As you delve deeper into email marketing, you might come across the concept of dedicated IPs. To grasp the significance of dedicated IPs and determine if they’re necessary for your needs, it’s essential to have some understanding of email deliverability and sender reputation.
The deliverability of an email largely hinges on the reputation of the IP address from which it is sent. If you’re using an IP with a pristine reputation, your emails stand a better chance of reaching your subscribers’ inboxes. Conversely, lower Sender Scores may result in filtering by certain email providers.
Typically, most email service providers, like HubSpot or MailChimp, utilize a pool of shared IP addresses to process and dispatch emails. In shared IPs, sender reputation is influenced by the actions of all users sharing the same IP. Email service providers actively monitor the health and reputation of their shared IPs to maintain high deliverability rates. For instance, HubSpot’s shared IPs consistently maintain scores in the high 90s, ensuring a very high acceptance rate.
So What's the Benefit of a Dedicated IP?
Some senders who send emails in high volumes opt to have their dedicated IP address rather than sharing one with other companies. For these high-volume senders with actively engaged subscribers, a dedicated IP provides greater control over email deliverability. By using a dedicated IP, they are no longer reliant on the actions of others to influence the reputation of their IP; instead, they have sole control over whether their emails are delivered or not.
Apart from the increased control, many customers opt for a dedicated IP to avoid having a sender appendix like “emailer.hubspot.com” appended to their emails. In a shared IP setup, all emails are sent by the email service provider on behalf of Company X. With dedicated IPs, emails appear to originate solely from the company’s own email address.
How Do I Know If I Should Get One?
Dedicated IPs are optimal for companies with a substantial volume of regular email sending, typically exceeding 100 thousand messages per week. However, as you solely influence your sender’s reputation, it’s crucial to ensure your email list is fully permission-based and engaged. If you experience higher than-average hard bounce rates (3% or above) or irregular sending volumes, a shared IP might be more suitable. Fortunately, most email service providers can guide you through these options to help determine the best fit for your company.
[…] When you send an email, receiving ISPs and email providers verify if it’s sent from an authorized IP address or server listed in the SPF […]
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