Summary
Sharing a dedicated IP address for multiple domains within the same company offers control over sender reputation but requires meticulous management and consistent sending practices across all domains. The IP's reputation becomes shared, making it crucial to maintain good IP and domain reputations, implement strict monitoring, and adhere to email best practices. Poor sending practices like spamming, inconsistent sending volumes, or high bounce rates from one domain can negatively impact the deliverability of all other domains sharing the same IP. Proper email authentication (SPF, DKIM, DMARC) for each domain and careful IP warmup are also essential for preventing deliverability issues.
Key findings
- Shared IP Reputation: The reputation of a dedicated IP is shared across all domains using it.
- Impact of Poor Practices: Poor sending practices on one domain can negatively impact the deliverability of all domains sharing the IP.
- Importance of Consistency: Consistent email marketing policies and sending practices are essential for maintaining a good shared IP reputation.
- Control vs. Responsibility: A dedicated IP offers greater control over sender reputation but also increases the responsibility for maintaining that reputation.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is critical for all domains.
Key considerations
- Reputation Monitoring: Implement continuous monitoring of IP and domain reputations to detect and address issues promptly.
- Compliance Procedures: Establish and enforce strict compliance procedures to prevent spam and other poor sending practices.
- Email Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is configured for each domain.
- Sending Practices Alignment: Align email marketing policies and sending practices across all domains to maintain consistency.
- IP Warmup: Warm up the IP carefully, gradually increasing sending volume.
- Volume Monitoring: Monitor sending volumes for anomalies and sudden spikes.
What email marketers say
10 marketer opinions
Sharing a dedicated IP address for multiple domains within the same company presents both opportunities and risks. While it offers control over sender reputation, it also necessitates careful management and consistent sending practices across all domains. The IP's reputation is influenced by the collective behavior of all domains using it, meaning poor performance by one domain can negatively impact the deliverability of others. Maintaining good IP and domain reputations, implementing strict monitoring and compliance procedures, and adhering to email best practices are crucial for successful shared IP usage.
Key opinions
- Shared Reputation: The reputation of a dedicated IP is shared across all domains using it, creating interdependence.
- Impact of Poor Practices: Poor sending practices on one domain can negatively impact the deliverability of all domains sharing the IP.
- Importance of Consistency: Consistent email marketing policies and sending practices are essential for maintaining a good shared IP reputation.
- Control vs. Responsibility: A dedicated IP offers greater control over sender reputation but also increases the responsibility for maintaining that reputation.
Key considerations
- Reputation Monitoring: Implement continuous monitoring of IP and domain reputations to detect and address issues promptly.
- Compliance Procedures: Establish and enforce strict compliance procedures to prevent spam and other poor sending practices.
- Email Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is configured for each domain.
- Sending Practices Alignment: Align email marketing policies and sending practices across all domains to maintain consistency.
- Volume Monitoring: Watch sending volumes for anomalies. This can occur on any of the sending domains.
Marketer view
Email marketer from EmailVendorSelection notes that while a dedicated IP offers greater control, it also means you are solely responsible for maintaining a good reputation. Ensure all domains sharing the IP adhere to best practices to prevent deliverability issues.
18 Apr 2023 - EmailVendorSelection
Marketer view
Email marketer from StackExchange (Webmasters) explains that even with separate domains, the overall IP reputation is affected by the collective sending behavior. Poor sending practices on one domain can negatively impact the others, leading to deliverability problems.
23 Aug 2021 - StackExchange (Webmasters)
What the experts say
5 expert opinions
Sharing a dedicated IP address for multiple domains within the same company has implications primarily tied to reputation management and the potential for one domain's practices to affect others. It's generally preferable to sharing with unrelated companies, and separate domain reputations offer some insulation. However, continuous monitoring and oversight are crucial, particularly regarding sending volumes and adherence to consistent email policies, as spamming or sudden volume spikes from one domain can negatively impact the deliverability of all domains sharing the IP. While DMARC and BIMI aren't directly impacted, maintaining a good IP reputation is critical.
Key opinions
- Shared IP Reputation: The reputation of a dedicated IP impacts all domains using it.
- Internal Sharing Preferred: Sharing within a company is better than sharing with unrelated entities.
- Risk of Negative Impact: One domain's spamming or poor practices can negatively affect all domains sharing the IP.
- Limited DMARC/BIMI Impact: DMARC and BIMI are not directly impacted.
Key considerations
- Consistent Monitoring: Continuously monitor sending practices across all domains.
- Volume Oversight: Watch for sudden volume spikes from any sending domain.
- Policy Consistency: Implement and maintain consistent email policies across all domains.
- Best Practices Adherence: Adhere to email best practices to avoid negatively impacting deliverability.
Expert view
Expert from Spam Resource answers that the reputation of a dedicated IP will impact all domains using it and recommends monitoring sending practices across the domains. He explains if one domain sends spam, it could negatively affect the deliverability of emails from other domains sharing the same IP address.
30 Sep 2021 - Spam Resource
Expert view
Expert from Email Geeks explains that sharing IP addresses for two brands in the same company is a good thing, but one brand could negatively affect the other if they are spamming.
21 Nov 2024 - Email Geeks
What the documentation says
4 technical articles
Sharing a dedicated IP address across multiple domains requires meticulous management of IP reputation, sending practices, and authentication. Consistent sending behavior and adherence to email best practices across all domains are vital, especially during IP warmup. Properly configured SPF, DKIM, and DMARC authentication for each domain is crucial to verify legitimacy and prevent emails from being marked as spam, ensuring optimal deliverability.
Key findings
- Critical IP Reputation: IP reputation is a critical factor affecting deliverability when sharing a dedicated IP.
- Importance of Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial for each domain.
- Careful IP Warmup Required: Sharing a dedicated IP requires a careful IP warmup process to avoid triggering spam filters.
- Collective Sending Behavior: The collective sending behavior of all domains impacts the overall IP reputation.
Key considerations
- Reputation Management: Implement careful management to ensure a consistent sending reputation across all domains.
- Authentication Configuration: Configure SPF, DKIM, and DMARC records properly for each domain.
- Gradual Volume Increase: Gradually increase sending volume during IP warmup to avoid spam filters.
- Best Practices Adherence: Adhere to email best practices in all sending activities.
Technical article
Documentation from Google Postmaster Tools highlights that IP reputation is a critical factor and sharing an IP among multiple domains requires careful management to ensure a consistent sending reputation across all of them. It explains sending volume, spam rates, and authentication practices of all domains using the IP impact its overall reputation.
4 Mar 2022 - Google Postmaster Tools
Technical article
Documentation from SparkPost explains that while sharing a dedicated IP offers benefits, it requires careful IP warmup. It means gradually increasing sending volume to avoid triggering spam filters. The collective sending behavior of all domains on the IP needs to adhere to best practices during warmup and beyond.
29 Apr 2023 - SparkPost Documentation
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