Does a new dedicated IP for transactional emails fix existing deliverability problems?

Key findings

• Volume dependency: A new dedicated IP is most beneficial for high-volume senders who can maintain a consistent sending reputation. Lower volumes, such as 143,336 transactional emails per month (around 4,800 daily), might be considered borderline for a dedicated IP without proper warmup and consistent engagement.
• Reputation isolation: Using a separate dedicated IP for transactional emails can isolate their reputation from marketing emails, preventing issues from one stream from affecting the other. However, this separation doesn't automatically fix problems stemming from poor domain reputation.
• IP warmup still applies: Even with transactional emails, a new IP requires a warmup phase to build a positive reputation with internet service providers (ISPs). While triggered emails can contribute to this, insufficient volume or inconsistent sending can prolong or hinder the warmup process. Learn more about common deliverability issues during new IP warmup.
• Domain reputation is paramount: A new IP cannot salvage a poor domain reputation. If existing deliverability problems stem from bad sending practices associated with the domain (e.g., high bounce rates, spam complaints, low engagement), these issues will likely persist, regardless of the IP address used.

Key considerations

• Identify root causes: Before considering a new IP, thoroughly investigate the underlying reasons for existing deliverability problems. Factors influencing email deliverability extend beyond IP to include list quality, content, authentication, and user engagement.
• Warmup strategy: Develop a deliberate IP warmup strategy, even for transactional emails. Gradual increases in volume over time are crucial to establish trust with ISPs. This is especially true if the initial daily volume of ~4,800 emails is hitting scattered domains.
• Long-term solutions: Focus on improving overall sending habits and domain reputation rather than seeking quick fixes. A new dedicated IP can be part of a solution, but not the entirety of it.
• Consider alternatives: For lower volumes, a shared IP might offer sufficient deliverability without the overhead of IP warming and reputation management, as the ESP manages the collective reputation. However, a dedicated IP can offer more control for high-volume senders.

Key opinions

• Transactional volume: Marketers frequently question whether their transactional volume is sufficient to sustain a dedicated IP's reputation without needing explicit warmup. There's a consensus that high volume (e.g., hundreds of thousands per month) is ideal, but even lower, consistent volumes of highly engaged transactional emails can be viable.
• Isolation strategy: Many marketers advocate for separating transactional emails onto a dedicated IP to protect them from potential issues originating from less-engaged marketing sends. This is seen as a way to prioritize critical communications.
• IP warmup for transactionals: While transactional emails can 'naturally' warm up an IP due to their triggered nature, marketers still acknowledge the need for a careful ramp-up, especially if launching with significant initial volume. The speed of warmup depends heavily on engagement and the spread of recipient domains.
• Domain reputation's influence: There's a strong understanding that a dedicated IP doesn't solve existing domain reputation problems. If the core issue is poor list quality or sending practices, a new IP only provides a temporary reprieve, if at all. It's crucial to understand why emails fail.

Key considerations

• Addressing root causes: Marketers recognize that the primary focus should be on identifying and rectifying the underlying issues affecting deliverability, such as poor list acquisition, high complaint rates, or outdated contact lists. Simply changing an IP without addressing these issues is unlikely to provide a lasting fix.
• Strategic onboarding: When moving to a new dedicated IP for transactionals, marketers consider strategies like gradually transitioning users from the old system to the new one, ensuring a controlled warmup. This can include suppressing sends from the old system for moved contacts.
• Long-term investment: The decision to use a dedicated IP should be a long-term strategic choice, not a short-term fix. It requires ongoing monitoring and adherence to best practices to maintain a healthy sender reputation, as mentioned by Smashing Magazine.
• Domain vs. IP: Marketers frequently debate whether to create a new domain alongside a new IP. While a new domain can offer a fresh reputation start, it's generally not a sustainable strategy if poor sending habits persist, emphasizing the importance of improving overall domain reputation.

Key opinions

• IP alone is not a fix: Experts firmly state that if there's an existing deliverability problem, merely introducing a new IP address will not resolve it. The core issues, whether related to list quality, content, or engagement, must be addressed first.
• Warmup quality over quantity: The idea that warmup doesn't make a bad stream good is a crucial expert perspective. This means if the sending stream has inherent issues (e.g., spam traps, high complaints), simply sending more emails (even transactional) won't build a good reputation on a new IP.
• Domain reputation's weight: Expert consensus is that domain reputation is exceedingly important. While an IP can be dedicated, the domain associated with it carries significant weight with ISPs, and a new IP can't circumvent a tarnished domain reputation.
• Data-driven approach: Meaningful deliverability recommendations require comprehensive data analysis. General advice is often insufficient, and specific insights from under-the-hood data are necessary to diagnose and fix problems effectively.

Key considerations

• Identify specific issues: Before implementing a new IP, pinpoint the exact reasons for current delivery failures. Are emails landing in the spam folder? Are there high bounce rates or complaints? This diagnostic step is critical for crafting an effective solution. You can also monitor blocklist status.
• Sending practices review: Review and improve all sending practices, including list acquisition, segmentation, content relevance, and sending cadence. User expectations and engagement are key drivers of reputation, regardless of the IP or domain used.
• Avoid quick fixes: Experts warn against seeking 'immediate fixes' like a new IP without addressing fundamental issues. Such approaches often lead to recurring problems down the line. As SMTP.com highlights, IP warming builds reputation, it doesn't instantly correct a bad one.
• Consultation value: For complex deliverability challenges, engaging with experienced consultants is highly recommended. Their expertise can provide specific, data-backed strategies that general advice cannot. They can also assist with resolving IP blocks on specific ISPs.

Key findings

• Control over reputation: Documentation often states that the primary benefit of a dedicated IP is the control it provides over sender reputation, as it's exclusively used for your email sending. This contrasts with shared IPs where reputation is influenced by other senders.
• IP warming requirements: Regardless of email type, documentation outlines IP warming as a necessary process for new dedicated IPs. This involves gradually increasing sending volume to build trust with ISPs and avoid initial blocklist placements.
• Suitable for high volume: Dedicated IPs are generally recommended for senders with high and consistent email volumes (e.g., several thousand emails per month or more) to effectively maintain a positive sending reputation.
• Not a silver bullet: Many resources explicitly state that while a dedicated IP can improve deliverability, it's not a guaranteed fix for existing problems. Underlying issues like poor list hygiene, content, or spam complaints must still be addressed.

Key considerations

• Reputation management responsibility: With a dedicated IP, the sender assumes full responsibility for their IP's reputation. This means diligent monitoring of metrics (bounces, complaints, engagement) and proactive troubleshooting.
• Domain reputation and authentication: Documentation consistently links IP reputation with domain reputation and proper email authentication (SPF, DKIM, DMARC). A new IP doesn't negate the need for strong domain health and correct authentication setup, particularly DMARC policy implementation.
• Consistency is key: Maintaining consistent sending volume and email quality on a dedicated IP is vital for long-term deliverability success. Erratic sending patterns can harm reputation even on a dedicated IP.
• Consider managed IPs: Some providers offer managed dedicated IP services that remove some of the heavy lifting of setup, provisioning, and monitoring, making it easier for senders to leverage dedicated IPs effectively.