How does sharing IP ranges affect email deliverability and how can I manage IP reputation for different clients?
Summary
What email marketers say11Marketer opinions
Marketer from Email Geeks explains that any attribute of an email has some type of reputation tied to it. Sharing IPs means sharing IP reputation between email streams, impacting deliverability depending on the program's health.
Email marketer from Mailjet shares that sharing IP addresses can negatively impact deliverability if one sender on the IP has poor sending practices. Maintaining a good IP reputation is crucial for ensuring emails reach the inbox.
Email marketer from StackOverflow explains that using multiple IPs can help segment email traffic based on reputation. If one IP gets blocked, it doesn't affect emails sent from other IPs.
Email marketer from GlockApps shares that regularly testing deliverability with a tool like GlockApps helps identify potential problems with IP reputation and placement in different inboxes.
Email marketer from an Email Marketing Forum explains that being on an IP blocklist is detrimental to deliverability and requires immediate action, such as contacting the blocklist provider and addressing the issues that caused the listing.
Email marketer from Reddit explains that separating clients with different sending habits onto different IP addresses is a common strategy. This prevents a low-quality sender from tanking the IP reputation for everyone.
Marketer from Email Geeks shares that you can set up pools and vmta's in PowerMTA to manage different client reputations by using different IP ranges. However, ensure the lowest performing IP pool doesn't negatively impact the deliverability of others in that pool. You can also adjust connection and throughput settings for each pool.
Email marketer from SuperOffice shares that improving sender reputation involves several steps, including authenticating emails, maintaining clean lists, and avoiding spam triggers.
Email marketer from Litmus explains that actively monitoring IP reputation using tools like Google Postmaster Tools is essential for identifying and addressing deliverability issues promptly.
Email marketer from Validity (formerly ReturnPath) explains that utilizing feedback loops (FBLs) allows you to receive notifications when recipients mark your emails as spam, enabling you to remove those recipients from your list and improve your sender reputation.
Email marketer from Email on Acid shares that a good sender reputation is critical for email deliverability, including IP reputation. Factors like spam complaints and bounce rates contribute to this reputation.
What the experts say3Expert opinions
Expert from Word to the Wise highlights that the reputation of your sending IP address significantly impacts email deliverability. Factors contributing to reputation include sending volume, spam complaints, and engagement metrics.
Expert from Word to the Wise, Laura Atkins, shares the importance of warming up new IPs. Proper IP warming gradually builds a positive reputation, which impacts deliverability. Sudden large sending volumes can negatively impact your IP reputation. Although this doesn't 100% answer the prompt it is closely linked.
Expert from Spam Resource explains that using a dedicated IP address gives you control over your email reputation, which directly affects deliverability. This control is crucial when managing different clients with varying sending practices.
What the documentation says4Technical articles
Documentation from SparkPost explains that properly warming up IP addresses by gradually increasing sending volume is important for establishing a good IP reputation. Sending too much email too quickly can negatively affect deliverability.
Documentation from SendGrid explains that using dedicated IP addresses gives you full control over your sending reputation, which impacts deliverability. Separating clients by IP allows isolating reputation issues.
Documentation from Google Postmaster Tools explains that its service provides data about your sending reputation including spam rate, IP reputation, and domain reputation to help improve deliverability.
Documentation from RFC explains that using SPF records is crucial for email authentication, as they specify which mail servers are authorized to send emails on behalf of your domain, preventing spoofing and improving deliverability.