What is the typical minimum volume for a dedicated IP in APAC?

The recommended volume for a dedicated IP remains generally high, typically over 100,000 emails per month, sent consistently. However, in APAC, it's less about a strict minimum and more about your ability to maintain a consistent flow to build a solid reputation with local ISPs.

Are ISPs in APAC stricter with email filtering compared to other regions?

Yes, ISPs in some APAC countries, like Japan, are known for strict email filtering. They may scrutinize foreign mail more heavily and prefer smaller, more consistent volumes rather than large bursts. This sensitivity influences the effectiveness of both dedicated and shared IPs.

Is using a shared IP in APAC risky due to other senders?

While shared IPs can sometimes be affected by other senders, ESPs in APAC often manage their shared IP pools very carefully. They focus on maintaining a collective good reputation to ensure deliverability across diverse local networks. If your volume is low or inconsistent, a well-managed shared IP can often provide better deliverability than a poorly warmed or inconsistently used dedicated IP.

What are the typical dedicated vs. shared IP standards for email senders in APAC? - Technical - Email deliverability - Knowledge base

When deciding between a dedicated and a shared IP address for email sending, many factors come into play. These considerations often vary significantly by region. While North American senders frequently lean towards dedicated IPs for control and high volume, and European senders might find shared IPs more common, the landscape in the APAC region presents its own unique set of standards and challenges. It's not always a straightforward choice, and what works well in one part of the world might not be optimal elsewhere.

The Asia-Pacific (APAC) region is vast and diverse, encompassing a wide range of economies, internet infrastructures, and sender practices. This diversity means there isn't a single, universal standard for IP usage. Instead, the preference for dedicated versus shared IPs often depends on specific country-level nuances, local internet service provider (ISP) behaviors, and the sender's volume and consistency. Understanding these regional intricacies is key to achieving optimal email deliverability.

Understanding the APAC email landscape

The APAC region is incredibly fragmented, with each country having its own set of dominant ISPs and unique email filtering rules. Unlike some Western markets where a few major ISPs (like Google and Microsoft) dictate much of the deliverability, APAC has a more localized approach. This can lead to differing expectations regarding IP reputation and traffic patterns.

For instance, some countries might have ISPs that are particularly sensitive to email originating from outside their national borders, often scrutinizing foreign mail more heavily. This can influence whether a dedicated IP, which might appear as a foreign entity if not managed carefully, or a shared IP, part of a larger, more established sending network, is more advantageous.

Additionally, mechanical limitations, such as connection stability and throughput, can impact sending in certain sub-regions. These technical hurdles might make it more practical for Email Service Providers (ESPs) to offer shared environments, as they can more easily manage aggregate traffic and maintain consistent performance across a diverse range of local network conditions. This is often the only way to scale for smaller businesses (SMBs) given budget constraints.

Dedicated vs. shared IP

Dedicated IP

A dedicated IP address is exclusively tied to your sending domain. This means your email sending reputation is entirely your own, built solely on your sending practices.

Control: You have full control over your sending reputation. Good practices build a strong reputation quickly.
Volume: Typically recommended for high-volume, consistent senders (e.g., over 100,000 emails per month). If you are considering a dedicated IP, check out recommended minimum monthly email send volume for a dedicated IP.
Cost: Generally more expensive due to exclusivity and the need for IP warming.
Risk: Poor sending practices can quickly tank your own reputation, leading to blocklisting (or blacklisting).

Shared IP

A shared IP address is used by multiple senders. Your reputation is influenced by the collective sending habits of all users on that IP.

Control: Less direct control, as other senders' practices can impact your deliverability. ESPs often manage the reputation of shared IPs.
Volume: Ideal for low to moderate volume senders or those with inconsistent sending patterns. Learn when to use a shared IP.
Cost: Generally more affordable, as the cost is distributed among multiple users.
Risk: Deliverability can be affected by other senders on the same IP if they have poor practices.

In APAC, many ESPs often recommend shared IPs, especially for new or smaller senders, to manage the complexities of local ISPs and ensure a baseline level of deliverability. They might also do this to balance the mechanical limitations of various regions.

Factors influencing IP choice in APAC

The decision often boils down to several key factors that are sometimes weighted differently in APAC compared to other regions:

Sending volume and consistency: As with any region, high and consistent email volumes (e.g., millions per month) generally benefit from a dedicated IP because you have enough traffic to build and maintain its reputation. Lower or sporadic volumes are better suited for shared IPs, where the collective volume keeps the IP warm.
ISP scrutiny: Some ISPs, particularly in countries like Japan, are known for strict filtering and might prefer smaller, consistent volumes across multiple IPs rather than large bursts from a single IP. This can make shared IPs, which naturally distribute traffic, an attractive option for certain market segments or industries.
Cost and resources: Dedicated IPs require significant investment not only in cost but also in managing and warming up the IP. For many SMBs in APAC, shared IPs offer a more budget-friendly and less resource-intensive path to good deliverability.

For senders with high email volume and consistent sending patterns, a dedicated IP can provide better control over sender reputation and potentially higher deliverability rates, as long as proper IP reputation management is maintained. This typically involves a meticulous IP warming process, which gradually increases sending volume to build trust with ISPs. For more information on this, check out Webbula's guide to IP warming.

Choosing the right IP type for APAC

IP warming in APAC

Dedicated IPs require a careful warming period, especially in APAC, where ISPs can be particular about new sending patterns. Starting with low volumes and gradually increasing them over weeks is crucial to building trust. Without proper warming, even a dedicated IP can suffer from poor deliverability.

Example IP warming schedule

Week 1: 1,000 emails/day
Week 2: 2,000 emails/day
Week 3: 5,000 emails/day
Week 4: 10,000 emails/day
(Continue gradual increase based on engagement and inbox placement rates)

It is also worth noting that some local ISPs may have lower daily volume limits, meaning the standard IP warming schedules might need to be adjusted to be even more gradual.

For senders who do not meet the consistent high volume required for a dedicated IP, a shared IP is generally the better option. ESPs typically manage shared IP pools, ensuring a collective good reputation by monitoring all senders on the IP and removing those with poor sending practices.

This setup allows senders to benefit from the established reputation of the shared IP without the burden of maintaining it themselves. It's often a more reliable path to the inbox for smaller or intermittent senders in APAC, as it helps bypass some of the stricter local filtering that might otherwise flag inconsistent traffic from a new dedicated IP.

Reputation management and long-term strategy

Regardless of whether you choose a dedicated or shared IP, ongoing email hygiene and sender reputation monitoring are paramount. Regularly cleaning your email lists, sending only to engaged subscribers, and avoiding spam traps are universal best practices that contribute significantly to deliverability. In APAC, where local ISPs might have unique spam trap mechanisms, maintaining a clean list is even more crucial.

Monitoring your IP and domain reputation is also essential. This includes keeping an eye on bounce rates, spam complaints, and any listings on email blacklists (or blocklists). Early detection of issues allows for quicker remediation and prevents long-term damage to your sending infrastructure. Many ESPs provide tools to help with this, but independent monitoring can also be beneficial.

Views from the trenches

Best practices

Maintain consistent sending volumes to help ISPs build a reliable reputation profile for your IP.

Segment your audience and tailor content to improve engagement, reducing complaints and bounce rates.

Regularly clean your email lists to remove inactive subscribers, contributing to better sender reputation.

Common pitfalls

Switching between dedicated and shared IPs too frequently, which can disrupt reputation building.

Failing to warm up a new dedicated IP address gradually, leading to immediate deliverability issues.

Ignoring local ISP nuances and blindly applying global IP best practices without regional adjustment.

Expert tips

For APAC, consider geographical segmentation for your email sending strategy, as deliverability can vary significantly by country due to local ISP policies and infrastructure.

If sending to highly scrutinized regions like Japan, opt for smaller, consistent volumes across multiple IPs instead of large, infrequent blasts from a single IP.

Utilize ESPs that have established local presence and relationships with APAC ISPs, as they are often better equipped to navigate regional complexities and provide optimized shared IP environments.

Marketer view

Marketer from Email Geeks says a shared IP environment would likely be offered to clients by ESPs in APAC to address local conditions like connectivity and throughput.

2018-10-18 - Email Geeks

Marketer view

Marketer from Email Geeks says the choice between dedicated and shared IPs depends heavily on email volume, emphasizing that this is a universal truth, but with APAC specific nuances.

2018-10-18 - Email Geeks

Final thoughts on APAC IP standards

Navigating the dedicated vs. shared IP dilemma in APAC is more complex than in other regions, largely due to the diverse market conditions, varying ISP behaviors, and economic factors within each country. While high-volume, consistent senders might still benefit from dedicated IPs, the stringent local filtering and mechanical limitations in some APAC countries often make shared IPs a more practical and reliable choice for a broader range of senders. The key is to evaluate your specific sending needs, target countries, and resource availability, then tailor your IP strategy accordingly to ensure optimal deliverability.