So, you’re working on your email deliverability and you’ve stumbled across IP addresses — but you’re not sure what that means exactly.
You’re trying to set up your email infrastructure and the research is starting to get a bit technical. So far, you’ve figured out that IP addresses are somehow involved in making sure your emails actually land in your recipient’s inbox. Someone on the internet also mentioned choosing wisely between a Dedicated and Shared IP address, but if you’re being honest, your research has only left you more confused.
Worry not — we’re here to help!
But first, what is an IP address?
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“IP” stands for Internet Protocol: A set of rules on how data is routed via the internet, like how the post office has created a system to deliver huge piles of mail everyday
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An IP address is a unique number assigned to a device that is connected to a network and is accessing the internet, like a mailing address
Why do you need one?
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Helps identify the device that is being used and keep record of all online activity from that device
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In the massive online space, your IP address is how the data you need is routed to/from you specifically and not someone else
So, how does it affect your email deliverability?
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Just like letters sent via the post office, emails are sent via the Internet Protocol
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You can actually use an IP address to find out who sent an email to you, similar to looking at the return address on an envelope
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To protect recipients, the IP will sometimes decide to send an email to the Spam/Junk folder if the IP address does not seem trustworthy
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Luckily, there are steps you can take to ensure you have a reputable IP address and therefore your emails make it into your recipient’s inbox, as intended
Are you using Marketing Cloud and looking to get more of your emails into your subscribers or customers inbox? We’ve put together a Guide to Email Deliverability on how you can improve your deliverability rate.
Now, let’s talk about Dedicated vs. Shared IP address
So, the analogy is starting to make sense. But did you know that you have a choice of what type of IP address (remember, a mailing address) your emails come from?
The person on the internet was right — you must choose wisely, but we’re here to guide you!
Dedicated IP Address
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A unique IP address that only your brand can use (wait, there’s an option where other people can use your address??)
Shared IP Address
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An IP address that several users can send emails from, no matter where they are in the world
Why choose one over the other?
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Though it may seem intuitive to immediately run towards a Dedicated IP address, there are actually merits to both options
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Below, we explore them in more detail
When should I use a Dedicated IP address?
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If you are a high volume sender — > 100,000 to 250,000 emails per month
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If other users on the Shared are impacting your reputation negatively
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If you can afford to pay hefty fees
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If you have a Pro, Corporate, or Enterprise license for Marketing Cloud — it’s included!
When should I use a Shared IP address?
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If you are on a tight budget
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If you send out seasonal/infrequent content or your email volume is low
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If you are still in the process of learning how to build a sender reputation — this is an inexpensive way to test various sending practices before upgrading
Need help?
Are you a new or existing Salesforce Marketing Cloud user and need help improving your email deliverability? Contact us and find out how we can help get more emails into your subscribers' or customers' inbox, improve your engagement and drive up revenue.
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See what other subscribers are reading:
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A Guide to Email Deliverability - Are your emails getting into your subscriber's inbox?
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The difference between Sender Authentication Package (SAP) and a Private Domain
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Email Marketing for Champions: Driving Revenue and Growth with Salesforce Marketing Cloud
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