Q: Our sender reputation is pretty bad. I know we need to make changes to our email program, but are we better off just moving to a clean IP address to get out from under the mess we've made?
A: It sounds so logical and works in so many other areas: When things are going badly, make a fresh start. Unfortunately, in the world of email reputation and deliverability, there are no fresh starts. Why? Well, the reason reputation metrics are so important is that they help ISPs differentiate your email from spammers.