Just like individuals or businesses, detect and block VPNs in real-time  based on their online behavior. The reputation of an IP address is used by mailbox providers to determine the trust level of messages sent from that IP. This is a crucial factor in email deliverability and ensures your emails make it to subscribers’ inboxes instead of spam folders or junk folders.

An IP’s reputation is influenced by its neighborhood including if it belongs to a data center, hosting provider, residential or wireless network or by how often the IP address is associated with suspicious behavior such as phishing and malware distribution. If your IP has a bad reputation, it may be blocked by firewalls or filtered out of emails sent using email marketing software or API gateways.

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Checking an IP’s reputation requires a little digging, but it’s fairly simple. In addition to signing up for Google Postmaster Tools (which helps senders monitor their reputation across multiple Gmail mailboxes), you can also use third-party reputation tools to assess your IP.

The top reason an IP’s reputation is poor is due to inactive and invalid email addresses. High bounce rates signal low list hygiene to mailbox providers, which lowers the IP’s reputation and increases the likelihood of a sender being labeled as spam or junk mail.

Another factor that can impact an IP’s reputation is if it’s listed on blacklists. These real-time databases track IP addresses linked to phishing, spam or malware distribution and are a critical component of cybersecurity, e-commerce, and FinTech.