IP Reputation
IP Reputation is the trust score assigned to a sending IP address by email providers, mailbox providers, and anti-spam systems — based on past sending behavior, complaint rates, and engagement metrics.
What is IP Reputation?
Every email you send is judged by the receiving system on at least two reputations: the sending domain's reputation and the sending IP's reputation. Shared IPs (most SaaS sending platforms) average IP reputation across many senders, while dedicated IPs let you own your own. Reputation goes down with spam complaints, bounces, low-engagement sends, and sending spikes — and it goes up with steady, engaged, complaint-free sending. Damaged IP reputation is recoverable but slow.
Why it matters
- IP reputation gates how much of your email reaches the inbox vs the spam folder.
- Reputation is mostly a function of consistency — spikes hurt, steady sending helps.
- Once damaged, recovery takes weeks — preventive discipline matters more than reactive fixes.
Use cases
- Mailbox warm-up. Gradual ramp-up of send volume to build IP reputation before high-volume sending.
- Multi-mailbox rotation. Distributing send volume across multiple IPs to isolate per-IP reputation.
- Complaint monitoring. Tracking spam complaint rate as the leading indicator of reputation damage.
How turgo helps
turgo monitors IP reputation per mailbox in real time, pauses sending when reputation dips below threshold, and orchestrates warm-up cycles to recover safely.
See turgo in action →
