Does server age matter when sending emails?
Yes, server age can affect email deliverability, although it is less impactful than domain age and reputation.
Server age itself isn’t a direct factor in email scoring, but there are related elements of server setup and history that play a role in establishing trust with email service providers (ESPs):
- IP address reputation: If the server’s IP address is old and has a clean history with minimal spam complaints, it generally has a positive reputation. This helps deliverability. However, a new IP address on an old server must be warmed up to build a strong reputation, as ESPs closely monitor new IPs for spam signals
- Consistent sending patterns: Older servers that maintain a stable sending pattern are perceived more positively by ESPs. A sudden spike in sending volume from an old server with a historically low activity level may trigger spam filters. This is why consistent usage and IP warmup are crucial, especially if the server was inactive for a period.
- Infrastructure setup and authentication: Older servers often have established security protocols like SPF, DKIM, and DMARC, which verify email authenticity. ESPs expect these standards, and the lack of them can harm deliverability regardless of the server’s age.
In conclusion, while server age itself is not a primary factor, the history of the IP address and consistency in sending patterns on the server are significant for email deliverability.