Summary
When SFMC shared IP reputation suffers due to other senders, a multi-faceted approach is required. This includes proactively monitoring IP and domain reputation with tools like SenderScore, Google Postmaster Tools, and Talos Intelligence. Contacting SFMC support for investigation and mitigation, potentially escalating if needed, is crucial, even exploring migration to a different IP pool or dedicated IP. A dedicated IP, while beneficial for isolation, necessitates proper warming. Maintain a clean and segmented email list, adhere to a consistent sending volume, and ensure proper sender authentication (SPF, DKIM, DMARC). Domain reputation may offer some compensation but varies by provider. In severe cases, consider migrating away from SFMC if compliance issues persist.
Key findings
- Proactive Monitoring: Regular monitoring of IP and domain reputation is essential for early detection and mitigation of deliverability issues.
- ESP Escalation: Contacting and potentially escalating issues with SFMC support is crucial for addressing shared IP problems.
- Dedicated IP Benefit: Migrating to a dedicated IP provides isolation but requires careful warming and management.
- List Hygiene: Maintaining a clean, segmented email list improves engagement and prevents deliverability issues.
- Authentication Importance: Proper sender authentication (SPF, DKIM, DMARC) is essential for establishing trust with mailbox providers.
- Domain Reputation Compensation: Domain reputation can partially offset IP reputation issues, but its effectiveness varies.
- Provider Migration: In extreme cases, consider migrating away from SFMC if compliance issues within shared IPs persist.
Key considerations
- Monitoring Implementation: Implement a system for regularly monitoring IP and domain reputation, and set up alerts for significant changes.
- Escalation Process: Establish a clear process for escalating deliverability issues within SFMC, including contact points and expected response times.
- IP Warming Strategy: Develop a well-defined IP warming strategy if migrating to a dedicated IP, and adhere to sending limits of each ISP.
- List Cleaning Schedule: Establish a routine for cleaning and segmenting your email list, removing inactive subscribers and invalid addresses.
- Authentication Verification: Verify that your SPF, DKIM, and DMARC records are properly configured and functioning correctly.
- Compliance Evaluation: Regularly assess SFMC's compliance policies and effectiveness in managing shared IP reputation.
- Cost-Benefit Analysis: Conduct a cost-benefit analysis of migrating to a dedicated IP versus the potential impact of shared IP issues.
What email marketers say
13 marketer opinions
When a shared IP reputation in SFMC tanks due to other senders, the consensus advice revolves around proactive monitoring, swift action, and potential migration. Monitoring tools like SenderScore, Google Postmaster Tools, and Talos Intelligence are crucial for early detection. Contacting SFMC support to investigate and mitigate the issue, potentially escalating if needed, is essential. A move to a dedicated IP is often recommended, even with lower volume, but requires proper warming. Maintaining a clean, segmented email list and consistent sending volume improves engagement and protects reputation. Domain reputation can help compensate for poor IP reputation. Sender authentication (SPF, DKIM, DMARC) should be correctly implemented. Ultimately, it is a mix of technical adjustments and consistent attention that helps mitigate issues around shared IP reputation.
Key opinions
- Monitoring: Proactive monitoring of IP and domain reputation is crucial using tools like SenderScore, Google Postmaster Tools, and Talos Intelligence.
- Escalation: Contacting and potentially escalating issues with SFMC support is necessary to address the problem, involving Deliverability and Abuse & Compliance teams.
- Dedicated IP: Migrating to a dedicated IP is often recommended, but requires proper warming procedures, even with lower sending volumes.
- List Hygiene: Maintaining a clean, segmented email list and consistent sending volume improves engagement and sender reputation.
- Domain Reputation: Domain reputation can compensate for poor IP reputation, but the extent depends on the severity of the IP issues.
- Authentication: Proper sender authentication (SPF, DKIM, DMARC) is crucial for avoiding deliverability issues.
Key considerations
- Dedicated IP Readiness: Assess your readiness for a dedicated IP, considering email volume and resources for proper warming and reputation management.
- Escalation Strategy: Develop a clear escalation strategy within SFMC support if initial efforts are unsuccessful, involving account managers or sales representatives.
- Tool Selection: Choose the right monitoring tools to track your IP and domain reputation effectively.
- List Management Practices: Implement robust list cleaning and segmentation practices to improve engagement and reduce spam complaints.
- Reputation Impact: Understand the potential impact of shared IP issues on your overall sender reputation and take corrective actions accordingly.
Marketer view
Email marketer from InboxAce Tips highlights the importance of sending a consistent volume of emails to establish a predictable sending pattern. Inconsistent email volume can raise red flags with mailbox providers and negatively impact your IP reputation. Maintaining a steady email volume demonstrates that your sending practices are legitimate.
10 Oct 2024 - InboxAce Tips
Marketer view
Email marketer from MailMonitor Blog emphasizes proactive reputation management. By actively monitoring your IP and domain reputation, you can identify and address deliverability issues before they impact your sending performance. They recommends using tools like blacklist monitoring and feedback loops to stay informed about your sender reputation.
14 Jan 2025 - MailMonitor Blog
What the experts say
6 expert opinions
Experts agree that shared IP issues in SFMC, often stemming from non-compliant senders, necessitate proactive measures. Migration to a dedicated IP is frequently recommended to isolate reputation, although it is not always a perfect solution. Monitoring IP and domain reputation is crucial to identify and address issues promptly. Proper sender authentication (SPF, DKIM) is essential, as is understanding that domain reputation can only partially compensate for a bad IP reputation and varies by mailbox provider. Some suggest migrating away from SFMC altogether if fundamental compliance issues persist.
Key opinions
- Shared IP Problems: SFMC shared IP pools may have declining reputations due to non-compliant senders.
- Dedicated IP Isolation: Migrating to a dedicated IP helps insulate senders from the negative impact of others on shared IPs.
- Proactive Monitoring: Monitoring IP and domain reputation is crucial for early detection and issue resolution.
- Authentication Importance: Proper sender authentication (SPF, DKIM) is essential for deliverability and avoiding reputation issues.
- Limited Domain Compensation: Domain reputation can only partially compensate for poor IP reputation, and this varies by provider.
- Provider Migration: Consider migrating away from SFMC if fundamental compliance issues persist within their shared IP infrastructure.
Key considerations
- Migration Feasibility: Assess the feasibility of migrating to a dedicated IP, considering volume, technical expertise, and potential disruption.
- Monitoring Tools: Implement tools and processes for continuously monitoring IP and domain reputation metrics.
- Authentication Accuracy: Ensure correct and complete configuration of SPF, DKIM, and DMARC records.
- Provider Evaluation: Evaluate whether the problems with SFMC are systemic and whether migration to a different provider is warranted.
- Compliance Enforcement: Attempt to escalate the issues through sales or support channels to encourage SFMC to enforce stricter compliance among its senders.
Expert view
Expert from Email Geeks says potentially domain reputation can compensate for poor IP reputation, but some mailbox providers are better at this than others.
17 Oct 2021 - Email Geeks
Expert view
Expert from Spam Resource explains that your 'neighbors' in a shared hosting setup can affect your mail reputation. He recommends that if you're sending substantial mail, it's a good idea to get your own IP address. Having a dedicated IP helps insulate you from the actions of others.
29 Mar 2025 - Spam Resource
What the documentation says
5 technical articles
When SFMC shared IP reputation tanks, documentation emphasizes proactive management and adherence to best practices. IP warming is crucial when transitioning to a dedicated IP. Key strategies include contacting your ESP, implementing proper authentication (SPF, DKIM, DMARC), maintaining a clean email list, honoring unsubscribe requests, and avoiding spam traps. Following bulk sender guidelines from Gmail and Microsoft is also emphasized. Overall, maintaining a good sender reputation is an ongoing process that requires consistent effort and adherence to established best practices.
Key findings
- IP Warming: Proper IP address warming is crucial when migrating to a dedicated IP to ensure deliverability.
- ESP Contact: Contacting your ESP (e.g., SFMC support) is essential for mitigating issues on shared IP pools.
- Authentication: Setting up authentication protocols (SPF, DKIM, DMARC) prevents spoofing and improves deliverability.
- List Management: Maintaining a clean email list, honoring unsubscribe requests, and avoiding spam traps contribute to a good sender reputation.
- Bulk Sender Guidelines: Following bulk sender best practices from Gmail and Microsoft is crucial for avoiding spam filters.
Key considerations
- Warming Schedule: Develop a gradual IP warming schedule, adhering to sending guidelines from each ISP.
- Authentication Setup: Ensure accurate and complete configuration of SPF, DKIM, and DMARC records.
- List Hygiene: Implement regular list cleaning and suppression processes to remove inactive subscribers and invalid addresses.
- Feedback Loops: Monitor feedback loops and promptly address any complaints or issues raised by recipients.
- Best Practices Adherence: Continuously review and adhere to the latest email deliverability best practices.
Technical article
Documentation from Salesforce Documentation explains the process of IP address warming. If migrating to a dedicated IP, properly warming the IP address is crucial to ensure email deliverability, particularly with high-volume sends. The volume should be gradually increased, while being sure to adhere to the sending guidelines for each ISP.
24 Mar 2024 - Salesforce Documentation
Technical article
Documentation from SparkPost Documentation details how to deal with sending from shared IP pools. If you find issues with your deliverability on a shared IP, the main piece of advice is to contact your ESP for ways to mitigate or remedy your deliverability issues.
4 Feb 2025 - SparkPost Documentation
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