Summary
The overwhelming consensus from email marketing experts, documentation, and community discussions is that migrating to a dedicated IP address shortly before BFCM is generally not recommended if your deliverability is currently good. The main concerns revolve around the disruption caused by a new IP's lack of established reputation, the need for a gradual IP warm-up process, and the increased scrutiny from mailbox providers during peak sending seasons. Maintaining good list hygiene, sending engaging content, and actively monitoring and addressing deliverability issues are frequently cited as more effective strategies than a last-minute IP switch. While dedicated IPs can offer long-term benefits for high-volume senders with strong permission practices, attempting to implement this change right before BFCM introduces unnecessary risks.
Key findings
- IP Warm-up: A proper IP warm-up is essential for new dedicated IPs, involving a gradual increase in sending volume to build a positive reputation with ISPs.
- Timing is Critical: Migrating too close to BFCM is risky due to heightened scrutiny from mailbox providers and the potential for deliverability issues if the IP isn't adequately warmed up.
- Reputation is Key: A new IP has no established reputation, and starting from scratch during a peak sending season can be detrimental.
- Alternatives Exist: Maintaining good list hygiene, sending engaging content, and addressing underlying deliverability issues are often more effective solutions.
- Risk vs. Reward: Switching IPs shortly before BFCM introduces unnecessary risks if current deliverability is already good.
Key considerations
- Assess Current Deliverability: Evaluate whether current deliverability issues genuinely warrant the risk of migrating IPs, especially so close to a peak sending period.
- Evaluate IP Warm-up Plan: If considering a migration, create a comprehensive IP warm-up plan, but implement it well in advance of BFCM to avoid deliverability issues.
- Analyze Root Causes: Investigate and address the underlying causes of any deliverability problems rather than solely relying on an IP switch as a solution.
- Focus on Best Practices: Prioritize maintaining clean email lists, sending engaging and relevant content, and implementing best practices for email deliverability.
- Monitor IP Reputation: Regularly monitor IP reputation using tools like Google Postmaster Tools to identify and address any deliverability issues promptly.
What email marketers say
8 marketer opinions
Migrating to a dedicated IP right before BFCM (Black Friday/Cyber Monday) is generally not recommended if your current deliverability is good. The consensus is that starting a new IP warm-up during this peak season can be risky due to increased scrutiny from mailbox providers and the potential for deliverability issues. Maintaining good list hygiene, sending engaging content, and investigating any recent dips in reputation are often more effective strategies than switching IPs. A proper warm-up strategy is crucial, but starting well in advance of BFCM is essential.
Key opinions
- Timing: Migrating to a dedicated IP close to BFCM is risky due to increased scrutiny from mailbox providers.
- Warm-up: A proper IP warm-up is crucial, but it should be done well in advance of peak sending seasons.
- Alternatives: Good list hygiene, engaging content, and investigating recent reputation dips are often more effective than switching IPs.
- New reputation: A new IP has no established reputation and starting from scratch can be harmful.
Key considerations
- Current Deliverability: Assess whether current deliverability issues warrant the risk of migrating IPs, especially if deliverability is generally good.
- Warm-up Strategy: Consider the time and resources required for a proper IP warm-up strategy and whether it can be effectively executed before BFCM.
- Root Cause Analysis: Investigate potential root causes of any recent deliverability dips and address them instead of relying solely on IP migration.
- Content and List Hygiene: Prioritize maintaining clean email lists and sending engaging, relevant content as key factors in deliverability.
Marketer view
Email marketer from Reddit user u/EmailGuru responds that if deliverability is currently good, switching to a dedicated IP right before BFCM is not recommended. He advises to wait until after the peak season to avoid potential issues.
6 Apr 2023 - Reddit
Marketer view
Email marketer from Mailjet suggests that migrating to a dedicated IP too close to BFCM can be risky. Starting well in advance allows for proper warm-up and avoids potential deliverability issues during the high-volume period.
26 Dec 2022 - Mailjet
What the experts say
5 expert opinions
Experts generally advise against migrating to a dedicated IP shortly before BFCM if your current deliverability is satisfactory. Introducing a new IP requires building a new reputation, which can be risky during peak seasons due to increased scrutiny and the potential for volume-based blocks. Proper IP warm-up is crucial for a new IP, but it should be done gradually and well in advance of high-volume periods. While long-term benefits can come from dedicated IPs when sending large volumes with good practices, the consensus leans towards caution and avoiding unnecessary changes close to BFCM.
Key opinions
- Risk Assessment: Switching IPs carries risks, especially if current deliverability is acceptable; avoid unless the problem is severe.
- IP Warm-up: Gradually increasing sending volume on a new IP is essential to establish a positive sending reputation.
- Reputation Building: Moving IPs requires building up a new reputation, which takes time and careful management.
- Volume Concerns: High sending volume during BFCM on a new IP can trigger volume-based blocks and deliverability problems.
Key considerations
- Current Status: Evaluate if the existing deliverability issues (if any) are severe enough to justify the risks of switching IPs close to BFCM.
- Timing: Consider the timing of the migration; ideally, it should be done well in advance of peak sending seasons to allow for proper warm-up.
- Reputation Management: Focus on managing sending volume and following best practices for deliverability to maintain or improve reputation without switching IPs.
- Long-Term Strategy: If considering a dedicated IP for long-term benefits, plan the migration and warm-up process strategically, outside of peak seasons.
Expert view
Expert from Email Geeks says that sending enough volume with good permission practices makes deliverability and inbox placement easier with a dedicated IP in the long term. However, IP warming can be tricky, especially during the Q4 sending season.
20 Sep 2021 - Email Geeks
Expert view
Expert from Email Geeks considers switching IPs risky at this point unless the problem is severe. He suggests moving cautiously. If things aren't broken, he advises waiting until after Q4 to switch.
20 Oct 2024 - Email Geeks
What the documentation says
4 technical articles
Email service provider documentation consistently advises caution against abruptly migrating to a dedicated IP address and increasing sending volume right before peak sending seasons like BFCM. Proper IP warm-up through gradual increases in volume is crucial to establish a good sender reputation with ISPs. Maintaining a good sender reputation, monitoring IP reputation using tools like Google Postmaster Tools, sending high-quality email, honoring unsubscribe requests, and managing bounce rates all significantly impact deliverability, particularly on a dedicated IP. A sudden change can negatively impact your reputation and trigger filters.
Key findings
- Warm-up Importance: Properly warming up a dedicated IP is essential, especially before peak sending seasons, by gradually increasing sending volume.
- Reputation Maintenance: Maintaining a good sender reputation on a dedicated IP directly impacts deliverability.
- Monitoring: Regularly monitor IP reputation using tools like Google Postmaster Tools.
- Volume Control: Avoid suddenly increasing email volume from a new IP, particularly during the holiday season, as this can trigger filters.
Key considerations
- IP Warm-up Planning: Consider the time and resources required to properly warm up a dedicated IP address before a high-volume sending period like BFCM.
- Reputation Management Practices: Ensure adherence to best practices for sender reputation, including sending high-quality email, honoring unsubscribe requests, and managing bounce rates.
- Monitoring Tools: Implement monitoring tools like Google Postmaster Tools to track IP reputation and identify potential issues.
- Volume Increase Strategy: Develop a cautious strategy for increasing email volume on a new IP address, especially during peak sending seasons, to avoid triggering filters and damaging deliverability.
Technical article
Documentation from Microsoft advises caution when suddenly increasing email volume from a new IP, especially during the holiday season. This triggers filters and limits volume to ensure your recipients actually want your email. Avoid reputation issues and improve deliverability before peak times.
18 Nov 2021 - Microsoft
Technical article
Documentation from SendGrid details the importance of properly warming up a dedicated IP, especially before peak sending seasons like BFCM. Gradual increases in volume are crucial to establish a positive reputation with ISPs.
31 Mar 2022 - SendGrid
Are IP warming services effective for improving email deliverability?
Do ESPs charge for dedicated IPs and how much do dedicated IPs cost?
How do ESPs manage IP pools and how does it affect deliverability?
How do I warm up a new IP address for transactional emails?
How does missing or different reverse DNS (rDNS) impact email deliverability, and when is a dedicated IP address needed?
Why did my email open rate drop after implementing DMARC and what should I do?
