IP addresses are how internet-connected devices like laptops, phones, and computers recognize one another. Every device with an internet connection has a unique IP address, and there are billions of them. Your IP address allows your computer to communicate with other computers on the internet, just as your physical address connects you to a mail/postal and parcel delivery system.
IP address score are the result of a combination of different factors including country, operator, proxy status, transaction history, blacklisting, device information and more. A higher IP reputation score generally equates to more email deliverability and a lower risk of spam complaints.
Scoring IP Addresses: Understanding Reputation
For B2B marketers, a strong email reputation is essential for the success of your email marketing campaigns. A poor email reputation can send your emails straight to spam folders, and if your business relies on email for sales, this could damage the credibility of your brand and lead to revenue loss.
Fraud scoring is an advanced feature of IP reputation tracking, which identifies cybercriminals using various methods like device identification, transaction data, and the behavior of the internet user to produce a fraud score. These scores help businesses identify and prevent ecommerce fraud, and protect their customers from the financial losses and reputational damages associated with online scams.
Whether your reputation score is high or low, there are steps you can take to improve it. For example, you can set up SPF, DKIM, and DMARC protocols to authenticate your emails. You can also reduce spam complaints by allowing subscribers to unsubscribe from your emails. You can also avoid IP address blacklisting by limiting the number of emails you send out in a short period of time.
