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In a recent blog, I discussed the importance of IP (Internet Protocol standard) reputation and its impact on a mailer's deliverability, as well as the potential impact on an advertiser's brand. I may be imposing my own experience on you here, but from what I've seen, every mailer has the extremely unpleasant experience of having their IPs hard blocked and, for all intents and purposes, rendered useless. Not only is this an inconvenience when IPs and entire ranges get blocked, it can often be catastrophic in terms of loss of revenue. It can be crippling.