Summary
The overwhelming consensus is that dedicated IP addresses are generally unsuitable for low-volume email senders. A minimum sending volume of around 50,000 emails per month is widely recommended to justify a dedicated IP and maintain a positive sender reputation. Some sources suggest even higher volumes (100,000-200,000) for optimal reputation building. Low-volume senders face challenges in building and maintaining a positive reputation, which is crucial for deliverability, and they may struggle to effectively warm up the IP. For these senders, leveraging shared IPs is usually recommended to benefit from the collective reputation of multiple senders. While some exceptions might exist if the emails are wanted, metrics are strong, and the sender has a solid warming plan, the risks usually outweigh the benefits for low-volume scenarios.
Key findings
- Volume Threshold: A minimum of 50,000 emails per month is generally considered necessary for a dedicated IP.
- Reputation Building: Consistent and sufficient volume is essential for building and maintaining a positive IP reputation.
- Low Volume Risks: Low-volume senders on dedicated IPs often experience deliverability issues due to the inability to establish a strong sender reputation.
- Shared IP Benefits: Shared IPs allow low-volume senders to benefit from the aggregated positive reputation of multiple senders.
- Warm-up Challenges: Low-volume senders may struggle to effectively warm up a dedicated IP, hindering deliverability.
Key considerations
- Assess Sending Volume: Evaluate current and projected monthly email volume to determine suitability for a dedicated IP.
- Evaluate Sending Consistency: Consider the frequency and consistency of email sends to ensure a regular pattern.
- Reputation Management Resources: Assess the resources available for monitoring and managing IP reputation proactively.
- Explore Alternative Options: If volume is low, explore shared IP options or services provided by the email platform.
- Warming Plan (If Applicable): If volume is expected to grow, develop a tailored warming plan to gradually establish a good IP reputation.
- Monitor Performance: If deciding to use a dedicated IP with low volume, closely monitor deliverability metrics and be prepared to adjust strategy.
What email marketers say
13 marketer opinions
The general consensus is that dedicated IPs are not suitable for low-volume email senders. Maintaining a positive IP reputation requires consistent sending habits and a sufficient volume of emails. Experts recommend a minimum sending volume of 50,000 emails per month to justify the use of a dedicated IP, with some suggesting even higher volumes (100k-200k) for optimal reputation building. Low-volume senders face the risk of struggling to establish a good reputation, impacting deliverability and potentially being more vulnerable to reputation damage. For smaller senders, leveraging shared IPs is generally recommended to benefit from the collective reputation of multiple senders.
Key opinions
- Volume Threshold: A minimum of 50,000 emails per month is generally recommended for dedicated IPs.
- Reputation Building: Dedicated IPs require consistent sending to build and maintain a good sender reputation.
- Low Volume Risks: Low volume senders on dedicated IPs risk deliverability issues due to poor reputation.
- Shared IP Benefit: Shared IPs offer low volume senders the benefit of a combined, positive sending reputation.
Key considerations
- Email Volume: Assess your monthly email volume to determine if it meets the minimum requirements for a dedicated IP.
- Sending Consistency: Evaluate your sending frequency and consistency to ensure you can maintain a regular sending schedule.
- Reputation Management: Consider the resources required to actively monitor and manage your IP reputation.
- Alternative Options: Explore shared IP options or services from your email provider if your volume is low.
- Warming Plan: If your volume is growing, create a tailored warming plan to establish a good IP reputation.
Marketer view
Marketer from Email Geeks advises against using a dedicated IP for 30k/month volume because it leaves no room for error as you don't have enough volume to absorb any mistakes/blips that may influence deliverability.
23 Apr 2024 - Email Geeks
Marketer view
Email marketer from Automated Dreams Brad Smith states that Dedicated IP addresses give you more control over your sending reputation, but they require consistent volume to maintain a good reputation. Otherwise, shared IPs are better for low volume senders.
6 Jan 2022 - Automated Dreams
What the experts say
3 expert opinions
Experts generally advise against using a dedicated IP for low-volume email senders. The primary reason is the inability to establish a solid sender reputation due to insufficient volume. Without sufficient volume, senders remain in a perpetual 'warm-up' state, and they bear the entire burden of their IP's reputation, both good and bad. Relying on the deliverability support of a platform like Salesforce or considering shared IP options are often recommended instead.
Key opinions
- Low Volume Inefficiency: Dedicated IPs are not beneficial for senders with low email volume.
- Reputation Burden: Low volume senders struggle to establish a good reputation on a dedicated IP.
- Perpetual Warm-up: Insufficient volume leads to a continuous IP warm-up phase.
Key considerations
- Sending Volume: Assess whether your sending volume meets the requirements for a dedicated IP's effective use.
- Reputation Building: Consider the effort and time required to build and maintain a positive IP reputation.
- Alternative Solutions: Explore alternative solutions, such as shared IPs or assistance from your email platform, if your sending volume is low.
- Risk Assessment: Recognize that if you are the only sender on the IP address any negative sending behavior, and resulting negative reputation, will effect your deliverability.
Expert view
Expert from Word to the Wise responds that if you're sending less than tens of thousands of emails per month, a dedicated IP address is generally not a good idea. You simply don't have the volume to build a good reputation on your own.
28 Dec 2024 - Word to the Wise
Expert view
Expert from Email Geeks advises against going to a dedicated IP, as it's too small at that level and too risky. Recommends pushing Salesforce Deliverability to fix the issue or provide options.
20 Sep 2022 - Email Geeks
What the documentation says
4 technical articles
Email deliverability documentation consistently advises against dedicated IPs for low-volume senders. Maintaining a positive IP reputation, crucial for deliverability, requires consistent sending volume. Low-volume senders struggle to build and maintain this reputation, and may not be able to properly warm up a dedicated IP. Starting with a shared IP and transitioning to a dedicated IP as volume increases (generally above 50,000 emails per month) is the recommended approach.
Key findings
- Reputation Dependence: Positive IP reputation is essential for email deliverability.
- Volume Requirement: Sufficient sending volume is necessary to build and maintain a good IP reputation.
- Inadequate Warm-up: Low-volume senders struggle to warm up dedicated IPs effectively.
- Shared IP Preference: Shared IPs are recommended for low-volume senders.
Key considerations
- Current Volume: Assess current sending volume and project future growth.
- Reputation Building Resources: Determine available resources for monitoring and managing IP reputation.
- Deliverability Impact: Consider the potential impact of low volume on deliverability if using a dedicated IP.
- Transition Strategy: Plan a transition strategy from shared to dedicated IP as volume increases.
Technical article
Documentation from Microsoft explains that sender reputation is influenced by sending volume and consistency. Low volume senders may not meet the criteria for a good sender reputation with a dedicated IP, leading to potential deliverability problems.
23 May 2023 - Microsoft
Technical article
Documentation from Google responds that maintaining a positive IP reputation is crucial for deliverability. Low volume senders may struggle to build and maintain this reputation with a dedicated IP, making shared IPs a better option.
3 Mar 2023 - Google
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