Summary
The number of emails you can send per dedicated IP address before needing another one is not a fixed limit. It's heavily dependent on building and maintaining a strong sender reputation. Experts and marketers emphasize the importance of gradually warming up the IP by starting with a small, highly engaged audience and consistently increasing volume over time. Key to success is closely monitoring engagement metrics (open rates, bounces, complaints) and proactively managing your email lists by pruning unengaged contacts and correcting errors. While some suggest considering a second IP around 400k-500k emails/day or 1-2 million emails/day, it's more crucial to prioritize a healthy sending reputation and engagement over sheer volume. Proper email authentication is also essential.
Key findings
- Reputation is Paramount: The number of emails you can send per IP primarily depends on your sender reputation.
- Gradual IP Warm-up: Gradually increase sending volume to a new IP address to build a positive reputation.
- Engagement Focus: Prioritize sending to an engaged audience and monitor metrics closely.
- List Management Crucial: Maintain a clean and segmented email list by removing unengaged contacts and correcting errors.
- Volume Guidelines Exist: Some sources suggest considering a second IP around 400k-500k/day or 1-2 million/day, but engagement is more important.
Key considerations
- Ramp-Up Schedule: Implement a structured plan to increase sending volume during the IP warm-up process.
- Authentication is Key: Ensure proper email authentication (SPF, DKIM, DMARC) is in place.
- Content Relevance: Send engaging, relevant content that resonates with your audience.
- Feedback Loops: Monitor feedback from mailbox providers and adjust your sending practices as needed.
- Redundancy: Having an IP per 500k total mail per day for redundancy.
What email marketers say
12 marketer opinions
The number of emails you can send per dedicated IP before needing another isn't a fixed number, but rather depends on several factors. It's crucial to build and maintain a good sender reputation by sending consistent volume of engaging content to opted-in subscribers. Most experts agree on gradually warming up the IP by starting with small batches to highly engaged users and slowly increasing the volume. Monitor engagement metrics like open rates, bounces, and complaints, and adjust your sending practices accordingly. Considerations include the type of content, the target audience, and adherence to email best practices. Some rules of thumb suggest considering a second IP around 400k-500k emails per day, or at 2 million emails per day. However, it's more important to focus on the quality of your sending practices and your reputation.
Key opinions
- Reputation Matters: The number of emails per IP depends on your sender reputation, not a fixed limit.
- Gradual Warm-up: Gradually warm up the IP address by starting with small batches and increasing the sending volume over time.
- Engagement is Key: Focus on sending engaging content to opted-in subscribers.
- Monitor Metrics: Closely monitor key metrics like open rates, bounces, and complaints to gauge sender reputation.
- Rules of Thumb: Some sources consider adding a new IP around 400k-500k/day or 2M/day, but this is highly variable.
Key considerations
- Content Quality: Ensure the content is engaging and relevant to the recipients.
- List Management: Maintain a clean and up-to-date email list.
- Authentication: Authenticate your emails to improve deliverability.
- Sending Frequency: Establish a consistent sending frequency.
- Engagement Data: Make sure you are sending genuine emails to real recipients to build up the reputation of your dedicated IP.
- ISP Relations: Manage your reputation and not send spam and abuse emails as this will greatly reduce the amount of emails you are able to send.
Marketer view
Email marketer from Web Tribunal explains that using a dedicated IP guarantees a much better deliverability rate, provided you maintain a high-quality sender reputation. This can include increasing volume slowly and ensuring your email list is opt-in only.
23 Jun 2024 - Web Tribunal
Marketer view
Email marketer from Quora user Emily Carter highlights that the number of emails depends on your engagement metrics. If you are seeing good open rates, you can send more. Ensure that you avoid spam traps as this can seriously impact the amount of email you are able to send.
19 Oct 2024 - Quora
What the experts say
4 expert opinions
Experts suggest considering an additional dedicated IP when approaching sending volumes of 1-2 million emails per day per IP. However, warming up the IP by focusing on engagement with active list management and careful monitoring are essential for optimal deliverability before reaching these volumes.
Key opinions
- Volume Threshold: A general threshold for considering another IP is around 1-2 million emails per day per IP.
- Engagement Focus: When warming up an IP, prioritize engagement by sending to the most active users and monitoring results.
- List Hygiene: Actively manage your email lists during IP warm-up, correcting errors and segmenting.
Key considerations
- IP Warm-up: Warming up your IP is essential before sending high volumes to maintain deliverability.
- Engagement Metrics: Regularly monitor engagement metrics (opens, clicks, etc.) to gauge sender reputation.
- List Segmentation: Segment email lists for more targeted and relevant content.
Expert view
Expert from Spam Resource explains that when warming up an IP, you should focus on engagement. Send to your most engaged users first and monitor your results, gradually increasing the volume as your reputation improves.
13 May 2024 - Spam Resource
Expert view
Expert from Email Geeks explains their threshold for considering adding a new IP is around 1M / day / IP, but really is 2M.
20 Aug 2022 - Email Geeks
What the documentation says
4 technical articles
All documentation emphasizes the importance of gradually increasing sending volume to new IP addresses. Starting with a small, engaged audience and consistently increasing the amount sent over time is essential for building a positive sender reputation. Continuous monitoring of metrics like bounces, complaints, and overall engagement is critical to ensuring deliverability and preventing negative impacts on sender reputation. Additionally, managing your reputation and ensuring email authentication are critical for maintaining a good reputation with mailbox providers.
Key findings
- Gradual Volume Increase: Gradually increase sending volume when warming up a new IP address.
- Engaged Audience First: Start by sending to your most engaged users to establish a good reputation.
- Monitor Key Metrics: Actively monitor bounces, complaints, and engagement to gauge sender reputation.
- Reputation Management: Manage reputation by avoiding spam, abuse emails, and unauthenticated emails.
Key considerations
- Ramp-Up Schedule: Follow a structured ramp-up schedule for increasing sending volume.
- Feedback Loops: Pay attention to feedback from mailbox providers and adjust sending practices accordingly.
- Email Authentication: Implement email authentication (SPF, DKIM, DMARC) to improve deliverability.
- List Hygiene: Maintain a clean and engaged email list.
Technical article
Documentation from Google Postmaster Tools recommends that you should gradually increase sending volume to Gmail users. Sending too much email too quickly can negatively impact your sender reputation and lead to deliverability issues.
22 Oct 2023 - Google Postmaster Tools
Technical article
Documentation from SparkPost recommends a gradual increase in sending volume. Start with your most engaged users and ensure they are expecting your messages. Monitor metrics like bounces, complaints, and engagement to assess the health of your sending reputation.
25 Jul 2022 - SparkPost
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