Is it common for agencies to use one ESP with separate IPs per client, and does it impact email deliverability?

Agencies frequently use a single Email Service Provider (ESP) to manage multiple client accounts, primarily for operational efficiency and economies of scale. Within this centralized setup, it is a widespread and critically important practice to provision separate, dedicated IP addresses for each client. This strategic approach ensures that each client's email sending reputation is isolated and independently controlled. Consequently, any deliverability issues or negative sending practices from one client are prevented from adversely affecting the deliverability of other clients managed by the agency, thereby protecting the agency's overall reputation and ensuring consistent email performance for each distinct brand.

It is a widespread and effective strategy for marketing agencies to centralize their email operations through a single Email Service Provider (ESP), gaining efficiencies while managing multiple clients. Crucially, this setup typically involves provisioning separate, dedicated IP addresses for each client. This approach is paramount for deliverability, as it ensures that each client builds and maintains a distinct sender reputation. By isolating IP addresses, agencies can prevent the sending practices of one client, such as high bounce rates or spam complaints, from negatively impacting the email deliverability and overall sender reputation of other clients within their portfolio. This meticulous segmentation provides consistent, predictable deliverability for each unique brand and safeguards the agency's overarching reputation.

Agencies frequently use a single Email Service Provider (ESP) to manage multiple clients, a strategy that often incorporates the crucial step of assigning separate IP addresses to each client. This approach is widely considered beneficial for email deliverability. It enables each client to cultivate and control their unique sending reputation independently, which is vital because it isolates deliverability performance. Consequently, a single client's poor sending behavior, such as high bounce rates or spam complaints, is contained and does not negatively impact the reputation or deliverability of other clients managed by the agency. This isolation ensures that good senders maintain optimal deliverability, while potential issues are effectively quarantined.

For marketing agencies managing diverse client portfolios, utilizing a single Email Service Provider (ESP) while allocating separate IP addresses to each client is a widely endorsed and effective approach. This method directly addresses email deliverability concerns by establishing distinct sending reputations for every client. By ensuring that each client's sending performance is isolated, agencies can prevent the negative impact of one client's poor email practices, such as high bounce rates or spam reports, from affecting the deliverability or overall sender reputation of other clients. This strategic separation allows for precise control over each client's email outcomes, ensuring their deliverability is solely dependent on their own sending quality.