An IP reputation check is an essential indicator of a company’s online trustworthiness. A positive reputation improves the likelihood that emails are delivered and opens, while a poor reputation can result in your emails being blocked and marked as spam. This can have a significant impact on your email marketing campaigns, especially when you use them to deliver legitimate promotional content to your target audience.
An IP reputation check to analyze online trustworthiness is built over time based on cumulative actions tied to it, including a history of spam and malware, phishing links, hacking activity, associated domains and more. These factors are analyzed by internet service providers (ISPs), security vendors, domain registrars and reputation services.
IP Reputation Check to Analyze Online Trustworthiness
A positive reputation is primarily related to consistent, legitimate behavior. An IP’s reputation can also be impacted by the number of spam reports submitted against it. Taking proactive measures to avoid negative reputation impacts is the best way to ensure your messages reach their intended recipients.
To assess an IP’s reputation, tools like Sender Score and MX Toolbox offer visibility into the reputation of individual dedicated or shared IP addresses. Other tools, such as Google Postmaster Tools and Microsoft SNDS, provide insights on how major ISPs view specific IP addresses. Broad threat intel services such as LookingGlass can surface malicious activity tied to an IP address and are often integrated into reputation monitoring platforms. Regularly review metrics to monitor trends and look for aberrations in performance. For example, spikes in spam reports may indicate an issue with a mail server. Treat these issues as security incidents and investigate the cause, such as a network leak or compromised asset.