eInsight offers two unique setups for campaign email deliverability: shared IP or dedicated IP.
Shared IP vs dedicated IP
The key difference between a dedicated and shared IP address lies in who's using the IP to send email:
- A dedicated IP address is an IP address designated to send a single customer's email only. When they send emails, they are sent from an IP that is unique and exclusive to that customer, giving the customer full control over their sender reputation and deliverability, including the responsibility of monitoring and remediating ISP blocks and blocklists, as needed.
- A shared IP address is shared between (hotels, brands, or customers) senders. It pools everyone’s IP reputation to maximize ease of setup and deliverability for all.
A dedicated IP address is an IP address designated to send your email only. When you send emails, they're sent from an IP that is unique and exclusive to your hotel/brand/portfolio, giving you full control over your sender reputation.
Think about IP reputation and Domain reputation as a credit score. A high score means more emails in the inbox. A low score (because of negative sending history) will take time to build and repair over time.
A good reputation in the hotel industry is key to success and hard earned. Hotels and resorts expend a lot of effort to maintain their reputation on review and OTA sites because it is important to their distribution strategy.
As a dedicated IP client, you are responsible for the monitoring of your own reputation and following best practices.
With a dedicated IP, other senders won’t impact your sending reputation.
- If you’re the only sender using an IP address to send email, the reputation of that IP is completely in your hands.
- If you manage your own IP address and keep up with best practices for sending email you’ll earn credibility as a trustworthy sender.
- On the other hand, a downside to using a dedicated IP is that you won’t benefit from the trustworthy reputations that your fellow senders of a shared IP have built over time.
- If your sending IP shows sudden spikes in email volume, inbox providers will be suspicious.
- Sending large volumes of email suddenly is what spammers do! That’s why consistency in email sending is important for building your IP reputation as a legit sender. If you send a large volume of emails, or only email your audience occasionally, you’ll have a hard time creating the consistent traffic needed to build a solid reputation for your dedicated IP.
Large campaign sends are still possible, just break up the campaign over a couple of days.
A warmup is required for your dedicated IP before you can start sending.
- Having no reputation is about as problematic as having a bad one, so by default, inbox providers are cautious of brand-new IPs that have never been used to send mail. That’s why you can’t just grab a new IP and start sending emails through it. You must slowly and carefully build your reputation first by “warming up” your IP.
- Warming up an IP address is the process of gradually increasing the volume of mail sent through the IP.
Dedicated IPs are less forgiving of mistakes.
- When you’re working from your own IP address, mistakes are much more costly. A small error — whether it’s messaging too many invalid addresses or sharing bad links on a campaign — can instantly and directly affect your reputation and potentially land your email in a spam folder or on a sender blocklist.
The reason the impact is a lot swifter and costly is that if you are sending on a dedicated IP and that single IP address gets blocked, you do not have other (shared) IPs to potentially re-route your email through. These small errors have an impact on delivery no matter what.