Summary
The necessity of a dedicated IP address for sending 150K-200K emails per month is complex and depends on several factors. While some experts and documentation suggest shared IPs can be sufficient, particularly with competent ESPs using domain-based filtering, others recommend dedicated IPs for better control over sender reputation and to avoid negative impacts from shared IP neighbors. A key consideration is the quality of your email list and engagement rates. Proper IP warm-up is crucial when transitioning to a dedicated IP, and active management of sender reputation is always essential. Official documentation emphasizes the importance of IP and domain reputation for deliverability. At this volume, a dedicated IP is often a good idea, but assess list quality, engagement, and warm-up plans first.
Key findings
- Reputation is Key: Sender and IP reputation are critical for email deliverability, influencing whether emails reach the inbox or are marked as spam.
- Shared IPs Can Suffice: Shared IPs can be adequate, especially if the ESP is competent and focuses on domain-based filtering, and depending on sending volume, list quality and engagement.
- Dedicated IPs Offer Control: Dedicated IPs provide greater control over sender reputation, preventing negative impacts from shared IP neighbors and allowing for independent reputation management.
- Volume Matters: A sending volume of 150K-200K emails per month often warrants a dedicated IP, but it's not a strict requirement and depends on other factors.
- Warm-up is Essential: Proper IP address warm-up is crucial when transitioning to a dedicated IP to establish a positive sender reputation with ISPs.
Key considerations
- List Quality & Engagement: Assess your email list's quality and engagement levels (open rates, click-through rates). A clean, engaged list may allow you to continue using shared IPs.
- ESP Competency: Evaluate your ESP's competency in domain-based filtering and reputation management. A capable ESP can make shared IPs more viable.
- Warm-up Plan: Develop a detailed IP warm-up strategy to gradually increase sending volume and establish a positive reputation with ISPs if you choose a dedicated IP.
- Reputation Monitoring: Continuously monitor your sender reputation and deliverability metrics, regardless of whether you use shared or dedicated IPs.
- Future Scalability: Consider your future email volume plans. If you anticipate sending significantly more emails, a dedicated IP may be a better long-term solution.
- Cost Analysis: Weigh the costs of a dedicated IP against the potential benefits in terms of deliverability and control over your sender reputation.
What email marketers say
10 marketer opinions
The need for a dedicated IP address when sending 150K-200K emails per month is largely dependent on several factors. While a dedicated IP provides greater control over sender reputation and avoids the negative impacts of shared IP users, it also requires careful warming to establish a positive reputation with ISPs. Lower sending volumes on a dedicated IP can lead to reputation fluctuations due to the greater impact of negative events. High engagement rates and a clean email list may allow for the continued use of shared IPs, but switching to a dedicated IP is often a beneficial move for increased control and to avoid deliverability issues. Overall, at this sending volume, a dedicated IP is generally recommended, but not without careful consideration of list quality, engagement, and warm-up strategies.
Key opinions
- Control: Dedicated IPs offer greater control over sender reputation, shielding senders from the negative impacts of others on shared IPs.
- Volume: At 150K-200K emails per month, a dedicated IP is often recommended, but this volume requires careful planning.
- Engagement: High engagement rates (open rates, click-through rates) may allow senders to remain on shared IPs.
- Fluctuations: Lower sending volumes on a dedicated IP can lead to greater reputation fluctuations due to the larger impact of negative events.
- Warming: Careful IP warming is crucial when transitioning to a dedicated IP to establish a positive sender reputation with ISPs.
Key considerations
- List Quality: Assess the quality of your email list. A clean, engaged list is more suitable for shared IPs, while a less engaged list benefits more from a dedicated IP.
- Engagement Rates: Monitor your open rates and click-through rates. High engagement suggests you might be able to continue with shared IPs, but declining rates indicate a need for a dedicated IP.
- Warming Strategy: Develop a comprehensive IP warming strategy to gradually increase sending volume and establish a positive sender reputation.
- Reputation Management: Be prepared to actively manage your sender reputation, monitoring deliverability and addressing any issues promptly.
- Scalability: Consider your future email volume. If you anticipate sending more emails in the future, a dedicated IP provides greater scalability and control.
Marketer view
Email marketer from Sendinblue shares that a dedicated IP address offers greater control over your sender reputation, which is especially beneficial for businesses sending large volumes of email. It helps avoid being impacted by the negative reputation of other senders on a shared IP.
1 Jul 2022 - Sendinblue
Marketer view
Email marketer from Litmus shares that with shared IPs, your sending reputation is tied to others. If they send spam or have poor practices, it can hurt your deliverability. A dedicated IP avoids this risk. At 150K+ emails a month, it's worth considering.
17 Nov 2024 - Litmus
What the experts say
5 expert opinions
The necessity of a dedicated IP for sending 150K-200K emails per month is debated. Some experts suggest shared IPs are generally sufficient, especially with competent ESPs focusing on domain-based filtering. However, managing IP reputation with lower volumes can be challenging, and dedicated IPs become more relevant as sending volumes increase. Furthermore, proper IP address warm-up is essential when using a dedicated IP. Some older advice suggested smaller senders benefit more from shared IPs, while more recent information supports dedicated IPs for volumes around 150K-200K.
Key opinions
- Shared IPs are sufficient for some.: Shared IPs can be adequate for most senders, especially if the ESP focuses on domain-based filtering and the sending volume is relatively low.
- IP Reputation: Managing IP reputation can be more challenging with lower sending volumes on a dedicated IP.
- Domain-based Filtering: Modern email filters often prioritize domain-based filtering over IP blocks, making shared IPs more viable.
- Warm-up Required: Proper IP address warm-up is crucial when transitioning to and using a dedicated IP to establish a positive sender reputation.
- Evolving Advice: Recommendations around dedicated IP usage have evolved; older advice may suggest shared IPs for smaller senders, while newer data supports dedicated IPs for 150K-200K volume.
Key considerations
- ESP Competency: Assess the competency of your Email Service Provider (ESP) and their focus on domain-based filtering.
- Sending Volume: Carefully consider your current and future sending volume when deciding between shared and dedicated IPs.
- Warm-up Planning: If opting for a dedicated IP, develop a detailed warm-up strategy to gradually increase sending volume and engagement.
- Reputation Management: Be prepared to actively manage your sender reputation, particularly when using a dedicated IP, by monitoring deliverability metrics.
- Evolving Landscape: Stay informed about changes in email deliverability best practices, as recommendations regarding shared versus dedicated IPs can evolve over time.
Expert view
Expert from Email Geeks explains that with lower volumes, creating and maintaining a good IP reputation will be harder, but IP reputation is a minor piece of delivery these days.
27 Jan 2025 - Email Geeks
Expert view
Expert from Word to the Wise answers that IP address warm-up is essential and describes the volume and engagement to build that IP address. If you plan to send 150-200k messages, then you have to plan this warm-up in advance.
28 Mar 2022 - Word to the Wise
What the documentation says
5 technical articles
Email deliverability hinges on maintaining a positive sender reputation, particularly IP reputation, as emphasized by Google and Microsoft. While SMTP server requirements, as detailed in RFC, don't mandate dedicated IPs, they underscore the sender's responsibility for IP and domain reputation management. AWS notes that dedicated IPs offer independent reputation management, beneficial for high-volume senders. DigitalOcean explains controlling IP addresses has a significant impact on sending volume and is achieved by using a dedicated IP address. Thus, while a dedicated IP isn't strictly required, it provides enhanced control over reputation, crucial for ensuring emails reach the inbox, especially at higher volumes like 150K-200K per month.
Key findings
- IP Reputation Matters: Google and Microsoft highlight that IP reputation is a critical factor in email deliverability, directly impacting whether emails are marked as spam.
- Sender Responsibility: RFC emphasizes that senders are responsible for managing their IP and domain reputation, regardless of the IP configuration.
- Independent Control: AWS explains that dedicated IPs allow senders to manage their reputation independently, fostering a positive sending reputation.
- Volume impact: DigitalOcean explains controlling IP addresses has a significant impact on sending volume and is achieved by using a dedicated IP address.
- No Mandatory Requirement: SMTP standards (RFC) don't explicitly require dedicated IPs; deliverability depends on controlled reputation, regardless of IP type.
Key considerations
- Reputation Management: Prioritize building and maintaining a strong sender reputation through best practices, regardless of whether you use shared or dedicated IPs.
- Volume Threshold: Evaluate your sending volume. High-volume senders benefit more from the independent reputation management offered by dedicated IPs.
- Deliverability Monitoring: Continuously monitor your deliverability metrics to identify and address any reputation issues promptly.
- Cost-Benefit Analysis: Weigh the costs and benefits of dedicated IPs against the potential for improved deliverability, especially in relation to your sending volume.
- Technical Expertise: Assess your technical capabilities for managing a dedicated IP infrastructure, including warm-up and ongoing monitoring.
Technical article
Documentation from RFC explains SMTP server requirements, they do not specifically say dedicated IP's are needed. It is the responsibility of those using the servers to control their IP and domain reputation. Reputation is key to ensuring deliverability of emails, so you might want a dedicated IP to help control this.
5 Mar 2025 - RFC
Technical article
Documentation from DigitalOcean explains the process of setting up a mail server, and describes various aspects of sending email. This does not specifically require a dedicated IP but does explain the reasons to control the servers IP addresses, which will have significant impact on sending volume. This can be achieved by using a dedicated IP address.
29 Apr 2022 - DigitalOcean
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