Summary
Determining the email volume that justifies using a dedicated IP address is a multifaceted decision based on volume, sending frequency, and reputation. A common recommendation is sending over 50,000 emails per month, with some sources like SparkPost suggesting over 100,000. Consistent sending frequency (daily or several times a week) is also crucial for maintaining a good IP reputation. Beyond volume, factors like email list hygiene, content quality, and following email sending best practices significantly impact deliverability. A strategic transition, including IP warming and monitoring deliverability metrics, along with cost considerations, are essential for success.
Key findings
- Volume Thresholds: General recommendations range from 50,000 to 100,000+ emails per month.
- Sending Frequency: Consistent sending frequency (daily or several times a week) is crucial.
- Reputation Matters: A good sender and IP reputation are essential for deliverability.
- List Hygiene & Content: Email list hygiene and content quality impact deliverability.
- IP Warming: IP warming is essential when transitioning to a dedicated IP.
- Deliverability Monitoring: Constant deliverability rates monitoring is required to ensure no unusual changes are happening.
Key considerations
- Volume Requirements: Assess if your sending volume meets the recommended thresholds for a dedicated IP.
- Sending Consistency: Ensure consistent sending volume and frequency to maintain IP reputation.
- Reputation Management: Prioritize building and maintaining a good sender and IP reputation.
- List Hygiene Practices: Implement and maintain good email list hygiene practices.
- Deliverability Best Practices: Adhere to email sending best practices for authentication, list management, and content.
- Strategic Transition Planning: Plan for a strategic transition, including warming up the IP address and monitoring deliverability.
- Cost-Benefit Analysis: Weigh the costs and benefits of a dedicated IP address.
- ESP Consultation: Consult with ESP contacts for tailored advice.
What email marketers say
12 marketer opinions
Determining the email volume that justifies using a dedicated IP address involves several factors. While a common benchmark is sending at least 50,000 emails per month, consistent sending frequency (several times a week) is also crucial. Beyond volume, factors like sender reputation, email list hygiene, content quality, and proper IP warming influence the decision. A strategic transition, cost considerations, and close monitoring of deliverability metrics are essential for success.
Key opinions
- Volume Threshold: A common threshold suggested by sources like Mailgun and ActiveCampaign is sending at least 50,000 emails per month.
- Frequency Matters: Consistent sending frequency is essential; several times a week is recommended.
- Beyond Volume: Sender reputation, email list hygiene, and content quality significantly impact deliverability and influence the need for a dedicated IP.
- Reputation: IP Address reputation impacts deliverability.
- IP Warmup: Gradually increasing sending volumes to avoid being flagged as a spammer.
Key considerations
- Sender Reputation: Maintaining a good sender reputation is vital, impacting deliverability and requiring ongoing effort.
- IP Warming: Gradually warming up the dedicated IP is crucial for establishing a positive sending history with ISPs.
- Strategic Transition: Transitioning to a dedicated IP requires a strategic approach, including close monitoring of deliverability metrics.
- Cost Analysis: Weighing up the costs of a dedicated IP is important in deciding whether it will be beneficial to use one.
- Consistent Reputation: Volume must support consistent reputation and is often dependent on steady sending frequency.
Marketer view
Email marketer from Quora explains that transitioning to a dedicated IP requires a strategic approach, including warming up the IP address and monitoring deliverability metrics closely. They share that starting with smaller volumes and gradually increasing over time is essential for building a positive sender reputation and ensuring successful email delivery.
21 Feb 2025 - Quora
Marketer view
Email marketer from Email Marketing Forum shares that sending frequency plays a significant role in determining the need for a dedicated IP. They note that senders who send frequently (daily or several times a week) are more likely to benefit from a dedicated IP than those who send sporadically.
18 Jun 2022 - Email Marketing Forum
What the experts say
3 expert opinions
Determining when email volume justifies a dedicated IP involves establishing a good IP reputation by sending enough mail, monitoring deliverability rates for unusual changes and following email deliverability best practices. Fluctuation in email volume is a key factor and should be considered when making the decision.
Key opinions
- Enough Volume: Dedicated IPs are useful when senders are sending enough mail that they can establish a good reputation for the IP.
- Deliverability Best Practices: It is important to ensure the sender is following deliverability best practices.
- Monitoring Delivery Rates: Deliverability rates should be constantly monitored to look for unusual changes in the delivery rates.
- Email Fluctuation Impact: If email volume fluctuates too much this will impact delivery rates.
Key considerations
- Platform Provider Discussion: When should you start a discussion with your platform provider about dedicated IPs?
- Monitoring Deliverability: You need to be monitoring deliverability rates to look for fluctuations
- IP Reputation: Follow deliverability best practices so a good IP reputation can be established.
Expert view
Expert from Word to the Wise shares that deliverability rates should be constantly monitored to look for unusual changes in the delivery rates. If email volume fluctuates too much this will impact delivery rates.
30 Apr 2023 - Word to the Wise
Expert view
Expert from Email Geeks shares an article about when to start the discussion about dedicated IPs with a platform provider: <https://250ok.com/email-deliverability/to-be-dedicated-or-not-to-be-dedicated-that-is-the-question/>
1 Feb 2022 - Email Geeks
What the documentation says
5 technical articles
Documentation emphasizes that a dedicated IP is generally recommended for high-volume senders (over 100,000 emails per month, according to SparkPost), particularly when maintaining a consistent sending volume and frequency. While some platforms like Amazon AWS manage IP reputation, a dedicated IP can offer more control. Maintaining a good IP reputation is essential for deliverability, with consistent sending practices being crucial for all senders, regardless of IP type. Following email sending best practices improves sender reputation and deliverability.
Key findings
- Volume Recommendation: SparkPost recommends a dedicated IP for senders sending over 100,000 emails per month.
- Consistent Sending: Maintaining a consistent sending volume and frequency is critical for building a positive sender reputation.
- Reputation Management: While platforms may manage IP reputation, a dedicated IP can provide more control.
- Best Practices: Following email sending best practices (authentication, list management, content creation) is crucial for improving sender reputation and deliverability.
- SMTP Standards: Understanding SMTP standards helps to follow ISPs recommended practices.
Key considerations
- Volume Threshold: Assess whether your sending volume meets the recommended threshold for a dedicated IP.
- Consistency: Ensure consistent sending volume and frequency to build and maintain a positive sender reputation.
- Reputation Control: Evaluate the level of control you need over your IP reputation and whether a dedicated IP is necessary.
- Best Practices Adherence: Implement and maintain email sending best practices to improve deliverability, regardless of IP type.
- Email Authentication: Implement robust email authentication practices.
Technical article
Documentation from SparkPost.com explains that a dedicated IP is generally recommended for senders sending over 100,000 emails per month. They stress the importance of maintaining a consistent sending volume and frequency to build a positive sender reputation with ISPs and prevent deliverability issues.
28 Jun 2021 - SparkPost.com
Technical article
Documentation from M3AAWG explains the consortiums document outlines best practices for email sending, including authentication, list management, and content creation. It highlights that following these best practices can improve sender reputation and deliverability, regardless of whether a sender uses a shared or dedicated IP address.
3 Aug 2024 - M3AAWG.org
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