Summary
Determining the ideal email volume per IP address per day is complex and depends on multiple factors, including the type of sending pattern (burst vs. sustained), individual inbox provider policies (Gmail, Microsoft), sender reputation, and IP warm-up status. Experts and marketers recommend starting with low volumes and gradually increasing them over time, while carefully monitoring deliverability and engagement metrics. For new IPs, the consensus is to follow a strict warm-up process. While some suggest aiming for 2-3MM emails per day per IP for flexibility, others report success with higher volumes (5,000-10,000 or even more) when maintaining good list hygiene. Small businesses are generally advised to keep volumes low (a few hundred) to avoid spam filters. Monitoring tools like Google Postmaster Tools and sender reputation portals are essential for managing and optimizing email volume.
Key findings
- Context Matters: The ideal volume is highly contextual and depends on various factors, not a single 'magic number.'
- Gradual Warm-Up: Warming up IP addresses by starting with low volumes and gradually increasing is crucial.
- ISP Differences: Individual inbox providers (ISPs) have different tolerances and requirements.
- Reputation is Key: Sender reputation significantly influences deliverability and acceptable email volume.
- Small Business Limits: Small businesses are recommended to keep their email volume per IP low (hundreds, not thousands).
- Burst vs. Sustained: Consideration of your sending patterns (burst vs. sustained) can influence how well different volumes will perform.
Key considerations
- List Hygiene: Maintaining a clean, engaged email list is essential for higher volumes without deliverability issues.
- Engagement Metrics: Monitor open rates, click-through rates, bounce rates, and spam complaints.
- Sender Authentication: Properly configure sender authentication methods (SPF, DKIM, DMARC) to improve deliverability.
- Monitoring Tools: Use tools like Google Postmaster Tools to monitor sender reputation and identify deliverability problems.
- Sending Limits: Be aware of your ESPs sending limits and ensure that you do not exceed those limits.
- Email Content: Ensure you are providing quality email content which your end users want, do not spam them.
- Gradual Volume Increase: Ramp up your sending volume gradually, rather than rapidly increasing your sending to avoid being flagged as spam.
What email marketers say
9 marketer opinions
Determining the ideal email volume per IP address per day is not a one-size-fits-all answer, as it depends on several factors. A common theme is the importance of gradually increasing sending volume, especially when warming up a new IP address. Sender reputation with individual ISPs (like Gmail and Microsoft) plays a significant role, with some suggesting lower volumes (a few hundred) for small businesses and others reporting success with higher volumes (5,000-10,000) with good list hygiene and engagement. Monitoring deliverability, engagement metrics, and using tools like Google Postmaster Tools are consistently recommended.
Key opinions
- Gradual Ramp-Up: Starting with a low email volume and gradually increasing it over time is crucial for establishing a positive sender reputation.
- ISP Reputation: The ideal volume varies based on the specific ISP (e.g., Gmail, Microsoft) and your reputation with them.
- No Magic Number: There isn't a universally applicable ideal number; the optimal volume depends on several factors.
- Small Business Limits: Small businesses should send only a few hundred emails per IP address daily.
- Volume Range: Some have found success with volumes from 5,000 to 10,000 emails per IP per day with proper list management.
Key considerations
- Warm-Up Process: New IP addresses require a warm-up period with low initial sending volumes that gradually increase.
- List Hygiene: Maintaining a clean and engaged email list is critical for higher sending volumes without deliverability issues.
- Engagement Metrics: Continuously monitor bounce rates, open rates, and click-through rates to gauge email deliverability and engagement.
- Reputation Monitoring: Regularly check sender reputation using tools like Google Postmaster Tools to identify and address deliverability problems.
- Content Quality: Focus on high-quality, relevant content to maintain high engagement and a positive sender reputation.
Marketer view
Email marketer from Mailjet explains that the volume of emails you send from a new IP address should start small and gradually increase over time during the IP warm-up process. This helps establish a positive sending reputation with ISPs.
25 Sep 2024 - Mailjet
Marketer view
Email marketer from StackOverflow recommends starting with a low volume (e.g., 100-200 emails) and gradually increasing it. Monitor your bounce rates and user engagement closely.
25 Dec 2023 - StackOverflow
What the experts say
5 expert opinions
Determining the ideal email volume per IP address is multifaceted. Some experts suggest considering sending patterns, whether they are burst-like or sustained. It's advisable to benchmark against current sending practices if deliverability isn't impacted, and to allow for breathing room by setting a slightly lower limit. Maintaining lower sending volumes per IP allows for more flexibility in scheduling and reduces the risk of domain overload. The process of IP warming, starting with low volumes and increasing gradually, is crucial for establishing a positive sender reputation and avoiding deliverability issues.
Key opinions
- Sending Patterns: Consider whether sending is burst-like (short periods of high activity) or sustained throughout the day.
- Volume Flexibility: Lower sending volumes per IP provide more flexibility in scheduling and reduce overload risks.
- Benchmark Against Success: If a current volume is working without issues, use that as a benchmark.
- IP Warming: Warming up new IPs with low volumes is critical for building sender reputation.
- Scaling with IPs: Consider adding more IPs instead of straining existing ones, as a method of scaling
Key considerations
- Existing Infrastructure: Assess your current sending infrastructure and limitations.
- Sender Reputation: Monitor sender reputation closely, especially during IP warming and volume increases.
- Domain Overload: Be mindful of potential domain overload and adjust sending schedules accordingly.
- Monitoring Engagement: Track engagement metrics to detect potential deliverability problems early on.
- Gradual Increase: Ensure increases are done gradually to not impact sender reputation negatively.
Expert view
Expert from Email Geeks shares it depends on whether it's a burst situation (busy for 2 hours a day) or sustained (10+ hours). If 12MM/day has no issues, benchmark against that. Consider 10MM/day limit for some breathing room.
26 Aug 2022 - Email Geeks
Expert view
Expert from Email Geeks suggests aiming for 2-3MM per day per IP, which is lower than the current 12MM. Lower numbers offer more flexibility regarding scheduling, bursts, and potential domain overload.
28 May 2022 - Email Geeks
What the documentation says
5 technical articles
According to documentation from various email service providers (SendGrid, Google, Amazon SES, Microsoft, SparkPost), the ideal email volume per IP address per day is best approached with a strategy of gradual increase. These platforms emphasize the importance of building a good sender reputation by starting with low sending volumes, especially when using a new IP address. Avoiding sudden spikes in email volume is crucial to prevent being flagged as spam. Continuous monitoring of sending reputation and deliverability is recommended to ensure adherence to sending guidelines and maintain a healthy email program.
Key findings
- Gradual Increase: A gradual increase in sending volume is universally recommended for building sender reputation.
- Avoid Spikes: Sudden spikes in email volume should be avoided to prevent spam flagging.
- New IP Considerations: Starting with a low sending volume is especially important when using a new IP address.
- Automated Limit Adjustments: Amazon SES automatically adjusts sending limits based on sending history and reputation.
Key considerations
- Sender Reputation: Maintaining a good sender reputation is essential for optimal deliverability.
- Monitoring Deliverability: Continuously monitor deliverability to ensure emails are reaching intended recipients.
- Adherence to Guidelines: Adhere to the specific sending guidelines of each email service provider.
- Pattern Learning: Gradual increases help providers learn your sending patterns, building a solid reputation.
- Reputation Data Portals: Use reputation data portals (such as Microsoft's) for monitoring reputation.
Technical article
Documentation from Amazon SES states that they automatically adjust your sending limits based on your sending history and reputation. It's important to adhere to their sending guidelines to maintain a good reputation and increase sending limits.
4 May 2024 - Amazon SES
Technical article
Documentation from SendGrid shares that it's vital to gradually increase sending volume to build a good sender reputation. They suggest avoiding large sudden spikes in email volume.
19 Jun 2022 - SendGrid
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