Email Myth Busters: The Dreaded Chronic Nomad Syndrome

Posted by Tom Sather 

MYTH #1: I’m blocked/have a poor reputation/have bad delivery on my IP address and domain.  It’s easier to just switch IPs and domains to get back into the inbox.

WHY THIS IS FANTASY: This is Chronic Nomad Syndrome (CNS). Email providers and receivers decide where to deliver your mail based off of your sending reputation, which includes things like your complaint rate, unknown user rate, volume, spam traps and sending permanence.  Sending permanence, the length of time you’ve been sending regularly from your IP address and domain is the important factor here.

IPs with no sending reputation will typically have worse deliverability and throughput than IP addresses with poor delivery.  Email receivers will typically block and rate limit volume from new IP addresses because statistically speaking, IPs addresses that are new to sending mail are more likely belonging to spammers.  Not to mention that all of your bad rep issues and sending practices will just follow you to your new IP domain. At that point, it’s only a matter of time before your deliverability gets even worse.

THE PLAIN TRUTH: It’s better to address and fix the reasons for your poor reputation than switching to a new IP address or domain. Avoid CNS – Chronic Nomad Syndrome!

What’s your take?

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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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