Larger email senders must have a dedicated IP to establish their reputation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 28, 2019, 12:41 PM UTC

While obtaining an IP address, be clear about the network the IP is a part of.

This piece says that brands sending under 50,000 emails a month should opt for shared IPs. The low volume makes it harder for a mailbox provider to understand and assign a sending IP a “positive reputation.”

Larger senders, those sending out over 50,000 emails per month must have a dedicated IP to establish their reputation than just inheriting reputation of shared pool senders. Having obtained a dedicated IP address, brands must clearly understand the kind of network the IP is a part of.

When a company faces deliverability issues, brands must not change their IP. This will only lead to the problem flowing from a different source. The delivery problem must be solved, diagnosing is the first thing a brand could do.

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