Determining the ideal minimum monthly email send volume for a dedicated IP address is not a one-size-fits-all answer. While many sources provide specific numerical ranges, the consensus among deliverability professionals highlights that consistency, engagement, and the type of email (transactional vs. marketing) often outweigh raw volume alone. Generally, a dedicated IP becomes beneficial when you send enough email to consistently build and maintain its own sender reputation, preventing your sending patterns from being diluted or negatively impacted by other senders on a shared IP.
Key findings
Volume range: Most recommendations for a dedicated IP start from around 50,000 to 100,000 emails per month, extending up to 250,000 or even 300,000 emails per month for optimal reputation building.
Consistency over sheer volume: Regular, consistent sending is more critical than infrequent, large bursts. A steady daily volume, even if lower, helps maintain a positive relationship with mailbox providers.
Email type matters: Transactional emails (like password resets or order confirmations) with high engagement may justify a dedicated IP at lower volumes (e.g., 50,000 emails per month) compared to marketing emails.
B2B vs. B2C: B2B sending often allows for a dedicated IP at slightly lower volumes (e.g., 50,000 per month) than B2C sending, which typically requires 100,000-200,000 emails per month.
Reputation building: A dedicated IP helps you build and manage your own sender reputation, which is crucial for maximizing deliverability. This can lead to better inbox placement over time.
Key considerations
IP warming: Regardless of your volume, a new dedicated IP requires a structured IP warming process to establish a good sender reputation with mailbox providers. This involves gradually increasing your sending volume.
Engagement metrics: High engagement (opens, clicks, low complaints) is paramount. A dedicated IP with poor engagement will perform worse than a shared IP with good engagement.
Sender reputation management: With a dedicated IP, you are solely responsible for your reputation. You must actively monitor your deliverability and address any issues. Learn more about how to improve domain reputation.
Cost vs. benefit: Dedicated IPs typically come at an additional cost. Evaluate if your sending volume and specific needs justify this investment for improved email deliverability.
IPv4 address pool: The shrinking pool of IPv4 addresses means providers are becoming more judicious about assigning dedicated IPs, often requiring higher volumes than in the past.
What email marketers say
Email marketers often discuss dedicated IPs from a practical, real-world perspective, focusing on how volume interacts with their specific campaign types and business goals. While general guidelines exist, many emphasize that the nature of the email content and the recipient list's engagement are equally, if not more, important than just hitting a number. Marketers frequently face the decision of migrating from shared to dedicated IPs, often driven by factors beyond mere volume, such as compliance requirements or the desire for greater control over their sending reputation.
Key opinions
Contextual volume: The ideal monthly send volume for a dedicated IP varies significantly based on factors like the type of emails (marketing, operational, transactional) and the audience (B2B vs. B2C).
B2B vs. B2C thresholds: For B2B senders, a dedicated IP might be feasible with volumes as low as 50,000 emails per month, whereas B2C sending often warrants 100,000 to 200,000 emails per month.
Operational email priority: Critical operational emails, even at lower volumes (e.g., 75,000 per month), can justify a dedicated IP due to their importance and typical high engagement.
Readiness for migration: Marketers frequently consider moving to a dedicated IP when transitioning to new platforms or requiring specific compliance standards like HIPAA.
High volume benefits: For high-volume senders, a dedicated IP is seen as essential for protecting and isolating their sender reputation.
Key considerations
Diverse sending types: Companies often manage different email types (transactional, B2C marketing, B2B marketing) through various providers. Consolidating or optimizing this may influence IP decisions.
Business requirements: Specific industry regulations (e.g., HIPAA) can necessitate a dedicated IP, even if volume alone might not initially suggest it.
Long-term strategy: Choosing between shared and dedicated IPs is a strategic decision that depends on your overall email marketing goals and future sending projections. Consider what email volume justifies a dedicated IP.
Throttling reduction: A consistent, significant volume on a dedicated IP can help reduce throttling issues with major mailbox providers, ensuring smoother email delivery.
Reputation isolation: Dedicated IPs protect your sender reputation from the actions of other users, which is a key benefit for high-volume, compliant senders. Learn about what happens when your IP gets blocklisted.
Marketer view
Marketer from Email Geeks suggests that the decision to move to a dedicated IP is a combination of monthly send volume and the types of email being sent, such as marketing, operational, or e-commerce. They have seen cases where even lower volumes like 75,000 emails per month on a dedicated IP are successful for critical, operational email, indicating that the nature of the email can be more important than just hitting a high number.
10 Jan 2019 - Email Geeks
Marketer view
Marketer from Email Geeks notes that for B2B senders, a dedicated IP has been successfully used with volumes as low as 50,000 emails per month. However, for B2C campaigns, a higher volume of at least 100,000 to 200,000 emails per month is typically recommended to establish and maintain a strong sender reputation.
10 Jan 2019 - Email Geeks
What the experts say
Experts in email deliverability emphasize that the 'minimum monthly send volume' for a dedicated IP is nuanced, extending beyond a simple numerical threshold. They underscore that while volume is a factor, consistency, sending cadence, and the quality of engagement are far more influential in building and preserving a positive sender reputation. The discussion often circles back to the core principle that a dedicated IP is a tool for reputation management, and its effectiveness hinges on responsible and predictable sending practices.
Key opinions
Dependency factors: The necessary volume for a dedicated IP depends on various factors, including the shrinking pool of available IPv4 addresses, leading to higher volume requirements.
Consistency is paramount: Consistency and sending cadence are more important than sheer volume. Irregular sending of even very large volumes can lead to problems on a dedicated IP.
Transactional email success: Transactional senders with consistent daily volume and high engagement can be successful with a dedicated IP even if their monthly volume is 50,000 or less.
General rule of thumb: A common guideline suggests around 100,000 emails per week (approximately 400,000 per month) as a good volume for a dedicated IP.
ISP perception: Without sufficient and consistent volume, it becomes harder for machine learning algorithms used by ISPs to build a reliable reputation for your dedicated IP.
Key considerations
Strategic resource allocation: Email service providers (ESPs) are becoming more strategic in handing out dedicated IPs due to resource scarcity, implying a need for demonstrable consistent volume.
Engagement quality: High engagement rates significantly contribute to a positive sender reputation, making lower volumes on a dedicated IP viable if engagement is strong. Poor engagement leads to emails going to spam.
Risk management: Dedicated IPs provide isolation, preventing your reputation from being negatively affected by other senders' bad practices on a shared IP (or vice-versa). This can be crucial for mitigating email blocklist issues.
IP warming importance: Experts stress the necessity of a proper IP warming schedule to gradually build trust with mailbox providers, regardless of the eventual send volume.
Long-term reputation: The goal of a dedicated IP is to establish a stable and positive long-term sending reputation, which requires sustained, good sending practices and consistent volume rather than short bursts.
Expert view
Expert from Email Geeks notes that the numbers for recommended send volumes on dedicated IPs have generally increased over time. This trend is partly due to the shrinking global pool of available IPv4 addresses, which leads ESPs to be more conservative and strategic in allocating dedicated IPs.
10 Jan 2019 - Email Geeks
Expert view
Expert from Email Geeks asserts that consistency and cadence in sending are likely more crucial than just the sheer volume. An example provided is sending 10 million emails once a month, which could still lead to issues on a dedicated IP, versus sending 5,000 emails daily with consistent positive results.
11 Jan 2019 - Email Geeks
What the documentation says
Official documentation and industry insights from various platforms provide specific volume recommendations for dedicated IPs, often emphasizing the distinction between shared and dedicated IP usage. The core message is that a dedicated IP is best suited for senders who can maintain consistent, high-volume sending. This consistency is crucial for building and protecting a unique sender reputation. Many providers set clear thresholds, often in the hundreds of thousands of emails per month, as the minimum for dedicated IP eligibility, to ensure the sender can genuinely benefit from and sustain the reputation associated with a dedicated address.
Key findings
Minimum volume: Many providers suggest a minimum monthly sending volume of 100,000 to 250,000 emails to effectively leverage a dedicated IP.
Reputation building: Consistent send volumes within the recommended range are essential for mailbox providers to build a strong, positive reputation for your IP.
Throttling and deliverability: Sufficient volume helps reduce throttling issues and improves overall inbox placement by signaling consistent, legitimate sending.
High-volume suitability: Dedicated IPs are primarily recommended for senders with high and predictable email volumes.
Machine learning algorithms: Lower volumes make it more challenging for ISPs' machine learning algorithms to properly assess and build a reputation for a dedicated IP.
Key considerations
ISP requirements: Eligibility for a dedicated IP is often tied to meeting specific minimum volume requirements set by email service providers (ESPs).
Shared IP necessity: If a sender's volume is too low or inconsistent, shared IPs are often a more appropriate and effective solution, as the ESP manages the collective reputation. This is why it's important to understand if dedicated IPs suit low volume senders.
Volume stability: The benefits of a dedicated IP are maximized when senders have a stable and predictable email volume, avoiding large fluctuations that can harm reputation.
Dedicated IP rationale: A dedicated IP is recommended for those who seek full control over their sender reputation and who send enough volume to justify that responsibility. Consider optimizing your reputation with a dedicated IP.
Sender type: Marketing automation platforms often highlight dedicated IPs as an add-on best suited for their higher-volume users.
Technical article
Documentation from Mailjet notes that a minimum required volume exists for dedicated IPs, and shared IPs are sometimes necessary when a sender does not have enough email volume to sufficiently support a dedicated IP address. This helps ensure that the dedicated IP can build a meaningful reputation.
01 Jan 2024 - Mailjet
Technical article
Documentation from Kickbox Blog states that for a dedicated IP to be effective, it should be mailing at least 100,000 to 200,000 emails per month. Sending less than this volume makes it significantly more challenging for machine learning algorithms used by mailbox providers to establish and maintain a positive sender reputation.