What’s the right approach when IP range reputation tanks?

Assess the damage:

• How bad is the reputation?
• Blocklisted or just poor?
• Shared IP or dedicated?

Options:

• Wait and improve: Fix practices, wait for reputation to recover
• New IP: Requires full warmup, but fresh start
• Shared pool: May be affected by other senders
• Different allocation: Request different IPs from provider

Considerations:

• Domain reputation may follow regardless of IP
• New IP does not fix underlying problems
• Warmup takes time
• Fix root causes first, then consider IP change if needed.
• New ship helps only if the cargo and crew practices also change.