Summary
Experts and marketers agree that using a dedicated IP for multiple brands is advantageous when sending high volumes of emails, typically starting around 5,000 emails per day or 50,000 emails per month and scaling upwards to 200,000+ emails per month. This provides greater control over sender reputation and deliverability. However, it necessitates a strong commitment to IP warming, subdomain reputation management, and proactive monitoring for blacklists and abuse complaints. It's particularly beneficial when organizations have limited control over the email practices of different divisions, or require strict compliance adherence.
Key findings
- Volume Threshold: Dedicated IPs are recommended for high-volume senders, generally above 5,000 emails/day or 50,000 emails/month.
- Reputation Control: Dedicated IPs provide granular control over sender reputation, improving deliverability and isolating issues.
- Compliance Benefits: They are beneficial for companies needing to adhere to strict compliance requirements.
- Mail Practices: Useful if you want your own IP space and cannot control the practices and content of other mailers.
Key considerations
- IP Warming: Proper IP warming is crucial to establish a positive sending reputation.
- Subdomain Reputation: Establish a good reputation for each brand's subdomain.
- Reputation Management: Active monitoring of blacklists and handling abuse complaints are essential.
- Resource Commitment: Managing a dedicated IP requires technical expertise and resources.
- Authentication: Emails must be authenticated using SPF and DKIM.
- DKIM Signing: One IP for all brands should DKIM sign each domain.
What email marketers say
8 marketer opinions
Using a dedicated IP for multiple brands is recommended when sending high volumes of emails (5,000 to 50,000+ per month) as it provides greater control over sender reputation and deliverability. Proper IP warming and subdomain reputation management are essential, as is the ability to comply with sending requirements. A dedicated IP can isolate reputation and compliance issues to a single IP, however, so that you are not sharing a reputation with other senders.
Key opinions
- Volume Threshold: Dedicated IPs are best suited for senders with high email volumes (5,000 - 50,000+ emails per month).
- Reputation Control: Dedicated IPs offer greater control over sender reputation, allowing for proactive management of deliverability.
- Shared Environment Avoidance: A dedicated IP mitigates the risk of deliverability being affected by the sending practices of other users on a shared IP.
- Cost Effectiveness: While there are costs to manage a dedicated IP, it is often more cost effective than a shared environment. They are beneficial when you want to control email reputation separate from other senders
Key considerations
- IP Warming: Properly warming up the IP address is crucial to establish a positive sending reputation with ISPs.
- Subdomain Management: Establishing and maintaining a reputation for each brand's subdomain is necessary for optimal deliverability.
- Compliance: Companies that need to adhere to specific compliance requirements may find a dedicated IP advantageous.
- Control: Dedicated IP provides greater control over what’s being sent from it, so that you don’t negatively affect your domain.
Marketer view
Email marketer from Reddit user u/EmailExpert shares that when using a dedicated IP for multiple brands, it's crucial to properly warm up the IP address. This involves gradually increasing sending volume over time to establish a positive sending reputation with ISPs. They also recommend segmenting brands by IP if possible.
6 Jun 2024 - Reddit
Marketer view
Email marketer from StackExchange explains that a dedicated IP will improve email deliverability and sender reputation when you send high volumes of emails. This means you have greater control over what’s being sent from it, so that you don’t negatively affect your domain.
10 Jan 2023 - StackExchange
What the experts say
4 expert opinions
Experts recommend using a dedicated IP for multiple brands, particularly when sending a high volume of emails (around 200k/month). This provides control over reputation and allows for isolating deliverability issues. However, it's crucial to have the expertise and resources to manage the IP's reputation, including monitoring blacklists and handling complaints. If internal mail practices are variable or hard to control, dedicated IPs make sense.
Key opinions
- High Volume Justification: A dedicated IP is typically the best option when sending a high volume of emails (e.g., 200k/month).
- Reputation Isolation: Dedicated IPs allow for isolating and addressing deliverability issues specific to your mail.
- Control and Independence: Using a dedicated IP provides greater control and independence from other mailers, particularly important when internal practices vary.
Key considerations
- Resource Requirements: Managing a dedicated IP requires the technical expertise and resources to monitor its reputation, including blacklists and abuse complaints.
- Internal Control: A dedicated IP is beneficial when you want to avoid being affected by the practices and content of other mailers within your organization.
- DKIM Signing: One IP for all brands should DKIM sign each domain.
Expert view
Expert from Email Geeks suggests that at 200k/month, a dedicated IP is likely the best path unless there are unusual circumstances.
9 Jul 2021 - Email Geeks
Expert view
Expert from Spam Resource, Steve Linford, explains that when considering a dedicated IP, it is crucial to understand the responsibilities involved in maintaining its reputation. Before switching to a dedicated IP, ensure that you have the technical expertise and resources to manage the IP's reputation effectively, including monitoring blacklists and handling abuse complaints. If you don't have the resources it is worth using a shared IP address.
7 Dec 2021 - Spam Resource
What the documentation says
3 technical articles
Technical documentation consistently highlights the use of dedicated IPs for high-volume email senders (5,000 emails/day or 50,000 emails/month). They offer increased control over sender reputation. However, using a dedicated IP necessitates careful monitoring, maintenance, and compliance with email best practices (including SPF and DKIM) to avoid being blacklisted.
Key findings
- Volume Threshold: Dedicated IPs are recommended for consistently high email volumes (5,000 emails/day or 50,000 emails/month).
- Reputation Control: Dedicated IPs provide greater control over the sender reputation.
Key considerations
- Reputation Management: Senders are responsible for actively monitoring and maintaining their sender reputation.
- Compliance: Email practices must comply with best practices to avoid blacklisting.
- Authentication: Emails must be authenticated using SPF and DKIM.
Technical article
Documentation from SendGrid indicates that dedicated IPs are suitable for senders who consistently send a large volume of emails (typically over 50,000 emails per month). It also notes dedicated IPs are beneficial when requiring greater control over the sender reputation.
5 Aug 2021 - SendGrid
Technical article
Documentation from SparkPost emphasizes that using a dedicated IP requires careful monitoring and maintenance of sender reputation. It explains that senders are responsible for ensuring their email practices comply with best practices to avoid being blacklisted.
28 Nov 2024 - SparkPost
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