Dedicated IP or not a dedicated IP
Feb 14 2008
We have all been at the EEC conference this last week listening to some of the top minds in email. One question that has come up a number of times over the years is whether or not you should have a dedicated IP when sending email. MarketingSherpa recently released a new paper Top 12 Email Newsletter Mistakes Nearly Everyone Makes. In this report Mistake #7: Deliverability: Content, Formatting & Lack of Self-Advocacy was to insist a dedicated IP from your ESP. This sounds great in theory, but not in practice.
Deliverability relies on a number of factors and one of them is volume. Low volume and/or sporadic volume hampers your deliverability dramatically. Since many ISPs base their blocks and temporary deferrals on complaint rate, your low volume and inconsistency of sending, albeit, dedicated could be one of the worst things you could do. All of those other senders might actually help your deliverability as long as your ESP employs best practices. So before you “insist” on a dedicated IP like MarketingSherpa says, ask your ESP if it would benefit you. Our job is to provide you with the best solution to get your email to the inbox.
- Posted by Jeff Mills
- @alexcwilliams
- at 1:47 PM
Published in Email Deliverability
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February 18th, 2008 at 4:55 am
Hello,
It is a complex question to which all ESPs have one day tried to give a answer, but i think there is no radical response that says :
i must broadcast all my customers campaigns with a dedicated IP or I have to share all my IPs between my customers.
Dedicated ip is very usefull for ensure a deliverability for customers that broadcast some constant volume but can be a problem when volume changes drastically. Dedicated IP must also be set up with very much precaution and with an efficient education of the customer, otherwise it can be even worse.
So, I think a good ESP must, for a question of volume, have “ready to use” IP pools permanently for a certain amont of volumes for his customers need.
Regards,
J