After showing one of the most important metrics to optimize your delivery for email marketing campaigns, we’ll see another feature that may also contribute to the deliverability rate, besides leaving your reputation at high, if well used. This is the Dedicated IP, but before moving on, let’s understand the difference between having a Dedicated IP or a set of IPs.

Dedicated IP x Set of IPs

A few years ago, if you wanted to hire an email service provider (ESP) to send email marketing you wouldn’t find many options in terms of infrastructure. In this regard, you had at your disposal a set of IPs, also called shared IP.

Let’s go to the concepts! The IP address belongs to the server, or to a pool of available addresses. Then what would be a set of IPs? It’s a group of IPs used by default for bulk emails. These IPs are usually grouped according to the quality and reputation, assigned by the customers themselves. If one of them doesn’t follow good practices, everybody is harmed.

Ok, and what is Dedicated IP? Unlike the set of IPs, which is shared among multiple customers, Dedicated IP gives user the exclusive right to send emails through it without having to share it with others. So this customer will be solely responsible for the quality of the campaigns sent and the IP reputation. This will depends on the volume of data and the frequency of the triggered emails.

In other words, if you follow the best practices, the servers will comprehend that the amount of emails sent from a given IP is consistent. This helps a lot in reputation. Thus, the customer can plan the sending, scaling it up if necessary.

Fast transit x Feeder road

Let's assume that to get to your work, you have two alternatives: the fast transit routes and the feeder road. By the time you leave, both have the same traffic. The second option can delay a few minutes your way back home, while the first has an expensive toll on the way. Therefore, which one would you choose?

Before, this was the difference between a set of IPs and a Dedicated IP. What separated each other was the cost, since both were nearly equal.

Now, imagine that the feeder roads begin to become gradually busier and with this, you start arriving later at home. You notice by the window the fast transit, the highway is free with happy drivers and passengers, and the cost of toll no longer seems so expensive, especially on the days you need to arrive early to work for a meeting.

This is what is happening with the email marketing. The Dedicated IP is no longer a luxury item, but it’s becoming essential.

What is the most suitable for you

If you're starting to trigger email marketing campaigns, the best option is the set of IPs, due to the cost and access. However, if the emails you send have a good reputation and you follow a constant frequency, we recommend the Dedicated IP. Today you will do more than just send the week’s newsletter. There are specific actions, 24h promotions, transactional emails, among other possibilities. See the advantages:

• Your emails are signed with a subdomain delegated to you;
• You have the control over your reputation and you can act immediately in case of problems;
• Registration in Whitelists is easier;

Emails require special handling, in addition, you need to ensure delivery at the right time and in the best possible way. There is nothing better than the security of a Dedicated IP.