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As an bulk IP address reputation, you need a high reputation score to ensure your emails reach subscribers’ inboxes instead of being flagged as spam or delivered to spam folders. An IP address is a string of numbers that uniquely identifies computers, routers, servers, and phones—effectively anything connected to the internet, including websites.

An IP reputation is a rating of how trustworthy an IP address is, based on past behavior. Email filters, firewalls, and security tools use reputation to determine whether to trust and allow traffic from an IP address or block it. An IP address with a good reputation will get through most security tools, while an IP with a bad reputation may be blocked or subject to additional scrutiny.

Guardians of the Virtual Gates: Understanding the World of Bulk IP Address Reputation

The way an IP reputation is measured is complex and can vary widely depending on the tool used. Many reputation services offer lookups, which can be performed manually via a web browser, or embedded into threat intelligence solutions and network appliances to provide nuanced, up-to-the-minute reputation information. One such service is the BrightCloud IP Reputation Service from Webroot, which provides real-time reputation intelligence to help businesses and technology providers block malicious IP addresses, protect customers, and keep sensitive data safe.

Using multiple IP addresses can be a useful strategy for marketers with a less-than-perfect deliverability reputation, but using too many or frequently switching between them can have negative effects. For example, frequent changes to IP addresses can be seen as suspicious by mailbox providers and may cause your email to be blocked entirely or throttled, which means you won’t have as much delivery success. It is better to focus on determining what’s causing your poor deliverability reputation and fix the issues, rather than trying to run from them by adding new IP addresses.

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