Summary
Sharing a pooled IP address in Salesforce Marketing Cloud (SFMC) is generally recommended for new accounts, senders with low email volumes (typically below 50,000 emails/month), and those with limited resources for dedicated IP management. It allows leveraging existing IP reputation and avoids the complexities of IP warming. However, it's essential to monitor deliverability and be aware of the potential negative impact from other senders on the same IP pool. Some experts advise caution regarding SFMC's shared IP pools due to potential quality issues. Ultimately, the choice depends on factors like sending volume, budget, technical expertise, and adherence to email marketing best practices.
Key findings
- Best for Low Volume: Shared IPs are best suited for senders with low email volumes (under 50,000/month) and new accounts.
- Avoids IP Warming: Using a shared IP avoids the need for IP warming.
- Reputation Benefit: New senders benefit from leveraging an existing IP's reputation.
- Shared IP Risks: Deliverability is impacted by the sending practices of other users on the shared IP. Some suggest poor quality of SFMC IP pools.
- Domain Warming Required: Even with shared IPs, domain warming is often necessary.
- Monitor Deliverability: Must monitor deliverability to ensure the shared IP isn't negatively impacting your emails.
- Evaluate Alternatives: Consider sharing an existing dedicated IP or using multiple dedicated IPs instead of shared IPs in some instances.
Key considerations
- Sending Volume: Determine if your sending volume warrants a dedicated IP. Shared IPs are best for lower volumes.
- Budget Constraints: Assess budget, as shared IPs are generally more cost-effective initially.
- Technical Expertise: Consider your technical ability to manage dedicated IPs and email deliverability.
- Reputation Management: Evaluate your ability to monitor and maintain your email sending reputation.
- SFMC Pool Quality: Investigate the quality and reputation of SFMC's shared IP pools.
- Best Practices: Adhere to email marketing best practices regardless of IP type.
What email marketers say
9 marketer opinions
Sharing a pooled IP address in Salesforce Marketing Cloud (SFMC) is generally advisable for senders with low email volumes, especially when starting out. It avoids the need for IP warming and allows leveraging the existing reputation of the shared IP. However, deliverability can be impacted by the sending practices of other users on the same IP pool. Some users also advise staying away from the SFMC shared IP pools due to poor quality.
Key opinions
- Low Volume Benefit: Shared IPs are beneficial for senders with low email volumes, as they don't require IP warming.
- Reputation Leverage: New senders can benefit from the existing positive reputation of a shared IP.
- Deliverability Risk: Deliverability can be negatively impacted by the poor sending practices of other users on the shared IP.
- SFMC Shared IP Quality: Some advise against using SFMC's shared IP pools due to potential quality issues.
- Transition to Dedicated: It's generally recommended to transition to a dedicated IP once email volume increases.
Key considerations
- Sending Volume: Consider the volume of emails you send per month to determine if a shared or dedicated IP is more appropriate. Those sending under 50,000 are more suitable for a shared IP.
- Reputation Monitoring: Closely monitor your deliverability metrics to ensure the shared IP is not negatively impacting your email performance.
- Sending Practices: Adhere to email marketing best practices to avoid negatively impacting your deliverability.
- SFMC Shared IP Evaluation: Carefully evaluate the quality and reputation of SFMC's shared IP pools before using them.
- Initial Strategy: Consider using shared IP to start your email marketing activities while you're getting your email setup established.
Marketer view
Email marketer from Email on Acid shares that using a shared IP can be a good option for companies with a low sending volume, or who don't want to manage their own dedicated IP address. It can save time and money, but your reputation can be impacted by other senders using that shared IP.
23 May 2022 - Email on Acid
Marketer view
Email marketer from Quora explains that it can make sense to use a shared IP address when first starting out, as they may not have enough traffic yet to get a dedicated IP address. You can still build your email reputation while you warm up the IP and your domain and then move onto a dedicated IP when needed.
12 Dec 2021 - Quora
What the experts say
5 expert opinions
Experts suggest that using a shared IP in SFMC is suitable for low-volume senders, those with limited reputation management resources, or those just starting. However, domain warming is still necessary. Shared IPs in SFMC can suffer from reputation issues due to other clients. Sharing a dedicated IP or using multiple dedicated IPs is an alternative. The choice hinges on volume, reputation management, and budget. It's also critical to consider the potential impact of other senders' practices on shared IP deliverability.
Key opinions
- Low Volume Suitability: Shared IPs are appropriate for low-volume senders and those starting out.
- Domain Warming Still Needed: Domain warming is still necessary even when using a shared IP.
- SFMC Shared IP Concerns: SFMC shared IPs may have deliverability issues due to the reputation of other clients.
- Dedicated IP Alternatives: Sharing a dedicated IP or using multiple dedicated IPs is a safer alternative.
- Policy Aim: SFMC's shared IP policies aimed to prevent shared IPs from becoming 'hot garbage' but may no longer be in place.
- Reputation Impact: Other senders' deliverability issues on a shared IP can affect your deliverability.
Key considerations
- Sending Volume: Assess your email volume to determine if a shared or dedicated IP is more suitable.
- Reputation Management: Consider your ability to manage and monitor your email reputation.
- Budget: Factor in the cost of dedicated IPs versus the perceived risk of shared IPs.
- SFMC Shared IP Quality: Evaluate the reputation and potential issues with SFMC's shared IPs.
- Alternative Strategies: Explore alternative strategies like sharing a dedicated IP or using multiple dedicated IPs.
- Campaign Speed: Take campaign speed into account, as it can impact deliverability on shared IPs.
Expert view
Expert from Spam Resource explains that if other senders on the IP address are having deliverability issues, it can effect your deliverability. They explain that if you're using a reputable shared IP address this shouldn't be an issue.
16 Apr 2025 - Spam Resource
Expert view
Expert from Email Geeks explains that the policy was designed to prevent shared IP pools from becoming 'hot garbage' by preventing low quality mail from being sent on them. They talk about managing multi-tiered reputation based shared IP pools, including assigning clients based on engagement metrics and removing high-volume senders. They suspect that this system ceased after they left.
18 Nov 2022 - Email Geeks
What the documentation says
4 technical articles
Documentation suggests sharing a pooled IP in SFMC is advisable for new accounts, those with low sending volumes, or when managing transactional emails, as it eliminates IP warming, leverages established reputation, and reduces costs. Maintaining good sending practices and closely monitoring reputation are crucial, as the behavior of other senders on the shared IP can impact deliverability.
Key findings
- New Accounts/Low Volume: Shared IPs are suitable for new accounts or those with low sending volumes in SFMC.
- Avoids IP Warming: Sharing a pooled IP avoids the need for IP warming.
- Leverages Reputation: Allows leveraging the existing reputation of established IPs.
- Transactional Emails: Shared IP pools are appropriate for transactional emails with good sending practices and low complaint rates.
- Cost Reduction: Reduces infrastructure costs and simplifies management.
- Google Workspace: Email from Google Workspace is likely being sent via a shared IP address.
Key considerations
- Sending Volume: Assess if your sending volume justifies a dedicated IP; shared IPs are suitable until then.
- Sending Practices: Maintain good sending practices to avoid impacting deliverability.
- Reputation Monitoring: Monitor reputation to maintain high deliverability.
- Risk of Others' Practices: Be aware that deliverability can be impacted by other senders' behavior on the shared IP.
Technical article
Documentation from SparkPost explains that shared IP pools are suitable for transactional emails with good sending practices and low complaint rates. This reduces infrastructure costs and simplifies management. They emphasize the importance of monitoring reputation to maintain high deliverability.
12 Mar 2024 - SparkPost
Technical article
Documentation from Mailjet answers the question about shared versus dedicated IPs. It explains the benefits of shared IPs and when to use them. If you are new to email marketing or have a smaller list, a shared IP can be a better option as you build your sending reputation. It also highlights the risk if others are sending poor mail on the same IP.
31 Jul 2024 - Mailjet
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