I like this word "panacea", we don't use it enough! Anyway, a recurring question when you have deliverability concerns is whether or not to use a dedicated IP address versus a shared IP address. And while reading this article by Laura Atkins (from Word to the Wise), I thought that there was a lot of food for thought for you!
This is an ultra-mega-summary, but frankly, the full article is well worth reading:
- Advertisers are asking the question of "when" is the right time to move to dedicated, not the question "should I move to dedicated ip?"
- With modern spam filters, a dedicated IP is no longer essential for good deliverability
- In the last 3 or 4 years, the use of IP address reputation has changed dramatically among ISPs
- Some of the largest ESPs (Email Service Providers) have built their infrastructure on a shared IP address logic
- A few years ago, changing IP addresses could lead to severe deliverability incidents. Today, with a domain that has a good reputation, changing IP has become much easier... the weight of the latter being less in the reputation mix.
- Don't worry about having a dedicated IP address, worry about sending emails your recipients want!
Read the article " Dedicated IPs, pros and cons " by Laura Atkins on the Word to the Wise blog
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