What is the difference between a dedicated IP and shared IP in email deliverability? How do I know which one I should be using? There are several factors that come into play when deciding whether to use a dedicated or shared IP with your business.
What is a Dedicated IP?
A dedicated IP address is unique to the sender. No other company, organization, or individual can send from that IP address other than your brand. Many think they should move to a dedicated IP address because they won’t be affected by other senders and will be in control of their reputation. This is a common misconception. Dedicated IP addresses are not always the answer. We recommend that senders should only move to a dedicated IP address if:
You are a higher volume sender. Each ESP is different on how they view a ‘higher volume sender,’ but we recommend a minimum of 100,000 campaigns per month.
You have the volume to be on a dedicated...
The Common Misconception
Before you begin the search for an email service provider (ESP), it’s important that you are aware of a common misconception about who's responsible for a sender's reputation. Often times, it is believed that deliverability successes and failures are solely based on the ESP a sender chooses. Unfortunately, that isn't entirely true. Laura Atkins couldn't have said it any better when she said, "This is a subject that doesn't get talked about very much because marketers often don't understand deliverability, and ESPs get paid to respond to delivery problems not prevent them. Worse than that, many companies expect that deliverability is what their ESP does, and if there are problems, the ESP will be responsible and fix it. This isn't actually true. In most cases, a sender having problems getting to the inbox is responsible for those problems."
I hope this sheds a little light on that dilemma so I can safely say that, though a sender is responsible...
Choosing the best ESP (Email Service Provider) can feel like shopping for a car; a ton of conflicting recommendations, a thousand different models, and a lot of excessive features that seem neat in the showroom, but won’t ever be used on the road. Similar to this, in marketing, it’s important to be organized and have a clear goal. Check your email deliverability first. This means identifying your needs and your nice-to-haves first, while also knowing the difference between the two.
First, answer these questions:
What’s my budget?
This means you also need to know your email ROI, or at least your target ROI. There are a lot of options, so knowing how much you are willing to spend can help you narrow down the field.
What does your buyer’s journey/nurture/conversion look like?
Tracking your metrics is critical to a successful email program, so identify the data you’ll need before you get started.
What’s your sending volume?
You need to know if a shared or dedicated IP is right for you....
Finding the right Email Service Provider (ESP) for an enterprise organization isn't easy, and the stakes are high. Email marketing has proven time and again to be one of the most effective marketing channels out there (if it's done really, really well).
In this white paper, you'll learn:
Five different types of Email Service Providers
The benefits and drawbacks of each type
How to determine which ESP is best fitted to meet your organization's goals
Download our white paper to use as your guide in your organization's ESP search....