If you are a VPS or dedicated server client you can request reverse DNS (rDNS, PTR) changes via our helpdesk, all you need to do is email [email protected] with your request and we will take care of that for you.
With our web hosting and reseller hosting you don't need to request rDNS setup as the mailserver IP that you will be using is already setup ready for use.
The main reason for requiring accurate rDNS entries is so that email communication will work properly with some major ISP's such as AOL. All email originating from our servers uses the main server IP when communicating with other servers (regardless of whether the account uses a dedicated IP or not). The main IP of all servers have rDNS setup so that email communication is not affected.