For a long time, spam words have been included as a major factor in email marketing. Words such as "increase" or "free" along with all caps have been avoided at all costs. Now it turns out they may be passé as IPSs are using IP addresses are indicators of spam predictors.
Why IPs? Unlike most methods of avoiding spam filters, IP addresses cannot be forged or manipulated as easily as changing out a word on a subject line. An IP address works as a fingerprint, only it contains all your history, not just offenses. A good IP not only guarantees a better chance at delivery, but also increases speed of distribution.
How can I control it? IP addresses are measured by how many of your emails are rejected, how quickly you resend, how many people respond or report you as spam, etc. This is all measured over differing time periods as indicators of predicted performance.
The takeaway? All this translates to maintaining your database. Clean out bad emails and don't abuse your email lists. A few bad attempts won't ruin your IP, but a finger should be kept on the pulse of your reputation and the content your distributing.
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