Does using a shared IP in SFMC mean I don't need to do any IP warming?

While a shared IP means the IP itself is warmed, your sending domain still requires warming. Mailbox providers build a reputation not just for the IP, but also for the domain that emails originate from. Gradually increasing your sending volume from a new domain, even on a shared IP, is important to establish trust and ensure good deliverability.

Is it advisable to use a shared IP for a new business unit in SFMC?

For new business units with low sending volumes (e.g., under 250,000 emails per month), a shared pooled IP can be suitable. It allows you to leverage the existing reputation of the shared IP and avoids the need to warm a new dedicated IP from scratch for small volumes. However, for established business units with high volume, it's generally better to maintain or acquire a dedicated IP.

What are the primary risks of using a shared IP pool in Salesforce Marketing Cloud?

The main risk is that your email deliverability can be negatively impacted by the poor sending practices of other companies sharing the same IP address. If others send spam or experience high bounce rates, your emails might also suffer from reduced inbox placement or even get blocklisted. Continuous monitoring of your sender reputation and blocklists is crucial.

Can I share my existing dedicated IP with a new, smaller division instead of using SFMC's general shared pool?

If you have an existing dedicated IP with good reputation and a smaller business unit or new campaign, you might consider sharing that dedicated IP across both. This creates a private pooled environment, giving you more control over the IP's reputation than a general shared SFMC pool. However, ensure the total combined volume doesn't excessively exceed Salesforce's recommended limits for a single IP.

When is it advisable to share a pooled IP address in Salesforce Marketing Cloud (SFMC)? - Sender reputation - Email deliverability - Knowledge base

Deciding between a shared pooled IP address and a dedicated IP in Salesforce Marketing Cloud (SFMC) is a common dilemma for email marketers, especially as sending volumes and business units evolve. While dedicated IPs offer more control over your sending reputation, shared IPs can be a viable and even preferable option under specific circumstances. The key lies in understanding the nuances of each and how they align with your email program's needs.

My experience suggests that for certain sending profiles, a shared IP can be highly beneficial, potentially simplifying IP warming and reducing overhead. However, it is crucial to consider the potential downsides, such as relying on the sending habits of others. Let's explore the scenarios where sharing a pooled IP address in SFMC makes sense.

Shared versus dedicated IPs

Shared IP addresses are exactly what they sound like: multiple senders use the same IP address. In SFMC, these are managed by Salesforce, which aims to group senders with similar practices. This can be advantageous for new senders or those with smaller, inconsistent volumes, as the collective sending history helps maintain a baseline reputation. Salesforce typically recommends moving to a dedicated IP when volumes exceed around 250,000 emails per month. Dedicated IPs, on the other hand, provide complete control over your sender reputation, which is built solely on your own sending practices.

One common misconception is that shared IPs completely negate the need for IP warming. While the IP itself might have an established reputation, your sending domain still needs to build its own trust with mailbox providers. This domain warming process is critical for new domains or significant changes in sending behavior, regardless of the IP type. It's about showing mailbox providers that your email is legitimate and valued by recipients.

Understanding how a shared IP works and its potential impact on your email deliverability is fundamental. It often comes down to your sending volume, consistency, and the nature of your email content. Smaller, transactional sends or infrequent campaigns may benefit from the stability of a shared IP, while large, consistent marketing sends typically require the dedicated control of a private IP.

When a shared pooled IP is advisable

For smaller email programs or new business units with low sending volumes, a shared pooled IP address is often advisable. If your volume is, for example, between 100,000 and 250,000 emails per month, you might not have enough consistent volume to adequately warm and maintain a dedicated IP's reputation. In such cases, a shared IP allows you to leverage the collective reputation of other senders in the pool, often leading to better initial inbox placement than a cold dedicated IP.

Consider scenarios where your email sends are infrequent or highly irregular. A dedicated IP requires consistent, sufficient volume to keep its reputation warm. If you send emails sporadically, a dedicated IP might cool down, making subsequent sends less effective. A shared IP absorbs this inconsistency by pooling your volume with others, maintaining a more stable sending environment. This makes it a strong contender when evaluating shared versus dedicated IPs for inconsistent email sends.

Shared IPs can also be a good starting point for new SFMC accounts. They allow you to get campaigns running quickly without the initial commitment and warming period of a dedicated IP. However, this is usually a temporary solution. As your volume grows or your email program matures, revisiting your IP strategy becomes essential. Salesforce's documentation on shared IP considerations provides further insights into their policy recommendations.

Mitigating risks and building reputation

The main risk with shared IP pools is the potential impact of other senders' poor practices on your own deliverability. If a co-user on your shared IP sends spam or experiences high bounce and complaint rates, your emails can also suffer, leading to lower inbox placement or even being listed on a blocklist (or blacklist). This is why active blocklist monitoring becomes more critical when using shared resources.

To mitigate these risks, maintaining excellent email hygiene is paramount. This includes regularly cleaning your email lists, suppressing unengaged subscribers, and ensuring your content is relevant and welcomed by recipients. Even on a shared IP, your domain's reputation is influenced by your practices. Focusing on these elements helps protect your sender reputation, regardless of the IP type you use. It's a critical part of managing email sender reputation for ESPs.

If you experience significant deliverability issues on a shared IP, it might be a sign that it's time to transition to a dedicated IP. Persistent issues like high bounce rates, low inbox placement, or frequent blocklistings (blacklistings) despite good sending practices indicate that the shared pool might be negatively impacting your performance. This is particularly relevant for those wondering what to do when SFMC shared IP reputation tanks.

Risks of shared IPs

Vulnerable reputation: Your sender reputation can be negatively affected by the poor sending practices of other users sharing the same IP address.
Blocklist risk: Higher chance of the IP (and thus your emails) being added to a blocklist (or blacklist) due to other senders' spam complaints or high bounce rates.
Limited control: Less direct control over IP warming and reputation management processes.

Alternative approaches for diverse volumes

While a shared pooled IP might be suitable for smaller, less frequent sends, consider alternatives if your situation is more complex. For instance, if you have a large division with a dedicated IP and a smaller division, you might consider sharing your existing dedicated IP between the two business units. This creates a sort of private shared pool, where you retain control over all sending practices. This is often safer than relying on a general SFMC shared pool, which can have unpredictable reputation fluctuations.

Another option for significant volumes, even if split across business units, is to acquire a second dedicated IP. While this necessitates an additional IP warming process, it provides redundancy and greater control. Having multiple dedicated IPs can be especially beneficial if you send over Salesforce's recommended daily volume of 2.5 million emails per day on a single IP, or if you plan to scale up significantly. This approach is often discussed when considering multiple dedicated IPs for large email lists.

Ultimately, the decision should be based on a thorough assessment of your sending patterns, volume, and risk tolerance. It's not a one-size-fits-all solution, and what works well for one organization may not be ideal for another. Always monitor your email domain reputation and adjust your strategy as your email program evolves.

Views from the trenches

Best practices

Always warm your domain, regardless of IP type, to build sender trust and reputation.

Segment your mail streams, separating high-volume, transactional, and marketing emails for optimal deliverability.

Actively monitor both your IP and domain reputation to detect and address any issues promptly.

Maintain clean email lists and consistently focus on sending to engaged subscribers to improve performance.

Common pitfalls

Ignoring recommended daily send volumes, which can harm your sender reputation over time.

Relying solely on a shared IP to avoid IP warming, as domain warming is still necessary.

Not continuously monitoring shared IP performance, which can be volatile due to other senders.

Using shared IPs for low-quality or unengaged sends, which will degrade the entire pool's reputation.

Expert tips

Consider creating a private shared IP by exclusively sharing a dedicated IP between your internal business units.

Always prioritize maintaining a strong sender reputation over short-term volume goals.

Increase sending volume gradually, even on shared IPs, particularly when launching new campaigns.

Engage directly with Salesforce support to discuss your specific sending patterns and IP pool management.

Expert view

Steve589 from Email Geeks says that domain warming is still necessary even with shared IPs, so using a shared IP solely to avoid warming might not be a valid reason. They mentioned a client sending 20 million emails per day on a single IP, suggesting that exceeding Salesforce's 2.5 million daily recommendation might be acceptable, and even recommended a second dedicated IP for redundancy if volume supports it.

2025-02-14 - Email Geeks

Expert view

Emailkarma from Email Geeks explained that { "url": "salesforce.com" } Salesforce Marketing Cloud's shared IPs often suffer from the poor reputation of other clients on the same IPs. They advised sharing an existing dedicated IP for a new division instead of using general SFMC shared pools. They also noted that sending more than 2.5 million emails daily is feasible, but the speed depends on individual campaign volume. A safer alternative is to use two dedicated IPs, shared exclusively between internal divisions, creating a private pooled IP environment.

2025-02-14 - Email Geeks

Final considerations for SFMC IP strategy

For organizations in Salesforce Marketing Cloud, leveraging a shared pooled IP address is advisable primarily for lower volume sending, inconsistent email cadences, or for new business units. It can simplify the initial setup and allow you to benefit from a pre-established IP reputation. However, this comes with the inherent risk of being affected by the sending practices of others in the pool.

As your sending volume grows or your email strategy becomes more critical, transitioning to a dedicated IP or even multiple dedicated IPs provides the control necessary to build and maintain a strong, independent sender reputation. Always prioritize excellent email hygiene and proactive monitoring to ensure optimal email deliverability, regardless of your IP configuration. This helps ensure your messages consistently reach the inbox.