Check the reputation of the domain and prevent it from ending in spam

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Whenever we send emails, we do so with the intention that our messages are read. But, for them to arrive correctly at the inboxes of our customers or users, it is essential to take into account the reputation of the domain from which they are sent. Otherwise, our messages will end up, in the best case, in the spam folder.

What is the reputation of the domain?

The reputation of a domain is a factor that is obtained from the use made of an IP address and how shipments are managed through email. Thus, by carrying out good email marketing practices, the reputation of the domain will be much better than if we send our users emails that they do not wish to receive. In addition, the higher the reputation of a domain, the higher the open rate will have the emails sent while reducing the chances of the domain ending in a blacklist.

Although it is the main factor, to determine if emails are received correctly or if they are marked as spam, it is not the only one. The domain's reputation is also influenced by the use made of IP from which emails are sent. This issue, in the event that you share a server with other users, will be something that will not depend directly on your actions. Since in a hosting plan the same IP address is shared among several users; what makes the use of a user can harm all its neighbors and affect the ability to send messages from each of them.

But to determine the reputation of the domain and IP, the recipient's reaction is also considered. If every time you receive an email, mark it as spam, the domain, the IP or both, will end up blacklisted. So it is largely about something that does not depend directly on the domain owner; although indirectly it reflects their actions.

How to check the reputation of my domain?

There are many websites where, through a simple search, you can find out what the reputation of the domain is. Of course, we must bear in mind that having a reputable domain does not prevent emails that are sent to end up in the spam folder. Here are some of them:
  • It allows to know the situation of an IP or domain based on three phases: good, neutral or poor. Depending on the result, you will know if you need to change your email marketing strategy or if you are on the right track.
  • On a scale of 0 to 100 it shows the status of an IP compared to other addresses. The higher the score obtained, the greater the reputation of the domain and, therefore, the delivery rate of the emails.
  • ReputationAuthority In addition to indicating if a website contains malware, it shows the percentage of good and bad emails according to the IP from which they were sent.
  • Central Barracuda A huge database that checks the reputation of a domain and an IP in real-time, showing which of those addresses are good and which are too poor.
  • TrustedSource In addition to information about a domain and its reputation, this website provides details about the mail server and DNS; as well as the history of the domain and its associations.

Other aspects of reputation

Beyond making a query to these websites, you can review other aspects related to your domain. For example, misuse of the DKIM, SPF or CNAME records in the DNS zone can also cause your emails to end up in the spam folder. In addition, the appropriateness of the content of your emails or if you send blacklisted links in the text are other aspects to consider to improve the shipping rate.

Since email is the main form of malware and phishing propagation, taking care of the use of the mail service is essential. Not only to avoid blacklists but also to get the best reputation of the domain and gain the trust of users.