Summary
The effect of IP address location on email deliverability is nuanced. While some experts and marketers suggest that geographic proximity to recipients *can* improve deliverability and some providers might be stricter with throttling based on IP location, the consensus is that IP reputation and proper email authentication (SPF, DKIM, DMARC) are more critical. Furthermore, larger providers are often less sensitive to IP location, and older geolocation policies are becoming less effective. Smaller ISPs, however, may still be more sensitive to location. Choosing a reputable ESP that manages IP reputation well is also a key consideration.
Key findings
- IP Reputation is Paramount: A clean and reputable IP address is consistently cited as the most crucial factor for deliverability.
- Authentication Matters: Proper email authentication (SPF, DKIM, DMARC) is essential and a prerequisite for good deliverability, regardless of IP location.
- Location Has Some Influence: While not the primary factor, IP address location can influence deliverability rates, with proximity to recipients potentially improving them.
- Provider Sensitivity Varies: Smaller ISPs and corporate email servers may be more sensitive to IP location than larger providers like Gmail or Yahoo.
- Geolocation Policies Evolving: Older geolocation-based filtering policies are becoming less effective as email traffic patterns evolve.
Key considerations
- Prioritize IP Reputation: Focus on building and maintaining a good IP reputation through consistent sending practices, engaging content, and adherence to email best practices.
- Implement Authentication Protocols: Ensure that SPF, DKIM, and DMARC are properly configured to authenticate your emails and improve deliverability.
- Select a Reputable ESP: Choose an ESP that has a strong track record for deliverability and that effectively manages IP reputation.
- Consider Audience Location: While not a top priority, consider the geographic location of your target audience when selecting an IP address or ESP.
- Monitor and Test: Continuously monitor your deliverability rates and test different IP locations and configurations to optimize your email sending strategy.
What email marketers say
9 marketer opinions
The impact of IP address location on email deliverability is a complex issue with varying perspectives. Some sources suggest that IP address location can influence deliverability, with geographically closer IPs potentially improving rates. US-based providers were reported to be stricter with throttling for European IPs, although this may be changing. Smaller ISPs and corporate email servers might be more sensitive to location than larger providers. Other sources emphasize that IP reputation is more crucial than location, and a clean IP, regardless of location, is more likely to achieve good deliverability. Reputable ESPs also play a role in managing IP reputation and location effectively. Testing different IP locations to optimize deliverability is also suggested.
Key opinions
- Geographic Proximity: Sending from IP addresses geographically closer to recipients *may* improve deliverability, according to some reports.
- IP Reputation is King: A clean IP reputation is generally considered more important than geographic location for achieving good deliverability.
- Provider Sensitivity: Smaller ISPs and corporate email servers might be more sensitive to IP location than larger providers.
- ESPs Manage Location: Reputable ESPs can manage IP reputation and location effectively, mitigating potential location-related issues.
- Throttling Policies: Some providers, particularly US-based ones, may have stricter throttling policies for IPs located in Europe, though this may be evolving.
Key considerations
- Target Audience Location: Consider the geographic location of your target audience when choosing an IP address or ESP.
- IP Reputation Monitoring: Prioritize building and maintaining a clean IP reputation through responsible sending practices.
- ESP Selection: Choose an ESP that effectively manages IP reputation and location, and that has a good track record for deliverability.
- Testing: Consider testing different IP locations and configurations to optimize deliverability for your specific audience and sending patterns.
- Authentication: Ensure proper email authentication practices (SPF, DKIM, DMARC) are in place, which are crucial for deliverability regardless of IP location.
Marketer view
Email marketer from Email Geeks shares that they were told by a Proofpoint engineer that US-based providers serving US residents are stricter with throttling if IPs are located in Europe. They were advised to use US-based IPs to avoid these issues. Providers like cox.net consider geolocation of IP addresses.
11 Dec 2024 - Email Geeks
Marketer view
Email marketer from Reddit's r/emailmarketing responds to a question about IP location. They share that they have seen better deliverability when the sending IP's location matches the target audience's location. They suggest testing different IP locations to see what works best.
27 Oct 2022 - Reddit
What the experts say
6 expert opinions
Experts generally agree that IP address location *can* affect email deliverability, but it's not the primary factor and its importance is decreasing. The provider and IP reputation play more significant roles. Older geolocation policies are becoming less effective as traffic patterns change, and sophisticated filtering methods are preferred. US-based providers are typically less sensitive to non-local addresses, except in specific cases like China. However, IP geolocation is only one of many contributing factors to whether or not an email is delivered successfully.
Key opinions
- IP Location is a Factor: IP address location can be a factor, but its influence is not definitive.
- Provider is Key: The provider used is more significant than the physical IP location.
- Decreasing Importance: Geolocation policies are becoming less effective and are being phased out in favor of more sophisticated filtering.
- US Sensitivity: US-based providers are generally less sensitive to non-local addresses (with exceptions).
- One of Many: IP location is just one of many factors affecting deliverability, not an immediate block or guarantee.
Key considerations
- Provider Choice: Carefully choose a reputable email provider.
- IP Reputation: Maintain a good IP reputation through responsible sending practices.
- Dynamic Landscape: Be aware that deliverability factors are constantly evolving, and old assumptions may no longer hold true.
- Holistic Approach: Consider IP location within a holistic deliverability strategy that includes authentication, content, and engagement.
- Target Audience: Consider if the target audience may require more investigation around geolocation.
Expert view
Expert from Email Geeks explains that what Vytis described was true a few years ago, but now traffic patterns have made it clearly untrue.
26 Sep 2024 - Email Geeks
Expert view
Expert from Word to the Wise responds to a question regarding IP geolocation. Geolocation can be a factor and could be a thing but it’s just one of the factors.
17 Aug 2021 - Word to the Wise
What the documentation says
3 technical articles
Technical documentation from Microsoft, SparkPost, and Google emphasizes that IP reputation and proper authentication are the most critical factors for email deliverability. While IP address location isn't explicitly highlighted as a direct factor, the overall message underscores that a positive IP reputation and adherence to authentication standards (SPF, DKIM, DMARC) are paramount for successful email delivery.
Key findings
- IP Reputation: A positive IP reputation is the most important factor for email deliverability.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is essential for successful delivery.
- Wanted Mail: Sending mail that recipients want is key to a good sending reputation.
- Dedicated IPs: Dedicated IPs give you more control over reputation
Key considerations
- Monitor IP Reputation: Actively monitor and maintain a good IP reputation through responsible sending practices.
- Implement Authentication: Ensure proper SPF, DKIM, and DMARC records are correctly configured.
- Send Relevant Content: Focus on sending relevant and engaging content that recipients want to receive.
- Dedicated IP: Consider setting up a dedicated IP address.
Technical article
Documentation from SparkPost explains the key to a good sending reputation is sending wanted mail. While the article does not mention IP location, it makes it clear that the IP Reputation is the most important factor for deliverability.
4 Apr 2023 - SparkPost
Technical article
Documentation from Microsoft Learn explains that while not explicitly stating that IP location *directly* impacts deliverability in Exchange Online, the documentation emphasizes the importance of IP reputation and proper authentication (SPF, DKIM, DMARC). A poor IP reputation, regardless of location, will negatively affect deliverability. They recommend using dedicated IPs for better control over reputation.
10 Aug 2024 - Microsoft Learn
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