How should a sender allocate campaigns across multiple IPs when migrating from an in-house setup?
Summary
What email marketers say10Marketer opinions
Marketer from Email Geeks explains that 1 million emails per month isn't a lot of volume for 4 dedicated IPs. Ken suggests using one IP for transactional emails and another for the rest, making warm-up easier.
Email marketer from SocketLabs explains segmenting emails is always best practice so things like transactional, newsletters, marketing and password resets should always be sent using dedicated IPs.
Email marketer from Litmus shares monitoring your IP reputation is key, using tools like Google Postmaster Tools and Sender Score to identify and address any issues that may arise.
Email marketer from StackExchange shares start with your best list possible, small volume, and monitor inboxing. After a week, send a little more to all the valid addresses (or some portion of them), and see what happens. Continue. The point is to gradually build up a reputation with the ISPs as a good sender.
Email marketer from Reddit explains that separating transactional and marketing emails onto different IPs is pretty standard practice, it helps protect transactional deliverability and allows for tailored reputation management for each type of email.
Email marketer from Mailjet Blog explains that transactional emails should be sent from a separate IP address than marketing emails, since transactional emails have a higher expectation of immediate delivery. This protects the reputation of your marketing IP.
Email marketer from SendGrid shares that it's vital to warm up new IPs slowly, starting with low volumes and gradually increasing them. They also recommend focusing on sending to engaged users first to build a positive sender reputation.
Email marketer from SparkPost explains segmenting email streams is crucial, so segmenting email traffic to different IPs depending on type of emails and volume can allow for tailored sending practices.
Email marketer from Validity shares If a business is serious about its email program, it should invest in dedicated IP addresses and avoid shared IP addresses. Shared IP addresses have a negative impact on reputation and deliverability.
Marketer from Email Geeks shares that some ESPs give out dedicated IPs more freely than others, meaning a client having 4 IPs doesn't necessarily mean they're sized correctly for that many. Sometimes clients order more IPs than they need.
What the experts say3Expert opinions
Expert from Spam Resource responds that slowly increasing the volume of mail sent is a must-do to protect the reputation of the IP, which involves starting with your most engaged customers and slowly adding new ones as you increase the quantity of mail that’s being sent.
Expert from Word to the Wise shares setting up authentication protocols like SPF, DKIM, and DMARC, allows inbox providers to verify that your email comes from the domain it claims to be from. This is crucial in establishing trust and a good sender reputation.
Expert from Spam Resource explains segregating transactional streams like order confirmations, password resets is a beneficial and standard practice that will help ensure that they are delivered, regardless of any marketing deliverability issues.
What the documentation says3Technical articles
Documentation from Microsoft shares authentication methods like SPF, DKIM, and DMARC are crucial for confirming the sender's identity and improving deliverability, especially when migrating from an in-house setup.
Documentation from RFC shares Sender Policy Framework (SPF) is an email authentication method designed to prevent spammers from sending messages on behalf of your domain.
Documentation from Google Postmaster Tools responds that consistently sending high-quality email from your IPs is key to maintaining a good reputation with Gmail, which can help your sending practices.