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What is the ideal email volume per IP address per day?

9 Marketer opinions5 Expert opinions5 Technical articles2 Resources

Summary

Determining the ideal email volume per IP address per day is complex and depends on multiple factors, including the type of sending pattern (burst vs. sustained), individual inbox provider policies (Gmail, Microsoft), sender reputation, and IP warm-up status. Experts and marketers recommend starting with low volumes and gradually increasing them over time, while carefully monitoring deliverability and engagement metrics. For new IPs, the consensus is to follow a strict warm-up process. While some suggest aiming for 2-3MM emails per day per IP for flexibility, others report success with higher volumes (5,000-10,000 or even more) when maintaining good list hygiene. Small businesses are generally advised to keep volumes low (a few hundred) to avoid spam filters. Monitoring tools like Google Postmaster Tools and sender reputation portals are essential for managing and optimizing email volume.

Key findings

  • Context Matters: The ideal volume is highly contextual and depends on various factors, not a single 'magic number.'
  • Gradual Warm-Up: Warming up IP addresses by starting with low volumes and gradually increasing is crucial.
  • ISP Differences: Individual inbox providers (ISPs) have different tolerances and requirements.
  • Reputation is Key: Sender reputation significantly influences deliverability and acceptable email volume.
  • Small Business Limits: Small businesses are recommended to keep their email volume per IP low (hundreds, not thousands).
  • Burst vs. Sustained: Consideration of your sending patterns (burst vs. sustained) can influence how well different volumes will perform.

Key considerations

  • List Hygiene: Maintaining a clean, engaged email list is essential for higher volumes without deliverability issues.
  • Engagement Metrics: Monitor open rates, click-through rates, bounce rates, and spam complaints.
  • Sender Authentication: Properly configure sender authentication methods (SPF, DKIM, DMARC) to improve deliverability.
  • Monitoring Tools: Use tools like Google Postmaster Tools to monitor sender reputation and identify deliverability problems.
  • Sending Limits: Be aware of your ESPs sending limits and ensure that you do not exceed those limits.
  • Email Content: Ensure you are providing quality email content which your end users want, do not spam them.
  • Gradual Volume Increase: Ramp up your sending volume gradually, rather than rapidly increasing your sending to avoid being flagged as spam.

What email marketers say
9Marketer opinions

Determining the ideal email volume per IP address per day is not a one-size-fits-all answer, as it depends on several factors. A common theme is the importance of gradually increasing sending volume, especially when warming up a new IP address. Sender reputation with individual ISPs (like Gmail and Microsoft) plays a significant role, with some suggesting lower volumes (a few hundred) for small businesses and others reporting success with higher volumes (5,000-10,000) with good list hygiene and engagement. Monitoring deliverability, engagement metrics, and using tools like Google Postmaster Tools are consistently recommended.

Key opinions

  • Gradual Ramp-Up: Starting with a low email volume and gradually increasing it over time is crucial for establishing a positive sender reputation.
  • ISP Reputation: The ideal volume varies based on the specific ISP (e.g., Gmail, Microsoft) and your reputation with them.
  • No Magic Number: There isn't a universally applicable ideal number; the optimal volume depends on several factors.
  • Small Business Limits: Small businesses should send only a few hundred emails per IP address daily.
  • Volume Range: Some have found success with volumes from 5,000 to 10,000 emails per IP per day with proper list management.

Key considerations

  • Warm-Up Process: New IP addresses require a warm-up period with low initial sending volumes that gradually increase.
  • List Hygiene: Maintaining a clean and engaged email list is critical for higher sending volumes without deliverability issues.
  • Engagement Metrics: Continuously monitor bounce rates, open rates, and click-through rates to gauge email deliverability and engagement.
  • Reputation Monitoring: Regularly check sender reputation using tools like Google Postmaster Tools to identify and address deliverability problems.
  • Content Quality: Focus on high-quality, relevant content to maintain high engagement and a positive sender reputation.
Marketer view

Email marketer from Mailjet explains that the volume of emails you send from a new IP address should start small and gradually increase over time during the IP warm-up process. This helps establish a positive sending reputation with ISPs.

May 2024 - Mailjet
Marketer view

Email marketer from StackOverflow recommends starting with a low volume (e.g., 100-200 emails) and gradually increasing it. Monitor your bounce rates and user engagement closely.

July 2023 - StackOverflow
Marketer view

Email marketer from Reddit recommends that for a small business, they shouldn't send more than a few hundred emails per IP per day to avoid triggering spam filters. Focus on quality over quantity.

December 2021 - Reddit
Marketer view

Email marketer from Gmass explains there's no 'magic number' for email volume per IP, but a good strategy is to start with 500-1000 emails/day per IP and gradually increase as your reputation builds. Focus on quality content to maintain a high reputation with ISPs.

November 2021 - Gmass
Marketer view

Email marketer from SMTP2GO explains that the number of emails you can send per IP address depends on the ISP and your sender reputation. Starting with a small volume and gradually increasing is always the best practice.

April 2022 - SMTP2GO
Marketer view

Email marketer from Email Geeks explains that the volume per day answer is largely influenced by individual inbox providers and sender reputation/cadence. 1 mil per day to Gmail will be a much different reality than 1 mil to Microsoft. It is important to monitor how the IP is doing at a provider level.

January 2024 - Email Geeks
Marketer view

Email marketer from Email Marketing Forum shares that they've found success sending around 5,000 to 10,000 emails per IP per day, but emphasizes the importance of list hygiene and consistent engagement.

April 2024 - Email Marketing Forum
Marketer view

Email marketer from Email Deliverability Blog shares that monitoring sender reputation is essential, recommending tools like Google Postmaster Tools. They recommend a phased approach to increasing email volume, monitoring engagement after each phase.

November 2023 - Email Deliverability Blog
Marketer view

Email marketer from DigitalMarketer recommends a gradual ramp-up, starting with around 500 emails per day and increasing by 500-1000 each day until the desired volume is reached, monitoring deliverability and engagement closely.

October 2022 - DigitalMarketer

What the experts say
5Expert opinions

Determining the ideal email volume per IP address is multifaceted. Some experts suggest considering sending patterns, whether they are burst-like or sustained. It's advisable to benchmark against current sending practices if deliverability isn't impacted, and to allow for breathing room by setting a slightly lower limit. Maintaining lower sending volumes per IP allows for more flexibility in scheduling and reduces the risk of domain overload. The process of IP warming, starting with low volumes and increasing gradually, is crucial for establishing a positive sender reputation and avoiding deliverability issues.

Key opinions

  • Sending Patterns: Consider whether sending is burst-like (short periods of high activity) or sustained throughout the day.
  • Volume Flexibility: Lower sending volumes per IP provide more flexibility in scheduling and reduce overload risks.
  • Benchmark Against Success: If a current volume is working without issues, use that as a benchmark.
  • IP Warming: Warming up new IPs with low volumes is critical for building sender reputation.
  • Scaling with IPs: Consider adding more IPs instead of straining existing ones, as a method of scaling

Key considerations

  • Existing Infrastructure: Assess your current sending infrastructure and limitations.
  • Sender Reputation: Monitor sender reputation closely, especially during IP warming and volume increases.
  • Domain Overload: Be mindful of potential domain overload and adjust sending schedules accordingly.
  • Monitoring Engagement: Track engagement metrics to detect potential deliverability problems early on.
  • Gradual Increase: Ensure increases are done gradually to not impact sender reputation negatively.
Expert view

Expert from Email Geeks shares it depends on whether it's a burst situation (busy for 2 hours a day) or sustained (10+ hours). If 12MM/day has no issues, benchmark against that. Consider 10MM/day limit for some breathing room.

March 2024 - Email Geeks
Expert view

Expert from Email Geeks suggests aiming for 2-3MM per day per IP, which is lower than the current 12MM. Lower numbers offer more flexibility regarding scheduling, bursts, and potential domain overload.

May 2023 - Email Geeks
Expert view

Expert from SpamResource explains the importance of warming up IP addresses by starting with low volumes and gradually increasing the amount of email sent. They advise monitoring your sending reputation and engagement metrics to ensure deliverability isn't negatively impacted.

November 2023 - SpamResource
Expert view

Expert from Email Geeks agrees with Al's guidance but mentions a client doing 80MM/day over 4 IPs, and that they moved them to more IPs.

May 2023 - Email Geeks
Expert view

Expert from Word to the Wise shares an article titled 'Email Marketing: The Importance of IP Warmup', explaining the process of warming up an IP address to improve sender reputation. Includes the specific steps for a successful IP warmup process.

April 2022 - Word to the Wise

What the documentation says
5Technical articles

According to documentation from various email service providers (SendGrid, Google, Amazon SES, Microsoft, SparkPost), the ideal email volume per IP address per day is best approached with a strategy of gradual increase. These platforms emphasize the importance of building a good sender reputation by starting with low sending volumes, especially when using a new IP address. Avoiding sudden spikes in email volume is crucial to prevent being flagged as spam. Continuous monitoring of sending reputation and deliverability is recommended to ensure adherence to sending guidelines and maintain a healthy email program.

Key findings

  • Gradual Increase: A gradual increase in sending volume is universally recommended for building sender reputation.
  • Avoid Spikes: Sudden spikes in email volume should be avoided to prevent spam flagging.
  • New IP Considerations: Starting with a low sending volume is especially important when using a new IP address.
  • Automated Limit Adjustments: Amazon SES automatically adjusts sending limits based on sending history and reputation.

Key considerations

  • Sender Reputation: Maintaining a good sender reputation is essential for optimal deliverability.
  • Monitoring Deliverability: Continuously monitor deliverability to ensure emails are reaching intended recipients.
  • Adherence to Guidelines: Adhere to the specific sending guidelines of each email service provider.
  • Pattern Learning: Gradual increases help providers learn your sending patterns, building a solid reputation.
  • Reputation Data Portals: Use reputation data portals (such as Microsoft's) for monitoring reputation.
Technical article

Documentation from Amazon SES states that they automatically adjust your sending limits based on your sending history and reputation. It's important to adhere to their sending guidelines to maintain a good reputation and increase sending limits.

August 2023 - Amazon SES
Technical article

Documentation from SendGrid shares that it's vital to gradually increase sending volume to build a good sender reputation. They suggest avoiding large sudden spikes in email volume.

March 2023 - SendGrid
Technical article

Documentation from SparkPost explains that when setting up a new IP, start with a small sending volume. They suggest increasing the volume gradually and monitoring the deliverability closely to ensure you're not being flagged as a spammer.

February 2025 - SparkPost
Technical article

Documentation from Google shares it's important to gradually increase sending volumes when starting with a new IP address. This helps Google to learn about your sending patterns and establish a good reputation.

June 2022 - Google
Technical article

Documentation from Microsoft states that to avoid being flagged as spam, gradually increase the number of emails you send, avoid sudden spikes, and monitor your sending reputation in the Sender Reputation Data portal.

August 2022 - Microsoft

Related resources
2Resources

The Art of IP Warming - CloudKettle
The Art of IP Warming - CloudKettle

How do you decide between a dedicated IP or shared IP? And what is IP Warming and why do you need it?

CloudKettle
Warm-up for dedicated IP on SES - General Discussion - Mautic ...
Warm-up for dedicated IP on SES - General Discussion - Mautic ...

Hello. We are planning to use Mautic for our email campaigns. We will use the Bitnami configuration for AWS and SES for email sending. We plan to send 1 email per month to approximately 20,000 contacts. It’s unclear if this is “high volume” enough to warrant using a dedicated IP Address. We certainly like the idea of having more control over our own reputation; but worry we don’t have the volume and frequency to build a reputation. “If you use dedicated IP addresses, it is your responsibili...

Mautic Forums

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