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Establishing Email Reputation of Cold IPs

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With PowerMTA, you now have the ability to establish reputation of your cold IPs quickly.

With PowerMTA, you now have the ability to establish reputation of your cold IPs quickly.

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  • 1. Email Reputation: Establishing Warm IPs Efficiently WHITEPAPER www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved.
  • 2. Email Reputation: Establishing Warm IPs Efficiently TABLE OF CONTENTS Executive Summary...............................1 The Importance of Reputation...............1 Maximizing Your Reputation...................2 About Port25 Solutions, Inc...................3 EXECUTIVE SUMMARY New IP addresses do not come with a pre-configured good reputation. A good reputation must be earned from the ISP to ensure deliverability into the inbox. PowerMTA™ has the ability to use pre-existing reputations from established IP’s in your network to warm-up a new (or cold) IP. Essentially, you set up the warm IP’s to manage the bulk of the sending and initiate the cold IP’s to handle the smaller volumes until their reputation is established and limitations from ISPs are lifted. The warming feature of PowerMTA™ allows several cold IP’s to be warmed up in unison prior to being utilized. This feature is especially welcome to ESPs who need to have “reputationready” IPs available for maximizing deliverability, immediately. PowerMTA™ is the solution specifically designed to manage an increasingly complex delivery landscape and is widely used across a number of verticals. A variety of companies already benefit from PowerMTA, including leading email service providers, top financial institutions, major publishers, and some very well known consumer brands. When it comes to sending email, reputation as a sender is king. Reputation is based largely on the IP address from which the email is sent. The problem comes from the fact that new IP addresses do not come with a reputation, and it is up to the sender to establish the reputation for your IP addresses. With this in mind, PowerMTA has the ability to use the reputation of an existing IP address to warm up a new IP (i.e. cold IP). www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 1
  • 3. Prior to this feature, email senders would have no method by which to segment their IP addresses based on reputation. All email would be sent our equally between warm IP addresses and cold IP addresses. Of course, these would lead to issues whereby the email using the warm IP addresses would quickly be delivered, but those emails using the cold IP would experience difficulty getting delivered in a timely manner. EMAIL CAMPAIGN POOL OF WARM & COLD IPs INBOX Now in PowerMTA these IP addresses can be grouped by reputation type, and as such email can be distributed more efficiently among the various IP addresses. At first, the cold IP addresses can be set to handle only a small subset of the emails, to ensure that all emails they handle are successfully delivered. Over time the, as the reputation of the cold IP addresses become more viable in their ability to deliver email, the throughput using the cold IP addresses can be increased. As an example, cold IP addresses see deliver rates of anywhere from 60-600 per hour to Yahoo.com, and around 5000 per hour to Hotmail.com. Trying to get a cold IP to deliver more than that is pointless because Yahoo and Hotmail will not allow you to deliver more than that amount. With PowerMTA, you can set the warm IP addresses to handle the bulk of the mailing, and set the cold IP addresses to handle the smaller volumes in accordance with the per hour rates that cold IP addresses typically see. www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 2
  • 4. This setup allows for maximizing the small amount of throughput that a cold IP address can send without effecting the reputation of the existing IP, or the deliverability of a campaign. 6011 University Bvld. Suite 470 Ellicott City, MD 21043 EMAIL CAMPAIGN www.port25.com P: 1.410.750.SMTP (7687) T: @port25solutions E: sales@port25.com WARM IPs COLD IPs INBOX Another great use for this feature is the ability to pre-warm IP addresses for later use by ESPs (Email Service Providers). Know that email use is ever increasing, and the services that ESPs provide will likely increase as a result, it would be best to have well established IP reputations ready for new ESP customers. The warming of IP addresses in PowerMTA allows an ESP to bring several cold IP addresses online prior to being needed, and over the course of time develop a pool of IP addresses with outstanding reputation, so that new customers can immediately enjoy the great delivery success that existing ESP customers have come to rely on. PowerMTA is a solution specifically designed to manage an increasingly complex delivery landscape and is widely-used across a number of verticals. See for yourself how it can help you better manage your I/O messaging streams by contacting Port25 for a free and fully-functional evaluation today. ABOUT PORT25 SOLUTIONS, INC. PowerMTA is specialized, high performance Message Transfer Agent (MTA) software that intelligently and efficiently delivers large volumes of e-mail, allowing for maximum delivery and response. While all-purpose MTAs in use today perform a whole variety of tasks including delivering e-mail, these general solutions fall short both in regards to scalability and relevant feature sets, negatively affecting delivery rates and subsequent ROI. In contrast, PowerMTA was developed for this particular task, helping legitimate, permission based e-mail marketers, publishers, and service providers overcome the business and technology challenges of e-mail message delivery. Companies benefiting from PowerMTA™ include leading email service providers, top financial institutions, major publishers, and well known consumer brands. www.port25.com This document contains confidential and proprietary information belonging to Port25 Solutions, Inc. The information in this document may not be disclosed to others, copied or reproduced in any way without the prior permission from Port25 Solutions, Inc. Copyright © 2013 All rights reserved. 3