Here's what I've seen re: Reverse DNS:
1) A few years ago AOL would refuse email if the PTR record for the mail server didn't match the name of the mail server. This was before they put up their helpful postmaster tools &c - they would simply drop the email and refuse to say why... fix your DNS and Presto! your email would get through...
2) Lately, the large ISPs only seem to insist that the name returned by the reverse lookup must return the original IP when it is looked up.
That is:
a) my SME connects to ISP x from IP address w.x.y.z
b) ISP x does a PTR lookup on z.y.x.w.in-addr.arpa to get "the" name of my mail server
c) (Some ISPs will deny the connection if the name returned matches some home-grown expression they've built attempting to identify residential connections)
d) ISP x now does a normal DNS query on the name returned by the PTR lookup in step b
e) if the DNS lookup in step d does not match the IP address from which I connected in step a then the connection is denied.
f) If the ISP is using SPF (Sender Policy Framework), then the name or IP address of the SME needs to be listed in the SPF record for all of the domains you are hosting. (See
http://www.openspf.org/ for more info)
I haven't seen a major ISP for 2 years or more that insists that the PTR record match the email sending domain, or that it match the "helo..." string from the mail server (the way AOL used to do).