Summary
The consensus suggests that while regional IPs might offer localized advantages like improved deliverability in specific areas (particularly outside EU/US, such as APAC), bypassing regional blocks, and aligning with recipient locations, they are not a primary driver of email deliverability. Factors such as sender reputation, domain authentication, engagement metrics, consistent sending practices, and proper IP warmup carry significantly more weight. Some ISPs may also have varying tolerances for non-local IPs. Technical documentation emphasizes correct configuration of reverse DNS records and authentication protocols as crucial regardless of IP region.
Key findings
- Localized Benefits: Regional IPs may offer advantages in specific regions, especially outside of EU/US, and can help bypass regional blocks or filters.
- Reputation and Authentication Paramount: Sender reputation, domain authentication (SPF, DKIM, DMARC), and engagement metrics are more critical for deliverability than IP location.
- Varying ISP Policies: Some ISPs may have differing tolerances for connections or speeds from non-local IPs.
- rDNS Configuration: Correct Reverse DNS (rDNS) configuration is essential for regional IPs.
- No Guarantees: Email delivery is never guaranteed, regardless of IP location.
Key considerations
- Prioritize Reputation: Focus on building and maintaining a strong sender reputation through consistent sending and positive engagement.
- Implement Authentication: Ensure SPF, DKIM, and DMARC are correctly configured for your sending domain.
- Warmup New IPs: If using new IPs, gradually warm them up to establish a sending history.
- Set Realistic Expectations: Manage client expectations and emphasize the importance of factors beyond IP location.
- Compliance: Consider the compliance needs to any particular region
What email marketers say
10 marketer opinions
While the use of regional IPs for email sending can offer potential benefits in specific scenarios, such as improved deliverability by aligning with recipient locations, building trust, and bypassing regional blocks, it's not a guaranteed solution and its effectiveness varies. Factors like sender reputation, domain authentication, IP warmup, and engagement metrics carry more weight in determining email placement.
Key opinions
- Regional Alignment: Regional IPs can potentially improve deliverability by aligning with the recipient's location and building trust.
- Bypassing Blocks: In some cases, regional IPs may help bypass regional blocks or filters, particularly in countries with strict internet censorship.
- IP Reputation Dominance: Sender reputation, domain authentication, and engagement metrics are more influential than IP location for deliverability.
- Varying ISP Tolerance: Some ISPs may tolerate less connections, volume, or speed from non-US IPs, although this can change.
Key considerations
- Sender Reputation: Focus on building a strong sender reputation through consistent sending practices, positive engagement metrics, and proper authentication.
- Domain Authentication: Implement SPF, DKIM, and DMARC to authenticate your sending domain and establish trust with recipient servers.
- IP Warmup: If using a new IP address, gradually warm it up by increasing sending volume and monitoring engagement metrics.
- Regional Specificity: The benefits of regional IPs may be more pronounced in specific geographic regions with unique regulations or filtering practices.
Marketer view
Email marketer from Mailjet Blog explains that regional IPs can improve deliverability by aligning with the recipient's location, building trust, and potentially improving engagement rates.
15 Nov 2022 - Mailjet Blog
Marketer view
Email marketer from Email Geeks shares that there are US ISPs tolerating less connections or volumes or speed from non-US IPs, and that maybe tomorrow they'll change that, without telling anyone.
29 Jan 2024 - Email Geeks
What the experts say
5 expert opinions
Experts generally agree that while regional IPs might offer some advantages in specific cases, particularly outside of EU/US scenarios, they are not a major factor in email deliverability. Building a strong sender reputation and focusing on proper email marketing practices are considered more important.
Key opinions
- Limited Impact: IP address location is a small component of deliverability, not a huge factor.
- Sender Reputation Matters More: Major mailbox providers prioritize sender reputation and authentication over IP location.
- APAC Potential: APAC may see a bigger improvement from sending on local IPs than in the EU.
- No Guarantees: There is never any guarantee in email delivery.
Key considerations
- Set Expectations: You’ll just need to set client expectations regarding deliverability.
- Focus on Key Factors: Concentrate on factors that dominate performance, like sender reputation and authentication.
- Good Practices: Focus on building good email marketing practices for better results.
Expert view
Expert from Spam Resource shares that while geo-located IPs were once thought to provide a deliverability advantage, especially in specific regions, most major mailbox providers now prioritize sender reputation and authentication over IP location.
2 May 2024 - Spam Resource
Expert view
Expert from Email Geeks explains that in some cases, you’ll get better response from local IPs, however EU <-> US isn’t the situation where he would expect it to be much of an issue.
2 Dec 2022 - Email Geeks
What the documentation says
3 technical articles
Technical documentation highlights that while using different AWS regions for sending emails can offer latency or compliance benefits, correctly configuring reverse DNS records for regional IPs and implementing SPF, DKIM, and DMARC for your sending domain are crucial for establishing trust and ensuring deliverability, regardless of the IP's region.
Key findings
- AWS Region Flexibility: You can send emails from different AWS regions, potentially benefiting latency or compliance.
- rDNS Importance: Maintaining correct Reverse DNS (rDNS) records for regional IPs can help with deliverability.
- Authentication Critical: Configuring SPF, DKIM, and DMARC records is critical for establishing trust, regardless of IP region.
Key considerations
- Correct rDNS Configuration: Ensure your regional IPs have correctly configured Reverse DNS records.
- Implement Authentication: Prioritize configuring SPF, DKIM, and DMARC for your sending domain.
- Compliance Requirements: Consider regional compliance requirements when choosing an AWS region for sending emails.
Technical article
Documentation from AWS explains that you can send emails from different AWS regions, which might be beneficial for latency or compliance reasons, implicitly leveraging regional infrastructure.
2 Jun 2024 - AWS Documentation
Technical article
Documentation from RFC explains the importance of Reverse DNS (rDNS) which maps IP addresses back to domain names and how maintaining correct rDNS records for regional IPs can help with deliverability.
18 May 2023 - RFC-Editor
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