One of the trends in the email deliverability space is increasing implementation of domain-based reputation by ISP's and other organizations as an anti-spam and filtering tool. Briefly, for a long time, a particular sender's reputation was tied primarily to the IP address from which their email was sent. Now, a sender's reputation will also become increasingly associated with the domain from which the email is sent.
As explained by George Bilbrey in his article "The Myths (And Truth) About Domain Reputation," one of the consequences of the trend towards domain-based reputation is that marketers looking to maximize deliverability need to authenticate their domains with Domain Keys (DKIM) in order to take advantage of what domain reputation has to offer. In other words, authenticated domains is what the new reputation systems are assigning value to.
At the same time, Bilbrey also notes that the rollout of domain-based reputation won't necessarily save marketers from the risks of using a shared IP - very common among the cheaper email blast services. This is because IP-based reputation systems will remain in place. So if you are sharing an IP with other entities that engage in spammy activity, your deliverability will likely still suffer even if you have a stellar domain reputation.
eLawMarketing's clients who take advantage of our premium sender authentication package will continue to enjoy the best of both worlds - a unique private IP address untainted by the activity of any other entities, and an authenticated domain.
Download our advanced email deliverability and authentication brochure to learn more.