Email marketing remains one of the most effective ways to reach your audience, as email is a widely used communication tool.

According to a Statista report, the number of global email users is expected to reach 4.89 billion by 2027.

Deliverability, or whether your emails appear in the inboxes of your receivers or in spam bins, determines the effectiveness of your email campaigns.

One key strategy to enhance email deliverability is using dedicated IP pools. These tools help manage email-sending reputation, ensuring that different types of emails—such as marketing, transactional, and promotional—do not impact each other’s deliverability.

What Is an IP Pool?

An IP pool is a collection of multiple dedicated IP addresses used to send out emails. Instead of relying on a single IP address, you can distribute your emails across multiple IPs to optimize deliverability and manage the email-sending reputation effectively.

These pools will allow you to segregate your email traffic and ensure that different types of emails do not affect each other’s deliverability or reputation.

Why Do We Use IP Pools?

IP pools help improve email deliverability and maintain a good sender reputation. By managing email traffic effectively, businesses can boost engagement and ensure important messages reach the right audience.

Here’s a snapshot of why using different IP pools can benefit your email marketing strategy:

Improved Deliverability: Spreading email traffic across multiple IP addresses reduces the chances of emails being flagged as spam. This way, you can ensure better engagement on your email campaigns.
Reputation Management: Different types of emails can have varying engagement rates. By using separate IP pools for marketing emails, transactional emails, and promotional emails, you can ensure that low-engagement emails do not impact the reputation of other types.
Scalability: As your email volume grows, IP pools allow you to distribute traffic efficiently, preventing congestion on a single IP and ensuring consistent performance even during high-volume campaigns.

Business Use cases

Research shows that emails have an average open rate of 19.66%. Various industries and organizations use IP pools strategically to enhance their email marketing campaigns.

Here are some practical business use cases:

1. Transactional Emails vs. Marketing Emails

Transactional emails (such as order confirmations and shipping notifications) require high deliverability and immediate inbox placement.

Marketing emails are aimed at generating leads. These emails usually have a high probability of landing in spam. Additionally, they usually have promotional content and therefore do not provide information. This leads to low engagement rates.

Research states that approximately 10.5% of marketing emails land in the spam folder. By using a dedicated IP pool for transactional emails, you can ensure that these critical messages are not affected by the lower engagement rates typically associated with marketing emails.

2. Engagement-Based IP Pools

Not all marketing emails receive the same level of engagement. You can assign separate IP pools for the most engaged audience versus the least engaged recipients. This approach helps maintain a strong sender reputation, as emails sent to highly engaged users will have better open and click-through rates, positively influencing the IP reputation.

3. Department-Based IP Pools

Large organizations often have multiple departments sending different types of emails, such as customer support responses and promotional content.

Assigning different IP pools based on the department will help you ensure that each email category maintains its sender reputation and does not negatively impact the others.

4. Domain-Based IP Pools

Businesses operating multiple brands or domains can assign different IP pools to each domain. This prevents issues such as one domain’s low engagement rates from affecting the reputation of another domain’s email communications. You can ensure a clearer segmentation of email traffic for better performance tracking.

Reasons Not to Overuse IP Pools

Email providers may view excessive IP usage as suspicious. If you send a small volume of emails across multiple IPs, it can resemble spam behavior, an attempt to mask your activity by diluting your reputation. This approach can severely harm your sender’s reputation.

But how should I find out if my business needs IP pools?

Answer these questions to find out if you really need IP pools:

Are you:

Using multiple dedicated IP addresses?
Sending more than 25,000 emails daily?
Sending different types of emails (e.g., marketing and transactional)?

If the answer to these questions is yes, setting up IP pools can help you manage your sending reputation more effectively.

If you answered no to most, you likely don’t need IP pools just yet.

How Can You Define IP Pools in Massmailer?

Setting up IP pools in MassMailer is a straightforward process, allowing you to manage your email-sending reputation effectively.

To configure IP pools, follow these steps:

Navigate to MassMailer Setup, then go to Email Settings.
Locate the IP Pools section. Here, you can manage your existing IP pools and add new ones.
To add a new IP pool, click on the plus icon (+).
Enter a name for the IP pool.
Add the IP addresses assigned to your account. To obtain the list of assigned IP addresses, contact MassMailer.
Once added, you can view the IP addresses linked to a pool by clicking on the arrow icon near the created IP pool.
If needed, you can add multiple IP addresses to a single IP pool by clicking on the plus icon next to it.

8. To implement the IP pools, navigate to MassMailer Outreach Wizard and choose the settings according to your email-sending strategy.

9. To test email deliverability, click on the three dots menu in the mail you received, select Show Original, and check the IP address from which the email was sent.

By following these steps, you can efficiently manage your email-sending infrastructure within MassMailer, ensuring optimal deliverability and sender reputation.

Final Words

IP address pools are powerful tools for improving deliverability, managing sender reputation, and scaling campaigns effectively. By strategically segmenting email traffic, you can ensure that different types of emails reach their intended audience without negative interference.

MassMailer provides an easy-to-use interface for managing your marketing campaigns. With alerts and tracking features, you can monitor email performance and ensure that your campaigns run smoothly.

With the advanced list of features to track different aspects of your email campaign, you can optimize its deliverability and engagement.

Sign up for the free trial and boost your email marketing efforts today!