Summary
The collective advice suggests that a dedicated IP address *can* be a good fit for compliant senders who send 1M+ emails weekly, provided they prioritize sender reputation and engagement. Successful implementation hinges on a careful warm-up process, focusing on sending to engaged recipients first and gradually increasing volume. While some emphasize the number of sends over the time period for warm-up, intermittent sending schedules require diligent monitoring using tools like Google Postmaster Tools and Microsoft SNDS. Crucially, maintaining strong email authentication (SPF, DKIM, DMARC) and actively managing complaint rates are essential for long-term deliverability success. The experts caution against sudden spikes in volume, instead advocating for a slow and steady approach, particularly when warming up.
Key findings
- Dedicated IP Suitability: Dedicated IPs are suitable for compliant, high-volume (1M+) weekly senders.
- Warm-up Critical: Proper IP warm-up is essential for establishing a positive sender reputation.
- Engagement Focus: Prioritize sending to engaged subscribers during warm-up.
- Gradual Volume Increase: Gradually increase sending volume to avoid damaging IP reputation.
- Monitoring Imperative: Continuous monitoring of deliverability metrics is crucial.
- Authentication is Key: Strong email authentication (SPF, DKIM, DMARC) is essential for trust and deliverability.
Key considerations
- Reputation Management: Proactively manage sender reputation through best practices.
- Phased Warm-up: Implement a phased warm-up strategy starting with low volumes and engaged users.
- Volume Consistency: Maintain consistent sending volume, even with weekly schedules.
- Authentication Protocols: Implement and maintain robust email authentication protocols (SPF, DKIM, DMARC).
- Monitoring Tools: Utilize monitoring tools like Google Postmaster Tools and Microsoft SNDS.
- Complaint Rate Management: Actively manage and minimize spam complaint rates.
- Avoid Sudden Spikes: Avoid sudden increases in sending volume, especially with less frequent schedules.
What email marketers say
8 marketer opinions
The consensus is that a dedicated IP address can be suitable for a compliant sender with a weekly sending pattern of 1M+ emails, provided certain conditions are met. The key to success lies in maintaining a good sender reputation through consistent volume (high enough even with weekly sends), proper authentication, and careful IP warm-up. Warm-up should be phased, starting with smaller volumes sent to the most engaged subscribers, gradually increasing over time. Monitoring deliverability metrics and using tools like Google Postmaster Tools and Microsoft SNDS are crucial for identifying and addressing potential issues.
Key opinions
- Dedicated IP Suitability: Dedicated IPs can work for weekly senders with 1M+ volume if other factors are strong.
- Consistent Volume: Maintaining a high enough volume, even weekly, is essential for good reputation.
- Importance of Warm-up: Properly warming up the IP is critical to avoid deliverability issues.
- Engagement Focus: Warm-up should focus on sending to engaged subscribers first.
- Monitoring Tools: Using deliverability monitoring tools is essential for identifying and addressing issues.
Key considerations
- Sender Reputation: Maintaining a good sender reputation is paramount for deliverability success.
- Warm-up Strategy: Develop a phased warm-up strategy, starting with smaller volumes and engaged subscribers.
- Audience Engagement: Send to active and engaged recipients, avoiding unengaged subscribers during warm-up.
- Volume Consistency: Even with weekly sends, ensure sufficient volume to maintain IP reputation.
- Authentication Protocols: Implement authentication protocols like SPF, DKIM, and DMARC.
- Deliverability Monitoring: Consistently monitor deliverability metrics and tools to identify potential issues.
Marketer view
Email marketer from Gmass shares that the key to warming up an IP address is consistency and gradual increases in volume. They advise sending emails to active and engaged recipients during the warm-up, focusing on reputation. For large volumes over time you can increase volumes over time.
28 Jul 2022 - Gmass
Marketer view
Email marketer from Campaign Monitor shares that good sending practices ensure high levels of authentication and sending to engaged subscribers for the best chance of warming up.
7 Feb 2022 - Campaign Monitor
What the experts say
5 expert opinions
Experts generally agree that a dedicated IP is suitable for compliant senders with weekly patterns of 1M+ emails. While weekly sending is viable, warming up the IP requires careful planning. Focusing on the number of sends during warm-up, rather than the time period, can accelerate reputation building. Prioritizing engaged audiences during warm-up and consistently monitoring engagement/complaints are crucial, especially given the challenges of intermittent sending.
Key opinions
- Weekly Sending Viability: Dedicated IPs are viable for weekly senders with high volume (1M+).
- Warm-up Strategy: Warm-up effectiveness is tied to the number of sends more than the time period.
- Engagement Focus: Prioritize sending to engaged audiences during warm-up.
- Reputation Fade Time: IP reputation typically takes over 30 days to fade, allowing for weekly sends.
- Challenges of Intermittent Sending: Warming up with intermittent sending schedules requires careful planning and monitoring.
Key considerations
- IP Reputation Management: Consistent monitoring and management of IP reputation are critical.
- Engagement Metrics: Monitor engagement and complaints closely, especially during warm-up.
- Careful Planning: Thorough planning is necessary for warm-up, given the challenges of intermittent sending.
- Authentication Protocols: Ensure proper email authentication setup (SPF, DKIM, DMARC) to build trust.
- Warm-up Distribution: Consider spreading sends during warm-up to accelerate reputation building, then taper to weekly.
Expert view
Expert from Email Geeks answers that a weekly sender with volumes of 1M+ is a fine candidate for a dedicated IP. He explains that IP reputation generally takes 30+ days to fade and many large senders send only weekly.
8 Oct 2023 - Email Geeks
Expert view
Expert from Email Geeks agrees with Laura's advice that the number of sends is more important that the time period, and that this is a good way to frame IP warm up.
19 Aug 2022 - Email Geeks
What the documentation says
5 technical articles
Documentation emphasizes the suitability of dedicated IPs for consistent, high-volume senders, even with weekly patterns like 1M+ emails. Warming up involves a gradual volume increase while closely monitoring deliverability and engagement to avoid reputation damage. Maintaining a strong IP reputation via authentication (SPF, DKIM, DMARC), low complaint rates, and monitoring tools (Google Postmaster Tools, Microsoft SNDS) are crucial for consistent delivery.
Key findings
- Dedicated IP Viability: Dedicated IPs are suitable for consistent, high-volume senders, even weekly.
- Gradual Warm-up: Warm-up requires gradually increasing sending volume over time.
- Monitoring is Key: Continuous monitoring of deliverability and engagement is crucial.
- Authentication Importance: Proper email authentication (SPF, DKIM, DMARC) is essential.
- Reputation Management: Maintaining a positive IP reputation is vital for successful delivery.
Key considerations
- Volume Consistency: Ensure sufficient volume, even with a weekly schedule, to maintain reputation.
- Gradual Volume Increase: Increase sending volume gradually to warm up the IP address.
- Engagement Monitoring: Closely monitor engagement and deliverability metrics during warm-up.
- Authentication Setup: Properly configure SPF, DKIM, and DMARC records.
- Reputation Tools: Utilize tools like Google Postmaster Tools and Microsoft SNDS to track IP health.
- Complaint Rate Management: Actively manage and reduce spam complaint rates.
Technical article
Documentation from AWS explains that warming up a dedicated IP involves gradually increasing sending volume over time. They advise starting with small batches and slowly increasing the volume daily or weekly, while closely monitoring deliverability and engagement metrics to avoid damaging the IP's reputation.
12 Mar 2025 - AWS
Technical article
Documentation from SparkPost explains that dedicated IPs are suitable for senders with consistent volume, and that weekly sending patterns can work well if the volume is high enough (e.g., 1M+). They emphasize maintaining a good sender reputation through authentication and engagement.
5 Mar 2023 - SparkPost
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