Summary
The consensus is that switching to a dedicated IP address doesn't automatically guarantee improved email deliverability. While it offers more control over sender reputation and isolates you from the negative impact of other senders on a shared IP, the actual improvement depends heavily on your sending practices and ability to maintain a positive reputation. If your current shared IP isn't experiencing blocks and your sending practices are poor, a dedicated IP may not help, and could even worsen deliverability. High-volume senders with good sending habits stand to gain the most. Careful IP warming, correct DNS settings, and ongoing monitoring are crucial for success. Risk mitigation, such as using both shared and dedicated IPs, should also be considered.
Key findings
- No Guarantee: A dedicated IP doesn't guarantee improved deliverability.
- Control and Responsibility: Dedicated IPs offer more control, but also greater responsibility for sender reputation.
- Existing Issues: If you're not seeing IP-related blocks, a dedicated IP might not solve any problems.
- Good Practices Required: Improved deliverability depends on maintaining good email sending practices.
- Warming and DNS: Proper IP warming and correct DNS settings are crucial for a successful transition.
- High-Volume Benefit: High-volume senders are most likely to benefit from a dedicated IP.
- Risk Mitigation: Consider using both shared and dedicated environments as a hedge.
Key considerations
- Assess Current Reputation: Evaluate your current sender reputation and any deliverability issues on shared IPs.
- Improve Sending Practices: Ensure your email marketing practices are solid, as a dedicated IP amplifies both good and bad habits.
- Plan Warming Strategy: Develop a plan for gradually warming up the new IP address.
- Verify Technical Setup: Double-check DNS settings and other technical configurations.
- Monitor Performance: Continuously monitor IP reputation and deliverability metrics after switching.
- Risk Assessment: Calculate the potential revenue loss from email blocking and weigh it against the cost of a dedicated IP.
What email marketers say
11 marketer opinions
The potential deliverability improvement from using a dedicated IP versus a shared IP is complex and depends heavily on the sender's practices. While a dedicated IP provides greater control over sender reputation and isolates you from the negative impacts of other senders' poor practices, it also places the full responsibility for maintaining a good reputation on you. If you have poor sending practices, a dedicated IP can actually harm your deliverability. Several experts recommend using Google Postmaster Tools to assess your shared IP's reputation before switching. Successfully migrating to a dedicated IP requires careful planning, including IP warming and correct DNS settings. Consistent, high-volume senders who maintain good email marketing practices are most likely to benefit from dedicated IPs, but even then, improved deliverability is not guaranteed and requires active management.
Key opinions
- Control Over Reputation: Dedicated IPs offer complete control over sender reputation, potentially leading to better deliverability.
- No Guarantee: A dedicated IP doesn't guarantee improved deliverability; it depends on your sending practices.
- Shared IP Risks: Shared IPs can be negatively impacted by other senders, affecting your deliverability.
- Postmaster Tools: Google Postmaster Tools can help assess the reputation of your shared IP.
- Warming Required: Migrating to a dedicated IP requires careful warming to avoid deliverability issues.
- Consistent Volume: Dedicated IPs are best suited for consistent, high-volume senders.
Key considerations
- Current Reputation: Assess your current sender reputation and any deliverability issues on shared IPs before switching.
- Sending Practices: Ensure your email marketing practices are sound, as a dedicated IP amplifies both good and bad practices.
- Warming Strategy: Develop a plan for warming up the new IP address gradually.
- Technical Setup: Verify your DNS settings and other technical aspects are correctly configured.
- Monitoring: Actively monitor your IP reputation and deliverability metrics after switching to a dedicated IP.
- Risk Mitigation: Consider hedging your bets with both a shared and dedicated IP strategy
Marketer view
Email marketer from Email Geeks shares that if you have your domain hooked up to google postmaster tools you should be able to see the IP reputations for your shared ips. If they are high then there is no reason so to believe you will get better delivery. If they are low or bad then it might be in your interest to start developing your own. Growing dedicated IPs is whole other operation with a lot of know how and patience involved. Rob is also a big proponent of shared and dedicated environments to hedge your bets. One bad sender can ruin the fun for everyone and one or two mistakes can tank a dedicated.
5 Aug 2023 - Email Geeks
Marketer view
Email marketer from ActiveCampaign explains that Dedicated IPs are a great way to have more control over your own reputation however it is important to remember that with that control comes responsibility. If you have poor email marketing practices, a dedicated IP can actually hurt you in the long run
5 Dec 2023 - ActiveCampaign
What the experts say
4 expert opinions
Experts agree that moving to a dedicated IP for email sending doesn't automatically guarantee improved deliverability. If you aren't experiencing blocks related to your shared IP, switching to a dedicated IP won't make a difference. The potential improvement is highly dependent on the sender's practices and their ability to maintain a positive reputation. While a dedicated IP provides control over your reputation, you also bear sole responsibility. A risk mitigation strategy that considers potential revenue loss from blocking is also a factor.
Key opinions
- No Automatic Improvement: A dedicated IP doesn't automatically improve deliverability.
- Existing Blocks Matter: If you're not seeing IP-related blocks, a dedicated IP won't help.
- Sender Reputation is Key: Deliverability improvement relies on maintaining a positive sender reputation.
- Shared IP Risk: Shared IPs carries a risk of blocks.
Key considerations
- Assess Current Blocks: Check for existing IP-related blocks.
- Evaluate Sending Practices: Ensure you have good email sending practices.
- Risk Assessment: Assess potential revenue loss from email blocking.
- Reputation Responsibility: Understand that you are solely responsible for your IP's reputation.
Expert view
Expert from Word to the Wise shares that while a dedicated IP provides the opportunity to establish a strong sending reputation independent of other senders, it doesn't automatically guarantee improved deliverability. The actual improvement depends entirely on the sender's practices and their ability to maintain a positive reputation.
4 Aug 2021 - Word to the Wise
Expert view
Expert from Spam Resource explains that a dedicated IP can help improve your email deliverability because you have complete control over the IP's reputation, but this also means you are solely responsible for maintaining a good sender reputation. It’s a double-edged sword.
24 Aug 2024 - Spam Resource
What the documentation says
4 technical articles
Documentation from Google and Microsoft suggests that dedicated IPs can improve deliverability, particularly for high-volume senders who maintain a clean sending reputation, by allowing them to build their own reputation independently. However, RFC Editor highlights that dedicated IPs can trigger different sender policies or filters. SparkPost stresses the importance of careful IP warming and correct DNS settings to avoid harming deliverability during the migration.
Key findings
- Independent Reputation: Dedicated IPs allow senders to build their own reputation.
- High-Volume Benefit: Google recommends dedicated IPs for high-volume senders.
- Clean Reputation Required: Microsoft states that dedicated IPs lead to better deliverability only for senders with a clean reputation.
- Potential Policy Differences: RFC Editor notes that dedicated IPs can trigger different sender policies.
Key considerations
- Warming Up: Carefully warm up the IP address when migrating.
- DNS Settings: Ensure DNS settings are correct.
- Monitor Reputation: Continuously monitor IP reputation.
- Email Best Practices: Adhere to email sending best practices.
Technical article
Documentation from Microsoft 365 Documentation states that dedicated IPs can lead to better deliverability for senders who maintain a clean sending reputation. Microsoft advises monitoring your IP reputation and following best practices to maximize the benefits.
7 Feb 2022 - Microsoft 365 Documentation
Technical article
Email marketer from SparkPost explains that when migrating to dedicated IPs you need to be careful about warming up your IP address and ensure your DNS settings are correct as you can actually harm your deliverability if these things aren't correct
17 Aug 2024 - SparkPost
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