The consensus is that dedicated IPs are unsuitable for low-volume transactional emails. Consistent, high-volume sending is crucial for building a positive IP reputation; otherwise, a shared IP is recommended. Open/click tracking can affect deliverability if tracking domains lack a good reputation or proper authentication. Cold emailing significantly harms deliverability, especially with poor-quality lists, leading to low sender scores and spam reports. Email authentication (SPF, DKIM, DMARC) and permission-based marketing are essential for improving deliverability. Low sending volume can even appear suspicious to filters.
13 marketer opinions
Using a dedicated IP for low-volume transactional emails is generally not recommended as it's difficult to build a positive sender reputation due to the lack of sufficient sending volume. Shared IPs are often more suitable in such cases. Open and click tracking can affect deliverability if the tracking domains have a bad reputation or are not properly authenticated. Cold emailing negatively impacts deliverability, especially with poor quality email lists, as it can lead to low sender scores and spam reports.
Marketer view
Email marketer from ActiveCampaign explains that the tracking domains you are using can influence deliverability. Making sure you use your own domain, and checking it is properly authenticated with SPF, DKIM, and DMARC.
5 Jun 2023 - ActiveCampaign
Marketer view
Marketer from Email Geeks confirms that an unknown reputation can definitely affect inbox placement.
1 Jun 2023 - Email Geeks
4 expert opinions
Experts generally advise against using a dedicated IP for low-volume transactional emails. Maintaining a consistent volume is crucial for building a positive IP reputation; otherwise, it's better to switch to a shared IP pool. Cold emailing, particularly when combined with low volume, can significantly damage sender reputation, leading to emails being marked as spam. Permission-based marketing is recommended to improve deliverability.
Expert view
Expert from Email Geeks warns that low volume sending combined with cold emails will likely result in emails landing in the spam folder forever.
24 Feb 2022 - Email Geeks
Expert view
Expert from Email Geeks recommends switching back to a shared IP.
19 Aug 2021 - Email Geeks
3 technical articles
Email service documentation consistently advises against using a dedicated IP address for low-volume email sending, especially transactional emails. A key factor is that consistent, high-volume sending is necessary to build and maintain a positive IP reputation with Internet Service Providers (ISPs) and email filters like Gmail. Low or inconsistent volume makes it difficult to establish trust, potentially leading to deliverability problems and emails being flagged as spam.
Technical article
Documentation from SparkPost Documentation indicates that consistent volume is crucial for building a positive IP reputation. Low sending volume on a dedicated IP makes it difficult to establish trust with ISPs, potentially leading to deliverability issues.
5 Apr 2024 - SparkPost Documentation
Technical article
Documentation from Twilio SendGrid Documentation explains that sending a low volume of emails from a dedicated IP, especially during the initial warm-up period, is detrimental. They advise gradually increasing volume to build sender reputation with ISPs. Low volume won't allow you to establish a strong sending reputation.
4 Oct 2022 - Twilio SendGrid Documentation
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