February 22, 2021

Shared IP Or Dedicated IP: Which Is Best For Email Marketing?

If you are using email marketing, you will want your customers to receive them. Does this mean that you will need your IP to ensure the deliverability of the email messages? Not necessarily. With the help of a dedicated IP address, the emails of a company are the only emails that are routed via the address. On the other hand, a shared IP is used by a bigger group of senders to pool email reputations and resources together.

It might seem that by using a dedicated IP you can avoid someone else’s poor marketing habits affecting your business. However, that assumption is not much valid today. Shared IP services offered by email service providers can perform well for many businesses. Let us see why shared IP can be a good choice for email marketing services. Make sure to consider these things while looking to buy IP address for your business email marketing.

 Spam Detection And Prevention Has Evolved 

Before many years, system admins who took care of inbound email servers realized that it is easy for spammers to burn an IP address with spam messages and then target another IP address. These system administrators understood that most of the abused and spammed IPs were mostly owned by an email service provider, a company, or a hosting service.

Nowadays, system admins are capable of blocking all the IP addresses in a range, rather than blocking every IP address that they see abuse from. This can be problematic for businesses using dedicated IP. If a neighboring IP of your dedicated IP is abusive, your IP can also be impacted if the system admin of the recipient decides to blacklist the range of IP addresses in which your IP is also included.

 Mistakes Are Difficult To Correct In Dedicated IP 

When having a dedicated IP, an email marketing mistake can prove much costly to the sender. While sending emails from shared IP addresses, you can cumulatively pool reputations and email volumes. As there is more email volume sending from shared IPs, an email broadcast that is erroneous and went to the wrong segment will not be registered as a big mistake on the receiver’s end. This is because the total volume of good emails from the shared IP will offset the small erroneous broadcast.

Moreover, in the case of shared IPs, a responsible email service provider will track these mistakes and will educate the sender so that they will not repeat the mistake in the future. These are some of the important things that you should consider while looking to buy IP addresses for email marketing. Stay tuned for more useful information.