This is a HOT topic of conversation. When you speak of IP address burnout, what does it really mean? It can only mean one thing - burning out an IP address by sending too much bad data; a method commonly used by spammers. Those who send spam will try to obtain as many IP addresses as possible from an ESP in order to send mass amounts of emails at a high rate.

Inevitably, their IPs will eventually establish a bad reputation (read: IP is toast). For this reason, most spammers tend to change ESPs frequently. Once moved, they usually register new domain names to “start fresh” and avoid ISP blocking based on the key industry metrics.

Every ISP maintains their own IP and domain name reputation scoring history based on measured metrics of mail streams from the IPs and domains. The most important industry metrics to keep in mind are (to name a few): openers, spam complaints, user unknown bounce and spam trap hits.

ISPs also examine mailing habits such as how many people you're mailing to on their server at once, and how many spam reports you're getting. Each of them has their own formula (which changes periodically) of "content + reputation = delivery" and uses different determining factors for deciding what your sender reputation is.

Ultimately, to maintain a good reputation you should send to people who are interested in receiving the mail. This means sending your mailings to your most active subscribers. And, always remember to follow the CAN-SPAM regulations.

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