sending IP

On a shared IP pool, your account will be sending from a variety of different IP addresses within the pool of IPs shared amongt other senders. Because of this, third-party tools such as Google Postmaster will evaluate the IP reputation based on all the IPs in the pool, including ones that are on a blocklist that may not be in use. To put it another way, these tools deem the entire bunch of apples as “bad” because one apple in the bunch may be rotten.

It’s also important to note that inbox providers pay much closer attention to the sending domain reputation versus the sender IP reputation. Because of this, tools such as Google Postmaster are great at helping to identify or catch potential deliverability issues, but they don’t do a great job conveying the larger picture at the actual cause of these issues.

Klaviyo continually monitors our IPs on a number of blocklist providers and frequently have them de-listed. That said, IPs being blocklisted are not uncommon. This has to do with how widely available blocklist providers are and because of this, typically holds no impact on one’s deliverability.