Deliverability Tips Series

The @Marketing Cloud Deliverability team brings you helpful tips and guidance to build and maintain a great sending reputation.

In this post we’ll talk about IP capacity.

Did you know that mailbox providers limit the amount of mail an IP address can send in a day? This is not a Marketing Cloud restriction but is tied closely to how mailbox providers view your reputation as a sender. Sending large amounts of mail through a single IP can appear as 'spammy' behavior to many mailbox providers. 

Where we start seeing deferrals from major mailbox providers occur is typically once a customer starts sending 2M+ emails per day through a single IP.

3 key points to keep in mind:

* 1 Dedicated IP can send a maximum of 2.5M million sends per day (24 hour window), once you reach 2M sends per day it's time to start adding IP capacity for your campaigns.

* Project ahead for growth; if you’re going to need more IP(s) to accommodate volume in the next 1-3 months, add them now. New IPs will require a IP warm-up plan.

* Mailbox providers are on high alert Oct. - Dec. as mail volume spikes due to the retail season (Cyber Week). Learn more about how Cyber Week volume impacts a sender's reputation in our latest blog.

Remember that deliverability success is reflective of sending practices. If you are sending more than the recommended volume and seeing a decrease in deliverability or an increase in deferrals, it may be time to review your email program and IP configuration.

#Marketing Cloud #Email Deliverability Issues #Email Deliverbility