What are the typical dedicated vs. shared IP standards for email senders in APAC?

Key findings

• Volume dependency: Similar to other regions, email sending volume remains a primary determinant for IP choice in APAC, with high-volume senders often benefiting from dedicated IPs while lower volumes are suited for shared environments. Klaviyo emphasizes that businesses with high email volumes generally require a dedicated IP infrastructure.
• Regional nuances: APAC is a diverse region with country-specific requirements and internet infrastructure variations. Some countries, like Japan, may prefer smaller volumes across multiple IPs rather than larger volumes on fewer IPs, potentially favoring shared or multiple dedicated IP strategies.
• ISP scrutiny: ISPs in certain APAC countries, particularly Japan, are known for scrutinizing 'foreign' mail heavily, which can influence the effectiveness of global dedicated IP strategies versus localized shared pools.
• Economic factors: In economies like India, smaller budgets for SMBs often make shared IP environments the only viable option for scaling email operations.
• ESP offerings: ESPs operating in APAC may be more inclined to offer shared environments to clients to address regional mechanical limitations related to connection and throughput.

Key considerations

• Localized strategy: A blanket approach to IP assignment (dedicated vs. shared) may not be effective across all APAC sub-regions. A more localized strategy considering specific country ISPs and infrastructure is advisable.
• Reputation management: Whether using shared or dedicated IPs, proactive sender reputation management is paramount. Dedicated IPs offer full control, but also full responsibility for reputation, while shared IPs rely on the collective behavior of other senders.
• IP warming: For dedicated IPs, thorough IP warming processes are crucial to build trust with local ISPs. This can be a lengthy process.
• ISP connection limits: Be aware of potential connection and throughput limitations imposed by ISPs in various APAC countries, which might make shared IPs or a mix of dedicated IPs more effective for certain sending patterns.
• Cost vs. control: Evaluate whether the additional cost of dedicated IPs (and the effort to manage their reputation) is justified by the expected deliverability benefits and the specific requirements of your target APAC audience. SMTP2GO highlights that dedicated IPs can cost significantly more.

Key opinions

• Volume is key: The fundamental principle that IP choice depends on email volume holds true in APAC, just as it does elsewhere.
• No universal standard: There isn't a single 'standard' for APAC, as the region comprises diverse countries with varying internet infrastructures and ISP policies.
• Shared often preferred by ESPs: ESPs in APAC are more likely to offer shared environments to clients, partly due to the mechanical limitations (connection, throughput) prevalent in smaller APAC geographies.
• Japan's unique approach: Japanese ISPs may favor distributing smaller email volumes across multiple IPs rather than consolidating large volumes on a few, which could make managing dedicated IPs more complex.
• SMB budget constraints: For small and medium businesses in countries like India, budget considerations often make shared IPs the only scalable option.

Key considerations

• Adapt strategy to local ISPs: Marketers should be prepared to adapt their IP strategy based on specific country and ISP preferences within APAC.
• Monitor performance closely: Regardless of IP type, continuous monitoring of email deliverability metrics is crucial, especially in regions with strict filtering.
• Budget implications: The cost of dedicated IPs can be a significant factor, particularly for businesses with limited budgets, making shared IPs a practical default.
• Hybrid approaches: Larger entities might benefit from a mix of shared and dedicated IPs, segmenting their email traffic based on volume, content, or recipient geography.
• Beware of new IP challenges: New dedicated IPs require careful warming and reputation building, which can be particularly challenging in regions with stringent ISP filtering.

Key opinions

• Localized ISP behavior: Experts stress that APAC ISPs, particularly in countries like Japan, exhibit unique filtering behaviors that differ from those in North America or Europe, often favoring smaller, more distributed sending patterns.
• Impact of foreign mail: Certain APAC regions scrutinize foreign-originated mail more heavily, which can make it challenging for global senders using dedicated IPs to establish trust without local presence or specific strategies.
• Throughput and connection limitations: Mechanical limitations related to connection and throughput are more prevalent in some APAC countries, making shared IPs a practical solution for many senders to manage these constraints efficiently.
• Strategic mix: For senders with diverse email programs or large volumes, a strategic mix of shared and dedicated IPs (e.g., dedicated for transactional, shared for marketing) can optimize deliverability and cost-effectiveness.
• Reputation is paramount: Whether on a shared blocklist or a dedicated one, maintaining a pristine sending reputation is key. Poor sending practices on a dedicated IP can lead to immediate and severe consequences, while on a shared IP, it can impact others.

Key considerations

• Granular monitoring: Experts advise granular monitoring of deliverability metrics within specific APAC countries, as overall regional performance may not reflect localized issues. This includes checking if your IP is on any email blacklist or blocklist.
• Local infrastructure: Consider the local internet infrastructure and how it might impact email routing and delivery speeds, potentially favoring shared pools managed by ESPs with strong local presence.
• Policy enforcement: Understand that ISPs in APAC may have strict, often unadvertised, policies that can affect how IPs are perceived. This underscores the need for constant vigilance and adaptation.
• Auditing sending practices: Regularly audit email sending practices to ensure compliance with local regulations and best practices, as poor practices (e.g., spam traps, high complaint rates) can severely damage IP reputation, whether shared or dedicated.
• Cost-benefit analysis: Perform a detailed cost-benefit analysis for dedicated IPs, factoring in not just direct costs but also the resources required for IP warming and ongoing reputation management. Sometimes, multiple dedicated IPs might be needed.

Key findings

• High volume for dedicated: Documentation consistently states that businesses sending high volumes of email should opt for a dedicated IP infrastructure to manage their sending reputation effectively.
• Control over reputation: A primary benefit of dedicated IPs is the exclusive control over the IP's reputation, as it's not influenced by the sending practices of other users.
• Shared for diverse senders: Shared IPs are ideal for senders with lower, less consistent volumes, or those just starting out, as the collective reputation of the pool helps maintain baseline deliverability.
• Warming is essential: Dedicated IPs require a strategic warming period to build trust with ISPs and establish a positive sending reputation.
• Cost difference: Dedicated IP solutions typically come at a higher cost compared to shared IP services, reflecting the increased control and resources involved.

Key considerations

• Reputation responsibility: With a dedicated IP, the sender bears full responsibility for maintaining a good reputation; poor practices can lead to deliverability issues without the buffer of a shared pool.
• Monitoring requirements: Senders using dedicated IPs need robust monitoring tools to track their IP's health and proactively address any issues that may arise.
• Transactional vs. marketing: Documentation often advises dedicated IPs for critical transactional emails due to their higher priority and impact on user experience, while marketing emails might use shared or separate dedicated IPs.
• Consistency of sending: Dedicated IPs perform best with consistent sending volumes. Inconsistent or bursty sending can negatively impact reputation if not properly managed.
• Provider management: Managed dedicated IPs, as offered by some providers, can simplify the technical aspects of IP management, but senders still need to adhere to best practices. Amazon SES details how managed dedicated IPs can simplify email sending.