One of the most important email deliverability best practices is the separation of transactional and marketing email campaigns. Whether you have a dedicated IP or shared IP, Cendyn will separate your communication streams into different IPs and domains. At a minimum, you will have two separate IPs. The Cendyn Shared IP environment has multiple IPs for the marketing and transactional streams, due to the volume across our many senders.

The separation of marketing and transactional campaigns is critical to the success of your transactional campaigns.

Campaigns Must Stay in Own Lanes

It is imperative that each type of campaign stays in its own traffic lane. Each IP address is designated to handle a specific amount of traffic, and Internet Service Providers (ISPs) monitor the frequency and quantity of sends. If the traffic lanes were to get crossed, it could be detrimental to your transactional campaigns. For example, if a marketing campaign was accidentally sent through the transactional IP, an ISP may flag the IP because they notice irregular large amounts of emails that are outside the normal send volume.

Different Engagement

Engagement differs between the campaign types. If a marketing campaign is accidentally sent through the transactional domain/IP, the IP may be flagged for spam complaints because of that marketing campaign, but now those spam complaints, or negative signals, are recorded under the transactional IP.

Different Audiences

The campaign audience for transactional and marketing campaigns differs. A marketing campaign without the proper campaign engagement filters could contain invalid emails and unengaged subscribers.

Choosing Your Traffic Lane

Now that you understand the importance of having separate IPs for your marketing and transactional email campaigns, be sure to select the correct From Address/From Name in the Campaign Builder to ensure you properly select the correct traffic lane/designated IP.