Why You Might Not Need a Dedicated IP

An email sender reputation is like a credit score - having no history is treated the same as having an unsavory history. Because sender reputation is built through frequency and tenure, email marketers who do not mail frequently may benefit from a shared IP, where their sender reputation can piggy-back on the volume and history of other senders using the same IP. The caveat, of course, is that if the other senders compromise the IP's reputation, every sender using it can suffer. 

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