Summary
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.
Key findings
- Dedicated IP Inefficiency: Dedicated IPs are inefficient for low-volume sending due to the inability to establish a positive sender reputation.
- Shared IP Preference: Shared IPs are generally preferred for low-volume transactional emails.
- Tracking Risks: Open and click tracking can negatively impact deliverability if tracking domains are not reputable or authenticated.
- Cold Email Impact: Cold emailing damages sender reputation and deliverability, particularly with poor-quality lists.
- Volume Consistency: Consistent and sufficient sending volume is critical for IP reputation; low volume appears suspicious.
Key considerations
- Volume Assessment: Carefully assess email volume to determine if it justifies a dedicated IP; shared IPs are often a better choice for low-volume senders.
- Tracking Domain Management: Maintain a reputable tracking domain and ensure proper authentication (SPF, DKIM, DMARC) to mitigate deliverability risks associated with tracking.
- List Quality: Prioritize building and maintaining high-quality, permission-based email lists and avoid cold emailing to preserve sender reputation.
- Authentication Implementation: Implement and maintain robust email authentication protocols (SPF, DKIM, DMARC) to verify sender identity and improve deliverability.
- Sending Practices: Practice responsible sending habits, including list segmentation, engagement monitoring, and prompt removal of unsubscribed recipients.
What email marketers say
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.
Key opinions
- Dedicated IP Inefficiency: Dedicated IPs are not efficient for low-volume sending as they struggle to build and maintain a positive reputation.
- Shared IP Suitability: Shared IPs are often a better option for low-volume transactional emails.
- Tracking Impact: Open and click tracking can negatively affect deliverability if tracking domains have a bad reputation or are not properly authenticated.
- Cold Email Risks: Cold emailing damages sender reputation, leading to deliverability issues, especially with poor-quality lists.
- Volume Consistency: Consistent sending volume, not just list size, is important for IP reputation; low volume can appear suspicious.
Key considerations
- Sending Volume: Assess whether the email volume is sufficient to maintain a dedicated IP's reputation.
- Tracking Domain Reputation: Ensure tracking domains used for open and click tracking have a good reputation and are properly authenticated (SPF, DKIM, DMARC).
- Email List Quality: Avoid cold emailing or ensure email lists are clean, permission-based, and well-maintained to prevent spam complaints.
- Authentication Protocols: Implement and maintain proper email authentication protocols (SPF, DKIM, DMARC) to improve deliverability.
- Sender Score: Monitor sender score and take corrective actions if it's low, as it impacts inbox placement.
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.
14 Jun 2023 - ActiveCampaign
Marketer view
Marketer from Email Geeks confirms that an unknown reputation can definitely affect inbox placement.
11 Jun 2023 - Email Geeks
What the experts say
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.
Key opinions
- Dedicated IP Inefficiency: Dedicated IPs are not suitable for low volume sending due to the inability to build a sufficient reputation.
- Shared IP Recommendation: Switching to a shared IP pool is advisable for low volume senders.
- Cold Email Harm: Cold emailing damages sender reputation and deliverability.
- Volume Sensitivity: Low volume combined with cold emailing will likely cause emails to land in the spam folder.
- Reputation Risks: Low volume sending can appear suspicious to filters.
Key considerations
- Volume Requirements: Assess if sending volume is sufficient to maintain a dedicated IP's reputation.
- Permission-Based Marketing: Prioritize permission-based marketing to avoid damaging sender reputation.
- Alternative Solutions: Consider shared IP pools as a viable alternative for low volume email programs.
- Reputation Management: Focus on building and maintaining a positive sender reputation through appropriate email practices.
- Cold Email Avoidance: Avoid or significantly limit cold emailing practices.
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.
6 Mar 2022 - Email Geeks
Expert view
Expert from Email Geeks recommends switching back to a shared IP.
29 Aug 2021 - Email Geeks
What the documentation says
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.
Key findings
- Low Volume Detrimental: Sending low volumes of emails from a dedicated IP, particularly during warm-up, is detrimental to deliverability.
- Volume Consistency Key: Consistent volume is crucial for building a positive IP reputation and establishing trust with ISPs.
- Impact on Reputation: Sporadic, low-volume sending can negatively impact sender reputation.
- Warm Up is Crucial: Gradually increasing email volume is important in order to build sender reputation with ISP's
Key considerations
- Volume Threshold: Assess if the anticipated email volume meets the minimum requirements for maintaining a healthy dedicated IP reputation.
- Sending Schedule: Ensure a consistent sending schedule to build and maintain sender reputation.
- Reputation Building: Prioritize gradually increasing email volume over time to warm up a dedicated IP and establish a positive reputation with ISPs.
- Alternate Solution: Consider using a shared IP pool if the email volume is consistently low.
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.
15 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.
14 Oct 2022 - Twilio SendGrid Documentation
Related resources
7 resources
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