An ip reputation is an email checker of how trustworthy an internet protocol (IP) address is. Every device connected to the internet has an IP address, which is used to locate websites and devices so they can communicate with each other. A positive reputation shows that the device is trusted, while a negative one indicates that the device is suspicious or potentially malicious. For example, if an IP address is associated with spam or malware and has been abused in the past, its reputation will be damaged. It may also be flagged if it has been a part of a botnet or was hijacked by threat actors. A tainted reputation can hurt deliverability, as emails sent from the ip address might be flagged as spam or blocked from delivery entirely.
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Having a positive ip reputation can help your email campaigns reach their intended recipients and improve open rates and click-through rates. To boost your reputation, make sure to allow users to easily unsubscribe from your emails – this will reduce spam complaints and improve your score. You can also decrease your ip reputation risk by monitoring for connections to command-and-control servers, keeping a low bounce rate and sending high quality emails.
In addition to determining an ip reputation, an ip address can also be blocked by next-generation firewalls and network load balancers for security reasons. This helps prevent malicious activity on networks by identifying known bad actors and disabling their communication on the network.