It wasn’t long when organizations and mailbox providers were engrossed in IP reputation. However, as world’s majority population engages over the internet using multiple devices, it is becoming increasingly difficult for mailbox providers to have a proper setup to filter-out spam emails.This blogs explains why maintaining a good sending domain reputation is a major plus point for high email deliverability.
Before we plunge into why mailbox providers are making this havoc shift, let us first begin with what is IP address reputation.
IP address in the Current Date
Every server or computer has a unique IP address. This address works like an identity through which the server or computer can be recognized globally. An IP address looks like a 4 set of numbers separated by dots, something like this: 192.168.102.91. This is called IPv4. At present, about 4 billion IP addresses are available.
At the moment, there are over 7 billion people. So, if every server and device have a unique IP address, it means 4 billion IP addresses will not suffice. Does that mean IP addresses will overlap? Or maybe there won’t be any more potential IP address? Nope. If these questions have a positive reply, then we are already treading troubled waters. For instance, mailbox providers use IP address reputation to filter decisions for an email consider it as spam/ unsolicited. If IP addresses fall short, then no emails for us?
Thankfully, this is not the current scenario. Email is shifting to deal with this crisis, and how!
Advent of IPv6
The crisis gave way to a new standard: IPv6. From just numbers in IPv4, now Ip addresses have letters and numbers mixed. The addresses now look complicated. For example, here is an IPv6 IP address: 2001:0db8:85a3:0000:0000:8a2e:0370:7334. This new protocol can create 340 undecillion IP addresses. Now that’s huge!
Image source: psshelp.com
IPv6 and The Impact On Email Marketers?
IPv6 has provided a solution to the exceeding demands for IPv4. However, the internet world is yet to adopt the new protocol. As a result, emails sent from IPv6 servers may not reach to those on IPv4 ( Google mailbox ). This is a significant problem for email marketers. There are higher chances of their campaigns to backfire in such cases.
Gmail on IPv6: Guidelines
Hence, mailbox providers are now moving their base to domain reputation in place of IP reputation. In the case of domain reputation, there is no hindrance in sending emails to users. Also, the security factor remains intact.
How the security remains undeterred?
Since the rush for IPv4 had increased, IPv6 came in. IP addresses are unique, right. But many are on shared IP addresses. For instance, in an office, the internet connection is shared by more than one user. It has a local external protocol.
When one IP address is shared, the chances of spammers intruding in increases. When this happens, you will not be able to gauge what and when it happens. Hence, mailbox providers are now focused on measuring reputation of incoming emails based on domain reputation. Your domain remains in your control. Mailbox providers are now incorporating domain-based filtration to deal with the present situation.
Why Sending Domain reputation?
Many think domain reputation and IP reputation are same. That is true, by the way. However, domain reputation applies metrics to the sending domain rather than IP address.
Most legitimate senders will rarely opt to change domain names in every two weeks!
Also, courtesy the era of email personalization, yourbrandname.com looks a lot more personal and legitimate. Hence, mailbox providers are opting for domain reputation when it comes to decision filtering.
Supposedly, an organization sends emails from a shared IP address. The reputation of the mailbox provider on that particular IP address impacts the deliverability. In the case of domain reputation, every organization has control over its domain name and the deliverability metrics.
Early sign of Google and Microsoft mailbox using domain reputation in email delivery decision can be observed with the implementation of Google Postmasters Tool and Microsoft SNDS tool, which shows domain reputation metrics.
Domain Reputation leverages your mail sending practice
If you are still on a shared IP address, it is time to shift to dedicated IP or start building your email sending domain reputation. Here are the benefits you are missing out otherwise:
- Preferred by mail providers like Google, Microsoft and Comcast
- Better inbox placement
- Reduced volume filtering
- Insights on various data points like spam traps, domain complaints, etc.
- Daily report on domain health putting together various metrics.
Domain reputation is already being used by mailbox providers like Gmail, Microsoft Outlook to filter decisions. Other mailbox providers are all set to follow suit very soon in coming years. To leverage your reputation, switch to domain-based reputation today, by following this right technology guide to implement correct SPF, DKIM and DMARC records, and churn out the maximum success from your email program.