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Dedicated IP Provisioning in Marketing Cloud Next
By default, Marketing Cloud Next sends emails through shared IP pools. As your send volume increases, sending moves to a dedicated IP pool where sender reputation is built and maintained individually. Salesforce automatically handles the transition to a dedicated IP, but you can choose to manage it yourself if you prefer.
Salesforce-Managed Provisioning
We recommend allowing Salesforce to manage IP provisioning. You can transition from shared pools to dedicated pools using any of these methods.
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Standard transition: Transitions to dedicated IP pool when the monthly send volume exceeds 5 million emails. This transition takes 30 days.
Salesforce continues to monitor send volumes and add IPs. Salesforce initially routes a small percentage of the traffic to the new dedicated IPs and the remaining traffic to the shared pools to avoid ISP throttling. This percentage increases daily until the full volume moves to the dedicated addresses.
You must keep their sends consistent during the transition path. Otherwise, the dedicated IPs don’t warm up enough to handle the required daily volume.
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Early provisioning with 30-day transition: If needed, work with your account executive to request a transition before the send volume threshold is crossed. This transition takes 30 days.
Salesforce continues to monitor send volumes and add IPs. Salesforce initially routes a small percentage of the traffic to the new dedicated IPs and the remaining traffic to the shared pools to avoid ISP throttling. This percentage increases daily until the full volume moves to the dedicated addresses.
You must keep their sends consistent during the transition path. Otherwise, the dedicated IPs don’t warm up enough to handle the required daily volume.
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Early provisioning with immediate transition: If needed, work with your account executive to request an immediate transition. All emails are send through dedicated IPs only.
Marketers are required to follow a warmup plan to avoid being throttled or blocked by mailbox providers.
This option requires you to acknowledge an understanding of the risks involved and follow a warmup plan to avoid throttling and spam filters. Salesforce monitors sending volume and adds additional IPs as the volume increases.
Customer-Managed Provisioning
To manage your own sending and IP pools, work with your account executive to submit a request. Salesforce does not monitor volume for you. If the account requires additional IPs for higher volumes, submit an additional request.
If the request is granted, sends are routed through dedicated IPs from day one. Because ISPs see you as a new sending, you need to carefully ramp up IP addresses and domains to protect your sending reputation.
Here’s what we recommend:
- Carefully monitor your sending volume.
- Establish a ramp-up schedule to ensure consistent ramping of IP addresses and domains.
- Use existing reporting methods to monitor mailbox provider responses and address issues early.
- Dedicated IP Pools, Requirements, and Status
A request that has missing or unknown values can delay provisioning. Confirm eligibility before a request is submitted, understand how Marketing Cloud Next allocates IPs and routes sends, and check provisioning status in Setup.
