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How does erratic sending impact deliverability on dedicated IPs, especially for consumer domains in the US?

Summary

Erratic sending on dedicated IPs, particularly for consumer domains in the US, introduces unique challenges to email deliverability. While dedicated IPs offer greater control over your sender reputation, they also demand consistent volume and careful management to maintain trust with internet service providers (ISPs). Seasonal businesses with significant fluctuations in email volume face the critical task of warming their IPs (internet protocols) during peak periods without allowing reputation to decay during slower times.

What email marketers say

Email marketers often navigate the complexities of dedicated IPs with varying sending schedules, particularly for consumer-focused campaigns. There's a general consensus that consistency is ideal, but real-world business cycles frequently introduce fluctuations. The key often lies in understanding how major consumer ISPs (like Gmail and Yahoo) handle these variations and how to mitigate potential negative impacts through strategic sending and list management.

Marketer view

Marketer from Email Geeks explains they are considering dedicated IPs due to high sending volume and good engagement, hoping to avoid issues from shared IPs, especially during busy seasons.

23 Jan 2020 - Email Geeks

Marketer view

Marketer from Mailgun's blog points out that a dedicated IP provides more control over sender reputation, reducing the chance of being flagged as spam.

15 Apr 2024 - Mailgun

What the experts say

Deliverability experts underscore that while dedicated IPs offer isolation from other senders, they introduce their own set of challenges, particularly with inconsistent volume. The consensus is that IP reputation is built on predictable sending behavior. While US consumer ISPs are advanced, global variations exist, and maintaining a robust IP reputation through careful management and consistent sending habits remains crucial.

Expert view

Expert from Email Geeks advises that consistent sending volume is crucial for maintaining IP reputation on dedicated IPs.

23 Jan 2020 - Email Geeks

Expert view

Expert from SpamResource clarifies that maintaining a consistent sending rhythm, even if seasonal, is vital for dedicated IP health.

10 Apr 2024 - SpamResource

What the documentation says

Official documentation and research consistently highlight the importance of consistent sending patterns for maintaining a good sender reputation, especially on dedicated IPs. ISPs (Internet Service Providers) use various signals, including sending volume and frequency, to assess the trustworthiness of an IP address and domain. While authentication protocols like SPF, DKIM, and DMARC are fundamental, erratic sending can still signal undesirable behavior and impact deliverability.

Technical article

Documentation from Mailgun's Sender Reputation guide notes that maintaining a steady sending volume helps in building a positive sender reputation.

15 Apr 2024 - Mailgun

Technical article

Documentation from Klaviyo's deliverability guide states that consistent sending behavior is a key factor for ISPs when evaluating IP reputation.

10 Mar 2023 - Klaviyo Help Center

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