How To Fix IP Reputation Issues

Your IP reputation directly impacts whether your emails land in inboxes, spam folders, or get blocked entirely. If your reputation takes a hit, it can derail your email campaigns and hurt deliverability. Here's what you need to know:

• What Affects IP Reputation?
  • High spam complaints (over 0.3% is risky).
  • Bounce rates above 2%.
  • Poor list hygiene and low engagement.
• How to Diagnose Issues:
  • Use tools like Google Postmaster Tools, Talos Intelligence, and MxToolbox to check spam complaints, IP reputation, and blacklist status.
• Fixing Blacklist Issues:
  • Pause email campaigns immediately.
  • Identify blacklists using tools like MxToolbox.
  • Resolve underlying issues (e.g., spam activity or poor list quality).
  • Submit removal requests to the blacklists.
• Maintaining a Healthy Reputation:
  • Keep spam rates below 0.1% and hard bounce rates under 1%.
  • Authenticate emails with SPF, DKIM, and DMARC.
  • Use clean email lists and engage recipients consistently.
  • Consider dedicated IPs for better control over your reputation.

How to Diagnose IP Reputation Problems

The first step in tackling IP reputation issues is figuring out exactly what’s wrong. Start by sending a test email to a Gmail or Outlook account that you control. In Gmail, click "Show original", or in Outlook, select "View message details." Look for the "Received from" or "SPF=pass" header - this will reveal your sending IP, giving you a starting point for further diagnostics.

Once you’ve identified your sending IP, it’s time to dig deeper using diagnostic tools. If Gmail is a primary destination for your emails, Google Postmaster Tools is a must. It provides insights into your spam complaint rate, IP reputation (labeled as Bad, Low, Medium/Fair, or High), and how well your emails pass authentication checks. Talos Intelligence offers a quick snapshot of your IP’s reputation, categorizing it as Good, Neutral, or Poor based on global threat intelligence. For blacklist checks, MxToolbox is a reliable option - it scans your IP against over 80 DNS-based blacklists, including Spamhaus and SORBS.

"Getting into one or several email blacklists is child's play; however, getting out is a true challenge. To make matters worse, no one will notify you about that."
– Andrian Valeanu, Email Marketing Specialist

Key IP Reputation Metrics to Track

There are a few critical metrics to monitor if you want to maintain a healthy IP reputation:

• Spam complaint rate: Google enforces a strict limit of 0.3%. Exceeding this can lead to email filtering or outright blocking. Even rates between 0.1% and 0.3% can put you in a risky zone.
• Hard bounce rate: Keep this below 1%. Anything over 2% signals poor list hygiene and can hurt your reputation.
• Sender Score: This score ranges from 0 to 100. A score of 80–100 means you're in good shape, 70–79 is a warning, and anything below 70 indicates serious issues.
• Open rate: If less than 15% of recipients are opening your emails, it could point to engagement problems that indirectly damage your reputation.

Google Postmaster Tools also categorizes IP reputation into four levels:

• Bad: Your emails are almost always rejected.
• Low: Your emails are likely marked as spam.
• Medium/Fair: Generally good, but with occasional issues.
• High: Very low spam rates and strong performance.

Tracking these metrics helps you identify weak points and choose the right tools to address them.

Tools for Checking Your IP Reputation

Several tools can help you assess and improve your IP reputation:

• Google Postmaster Tools: This free tool offers Gmail-specific data, including spam rates, IP/domain reputation, and authentication success. While it requires domain ownership verification, it’s invaluable for high-volume Gmail senders.
• Microsoft SNDS: Smart Network Data Services provides similar insights for Outlook and Hotmail users, helping you understand how Microsoft views your IP.
• Barracuda Reputation System: Tracks your IP’s history and flags any spam-related activity, helping you distinguish between legitimate senders and spammers.
• MxToolbox: This tool scans dozens of blacklists simultaneously, showing you which ones have flagged your IP. It’s an excellent choice for quick and comprehensive blacklist checks.

For ongoing monitoring, consider signing up for ISP feedback loops. These services notify you in real-time whenever a recipient marks your email as spam, giving you a chance to address issues promptly. These tools collectively provide a clear picture of how email providers perceive your sending practices.

How to Remove Your IP from Blacklists

Getting blacklisted can be a major headache, but it’s not the end of the road. With a clear plan, you can get your IP removed and take steps to prevent it from happening again. The first step? Stop all email campaigns immediately. Continuing to send emails while blacklisted will only worsen the situation and could lead to permanent blocks. Once you’ve paused activity, identify which blacklists have flagged your IP and address the root cause before submitting removal requests.

Finding Out If Your IP Is Blacklisted

Start by checking your bounce-back messages for SMTP error codes like "550 5.7.1" or "554 5.7.1". These errors often indicate your IP has been blocked due to reputation issues.

To dig deeper, use tools like MxToolbox. This tool scans your IP against over 80 DNS-based blacklists. Enter your sending IP address, and you’ll see which lists have flagged it. Pay special attention to high-impact blacklists like Spamhaus and Barracuda, as these are frequently used by major email providers for filtering decisions. Getting removed from lesser-known blacklists won’t help much if you’re still flagged by the bigger ones.

Before submitting any removal requests, review your outbound logs for irregularities. Look for sudden spikes in email volume, compromised accounts, or unusual sending patterns. Malware, weak passwords, or misconfigured plugins could be sending spam without your knowledge. Blacklist operators won’t entertain removal requests unless the underlying issue has been resolved. Worse, repeated listings can make it even harder to get delisted in the future.

How to Submit Delisting Requests

Once you’ve identified the blacklists where your IP appears, it’s time to submit removal requests. Each blacklist has its own process, so carefully follow the instructions on their website. When submitting your request, be upfront about the situation - acknowledge the listing, explain what caused it, and outline the steps you’ve taken to fix the problem and prevent it from happening again.

Some blacklists, like SpamCop, automatically remove IPs after 24–48 hours if spam activity stops. Barracuda offers a quick and simple self-service form for delisting. However, others, like Spamhaus, require a manual review and won’t delist your IP until they’re confident the issue has been fully resolved. SORBS, on the other hand, demands proof that you’ve implemented security measures, which can lead to longer processing times.

If your IP continues to get blacklisted despite following these steps, it’s worth considering advanced solutions like smart SMTP relays with outbound filtering. These systems can automatically detect and isolate compromised accounts, blocking spam before it reaches the internet. This proactive approach helps prevent future listings. Additionally, tracing sending activity by user or domain can uncover patterns - a single compromised plugin or script could be the root cause of repeated blacklistings.

For businesses dealing with frequent blacklist issues or high email volumes, investing in dedicated infrastructure can make a big difference. Services like Infraforge provide dedicated IPs, smart SMTP relays, and monitoring tools to protect your IP reputation and simplify the delisting process.

Setting Up Email Authentication and Infrastructure

Once your IP reputation is clean, the next step is to set up email authentication. This is crucial for protecting your emails from spoofing and ensuring they land in inboxes rather than spam folders. Internet Service Providers (ISPs) are wary of unauthenticated emails, so implementing these protocols is a must. Think of it as laying a solid foundation for email deliverability while avoiding future issues.

How to Set Up Email Authentication Protocols

To maintain a strong IP reputation, you’ll need to configure SPF, DKIM, DMARC, and PTR records. These protocols work together to confirm that your emails are legitimate and haven’t been tampered with during the sending process.

• SPF (Sender Policy Framework): SPF tells receiving servers which IP addresses are allowed to send emails on behalf of your domain. To set it up, create a TXT record in your DNS settings listing all approved sending IPs. Keep in mind, SPF allows for only 10 lookups. If you’re using multiple services, consider dedicated subdomains like marketing.yourdomain.com to avoid hitting this limit.
• DKIM (DomainKeys Identified Mail): DKIM attaches a digital signature to your email headers, enabling recipients to verify that the message hasn’t been altered and originates from your domain.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC builds on SPF and DKIM by instructing ISPs on what to do with emails that fail authentication. It also ensures alignment between the "From" domain and the domains validated by SPF or DKIM. Start with a policy of p=none, then gradually move to stricter policies like p=quarantine or p=reject once you’re confident in your setup.

"Digesting and monitoring DMARC reports is vital to building solid infrastructure and maintaining trust in your brand."
– Beth Kittle, Senior Deliverability Consultant, Twilio SendGrid

• PTR (Reverse DNS) Records: PTR records link your IP address back to your domain name, confirming your identity as a sender. Work with your provider to ensure these records are correctly configured.

Once these protocols are in place, you’ll have a strong defense against spoofing and deliverability issues. But there’s another factor to consider: your choice of IP infrastructure.

Dedicated IPs vs. Shared IPs for Email Sending

The type of IP you use - shared or dedicated - can significantly impact your email deliverability and reputation.

• Shared IPs: These are used by multiple senders, meaning the reputation is shared. If someone on the same IP engages in poor sending practices, it can affect your deliverability (a phenomenon often called the "bad neighbor" effect). Shared IPs are a good option if you send fewer than 50,000–100,000 emails per month or if your sending schedule is irregular. They’re also cost-effective and ready to use right away, making them ideal for smaller campaigns.
• Dedicated IPs: With a dedicated IP, you’re in complete control of your reputation since no one else can influence it. This setup is best for high-volume senders (over 100,000 emails per month) or businesses that need reliable delivery for transactional or corporate emails. However, dedicated IPs require a warm-up period of 4–8 weeks to build a positive reputation with ISPs. They also come at a higher cost and are typically billed separately.

For businesses managing large-scale email outreach, tools like Infraforge can streamline the process. Infraforge offers dedicated IPs with automated DNS setup, pre-warmed domains, mailboxes, SSL, and domain masking. By automating these tasks, it cuts setup time from hours to minutes. Plus, features like multi-IP provisioning and API integration make it easier to scale and manage complex email infrastructures efficiently.

How to Maintain IP Reputation Over Time

Building and keeping a strong IP reputation isn’t something you can set and forget. It takes regular monitoring and disciplined habits to ensure your IP remains in good standing. Let’s dive into some practical strategies to help you maintain your IP health and avoid recurring problems.

Continuous Monitoring of Your IP Reputation

Keeping an eye on your IP reputation is crucial to catch small issues before they snowball. Tools like Google Postmaster Tools and Cisco Talos can provide valuable insights. Google Postmaster Tools is a free resource that offers Gmail-specific data, but you’ll need to send at least 300 emails per day to Gmail addresses for it to generate reports. Cisco Talos, on the other hand, gives your IP a rating - Good, Neutral, or Poor - based on how it’s perceived across the internet.

To avoid surprises, use MxToolbox for daily checks to see if your IP has landed on blacklists like Spamhaus or Barracuda. Keep in mind that most reputation systems only keep data for 30 days, so if your IP hasn’t been active for a while, you might need to warm it up again. For businesses managing large-scale campaigns, premium tools can send real-time alerts - via Slack or webhooks - when key metrics fall outside acceptable thresholds.

"IP reputation directly impacts email deliverability, service access, and customer trust, making proactive monitoring essential for business continuity."
– Jolita Puzakova, Content Writer, IPXO

If you’re managing multiple IPs, platforms like Infraforge can simplify the process by consolidating all your metrics into one dashboard. This makes it easier to identify and address issues across your entire infrastructure.

Once you’ve got monitoring under control, the next step is to implement disciplined email sending practices to maintain your reputation.

Email Sending Best Practices

Monitoring alone isn’t enough; you need to follow smart email-sending habits to keep ISPs trusting your IP. Start with list hygiene: remove hard bounces within 24 hours and suppress contacts who haven’t engaged in 90 days. A double opt-in process is also a good idea to ensure only genuinely interested subscribers are added to your list.

Consistency is just as important as cleanliness. ISPs are wary of sudden spikes in email volume, so keep your sending patterns steady. Track engagement metrics like open rates and click-through rates - low engagement might signal to ISPs that your emails aren’t welcome. To boost engagement, send your most compelling emails to your most active users first. Regular win-back campaigns can also help re-engage dormant subscribers or clean up your list.

Avoid using "no-reply" email addresses. Instead, opt for monitored inboxes that encourage two-way communication - this adds legitimacy in the eyes of ISPs.

"Getting into one or several email blacklists is child's play; however, getting out is a true challenge."
– Andrian Valeanu, Email Marketing Specialist

If you’re juggling multiple domains or inboxes, inbox rotation can help distribute sending volume, reducing the risk of overloading any single IP. When combined with consistent monitoring and clean sending practices, this approach sets the stage for long-term success in email deliverability.

Conclusion

Addressing IP reputation issues requires a clear plan: identify the root cause, take corrective measures, and adopt consistent sending practices. Start by monitoring key metrics - if problems arise, pause outgoing campaigns immediately. Then, ensure your email setup is configured correctly with proper SPF, DKIM, and DMARC authentication.

Once corrective actions are in place, rebuilding trust with ISPs takes time. Patience and consistent, compliant sending habits are critical. This process often spans several weeks, during which maintaining clean email lists and gradually increasing sending volumes are essential. For instance, major providers like Gmail and Yahoo enforce a strict spam complaint threshold of 0.3%. Crossing this limit can lead to immediate blocks.

Dedicated infrastructure plays a vital role in sustaining long-term deliverability. Services like Infraforge address common challenges, such as the "bad neighbor" problem, by offering dedicated IPs, automated DNS management, and pre-warmed domains. These features provide full control over your sending reputation. Case studies highlight that Infraforge's dedicated IP rotation and automated DNS solutions significantly enhance inbox placement rates.

"Infraforge quickly helped to solve a challenge regarding email deliverability. What I like about Infraforge is its ease of use and quality of support."
– Silver L, CEO

FAQs

What are the best tools to check and monitor my IP reputation?

To keep your email-sending IP in good standing and avoid deliverability problems, you can rely on a mix of free and advanced tools:

• Talos Intelligence (Cisco) and MxToolbox are excellent for quick blacklist checks and gaining insights into your IP's overall reputation.
• Google Postmaster Tools and Microsoft SNDS provide detailed metrics specific to Gmail and Outlook, such as spam rates and IP health.
• Sender Score by Validity assigns a reputation score from 0 to 100; aim for a score of 80 or above for the best results.

If you're using Infraforge, their platform simplifies reputation management with built-in IP monitoring and real-time alerts. It also offers features like dedicated IPs and pre-warmed domains to improve email deliverability. Start by running a blacklist scan, review your scores, and use the data to address any potential issues early.

How can I stop my IP from being blacklisted again?

To keep your IP off blacklists, it's essential to focus on building a solid sending reputation and sticking to proven practices:

• Use a dedicated IP: Sharing an IP with others can hurt your reputation if they engage in poor practices. Services like Infraforge offer pre-warmed, private IPs, giving you better control and scalability.
• Authenticate your emails: Implement SPF, DKIM, and DMARC protocols to show email providers that your messages are legitimate. Infraforge simplifies this process by automating the setup, minimizing potential errors.
• Warm up your IP gradually: Start with small email volumes and slowly increase them over a few weeks to establish trust. Infraforge’s Warmforge tool can automate this process, ensuring a steady reputation build-up.
• Maintain clean email lists: Regularly remove invalid addresses, hard bounces, and disengaged users to keep bounce and complaint rates low. This helps reinforce your sender reputation.
• Monitor your IP reputation daily: Use tools like Infraforge’s reporting dashboard to track key metrics such as Sender Score and blacklist status. Quick action on any issues can prevent long-term damage.

By following these steps and utilizing tools like Infraforge, you can greatly improve your email deliverability while avoiding the risk of being blacklisted.

What are the advantages of using dedicated IPs for email campaigns?

Using a dedicated IP for email sending can make a big difference in your email campaigns. Here's why:

• Complete control over your sender reputation: Since the IP belongs solely to you, its reputation is entirely shaped by your email practices. This means you’re not at the mercy of other users’ bad habits or mistakes.
• Better email deliverability: A dedicated, well-maintained IP builds trust with inbox providers, which helps keep your emails out of the spam folder and ensures they land where they’re supposed to - your recipient’s inbox.
• Scalability and adaptability: Platforms like Infraforge let you manage multiple dedicated IPs. This setup gives you the flexibility to switch sending routes if any issues arise, keeping your campaigns running smoothly.

For cold email campaigns or any outreach efforts, a dedicated IP provides the control, reliability, and deliverability you need to achieve consistent results.

Related Blog Posts

• How to Check and Recover a Blacklisted IP Address
• Avoiding Blacklists with Dedicated IPs
• Common Email Bounce Errors Explained
• How To Monitor IP Reputation for Cold Email