Investing in email marketing can give you a significant return on investment (ROI) by driving sales and inspiring repeat purchases. However, email marketing isn't as simple as sending emails to subscribers sporadically. Instead, you need a strategy and ways to maximize deliverability to ensure every subscriber receives your messages.
You likely already know the basics of email marketing. For example, you need a catchy headline, a compelling offer, and subscribers. However, there are still plenty of things about email marketing that small business owners don't know or haven't thought about before, such as deliverability.
Email deliverability is the rate at which your emails reach subscriber inboxes. After all, for your customers to take advantage of your great deals and read communications, they must receive your emails. Unfortunately, some roadblocks can prevent your messages from reaching your loyal customers, hurting your deliverability and driving bounce rates.
Having a dedicated IP address can prevent email bounces and ensure every subscriber receives your emails, but what is a dedicated IP, and how can you start using them to enhance deliverability? Keep reading to learn more about dedicated IPs and how to start sending emails from them to improve deliverability and boost your email marketing ROI.
What is a dedicated IP address?
A dedicated IP address is an Internet Protocol (IP) assigned to websites, users, and servers. Every computer, smartphone, television, and internet-capable device has a unique IP address. A dedicated IP is a static IP address that doesn't change. It's similar to your home IP address since it's unique to your business and email campaigns. However, unlike your computer's IP address, a dedicated IP is used to send bulk email campaigns to subscribers.
Dedicated IP address vs. shared IP address
When you use an email marketing platform, you send emails from a shared IP utilized by many senders. On the other hand, a dedicated IP is only available to your company.
When you send email marketing campaigns from a dedicated IP, you have full control over your campaigns and deliverability. In contrast, multiple users will send emails from a single IP address when utilizing a shared IP, so the platform puts senders under the same address to make it easy for users. Your grouping depends on the email service provider (ESP).
Who needs a dedicated IP address?
Not every business that sends marketing emails needs dedicated IPs. However, they might be worth it if you want total control of your sender reputation and send big campaigns. Companies that send thousands of emails can benefit from using dedicated IP addresses to improve deliverability and have complete control over their reputation.
Sending emails from the same IP address another sender is using can harm your email marketing strategy. For example, if a sender invests in spammy practices, such as sending campaigns to purchased email lists, it can affect your sender reputation because you're using the same IP address. However, a dedicated IP can mitigate these risks.