When you’re using a brand-new domain or IP address, mailbox providers are cautious, much like a friend who’s hesitant to try a new restaurant. You need to build trust gradually.

Instead of sending a massive campaign right away, start small. Begin by sending emails to your most engaged recipients and gradually increase the volume. This approach shows ESPs that your content is well-received, helping you gain their trust.

Rushing in with a large blast of emails from a fresh domain or IP is a recipe for disaster, as ESPs might mistake you for a spammer trying to game the system.

Further reading: Learn more in our IP warm-up guide.

Good Lists and Relevant Content: Your Deliverability MVPs

Here’s the golden rule: only send emails to people who actually want them. It sounds obvious, but it’s surprising how often this is overlooked. Sending to opted-in lists isn’t just a legal requirement (GDPR and CAN-SPAM), it’s also your ticket to better inbox placement.

However, even with a clean, opted-in list, irrelevant or boring content can still cause issues. If people start to disengage—whether by unsubscribing or, worse, marking your emails as spam—it will damage your domain reputation and hurt your deliverability.

The key is to keep your content relevant and engaging. Encourage interactions like clicking links, forwarding to a friend, or even replying—these actions are gold for your sender reputation.

What’s New with Google and Yahoo? (Hint: It’s all about user experience)

In 2024, Google and Yahoo gave email users even more control with updates like one-click unsubscribe. This feature makes it easier for recipients to opt out with just a tap. If you make it difficult for people to unsubscribe, be prepared for a hit to your sender reputation.

Looking Ahead: AI, Privacy Laws, and the Future of Deliverability

organizations like Gmail/Google, Yahoo, and Outlook have been using artificial intelligence and machine learning for years to determine whether your emails deserve a spot in the inbox. They’re analyzing everything from user behavior trends to content relevance in real-time.

With privacy laws like GDPR and the California Privacy Rights Act (CPRA) becoming stricter, it’s more important than ever to be diligent in how you collect, store, and use email data.

The bottom line? Always prioritize user experience. Ensure your emails are relevant, well-timed, and sent to recipients who actually want them.