How do I address deliverability issues for very low volume transactional emails on a dedicated IP?

Summary

Addressing deliverability issues for very low volume transactional emails on a dedicated IP requires a strategy that diverges from typical volume-centric approaches. A key insight is that traditional IP warm-up is often ineffective or even detrimental at such low volumes; instead, the focus should be on optimizing content reputation, ensuring technical correctness, and prioritizing engagement. This involves encouraging recipients to whitelist the sender, meticulously maintaining list hygiene by removing inactive or invalid email addresses, and avoiding spam triggers. Although sender authentication (SPF, DKIM, DMARC) remains crucial, the statistical impact of low volume means individual interactions carry more weight. Furthermore, external blacklists (e.g., UCEProtect) are often irrelevant, and tools should be used to monitor the sender's reputation. Personalizing emails and setting clear expectations with subscribers also contribute positively to deliverability. Ultimately, the emphasis is on building a reputation for sending wanted, valuable mail rather than relying on tactics designed for larger-scale operations.

Key findings

  • Traditional Warm-up Ineffective: IP warm-up procedures designed for scaling volume are often unnecessary and potentially harmful for very low volume senders.
  • Content Reputation is Paramount: Given the lack of volume, the reputation of the *content* and how it is *received* is more critical than volume-based reputation metrics.
  • Engagement Holds Greater Weight: Since statistical volume is low, each individual recipient's engagement (or lack thereof) has a proportionally larger impact.
  • List Hygiene is Crucial: Meticulous list hygiene is vital to prevent sending to invalid or disengaged recipients.
  • External Blacklists May Be Irrelevant: Certain blacklists like UCEProtect may not be indicative of real delivery problems and can often be safely ignored.
  • Sender Authentication Still Important: While volume-based reputation may be limited, implementing SPF, DKIM, and DMARC remains crucial for establishing sender legitimacy.
  • It is easy to grow organically: Let volume grow organically and it is better than faking organic growth through warm up

Key considerations

  • Personalized Outreach: At very low volumes, personalized outreach and manual list management can be more effective than automated solutions.
  • Set Clear Expectations: Ensure subscribers know what to expect and how to unsubscribe, reducing the likelihood of spam complaints.
  • Use Monitoring Tools: Employ tools like Google Postmaster Tools to monitor sender reputation and identify any emerging issues.
  • Avoid Spam Triggers: Carefully craft email content to avoid spam filters and triggers that may lead to messages being blocked.
  • Stabilize First: Avoid significant changes; stability trumps experimentation when in a low volume environment.

What email marketers say
9Marketer opinions

Addressing deliverability issues for low-volume transactional emails on a dedicated IP requires a multifaceted approach focused on maximizing engagement, maintaining list hygiene, and ensuring technical correctness. Key strategies include encouraging recipients to add the sender to their address book, regularly cleaning the email list to remove inactive subscribers, avoiding spam triggers in email content, and using a reputable ESP. Maintaining a consistent sending schedule, implementing feedback loops with ISPs, personalizing emails, and testing email rendering are also crucial. Finally, double opt-in for promotional signups, setting clear expectations with subscribers, and monitoring sender reputation through tools like Google Postmaster Tools all contribute to improved deliverability.

Key opinions

  • Engagement is crucial: Encouraging recipients to add the sender to their address book can improve deliverability, signaling to mailbox providers that the emails are wanted.
  • List hygiene: Regularly cleaning the email list by removing inactive subscribers ensures that emails are only sent to those likely to engage.
  • Avoid spam triggers: Carefully crafting email content to avoid spam triggers helps prevent emails from being marked as spam.
  • ESP selection: Using a reputable ESP can improve deliverability due to their established relationships with mailbox providers.
  • Consistency matters: Maintaining a consistent sending schedule, even at low volumes, helps build and maintain a positive sender reputation.
  • Feedback loops: Setting up feedback loops with ISPs allows for the identification and removal of subscribers who mark emails as spam.
  • Personalization: Personalizing emails by using the recipient's name and tailoring content can improve engagement and sender reputation.
  • Double Opt-in: For promotional sign ups double opt-in is recommended.

Key considerations

  • Testing emails: Testing and previewing emails across different clients and devices ensures proper rendering and avoids issues that could lead to spam complaints.
  • Setting expectations: Communicating clearly with subscribers about the content, frequency, and unsubscription process reduces the likelihood of spam complaints.
  • Monitoring reputation: Regularly monitoring sender reputation using tools like Google Postmaster Tools helps identify and address deliverability issues promptly.
  • Transactional vs. Promotional: The best approach differs for transactional vs promotional emails - double-opt in isn't right for transactional emails.
Marketer view

Email marketer from NeilPatel.com responds that to address deliverability issues for very low volume emails, focus on increasing engagement. Encourage recipients to add your email address to their address book, which signals to mailbox providers that your emails are wanted. <https://neilpatel.com/blog/improve-email-deliverability/>

February 2023 - NeilPatel.com
Marketer view

Email marketer from Email on Acid explains that to ensure deliverability, even with low volume, your email content should avoid spam triggers. Use a reputable email service provider (ESP) to manage your sending. ESPs have established relationships with mailbox providers, which can help improve deliverability. <https://www.emailonacid.com/blog/article/email-deliverability/email-deliverability-guide/>

August 2022 - Email on Acid
Marketer view

Email marketer from Reddit shares that if you are sending from a dedicated IP, ensure you maintain a consistent sending schedule and volume, even if it's low. Sudden drops in volume can negatively impact your reputation. <https://www.reddit.com/r/emailmarketing/comments/xyz123/email_deliverability_tips/>

June 2021 - Reddit
Marketer view

Email marketer from Campaign Monitor shares that set expectations from the start. You can achieve this by communicating clearly with new subscribers about the type of content they will receive, how often they will receive it, and how they can unsubscribe. This reduces the likelihood of spam complaints. <https://www.campaignmonitor.com/resources/guides/email-deliverability/>

July 2024 - Campaign Monitor
Marketer view

Email marketer from StackOverflow explains that setting up feedback loops with major ISPs can help you identify and remove subscribers who mark your emails as spam. This improves your sender reputation and deliverability. Even at low volumes, this is essential. <https://stackoverflow.com/questions/1234567/email-deliverability-best-practices>

January 2024 - StackOverflow
Marketer view

Email marketer from Litmus recommends testing and previewing your emails before sending them. Use tools to check how your emails will render across different email clients and devices. This ensures that your emails look professional and avoid any rendering issues that could lead to spam complaints. <https://www.litmus.com/blog/email-deliverability-tips/>

May 2022 - Litmus
Marketer view

Email marketer from Quora shares that to improve deliverability with low-volume transactional emails, personalize your messages. Use the recipient's name and tailor the content to their specific needs or actions. Personalized emails are more likely to be opened and engaged with, improving your reputation. <https://www.quora.com/How-can-I-improve-email-deliverability>

December 2022 - Quora
Marketer view

Email marketer from Gmass recommends using double opt-in. While you don't want to do this for transactional emails, ensure promotional signups are all double opt-in. You have to demonstrate that the user wants to receive emails from you. <https://www.gmass.co/blog/email-deliverability-guide/>

September 2023 - Gmass
Marketer view

Email marketer from HubSpot shares that cleaning your email list regularly will improve deliverability, especially with low volume. Remove inactive subscribers and those who haven't engaged with your emails in a while. This ensures that you're only sending to recipients who are likely to open and click. <https://blog.hubspot.com/marketing/how-to-improve-email-deliverability>

October 2023 - HubSpot

What the experts say
21Expert opinions

Addressing deliverability issues for very low volume transactional emails on a dedicated IP involves understanding that traditional warmup strategies and volume-based reputation building are largely irrelevant. The focus should shift towards ensuring the emails are wanted, technically sound, and well-received by recipients. Engagement becomes paramount, encouraging recipients to whitelist the sender. List hygiene is critical, focusing on engaged users and removing invalid emails. External blacklists like UCEProtect should be ignored, and there's minimal impact from isolated incidents or parent domain reputation. Manual outreach might be more effective than automated solutions at such low volumes, and stability is key – avoid major changes and monitor basic delivery metrics.

Key opinions

  • Warmup Irrelevant: IP warmup tools are ineffective and unnecessary for very low volume transactional emails.
  • UCEProtect Irrelevant: UCEProtect level 3 blacklists should be ignored as they don't significantly impact deliverability.
  • Low Volume Limitations: Traditional deliverability solutions based on volume statistics don't apply to very low volume sending.
  • Focus on Content Reputation: Content reputation (wanted email) is more important than volume reputation.
  • Engagement is key: Encouraging recipients to whitelist the sender significantly improves deliverability.
  • List Hygiene is critical: Maintaining a clean list with only engaged users is essential.
  • Limited Impact from External Factors: Isolated sending incidents and parent domain reputation have minimal impact at low volumes.
  • Let it Grow Organically: Organic growth and maintaining wanted mail is the best strategy.

Key considerations

  • Manual Outreach: Consider manual outreach as a more effective strategy than automated solutions.
  • Stability First: Avoid making major changes to your sending setup and instead focus on stabilizing delivery metrics.
  • Engagement Techniques: Implement strategies to foster engagement, such as asking users to add the sending address to their address book.
  • Wanted Mail: Focus on a strategy of sending wanted email only.
Expert view

Expert from Email Geeks explains that HubSpot and SendGrid are somewhat, but not entirely isolated from each other, but that volume probably isn’t high enough to really get into that sort of concern.

February 2025 - Email Geeks
Expert view

Expert from Word to the Wise shares that engagement is key for deliverability, especially with low volume. Ask users to whitelist your address in their address book to build the senders' reputation. This shows inbox providers that your emails are wanted, helping with the overall deliverability.

June 2023 - Word to the Wise
Expert view

Expert from Email Geeks explains that a warmup is irrelevant at this point and it's not going to do anything.

September 2022 - Email Geeks
Expert view

Expert from Email Geeks suggests that the user is in the best position to let it grow organically, as warmup is basically trying to fake organic growth.

August 2021 - Email Geeks
Expert view

Expert from Email Geeks shares that two weeks to repair reputation isn't really long enough, and to expect between 4 and 12 weeks depending on how long things were bad.

April 2022 - Email Geeks
Expert view

Expert from Email Geeks shares that the user hasn't been around long enough to have a reputation and that the email volume isn't high enough.

June 2023 - Email Geeks
Expert view

Expert from Email Geeks explains that UCEProtect level 3 blacklists entire ASNs and should be ignored as it’s not affecting delivery.

October 2022 - Email Geeks
Expert view

Expert from Email Geeks shares that the stats look fine.

March 2024 - Email Geeks
Expert view

Expert from Email Geeks explains that with such a low volume of emails, it's easy to have reps reach out individually or tell them to check their spam folder. People can actively drive the deliverability because it's at individuals, not statistics.

June 2024 - Email Geeks
Expert view

Expert from Email Geeks explains that using tools to 'warm up' your IP is snake oil. It won’t really improve things and it may make things worse.

June 2022 - Email Geeks
Expert view

Expert from Spam Resource responds that volume reputation isn't really a thing at the low volumes described in the question. Instead, focus on content reputation and make sure the emails being sent are well-received, and technically correct, so they do not cause the email to be marked as spam or a technical error to occur. Focus on a strategy of sending wanted email.

June 2021 - Spam Resource
Expert view

Expert from Email Geeks explains that there is no reputation to rebuild, because the volume is too small. Deliverability is about statistics and machine learning algorithms, and a volume of a few tens of thousands is needed to get on their radar.

May 2023 - Email Geeks
Expert view

Expert from Email Geeks shares that the stats look really quite good.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that the user needs to let things stabilize, and watch the real delivery metrics (bounces, clicks, opens) and that they really don’t want to be doing major changes.

October 2023 - Email Geeks
Expert view

Expert from Email Geeks explains that a volume of 15 emails a day is well below any warmup volume and really, REALLY low for a dedicated IP, which may be contributing to the problem.

October 2021 - Email Geeks
Expert view

Expert from Email Geeks shares that if sending any cold email, or to people who haven’t asked for your mail, you’re small enough that that’ll cause you problems and if you’re using any scam artists to get fake engagement, that’ll both cause you problems and obscure any real changes in metrics.

June 2021 - Email Geeks
Expert view

Expert from Email Geeks explains that seeing opens fall when there is an increase in volume is normal and given the recent changes in volumes, the user is still very much in warmup and to expect to stay there for longer than the normal time mostly due to their low volumes.

April 2022 - Email Geeks
Expert view

Expert from Word to the Wise explains that, good list hygiene is critical for deliverability. Ensure you are sending to engaged users, remove invalid emails, and segment your list to send targeted, relevant emails. It means you’re not sending to addresses with typos, or sending to addresses where there’s been no engagement.

July 2021 - Word to the Wise
Expert view

Expert from Email Geeks explains that it's very unlikely a single bad send on a subdomain will "damage" reputation for that subdomain and the parent domain, as most reputation algorithms don't work like that.

June 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that UCEProtect is a listing of Sendgrid, not the user and that no one listens to it.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks shares that when sending less than 20 emails a day, there is no deliverability solution because the volume is too small for statistical filters to really work.

February 2023 - Email Geeks

What the documentation says
5Technical articles

Addressing deliverability issues for very low volume transactional emails on a dedicated IP requires a focus on list hygiene, sender authentication, monitoring reputation, and engaging recipients. Key actions include verifying email addresses, segmenting lists based on engagement, implementing SPF, DKIM, and DMARC, monitoring bounce rates, and utilizing tools like Google Postmaster Tools to track sender reputation and address issues promptly. While IP warm-up is generally advised, low-volume senders should focus on sending consistently to engaged recipients.

Key findings

  • List Hygiene: Verifying email addresses and removing invalid ones is critical for maintaining a good sender reputation.
  • Sender Authentication: Implementing SPF, DKIM, and DMARC is essential for verifying your sending identity and building trust with mailbox providers.
  • Monitor Bounce Rates: Closely monitoring bounce rates and promptly removing bouncing addresses helps protect your sender reputation.
  • Monitor Sender Reputation: Using tools like Google Postmaster Tools allows you to track your sender reputation and identify potential issues.
  • Focus on Engagement: Sending consistent volume to engaged recipients helps improve deliverability.

Key considerations

  • IP Warm-up: While IP warm-up is generally advised, the guidance is for normal volumes and may not be as critical for very low volume transactional emails.
  • Transactional vs. Promotional: Sender authentication and list hygiene are particularly important for transactional emails due to their critical nature.
  • Prompt Action: Addressing deliverability issues promptly is crucial for preventing long-term damage to your sender reputation.
Technical article

Documentation from Mailjet shares that for transactional emails, proper sender authentication is crucial. Implement SPF, DKIM, and DMARC records to verify your sending identity. This helps mailbox providers trust your emails and improves deliverability. <https://www.mailjet.com/blog/email-deliverability-tips/>

February 2023 - Mailjet
Technical article

Documentation from Postmark shares that it's important to monitor bounce rates closely. High bounce rates can negatively impact your sender reputation. Ensure you are handling bounces correctly and removing invalid email addresses from your list promptly. <https://postmarkapp.com/guides/email-deliverability>

May 2022 - Postmark
Technical article

Documentation from SparkPost explains that with low sending volume, focus on list hygiene and engagement. Verify email addresses to remove invalid ones. Segment your list based on engagement and only send to the most active users. Monitor your sender reputation and address any issues promptly. <https://www.sparkpost.com/blog/deliverability-tips/>

November 2022 - SparkPost
Technical article

Documentation from Google explains that using Google Postmaster Tools is very valuable. This helps you to monitor your sender reputation with Google. Use this free tool to track your spam rate, IP reputation, and domain reputation. Address any issues promptly to maintain good deliverability. <https://support.google.com/mail/answer/6226876?hl=en>

December 2022 - Google
Technical article

Documentation from SendGrid shares that the process of warming up a dedicated IP involves gradually increasing the volume of email sent through it. Start with your best senders and slowly increase volume, monitor sending reputation and engagement. Sending consistent volume to engaged recipients is key. <https://sendgrid.com/docs/glossary/ip-warmup/>

October 2024 - SendGrid