Our ESP offers a dedicated IP for EUR 50/month, worth it?
A dedicated IP is only worth it if you send enough volume to build reputation. Rule of thumb from practice: above roughly 100k mails per month consistently it pays off, below that shared (in the ESP pool) is almost always better because the ESP keeps the pool warm.
Try this first
- 1Count send volume per month over the last three months. Below 50k/month: stay shared.
- 2Peak volumes (one big newsletter monthly, otherwise quiet)? A dedicated IP cools off in between and has to warm for every send. Shared wins.
- 3Above 100k/month with regular cadence: a dedicated IP gives you reputation control and isolates from other ESP customers.
- 4On migration: follow a two-to-four-week warmup schedule. See ip-warmup-nieuwe-esp.
- 5Split transactional and marketing onto separate dedicated IPs if both exceed 100k/month.
When to bring us in
If unsure about volume, run shared for a few months and watch Postmaster Tools. You'll see whether your share in the pool is consistently positive.
See also
- Our emails land in spam for some recipientsAlmost always an SPF, DKIM, or DMARC setting that is wrong or missing, or a sender name that mimics a well-known brand.
- Someone reports receiving phishing emails "from us"Read: spoofing. Someone is abusing your sender name, not necessarily your actual mailbox.
- An email bounces (NDR): delivery failedThe NDR text usually states the exact reason. Reading it is step one.
None of the above fits?
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