In the context of email deliverability, reputation plays a crucial role in determining whether an email lands in the recipient's inbox or is marked as spam. Establishing and tracking reputation involves various factors, including engagement metrics such as open rates, click-through rates, and response rates, as well as authentication standards like DKIM and SPF. Engagement is difficult to earn but easy to destroy, making it essential to send high-quality emails that recipients want and expect. Authentication and IP addresses also play a significant role in reputation tracking, with domain control being the first step in ensuring great delivery. A shared IP address can be a good option for lower-volume senders, as long as the provider polices their IP addresses well, whereas dedicated IP addresses may not guarantee improved delivery at low volumes and require warming up.