What’s the difference between IP reputation and domain reputation?
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You've just moved to a new ESP, got fresh IPs, and you're hoping for a clean slate. Here's what actually resets and what doesn't.
IP reputation is tied to the server address your emails are sent from. It reflects the history of that specific infrastructure. If you're on a shared IP pool, you're sharing that reputation with everyone else on it. Switch ESPs, get new IPs, and yes, that part of the slate does wipe. The flip side is that a fresh IP has zero reputation, which means mailbox providers treat it cautiously until it earns some trust.
Domain reputation is tied to your sending domain (think captain@deepcurrent.io). It follows your brand wherever you go, regardless of which IPs or platform you use to send. Switch ESPs, move to a dedicated IP, buy new servers, it doesn't matter. Your domain's track record travels with it.
A decade ago, IP reputation was the dominant signal. Today, Gmail and other major providers weight domain reputation much more heavily, precisely because senders move between shared IPs so often. Your domain is the more stable signal of who you actually are as a sender.
What this means in practice is that you can't escape a damaged sending history just by switching platforms. If your domain has racked up high complaint rates or poor engagement, that follows you. On the other hand, if your domain reputation is solid, moving to a new ESP is much less painful than it used to be. You still need to warm up your new IPs gradually, but you're not starting from scratch as a sender.
One more wrinkle: these two signals can diverge. A great domain reputation can carry you through a temporary IP issue. But if your IP lands on a blocklist and your domain reputation is already shaky, you'll feel both at the same time. Knowing which one is the problem shapes how you fix it.
If you suspect your domain reputation is in trouble, our free Blocklist Checker is a good first look. For the full picture, drop us a line and we'll help you figure out what's actually dragging your deliverability down.
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