Summary
Migrating to a dedicated IP for low-volume email senders presents several potential downsides. A key factor is the need for consistent sending volume to establish and maintain a positive sender reputation. Low volume can be viewed suspiciously by ISPs, potentially harming deliverability. The cost of a dedicated IP, coupled with the resources and technical expertise required for management (including warm-up, monitoring bounce rates, handling complaints, and configuring DNS records), can outweigh the benefits. Shared IPs distribute costs and provide a buffer against reputation damage, making them a potentially better option for those with lower sending volumes. In essence, with dedicated IP all the delivery weight is on the email sender.
Key findings
- Reputation Building: Dedicated IPs require consistent sending volume to establish a good sender reputation; low-volume senders struggle to achieve this.
- ISP Perception: ISPs may view dedicated IPs with low or sporadic activity as suspicious, leading to deliverability issues.
- Cost Inefficiency: The cost of a dedicated IP, including management and potential remediation, may outweigh the benefits for low-volume senders.
- Technical Overhead: Setting up and managing a dedicated IP requires technical expertise (e.g., DNS records, authentication), posing a challenge for some senders.
- Shared IP Benefits: Shared IPs distribute the cost of reputation management and offer a buffer against deliverability problems.
- Warm-up Requirement: Dedicated IPs need a gradual "warm-up" process to build reputation.
Key considerations
- Sending Volume Threshold: Assess if your monthly sending volume meets the minimum requirements for a dedicated IP (some suggest over 50,000 messages).
- Technical Expertise: Evaluate your technical capabilities to manage DNS records, authentication, and deliverability monitoring.
- Cost-Benefit Analysis: Compare the cost of a dedicated IP with the potential benefits, considering your sending volume and deliverability needs.
- Resource Allocation: Consider whether you have the resources to actively monitor and manage your IP's reputation.
- Delivery needs: Assess if other solutions may better suit your needs.
What email marketers say
9 marketer opinions
Migrating from a shared IP to a dedicated IP for low-volume email senders can have several downsides. It requires a gradual warm-up process to establish a positive sender reputation with ISPs. Insufficient sending volume can lead to deliverability issues, as ISPs may view the IP as inactive or suspicious. The cost of maintaining a dedicated IP, including monitoring and potential remediation, may outweigh the benefits. Furthermore, low-volume senders may lack the resources or expertise to manage their IP reputation effectively. Shared IPs distribute the cost and reputation management across multiple users, offering a buffer against potential issues. A dedicated IP puts the full weight of deliverability on the sender, requiring more effort and technical knowledge. Additionally, some ESPs may charge extra for dedicated IPs, leading to wasted expenses.
Key opinions
- Warm-up Requirement: Dedicated IPs require a gradual warm-up process that low-volume senders may struggle to achieve.
- Reputation Impact: Insufficient sending volume can negatively impact the IP's reputation, leading to deliverability issues.
- Cost vs. Benefit: The cost of maintaining a dedicated IP may outweigh the benefits for low-volume senders.
- Responsibility: With a dedicated IP, the sender is fully responsible for its reputation, requiring more effort and technical knowledge.
- Suspicion: ISPs view dedicated IPs with low volume as potential spam sources because legitimate senders usually have higher volume which can lead to filtering issues.
- Buffer: If something goes wrong on a dedicated IP you don't have the buffer a shared IP gives you.
Key considerations
- Sending Volume: Assess whether your sending volume is sufficient to maintain a positive IP reputation.
- Resources & Expertise: Evaluate whether you have the resources and expertise to manage a dedicated IP effectively.
- Cost Analysis: Compare the cost of a dedicated IP with the potential benefits and alternative solutions.
- Risk Tolerance: Consider your risk tolerance and ability to handle potential deliverability issues.
- Technical Knowledge: Setting up a dedicated IP address requires some technical knowledge, so consider what is required to do this.
Marketer view
Email marketer from Litmus says that without sufficient volume and consistent sending habits, deliverability can be significantly worse with a dedicated IP, because you are 100% responsible for that IPs reputation. ISPs expect regular senders to have consistent traffic patterns and when they see an IP sending too little mail, they treat it as suspicious.
2 Mar 2024 - Litmus
Marketer view
Email marketer from Reddit user u/email_marketing_guy shares that deliverability can actually worsen with a dedicated IP if you're not sending enough mail to build a good reputation. ISPs will be suspicious of a suddenly active IP with very low volume.
15 Mar 2024 - Reddit
What the experts say
3 expert opinions
Experts generally advise against dedicated IPs for low-volume senders. It's often better to remain on a shared IP, as building a positive sender reputation requires consistent volume. Without sufficient volume, the IP may be seen as suspicious, leading to deliverability problems. Furthermore, the cost of a dedicated IP and the expertise needed for management may not be justified for low-volume senders. If issues arise on a shared IP, contacting support to move to a different IP is often a better solution.
Key opinions
- Volume is Key: Low sending volume makes it difficult to establish a positive sender reputation on a dedicated IP.
- Suspicion: ISPs may view dedicated IPs with low or sporadic activity as suspicious, hurting deliverability.
- Cost Ineffective: The cost of a dedicated IP and management overhead may not be justified for low-volume senders.
- Shared IP Alternative: Remaining on a shared IP and requesting a different IP if issues arise is often a better solution.
Key considerations
- Sending Volume: Assess if your monthly sending volume is high enough to justify a dedicated IP (experts suggest >50,000 messages).
- Reputation Building: Understand the time and effort required to build a positive sender reputation and if your sending habits support it.
- Technical Expertise: Evaluate if you have the in-house expertise to manage a dedicated IP and address any deliverability issues.
- Alternative Solutions: Consider alternative solutions, such as optimizing your sending practices or switching to a different shared IP.
Expert view
Expert from Email Geeks shares that at the volume level described, on Pardot, it's probably better to stay on a shared IP, and if you’re having trouble with the IP you’re on, ask support to move you to a different IP.
28 Jul 2021 - Email Geeks
Expert view
Expert from Word to the Wise shares a comment that small senders will have delivery problems using a dedicated IP address if they send less than 50,000 messages per month as IPs that sit idle or that only send mail sporadically are seen as suspicious.
6 Sep 2022 - Word to the Wise
What the documentation says
5 technical articles
Technical documentation emphasizes that dedicated IPs require consistent sending volume to maintain a good sender reputation; low volume senders often struggle with this consistency, leading ISPs to view the IP as inactive or spammy. While dedicated IPs isolate your reputation from other senders' practices, they also require active management of bounce rates, spam complaints, and blocklist status. Furthermore, Google Postmaster Tools highlights that low volume provides insufficient data for assessing IP reputation, hindering inbox placement. Setting up a dedicated IP demands technical expertise in areas like reverse DNS and authentication, potentially exceeding the resources of low-volume senders.
Key findings
- Volume Consistency: Dedicated IPs need consistent sending volume to maintain a good sender reputation, a challenge for low-volume senders.
- Reputation Management: Managing a dedicated IP involves active monitoring of bounces, complaints, and blocklists.
- Data Insufficiency: Low sending volume may not provide enough data for ISPs like Google to properly assess IP reputation.
- Technical Expertise: Setting up and maintaining a dedicated IP requires technical knowledge and resources often lacking in low-volume scenarios.
- Isolated Reputation: With dedicated IPs your reputation is only affected by your sending practices
Key considerations
- Resource Availability: Assess whether you have the resources and expertise to monitor and manage a dedicated IP effectively.
- Technical Skillset: Ensure you possess the technical knowledge to configure and maintain aspects like reverse DNS and authentication.
- Consistent Sending: Evaluate if you can maintain a consistent sending volume that meets ISP requirements for reputation building.
- Data Analysis: Recognize that low volume might limit the data available for ISPs to assess your IP's trustworthiness.
Technical article
Documentation from Microsoft 365 states that setting up a dedicated IP requires technical knowledge, such as setting up reverse DNS records and ensuring proper authentication. Low-volume senders may not have the expertise or resources to handle these technical aspects properly.
13 Sep 2021 - Microsoft 365
Technical article
Documentation from SendGrid highlights that dedicated IPs require consistent sending volume to maintain a good sender reputation. If you don't send frequently enough, ISPs might view your IP as inactive or potentially spammy, which can negatively impact deliverability. Low-volume senders face a challenge in meeting this consistency requirement.
2 Feb 2023 - SendGrid
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