Must Know for Building a Successful Email Sender Reputation: IPs and Domains

Imagine if the internet was like your mobile phone network - each website had its own unique number that you could call just like you call your friend. Well, that's not too far from reality. Understanding IP addresses, domains and subdomains can sometimes feel complex, but comparing them to phone numbers and service providers might make it easier to digest. So let's break it down.

What are IP addresses?

An IP address is like the telephone number of the Internet world. Just as every phone has a unique number that allows it to be called, every device connected to the internet has its own IP address. It's a unique string of numbers that helps identify devices and websites online. Imagine you want to contact a website - your computer uses the IP address like a telephone number to make the call and connect.

But just as it's easier to remember someone's name than their long phone number, websites use domain names instead of their actual IP addresses to make things easier. Think of the IP address as the actual contact number, while the domain name is the contact name stored in your phone - much easier to remember, right?

Domains are like service providers

Domains are like the brand names your service provider gives you to make communication easier. For example, a domain like www.example.com is like a company like Vodafone or EE giving you a number that's easy to identify. It takes away the complexity of having to remember a long, unfamiliar IP address.

Just as when you call your friend on Vodafone, you don't think about how the signal reaches their device, domain names abstract away the technical complexities of connecting your browser to the right server using IP addresses. Instead, you just type in a name - much like using the contacts list on your phone - and the magic happens in the background.

Domains are also unique, just like your phone number. Each domain is a recognisable name that directs your web traffic to the right IP address. This is why businesses choose domains that are memorable and match their branding.

Subdomains - extensions of the same number

Now, let's talk about subdomains. A subdomain is like an extension to a telephone number within a company. Imagine you call a customer service line and they ask you to press "1" for billing or "2" for technical support - these are essentially sub-numbers, still connected to the main line.

In the web world, a subdomain works in a similar way. Suppose you have a website called www.example.com and you want to create a separate section for a blog. Instead of buying a whole new phone line (or domain), you can add a subdomain - blog.example.com.

This makes it easy to separate sections of your website, while keeping them connected under the main domain. It's like having different departments in the same company: they're all part of one business, but each has its own phone line.

Bringing it all together

In short, an IP address is like a telephone number that uniquely identifies a device on the Internet. A domain name is like the brand or contact name that helps people find that number. Subdomains are like departmental extensions, allowing different parts of the same 'contact' to be reached independently.

So the next time you hear about domains or subdomains, think about how you call your friends or connect through your service provider. The Internet is a lot like making a phone call - only the lines are digital, and the numbers might be a little longer. But thanks to domains and subdomains, finding what you need is just a click away.

How this applies to email marketing and deliverability

In the world of email marketing, understanding IP addresses, domains and subdomains plays a crucial role in ensuring your messages reach their intended audience. When done correctly, this can significantly improve your email deliverability.

Dedicated IP addresses for email marketing

Think of a dedicated IP address for your email campaigns as having a unique phone number just for your business. This dedicated number helps email providers recognise your messages and builds a reputation for your emails. If your IP has a good reputation as a sender, your emails are more likely to be delivered to the recipient's inbox rather than the spam folder.

If you're using a shared IP address, it's like sharing a phone line with others - if someone else misuses that line, it can affect your ability to connect. In email marketing, using a shared IP could mean that your deliverability is affected by the actions of others. However, a dedicated IP allows you to build and maintain a positive reputation as a sender.

Domains and sub-domains for better sender identity

Using your own domain in email marketing is like having a recognisable service provider. It gives recipients confidence that the email is legitimate. Instead of sending emails from a generic email service (such as a random Vodafone or EE number), using your own domain such as newsletter.example.com builds credibility and trust.

Subdomains can also help you segment your email campaigns. For example, you could use promotions.example.com for marketing emails and updates.example.com for transactional emails. This is like having different extensions for different departments - each serves a specific purpose and helps manage your reputation. If one subdomain experiences deliverability issues, the others are less likely to be affected.

Deliverability: Making sure your emails get through

Ultimately, just as a good service provider ensures that your calls go through without a hitch, a properly set up IP, domain and subdomain strategy ensures that your emails reach your audience. Setting up SPF, DKIM and DMARC records on your domain is like registering your number with a trusted provider - it tells email servers that your emails are authentic and reduces the chance of them being marked as spam. In another blog, we will discuss how to set up SPF, DKIM and DMARC records to ensure your sender reputation is never compromised.

By managing your IP addresses, domains and subdomains effectively, you can improve your sender reputation and ensure that your messages get where they need to go. It's all about making it easy for recipients to recognise you and trust that your messages are worth responding to.