SecurityMarch 5, 2026

IP reputation management

IP and domain reputation directly impacts email deliverability, security trust scores, and even search rankings. Poor reputation can cause your emails to be blocked or marked as spam.

What affects reputation

  • Spam complaints from recipients
  • High bounce rates
  • Sending to spam traps
  • Rapid sending volume changes
  • Being listed on DNS blocklists
  • Historical abuse from your IP range

Monitoring blocklists

Regularly check major DNS blocklists like Spamhaus, SURBL, and Barracuda. Being listed can happen quickly but removal often takes time. Use automated monitoring to catch listings early.

Improving reputation

  1. Maintain clean email lists
  2. Implement double opt-in for subscriptions
  3. Monitor engagement metrics
  4. Use dedicated IPs for high-volume sending
  5. Gradually warm up new sending IPs
  6. Respond quickly to abuse complaints

Recovery strategies

If you're listed on a blocklist, identify the root cause before requesting removal. Most blocklists have specific delisting procedures. Fix the underlying issue first to prevent relisting.

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