If you are sending a lot of emails (more than 50k per week), it is a good idea to have a dedicated IP address to isolate your reputation. If you are sharing your IP, you are sharing your reputation with those other senders.
Additionally, the ESP rate limits your emails based on IP. So, if you are a high-volume sender, you should consider getting a pool of IP addresses. However, your reputation can also be affected if you don't send enough volume consistently from one IP, so it's a tricky balance.
If your email delivery is volatile with large spikes in volume, ESPs may assume those large spikes are spam. Also, if your overall volume is too low, they will not recognize your reputation.
In general, if you send less than 5000 emails per day, a shared IP may be the right solution.
The other thing to consider is using separate IP addresses for your bulk and transactional mail if you are sending large volumes of emails. There are a couple of reasons for this:
- Time-sensitive transactional email delivery can get queued behind a large batch of bulk/marketing emails.
- Your transactional mail will be affected by the reputation created by your bulk/marketing mail.
Even if you have a good IP address, you should warm up the IP gradually. This means sending emails at a low rate initially and then gradually increasing that rate, taking ESP feedback into account. If you send a ton of emails right away, ESPs will filter or delete them. In some cases, they won't even tell you they're dropping them.
PUSHTech offers shared and dedicated IPs. We are constantly monitoring the traffic on these IP addresses. So even for shared IPs, you can be sure that your reputation will not be unduly influenced by others.
We also offer IP address pools for high-volume senders. In addition, we have queuing algorithms that gradually warm up your IPs. Our sending rates automatically increase over time as your IP warms up. Finally, we separate our sending queues for each domain you set up in PUSHTech, which mitigates the need for multiple IPs for different types of traffic.