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Choosing the right IP address for your email campaigns is not always easy, especially when you want to avoid spam filters and optimize your deliverability rate. The decision to use a dedicated or shared IP address will have an effect on the delivery of your e-mails. But how do you determine which one is best suited to your needs? Let’s delve into IP addresses to help you choose the most appropriate solution for your e-mails.
IP addresses in emails
An IP (Internet Protocol) address is a series of numbers assigned to each device connected to the Internet. For e-mails, an IP identifies the sender for receiving servers. It plays a central role in message deliverability.
Reputation (sender score), influenced by usage, determines whether e-mails reach the inbox or end up as spam. There are two main types of IP: dedicated IP, offering complete control over reputation, and shared IP, shared between several senders. Each has its own specific advantages, depending on the frequency and volume of your mailings.
What is a dedicated IP address?
A dedicated IP address is an address used only by your company to send emails. This exclusivity gives you total control over its reputation. Why is this important? Because IP reputation is a key factor in preventing your e-mails from ending up in your recipients’ spam folders. A dedicated IP allows you to manage your own reputation and ensure the consistency of your mailings.
However, a dedicated IP requires a certain volume consistency to maintain its reputation: ideally, you should be sending around 1,000 emails a day. But be careful, you’ll need to warm up , i.e. a period during which you gradually increase the volume of mail you send to get the receiving servers used to this IP.
The benefits of a dedicated IP address
Total control
You have complete control over your email reputation.
Optimizing deliverability
By applying the right practices, you increase your chances of reaching inboxes directly.
Advanced customization
ideal for customized communications, especially when your recipients have given their explicit consent.
Reliability image
reinforce your audience's perception of a professional, serious brand.
What is a shared IP address?
A shared IP address is shared by several senders. It’s ideal for companies with more occasional or smaller-volume mailing needs. By sharing the IP, you benefit from the collective reputation of all IP users, which can help you if your sending volume is insufficient to justify a dedicated IP.
However, a shared IP comes with a risk: the reputation of this address may be affected by the practices of other users who own the same address. If certain senders don’t follow good practices, this can impact the reputation of the IP, and therefore the deliverability of your emails. For large-scale or one-off mailings, a shared IP remains a practical option.
Advantages and disadvantages of shared IP for your mailings
Advantage
A shared IP is shared by several senders. It's perfect if you have lower or irregular sending volumes. It's also less expensive than a dedicated IP address.
Disadvantages
However, you cannot act on the reputation of the IP address because it is influenced by the actions of all users. If one of them adopts bad practices, this can affect your own campaigns.
Criteria for choosing between dedicated and shared IPs
Now that you know the differences between these two types of IP for your domain, how do you make the right choice? A few criteria are essential when deciding whether a dedicated or shared IP is best for your email marketing needs.
Importance of IP localization for better deliverability
A geographic location close to your target audience is an asset for improving deliverability. For example, if the majority of your contacts are in France, choose an IP address hosted in France or, failing that, in Europe. This increases the chances of your e-mails being considered “local” and reduces filtering obstacles.
Checking the reputation and exclusivity of the dedicated IP
When choosing a dedicated IP, make sure it’s a clean one, i.e. one that hasn’t been used previously for potentially contentious mailings. An IP address with a negative history could harm your deliverability right from the start. You can use tools like SenderScore to check your IP’s reputation score and make sure you’re the only one using it.
To determine whether your IP address is blacklisted, i.e. blocked because it has been identified as sending spam, you can use MxToolbox, for example.
Is it possible to switch from a shared IP to a dedicated IP?
Yes, switching from a shared IP to a dedicated IP is possible, especially if your sending volume is increasing or if you need better control over the reputation of your e-mails. However, this change requires a ramp-up phase or warm-up: gradually increasing the volume sent from the new dedicated IP so that it gains credibility and is recognized as a reliable source by anti-spam filters.
How do I get a dedicated or shared IP?
Depending on your needs and sending volume, you have several options for obtaining a dedicated or shared IP. Here are the steps to follow for each type:
To obtain a dedicated IP
Make sure the IP is clean
Before using a dedicated IP, it's essential to check its history.
A “virgin” IP or one with a good reputation from the outset offers a better chance of deliverability. Tools like SenderScore can be used to check the IP's score and history.
Plan for scalability
A new dedicated IP address requires a “warm-up” or gradual ramp-up, where sending volume is increased slowly over several days or weeks to establish a good reputation. This process helps spam filters to gradually identify the IP as a reliable source.
To obtain a shared IP
Subscribe to an ESP offering shared IPs
Many ESPs, such as MailChimp, automatically offer a shared IP for accounts with smaller sending volumes. With this option, you share the IP with other senders.
Benefit from our collective reputation
With a shared IP, reputation is shared between several senders. Although there is a risk of being affected by the practices of other users, many ESPs monitor these IPs to guarantee reputation quality.
Evaluate the quality of the proposed PI
Some shared IPs can be monitored or adjusted by ESP if a sender damages the IP's reputation. This offers a certain level of security to ensure that your deliverability is not overly affected by other senders.
Whether you opt for a dedicated or shared IP, it’s crucial to maintain responsible sending practices to ensure good deliverability.
Choosing between a dedicated and a shared IP is a strategic choice that depends on your mailing volume, the quality of your lists and your deliverability objectives. A dedicated IP address is ideal for companies with regular mailings and high-quality lists, while a shared IP is better suited to one-off mailings.
If you have any questions, or would like some tailor-made support in optimizing your mailings, our MailSoar team is here to guide you. Contact us to find out more about how we can help you reach your recipients’ inboxes!
