When sending email messages, there are many best practices for ensuring optimal deliverability. I.e., for getting your messages into your recipients’ Inboxes and for staying off black lists. One very important factor in deliverability is “IP reputation.”
Good reputation: If your server is known to send lots of good quality email (email that people do not consider spam-like), then your server’s address (its “IP Address”) is looked on favorably by ISPs (such as Yahoo!, Google, Microsoft, etc.) and you can send large quantities of good email and have it all delivered. Your server has a good reputation and your server’s IP address is “warm” (think warmed up and humming a long).
Bad reputation: If your server is a known source of junk or malicious email (according to the recipients of the email — it doesn’t matter what you think about the email quality), then you will have a hard time getting your email delivered and many ISPs will throttle your email, accepting only a few messages a time. Your server has a poor reputation and work will need to be done to repair it.
No reputation: If you just got a new server, it may not have been sending any email for a while. Or, if you have a server but it has been idle for a long time (e.g, months). In either case, your server’s address may have “no reputation.” ISPs are very skeptical about email from servers with no reputation or recent history of good email sending. A typical sign of a spammer is when a server with little or no reputation suddenly starts sending large quantities of email. ISPs will detect this and they tend to quickly throttle or block such servers…. moving them from “no reputation” towards “bad reputation”.
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