What is Domain Reputation and Why Should I Care? Carly Brantz March 28, 2012 Best Practices, Product // SUMMARIES ?> IPs use sender reputation to decide whether (or not) they will deliver your email messages to your subscribers. This sending reputation is based on your IP address. But what if an ISP could make filtering decisions based on your domain – rather than separate IPs? That is the nature of domain reputation. Domain reputation would essentially allow you to maintain your reputation without worrying about individual IPs. That means you could change IPs, send email from different providers and add new IPs or use shared IPs without worrying about losing your good reputation in the process and in connection with your brand. It’s important to note that domain based reputation monitoring won’t replace IP reputation monitoring, but ISPs are putting protocols in place and making some changes that could cause more email to end up in the spam folder. To help ensure your emails continue to get delivered, authentication using DKIM is recommended. Traditionally DKIM Authentication served as a way to stop email spoofing and phishing by identifying legitimate senders, but is also a catalyst for domain reputation. By inserting specific code into your messages, your email can be validated against published DNS information that lets ISPs know your company has a good (domain) reputation. Authenticating your email can be a tricky process, but it’s necessary to ensure more of your emails get delivered to the inbox. While domain reputation won’t replace IP reputation, it is being considered as an important factor by the ISPs. If you would like to learn more about getting all the protocols in place so you can maximize return on your email investment, check out the SendGrid Deliverability Guide.