Considering shared sending pools vs dedicated IP

Understanding Your IP Infrastructure Options

When sending email through Pendula, you have two distinct approaches to IP infrastructure, each with its own advantages and considerations:

1. Shared sending pool

The shared sending pool utilises pre-warmed IPs that are managed entirely by Pendula, making this option suitable for most customers who want simplicity and immediate sending capability.

Pros:

• Pre-warmed and ready: Begin sending immediately without warming requirements
• Managed reputation: Pendula actively monitors and maintains good standing with email providers
• Lower cost: No additional fees for dedicated infrastructure
• Simplicity: No need to manage warming processes or monitor IP reputation
• Good for irregular senders: Ideal for organisations with inconsistent sending patterns or lower volumes

Cons:

• Shared reputation influence: Your sending reputation is partially affected by other senders in the pool
• Stricter sending limits: Volume constraints help protect the shared reputation
• Less control: Cannot fully dictate sending practices or reputation management
• Domain reputation still matters: While IP reputation is shared, your domain reputation remains unique to your organisation

2. Dedicated IPs

Dedicated IPs provide exclusive use of specific IP addresses for your organisation's email sending, giving you complete control over sender reputation management.

Pros:

• Complete reputation control: Your sending practices alone determine your IP reputation
• Higher potential throughput: Can support higher volumes once properly warmed
• No shared risk: Not affected by other senders' practices or reputation issues
• Customisable sending practices: Greater flexibility in how and when you send

Cons:

• Requires IP warming: Must follow a gradual volume increase process (4-8 weeks)
• Customer responsibility: Pendula does not take responsibility for sender reputation or IP warming
• Higher cost: Additional fees apply for dedicated infrastructure
• Requires consistent volume: Ideal for regular, high-volume senders; inconsistent sending can harm reputation
• More management required: Needs active monitoring and maintenance of reputation metrics

Detailed considerations for dedicated IPs

IP warming process

IP warming is the process of gradually increasing sending volume from a new IP address to establish reputation with email providers. This process is essential when:

• Setting up new email sending infrastructure
• Switching email service providers
• Adding dedicated IPs to your sending pool

The IP warming process

1. Start with Low Volumes: Begin with your most engaged recipients (200-1,000 emails)
2. Gradual Increases: Double volume every 2-3 days while maintaining good metrics
3. Monitor Closely: Watch for bounces, complaints, and delivery issues
4. Adjust as Needed: Slow down if negative metrics emerge
5. Full Volume: Reach normal sending volume after 4-8 weeks (depending on volume)

IP warming best practices

• Segment Properly: Start with recipients who regularly open and engage
• Maintain Consistency: Send at the same time each day during warming
• Diversify Domains: Don't send all volume to a single domain (e.g., Gmail)
• Quality Content: Ensure initial emails have valuable, engaging content
• Monitor Closely: Watch for throttling or blocks from receiving domains

Important note on responsibility

When choosing dedicated IPs with Pendula:

• Your organisation assumes full responsibility for the IP warming process
• Your organisation is responsible for maintaining the reputation of your dedicated IPs
• Pendula provides the infrastructure but does not manage the reputation of dedicated IPs
• Poor sending practices with dedicated IPs can result in deliverability issues that Pendula cannot resolve

Making the right choice

Choose shared sending pool if:

• You send moderate volumes of email (under 100,000 per month)
• Your sending schedule is irregular or campaign-based
• You prefer a managed solution with less overhead
• You need to begin sending immediately

Choose dedicated IPs if:

• You consistently send high volumes (over 100,000 emails per month)
• You have the resources to manage IP warming and reputation
• You require maximum control over sending infrastructure
• You can maintain consistent sending patterns and high engagement metrics

Regardless of your choice, maintaining good email practices and content quality remains essential for optimal deliverability results.