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Inbox providers are looking at many different data points to form their opinion. Just like in real life, reputations are built on past actions, both good and bad. In the same way, your sending IP address has a history and associations that receivers keep track of to know whether your message deserves to pass the velvet rope. They may bounce or reject people based on what they've done in that club in the past, and they may accept people based on who they're associated with. It’s their job to assess anyone who wants to come in and decide if they should let them past the front door.īouncers, just like ISPs, want to maintain a safe and interesting space. Internet service providers (ISP) are a bit like bouncers outside of your subscribers’ inboxes. Looking for a sender with great IP reputation?.Email deliverability is an ongoing process.Thankfully, there are quick ways to get a gauge on what mailbox providers think of your sending IP. If you want to monitor or improve your email deliverability, IP reputation will be one of your first stops. But until you check under the hood, it can be hard to tell if your work has paid off. You do your best to follow the rules and send emails that make both customers and inbox service providers happy.