| Many email marketers have no idea how important | | | | sure the address belongs to the computer your |
| an IP address is to the success of their marketing | | | | domain is registered to. This is generally a seamless |
| campaign. This is because it is so vital to the | | | | process when mail is being sent from a static IP |
| reputation of the sender and how they are viewed | | | | address as it always remains the same. The process |
| by internet service providers. The ISPs are entities | | | | becomes much more complex when email is coming |
| that play a huge role in whether your mail makes it | | | | from a computer with a dynamic IP address. |
| through or not, and that determination is based on | | | | A receiving computer cannot perform a reverse DNS |
| this simple numerical code. Some marketers change | | | | lookup on a sending computer with a dynamic IP |
| their address for various reasons, but unless it is an | | | | address. This is because the number changes each |
| absolute necessity, this is a move you want to avoid | | | | time the hardware is connected to the web, or a |
| at all costs. | | | | network. Consumers with an email account from their |
| Email and IPs | | | | ISP have this type of IP address. For someone who |
| Most mail servers check the IP address of the | | | | just uses the service to communicate with friends or |
| computer sending an email to determine whether it | | | | family, this usually is not an issue. That all changes if |
| will allow the message to pass through to the | | | | you are someone using it to launch a mass email |
| recipients inbox. This is done by performing a reverse | | | | campaign that reaches hundreds, or thousands of |
| DNS lookup. During this process, the receiving | | | | users. Because spammers have become infamous for |
| computer verifies that the address of where the | | | | this tactic, even legitimate mail is often rejected and |
| message originates, belongs to the sending computer. | | | | sent to a spam folder if it is connected to a dynamic |
| Once consistency has been established with an ISP, it | | | | IP address. |
| is more likely to allow an email to pass through. The | | | | Summary |
| problem is that many spammers frequently change | | | | The importance of the IP address connected to your |
| their IP address to keep from leaving a trail that | | | | email campaign cannot be underestimated. Whether |
| leads back to them. If you illustrate this behavior, | | | | directly or indirectly, changing it will only raise |
| there is a good chance that you will raise the ISPs | | | | suspicions that hinder your mails ability to get through. |
| suspicious and risk having your mail rejected. | | | | Delivery is critical to a successful campaign and it |
| Static vs. Dynamic | | | | becomes much harder to achieve when your IP |
| Because IP addresses are difficult to remember, they | | | | address is under a microscope. When it comes to |
| are represented by domain names or URLs. So if you | | | | email marketing, maintaining a good reputation is a |
| send someone a message from "yourbusiness.com", | | | | never ending mission and if it goes bad, you could |
| the receiving computer will perform a check to make | | | | find yourself on a grueling road to recovery. |