When it comes to sending emails as part of marketing activities, the use of IP addresses plays a crucial role in message deliverability and the sender’s reputation. Here are some important points to consider:
Email deliverability: Mail servers use the sender’s IP address to identify the origin of emails. An IP address with a good reputation is more likely to have its messages reach the recipients’ inboxes. Conversely, an IP address with a poor reputation may lead to soft bounces or cause emails to be classified in spam folders.
Email authentication: IP addresses are used in authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols make it possible to verify the sender’s identity and detect spoofing or phishing attempts. The absence of these configurations can cause deliverability issues.
Reputation management: Email service providers assess the reputation of the sender’s IP address based on various factors, such as spam complaints, bounce rates, and reports. A poor reputation can lead to more stringent email filtering or placement in spam folders. Therefore, maintaining a good IP address reputation is essential to ensure optimal deliverability.
Monitoring the reputation of the IP address, blacklists, and webhooks is essential. Overall, a dedicated IP address is recommended for users with advanced use cases.
At Sarbacane, we do everything possible every day to detect suspicious senders who could compromise the reputation of our shared IP pools, and therefore the deliverability of your newsletters.
The shared IP, or shared IP pool, offers advantages for senders with a low sending volume. Thanks to the strong history of the IPs in this pool, inherited from numerous previous mailings, they benefit from a good reputation, thereby promoting deliverability. At Sarbacane, we rigorously monitor each new sender to prevent abusive practices and maintain the excellent reputation of our shared IPs.
Sending your email campaigns from a dedicated IP address does not necessarily guarantee better deliverability. Although it provides full control over sending practices, it also entails greater responsibility (maintaining a regular and consistent sending frequency and volume).
Both types of IP addresses require sending to opt-in recipients (who have given their consent), proper management of unsubscribes, removal of invalid or inactive addresses, and an emailing strategy that generates engagement.
In summary, the choice between a dedicated or shared IP address depends primarily on your sending strategy (volume, frequency) and your budget.
If you have any doubts about the option most appropriate for your needs, we recommend seeking the advice of our experts. At Sarbacane, our objective is to offer you the best possible email sending experience by ensuring your deliverability and your sender reputation.
