What is an IP Address?
An
IP address (Internet Protocol address) is a unique string of numbers separated by periods or colons that identifies each computer using the Internet Protocol to communicate over a network. In the context of
email marketing, the IP address is crucial because it can influence the delivery and reputation of your emails.
Why is IP Address Important in Email Marketing?
The IP address from which your emails are sent is a key factor in determining your
sender reputation. High reputation leads to better
deliverability rates, while a poor reputation can result in your emails being flagged as spam. Email service providers (ESPs) monitor the behavior of IP addresses to ensure that they are not sending spam or engaging in other malicious activities.
Dedicated vs. Shared IP Addresses
In email marketing, you have the option of using either a
dedicated or a
shared IP address. A dedicated IP address is used exclusively by your organization, while a shared IP address is used by multiple senders.
Dedicated IP Address: Offers greater control over your sender reputation but requires more responsibility for maintaining good sending practices.
Shared IP Address: Generally managed by your ESP, which can be beneficial if you do not send high volumes of email, but you share the reputation with other users.
How to Warm Up a New IP Address?
Warming up an IP address involves gradually increasing the volume of emails sent from a new IP address to build a positive sending reputation. Here are some
best practices for warming up a new IP address:
Start by sending emails to your most engaged users.
Gradually increase the volume of emails over several weeks.
Monitor engagement metrics like open rates and click-through rates.
Ensure you are adhering to
email best practices such as avoiding spammy content and maintaining a clean email list.
Identify the reason for the blacklisting by checking the list provider's guidelines.
Review your email sending practices to ensure compliance with
anti-spam laws.
Request removal from the blacklist by following the list provider's procedures.
Monitor your IP address to ensure it remains in good standing.
Segment your email list to target engaged users.
Regularly clean your email list to remove inactive or invalid addresses.
Follow email best practices to avoid spam filters.
Monitor your IP address reputation using available tools.
Maintain consistent sending volumes and avoid sudden spikes.