Summary
The consensus is that a strict 30-day waiting period when moving to a new IP range using BYOIP is not a universal requirement. While some, including Sendgrid (citing Microsoft), have mentioned it, many experts, marketers, and documentation sources suggest that it's more about building a good sending reputation through IP warming, proper authentication (SPF, DKIM, DMARC), and gradual volume increases. The actual time needed can vary depending on factors like existing IP activity, ASN reputation, and volume of email being moved. Key is to focus on best practices and monitor deliverability, rather than rigidly adhering to a 30-day timeframe.
Key findings
- No Universal 30-Day Rule: Most sources do not explicitly enforce a 30-day waiting period. Alternative approaches focusing on reputation are advised.
- IP Warming is Crucial: A gradual IP warm-up is consistently recommended as a means to establish a good sender reputation and avoid triggering spam filters.
- Authentication is Essential: Proper configuration of SPF, DKIM, and DMARC records is necessary to authenticate your email and enhance deliverability.
- Varying Factors Impact Timeline: The actual time required before sending at full volume depends on factors like current IP status (dormant vs. active), ASN reputation, and the amount of email being migrated.
- Microsoft's Involvement: Sendgrid has named Microsoft as a source of the 30-day requirement; however, Microsoft's support documentation doesn't mention the same.
Key considerations
- Current IP Status: Account for whether the IP address range is already sending email or if it is new.
- ASN Reputation: Consider the reputation of the associated ASN, as this impacts trustworthiness with mailbox providers.
- Authentication and DNS: Verify the correct setup and propagation of DNS records before sending any email. DNS records should be correct.
- Monitor Deliverability: Continuously monitor deliverability metrics such as bounce rates and complaint rates.
- ISP Specific Policies: Review and comply with the policies set forth by major ISPs (e.g., Google, Microsoft).
- Hot-Swap Consideration: Be mindful of the potential challenges associated with a 'hot-swap' migration (moving a significant volume of email at once).
- Route Stability Monitoring: Keep in mind that there may be some email issues while the route is stabilizing
What email marketers say
10 marketer opinions
The necessity of a strict 30-day waiting period when moving to a new IP range using BYOIP is not universally agreed upon. While some sources, like SendGrid, mention potential requirements, others, particularly within the Email Geeks community and among service providers like SparkPost, suggest that it might be an overestimation or not a hard technical requirement. The prevailing advice emphasizes a focus on proper IP warming, authentication (SPF, DKIM, DMARC), and gradual volume increases to build a good sending reputation with ISPs. The actual time needed may depend on factors such as whether the IP range is currently active, the reputation of the ASN, and the volume of email being moved.
Key opinions
- 30-day rule not universal: A strict 30-day waiting period isn't consistently enforced or recommended across the email marketing industry. Some providers or sources may suggest it, but many experiences indicate it's not a firm requirement.
- IP warming essential: Regardless of a specific waiting period, proper IP warming is consistently emphasized. This involves gradually increasing sending volume to build a positive reputation with ISPs.
- Authentication is crucial: Setting up correct DNS records (SPF, DKIM, DMARC) before sending any email from the new IP range is essential for establishing trust and avoiding spam filters.
- Factors affecting timeline: The actual time needed to warm up an IP and start sending at full volume varies depending on factors such as current IP activity, ASN reputation, and the volume of email traffic being moved.
- BGP Propagation: BGP propogation times are typically shorter, so it is more about ISP stability checks.
Key considerations
- Current IP status: Consider whether the IP range is currently sending mail or is dormant. Dormant IPs may require a longer warming period.
- ASN reputation: Evaluate the reputation of the Autonomous System Number (ASN) associated with the new IP range. A known or reputable ASN can speed up the process.
- Hot-swap implications: If you're performing a "hot-swap" (moving a large amount of existing traffic en masse), monitor deliverability closely and adjust your sending strategy as needed.
- Deliverability Monitoring: Regularly monitor deliverability metrics (bounce rates, spam complaints) to ensure emails are reaching inboxes and adjust warming as needed.
- Contacting ISPs: Consider reaching out to ISPs directly (e.g., Microsoft) to clarify their specific requirements and guidelines for BYOIP and IP warming.
Marketer view
Marketer from Email Geeks shares it has not been a problem in practice, but this depends on if the new ASN is known. Is it a true hot-swap where you’re moving large amounts of existing traffic en masse with the the IPs, etc.
9 Feb 2023 - Email Geeks
Marketer view
Email marketer from StackOverflow explained "DNS records should be propagated before any email is sent from an IP to ensure deliverability and avoid being flagged as spam."
6 Oct 2022 - StackOverflow
What the experts say
4 expert opinions
Experts generally agree that while a strict 30-day waiting period for new BYOIP ranges isn't universally enforced, a gradual approach to building a good sending reputation is crucial. Route stability and IP warming are key considerations. Microsoft is identified as a source for the 30-day requirement, but experts suggest that it's more nuanced, and patience is key when transitioning IP addresses.
Key opinions
- No universal 30-day rule: A strict 30-day waiting period is not universally enforced, but a gradual approach is essential.
- Importance of IP Warming: Building a good sending reputation through IP warming and gradual volume increases is essential.
- Microsoft as a source: Microsoft is named as a potential source for the 30-day requirement.
- Route Stability: Route stability is discussed, with suggestions that routes stable for a few days could be considered trustworthy.
Key considerations
- Gradual approach: Implementing a gradual increase in sending volume to build a positive reputation with ISPs is key.
- Patience: The email ecosystem takes time to notice IP changes, so patience is required.
- Route Stability analysis: Consider the stability of routes when evaluating the trustworthiness of traffic sources.
- Individual ISP policies: While Microsoft may be a source for the 30 day period, understanding the individual policies of each ISP is required as that may vary.
Expert view
Expert from Word to the Wise discusses changing IP addresses and notes it can take time for the email ecosystem to notice. They recommend warming up your IP by sending low volumes of emails to engaged users and then increasing volume over time. No 30 day rule is specified though.
30 Oct 2021 - Word to the Wise
Expert view
Expert from Email Geeks shares insights into route stability, mentioning discussions about considering routes unstable if they haven't been stable for a certain length of time. He suggests a few days seems conservative.
31 Jul 2022 - Email Geeks
What the documentation says
4 technical articles
Technical documentation from AWS, Google, and Microsoft does not explicitly enforce a 30-day waiting period when moving to a new IP range using BYOIP. AWS outlines provisioning times, while Google emphasizes best practices like authentication and a gradual warm-up. Microsoft focuses on avoiding blocks and following policies. RFC documentation also doesn't specify any duration for ASN changes, collectively implying flexibility after the initial setup phase. The overall message from the documentation encourages best practices over strict time-based limitations.
Key findings
- No Explicit 30-day Rule: None of the reviewed technical documentation explicitly states a mandatory 30-day waiting period.
- Emphasis on Best Practices: Google Postmaster Tools emphasizes best practices like authentication, avoiding spam triggers, and monitoring reputation.
- AWS Provisioning: AWS documentation states that provisioning of a BYOIP address range can take up to 3 weeks, separate from the advertising process.
- Microsoft Focus on Delisting: Microsoft's support documentation focuses on avoiding IP blocks and provides information on how to get delisted if blocked, without mentioning a required waiting period.
- RFC on ASN changes: RFC documentation does not specify a time or duration for ASN changes.
Key considerations
- AWS Provisioning Time: Factor in the AWS provisioning time (up to 3 weeks) when planning your BYOIP migration.
- Google's Best Practices: Adhere to Google's recommended best practices for bulk sending to ensure good deliverability.
- Microsoft's Policies: Follow Microsoft's policies and guidelines to avoid IP blocks and maintain a good sending reputation.
- Gradual Warm-Up: Implement a gradual warm-up strategy to establish a good sending reputation and avoid triggering spam filters.
- Monitor Reputation: Regularly monitor your sending reputation with tools like Google Postmaster Tools and Microsoft SNDS.
Technical article
Documentation from Microsoft Support encourages senders to ensure their sending IPs are not blocked and explains how to get delisted. The documentation does not mention any waiting period, instead recommends you follow their policies.
18 Sep 2024 - Microsoft Support
Technical article
Documentation from RFC explains ASN changes, there is not a specific time or duration described.
28 Jul 2023 - RFC
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