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Sender reputation will follow you regardless of the IP address. For the most part, email clients have similar rules to adhere to:
- Avoid spammy words/symbols (free, $ signs, ! points, and more)
- Proper image-to-text ratio
- Not including certain things like link shorteners
Also, check this site to see if your IP and/or domain name are blacklisted: http://mxtoolbox.com/
There's also other sites you can check this, so I'd advise looking at those also.
Agree with Matt. Use some tools to mitigate this over time.
IBM Deliverability Tools
Litmus - to fix wording and html to avoid spam filters
Install DKIM and SPF for your domain so Marketo emails are full verified as coming from you.
Sadly a bad reputation will take time to restore.
@Josh - that email rep document has been my "Deliverability Bible" and we have seen a good amount of improvement since implementing some of those guidelines, so it really has been helpful.
There are some tools here I haven't looked into yet...thank you both for providing!
On a sort of related note - many resources are saying that we should address the emails to the person's name instead of just their email address to signify that we actually know the recipient. When testing, I noticed that Marketo does not automatically do this. Are we able to personalize the "To:" field using tokens? I don't see a place in Email Editor to do this.