Summary
The question of whether to use a dedicated IP address for email volumes around 150K-200K emails per month is a common one among senders. While some perceive a specific minimum volume as necessary to maintain IP reputation, the reality is nuanced. Modern email deliverability relies less on IP reputation alone and more on a holistic approach that includes domain reputation, sender behavior, and list engagement. For volumes in this range, the decision often comes down to specific sending patterns, the type of emails being sent, and the capabilities of your Email Service Provider (ESP). Understanding the trade-offs between dedicated and shared IPs is crucial for making an informed choice that supports your deliverability goals.
Key findings
- IP reputation's evolving role: IP reputation is no longer the sole, or even primary, factor in email deliverability. Domain reputation often carries more weight with Internet Service Providers (ISPs).
- Volume impact: Sending 150K-200K emails per month on a dedicated IP can make it harder to build and maintain a consistent positive reputation compared to higher volumes, as machine learning algorithms struggle to gather enough data.
- Fluctuation risk: Lower volumes lead to less 'economy of scale,' meaning a few negative sending events can disproportionately impact your IP's reputation, causing more significant fluctuations.
- Shared IP viability: For many senders, shared IP addresses are entirely sufficient, especially when managed competently by an ESP. Many clients successfully send millions of emails daily on shared IPs.
- Warming challenges: Warming up a new dedicated IP with lower volumes (150K-200K/month) can be a challenging and potentially painful process.
Key considerations
- Volume requirements: Assess the recommended minimum send volume for a dedicated IP from various sources. Mailgun, for instance, suggests that dedicated IPs start to make sense for hundreds of thousands of emails per month (200K+) or millions.
- Engagement level: For volumes around 150K-200K per month, if you're sending to a highly engaged and existing audience (e.g., B2B communications to customers), you might be able to manage with a dedicated IP despite the lower volume. However, consistent engagement is paramount.
- Domain vs. IP reputation: Focus on maintaining a strong email domain reputation, as many modern filters prioritize domain-based filtering or blocklisting over IP-based measures.
- ESP competency: If your ESP is proficient at managing shared IP pools, leveraging their expertise can often provide superior deliverability without the overhead of dedicated IP management, even for significant volumes.
What email marketers say
Email marketers often grapple with the practical implications of choosing between dedicated and shared IP addresses, especially when their sending volumes fall into a moderate range like 150K-200K emails per month. Their opinions frequently reflect real-world experiences with list engagement, the nuances of different email types (e.g., B2B versus marketing), and the pragmatic considerations of ESP offerings. While some marketers might be tempted by the perceived control of a dedicated IP, others emphasize the challenges of maintaining reputation at lower volumes and the general effectiveness of well-managed shared IPs.
Key opinions
- Volume versus reputation: Marketers frequently express concern that a volume of 150K-200K emails per month might be insufficient to consistently build and maintain a strong reputation on a dedicated IP. This lower volume can make the IP's reputation more volatile.
- Audience engagement matters: The type of communication and audience engagement are critical. If emails are B2B communications to an existing, highly engaged customer base, managing deliverability on a dedicated IP might be more feasible even with these volumes.
- Shared IP preference: Many marketers, particularly those observing modern deliverability trends, prefer shared IPs unless their volume is exceptionally high (e.g., millions per day). They suggest that shared IPs, when well-managed by an ESP, often yield better or equivalent results for moderate senders.
- Warming pain points: Migrating from a shared to a dedicated IP with 150K-200K monthly volume can lead to a 'painful' warming process due to insufficient consistent volume for ISPs to assess.
- Beyond deliverability: Sometimes the decision to use a dedicated IP is driven by factors other than strict deliverability needs, such as it being included in a service package.
Key considerations
- Assessing existing issues: If you're facing deliverability issues, consider whether a dedicated IP truly addresses the root cause or if other factors are at play. It's important to understand why your emails are failing.
- Dedicated IP rationale: Marketers should question the underlying reason for wanting a dedicated IP. If it's merely 'because it's included,' weigh the potential challenges of managing its reputation against the benefits.
- Shared vs. dedicated IP strategy: For volumes of 150K-200K per month, it's often more practical to use a shared IP address provided by a reputable ESP. This approach leverages the collective good sending behavior of others on the same IP pool. Instiller suggests that 1 IP is generally sufficient for 150K-200K emails per *day*.
- Engagement measurement: Continuously monitor your audience's engagement metrics. A highly engaged list can mitigate some of the risks associated with lower volume on a dedicated IP.
Marketer view
Email marketer from Email Geeks asks about the impact of sending 150K-200K emails per month on a dedicated IP, expressing concern that a minimum volume of 250K/month was cited and wondering if their IP reputation would suffer at lower numbers.
Marketer view
Email marketer from Email Geeks notes that lower volumes reduce the 'economy of scale,' making it easier for a few negative events to significantly impact reputation, leading to more fluctuating IP reputation.
What the experts say
Email deliverability experts offer a more technical and strategic perspective on the role of dedicated IPs, especially for moderate sending volumes. Their insights often delve into the mechanisms of how ISPs evaluate sender reputation, emphasizing the diminishing importance of IP reputation compared to domain reputation. Experts frequently advocate for shared IP addresses in many scenarios, highlighting that a competent ESP can manage shared pools effectively to ensure strong deliverability. They also point out the specific challenges and considerations when a dedicated IP is chosen, such as the initial warming process and the impact of lower, less consistent volumes.
Key opinions
- IP reputation's reduced weight: Experts agree that IP reputation is a less significant factor in email delivery than it once was, with domain reputation playing a much larger role today.
- Shared IPs are generally effective: For most senders, including those sending millions daily, shared IPs are often sufficient, especially if managed by a competent ESP. Specific circumstances are usually required to justify a dedicated IP.
- Volume and reputation building: Maintaining a strong reputation on a dedicated IP can be harder with lower volumes (e.g., 50K-100K sends consistently, or 150K-200K monthly), as it provides less data for ISPs to build a consistent profile.
- Domain vs. IP blocklists: Modern filters tend to prioritize domain-based filtering or blocklisting over direct IP blocks, making domain reputation paramount.
- Business filters: While business filters differ from consumer filters, the trend away from IP blocks remains consistent.
Key considerations
- Holistic deliverability: Instead of fixating solely on IP type, adopt a comprehensive approach to email deliverability, including strong list hygiene, content quality, and proper authentication (SPF, DKIM, DMARC).
- ESP evaluation: Ensure your ESP demonstrates competence in managing their shared IP pools, as this is more critical than simply having a dedicated IP.
- Warming strategy: If you opt for a dedicated IP with moderate volume, prepare for a rigorous and potentially lengthy IP warming process. Amazon SES, for example, notes that multiple IP addresses might be beneficial for large weekly sends.
- Authentication importance: Prioritize robust email authentication setup. DMARC, SPF, and DKIM are increasingly vital for sender reputation, often outweighing the IP's reputation alone.
Expert view
Expert from Email Geeks explains that lower volumes make it harder to build and maintain an IP's reputation, though they note that IP reputation is a minor piece of delivery in current times.
Expert view
SpamResource emphasizes that domain reputation is becoming increasingly important in email delivery, often overshadowing the traditional reliance on IP reputation for many major mailbox providers.
What the documentation says
Official documentation and reputable industry resources provide guidelines and best practices for managing email sending infrastructure, including the use of dedicated IP addresses. These sources often present nuanced views based on aggregated data and real-world observations from major senders and Email Service Providers. While some documentation may suggest specific volume thresholds for dedicated IPs, they generally underscore the importance of consistent sending, proper IP warming, and the overarching role of sender reputation, which encompasses more than just the IP address itself. They also highlight the benefits of dedicated IPs for control and the considerations for varying sending patterns.
Key findings
- Volume thresholds: Documentation often places dedicated IP suitability at volumes generally higher than 150K-200K per month, sometimes suggesting 200K+ monthly or even millions per day, for optimal reputation building.
- Reputation building difficulty: Below certain thresholds (e.g., 100K-200K emails per month), it becomes harder for machine learning algorithms to establish a robust and consistent reputation for a dedicated IP.
- IP warming importance: Proper IP warming is a universally acknowledged critical step for new dedicated IPs to build a positive reputation and improve deliverability. ISPs closely monitor new IP sending behavior.
- Control and customization: A dedicated IP provides senders with greater control over their email setup, including authentication protocols and configuration, which can be beneficial for specific use cases.
- Multiple IPs for scale: For very large or high-frequency sends (e.g., 150K per week or 200K per day), some documentation suggests considering multiple IP addresses to ensure timely delivery and maintain reputation.
Key considerations
- Volume consistency: Focus on consistent daily or weekly sending volume rather than just a monthly aggregate. For instance, Instiller states that 150K-200K emails per day usually requires one IP address for timely delivery, which is significantly higher than monthly volume.
- IP warming process: Adhere strictly to IP warming schedules if using a new dedicated IP. Inconsistent or low volume during this phase can negatively impact future deliverability, as explained by LuxSci and WP Mail SMTP.
- Maximum email volume per IP: Research the recommended maximum email volume per IP address to ensure your volume aligns with best practices and avoids potential throttling or blocklisting.
- IP choice strategy: Base the decision on a dedicated IP on comprehensive factors like list engagement, email type, and sending frequency, not just a perceived need or availability, as detailed by Kickbox Blog.
Technical article
Amazon Web Services documentation suggests that for weekly bulk sends of 150K emails, a single IP address might not be enough, recommending considering multiple IP addresses to ensure optimal delivery performance.
Technical article
Mailgun documentation indicates that sending millions of emails, or even hundreds of thousands monthly (specifically 200K+), is the point where it becomes practical and advantageous to establish and manage your own dedicated IP infrastructure.
Related resources
8 resources
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