Summary
When migrating from an in-house email setup to using multiple IPs, a key consideration is segmenting email traffic based on type. Transactional emails should be separated onto dedicated IPs to ensure deliverability and protect against marketing-related issues. Depending on sending volume, consolidating IPs may be more efficient. It's vital to warm up new IPs gradually, starting with engaged users, and to consistently send high-quality content to maintain a positive IP reputation. Employing authentication protocols like SPF, DKIM, and DMARC is crucial for establishing trust and preventing spam. Monitoring IP reputation using tools like Google Postmaster Tools is also essential for early detection and resolution of deliverability problems.
Key findings
- Email Segmentation: Segmenting email streams (transactional, marketing) onto separate IPs is best practice.
- IP Volume: Low volume senders may not need multiple IPs.
- IP Warming: Gradual IP warm-up with engaged users is crucial for building sender reputation.
- Content Quality: Consistently sending high-quality email is key to maintaining a good reputation.
- Email Authentication: SPF, DKIM, and DMARC are essential for verifying sender identity and deliverability.
- Reputation Monitoring: Monitoring IP reputation is necessary to identify and address deliverability issues.
Key considerations
- Email Type Analysis: Identify and categorize different email streams based on purpose (transactional, marketing, etc.).
- Volume Assessment: Determine if the email volume justifies the use of multiple dedicated IPs.
- Warming Strategy Development: Create a phased approach to warming up new IPs, focusing on sending to engaged users initially.
- Content Optimization: Ensure that email content is relevant, engaging, and avoids spam triggers.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC records for all sending domains and IPs.
- Reputation Tracking Tools: Implement tools and processes for monitoring IP reputation and deliverability metrics.
What email marketers say
10 marketer opinions
When migrating from an in-house setup to using multiple IPs, it's crucial to segment email types (transactional vs. marketing) onto separate IPs to protect transactional deliverability and manage reputations independently. For lower volume senders, consolidating IPs may be more efficient. Regardless of volume, proper IP warming is essential, starting with low volumes and engaged users. Continuous monitoring of IP reputation is needed to identify and address deliverability issues.
Key opinions
- Segmentation: Separating transactional and marketing emails onto different IPs is a common and beneficial practice for deliverability.
- IP Volume: Low-volume senders may not need multiple IPs, and consolidating them could simplify management and warm-up.
- Warming: Gradually warming up IPs with engaged users is essential for building a positive sender reputation.
- Reputation: Continuously monitoring IP reputation using tools like Google Postmaster Tools is critical.
Key considerations
- Email Type: Determine which email streams (transactional, promotional, newsletters) warrant dedicated IPs.
- Volume: Assess the overall email volume to determine if multiple IPs are truly necessary.
- Warming Strategy: Create a detailed plan for warming up new IPs, starting with engaged users and low volumes.
- Monitoring Tools: Implement tools for monitoring IP reputation and identifying deliverability problems early on.
- Authentication: Check that SPF, DKIM and DMARC are set up correctly to authenticate the email sender.
Marketer view
Marketer from Email Geeks explains that 1 million emails per month isn't a lot of volume for 4 dedicated IPs. Ken suggests using one IP for transactional emails and another for the rest, making warm-up easier.
24 Jul 2024 - Email Geeks
Marketer view
Email marketer from SocketLabs explains segmenting emails is always best practice so things like transactional, newsletters, marketing and password resets should always be sent using dedicated IPs.
9 Sep 2024 - SocketLabs
What the experts say
3 expert opinions
When allocating campaigns across multiple IPs after migrating from an in-house setup, it's critical to separate transactional email streams to guarantee delivery, independent of marketing email issues. Slowly increase email volume to protect IP reputation, starting with engaged customers and gradually adding more. Implement authentication protocols like SPF, DKIM, and DMARC to establish trust with inbox providers and maintain a good sender reputation.
Key opinions
- Transactional Segregation: Separating transactional email ensures reliable delivery.
- Gradual Volume Increase: Slowly increasing email volume protects IP reputation.
- Email Authentication: Implementing SPF, DKIM, and DMARC establishes trust and improves sender reputation.
Key considerations
- Transactional Stream Identification: Identify all transactional email streams (e.g., order confirmations, password resets) for separate IP allocation.
- Warming Schedule: Plan a gradual IP warming schedule, starting with the most engaged users.
- Authentication Setup: Ensure correct configuration of SPF, DKIM, and DMARC records.
Expert view
Expert from Spam Resource responds that slowly increasing the volume of mail sent is a must-do to protect the reputation of the IP, which involves starting with your most engaged customers and slowly adding new ones as you increase the quantity of mail that’s being sent.
5 Feb 2022 - Spam Resource
Expert view
Expert from Word to the Wise shares setting up authentication protocols like SPF, DKIM, and DMARC, allows inbox providers to verify that your email comes from the domain it claims to be from. This is crucial in establishing trust and a good sender reputation.
8 Aug 2021 - Word to the Wise
What the documentation says
3 technical articles
When allocating campaigns across multiple IPs after migrating from an in-house setup, maintaining a good IP reputation through consistent delivery of high-quality email is essential for optimal deliverability with Gmail. Implementing authentication methods like SPF, DKIM, and DMARC is crucial for verifying sender identity and improving overall deliverability, especially during and after the migration. SPF specifically prevents spammers from using your domain.
Key findings
- Quality Content: Consistently sending high-quality email improves IP reputation with Gmail.
- Authentication: SPF, DKIM, and DMARC are crucial for verifying sender identity and improving deliverability.
- SPF Prevention: SPF prevents spammers from sending messages on behalf of your domain.
Key considerations
- Content Quality: Ensure that emails sent are high-quality and relevant to recipients.
- Authentication Implementation: Properly configure SPF, DKIM, and DMARC records for all sending domains and IPs.
- Domain Reputation: Monitor your domain's reputation to quickly address any negative signals.
Technical article
Documentation from Microsoft shares authentication methods like SPF, DKIM, and DMARC are crucial for confirming the sender's identity and improving deliverability, especially when migrating from an in-house setup.
11 Feb 2022 - Microsoft
Technical article
Documentation from RFC shares Sender Policy Framework (SPF) is an email authentication method designed to prevent spammers from sending messages on behalf of your domain.
24 Mar 2024 - RFC
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