What’s the difference between IP reputation and domain reputation?

IP reputation is tied to the specific server address that sends your mail. It reflects the sending history of that infrastructure and is shared across all senders using that IP.

Domain reputation is tied to your brand identity. It follows your domain regardless of which server or ESP you use to send. When you switch providers, your domain reputation travels with you.

A decade ago, IP reputation was the dominant signal. Today, major providers like Gmail prioritize domain reputation because senders frequently move between shared IPs and ESPs. Your domain is your permanent flag. Your IP is just the ship you happen to be sailing on today.

This shift means you can no longer escape a damaged reputation simply by changing servers. Your domain's history follows you across the digital waters.