Best Practices: Evolving Email Deliverability - Shared Range vs Dedicated IPs
Shared Range vs Dedicated IPs
With ongoing industry changes related to email deliverability, it’s becoming increasingly important for companies to review their current processes and adapt.
The current guidance is for all customers to be on a dedicated IP, for all sending volumes. Shared pools are an outdated practice and now is the time to proactively move towards leveraging dedicated IPs and proper email authentication to optimize deliverability, which will help you manage your own brand reputation.
When deliverability issues arise, we are unable to troubleshoot issues on the shared range due to multiple customers sending from the same IPs. As the industry continues to evolve, customers that remain on the share range will likely experience worsening deliverability over time as well.