Dedicated IP Addresses in Email Studio

Examine the impact of using a dedicated IP to decide if using one or more is the best choice.

• To use a dedicated IP, your send volume must be great enough to maintain a positive or neutral reputation with email providers.
• Dedicated IPs are sharable across accounts as long as the accounts are hosted in the same stack.
• Under some conditions, clients can use more than one dedicated IP address for their account. For example, accounts with a high send volume can separate transactional email from commercial email by using separate dedicated IP addresses for each. Only senders that typically send more than 2.5 million emails per day need more than one dedicated IP address.
• A dedicated IP can be wrapped with a client’s unique domain as long as the IP is part of a Sender Authentication Package.
• You can’t transfer a non-Marketing Cloud Engagement platform IP address to use for Marketing Cloud email sends.
• Senders must warm a dedicated IP address after it’s received so that total control of the sending reputation lies with the sender.
• When using a dedicated IP, send a minimum of 100,000 emails per month per IP to keep the IP warm. Failing to do so can result in suboptimal delivery and can cause problems such as deferrals, bulk folder placement, or blocking of your email messages.
• If you’re sending more than 250,000 emails per month from a single account, use a dedicated IP address. An account that continually sends a volume higher than this threshold using a shared IP address is subject to remediation.

Note Users who send 1 billion or more emails annually are advised to discuss dedicated IPs, the potential need for custom sending SLAs, and dedicated Message Transfer Agents (MTAs) with their account executive.