All emails are sent over the internet using an IP address. An IP address is like a physical address to the computer which is sending the emails (known as an email server). Typically, any computer can send up to 15,000 emails per day through one IP (if done correctly) and these 'email police' wont bat an eyelid. But what if your customer base is in the millions? How can you possibly send these emails without taking a year?
Welcome to the dark side of the internet.
Snowshoeing
Like how a snowshoe spreads the weight of a walker across snow, IP snowshoeing helps spread the weight of 2 million emails across multiple IP addresses. By maintaining several IP address on one or more email servers, we can exponentially send more emails; roughly 100% more per IP.
Listen to the police
If the 'email police' think that you are spamming, they will put your IP address in a blacklist. A marketer sending 15,000 emails/day will see their emails drop by around 90% - a potential killer of revenue and a huge danger to any marketing business. By automatically monitoring the IP status and reports, marketers can automatically adjust the volume sent across an IP and shift the volume to other IP’s to take the load and maintain high deliverability.
Background checks
When buying a car it is important to know its history. The last thing you want is the engine failing 5 minutes into a journey. Likewise, when acquiring IP addresses for emails servers, the history of the IP can play a part in its deliverability of emails. An IP with a recent history of spam will instantly be put you on the police radar, making the IP address more volatile to changes in the volume of emails sent through it every day. This results in a big increase in the likelihood of the IP address being blacklisted.
The internet is running out of space…and spammers want to steal yours
The internet has a housing problem. There simply are too many computers in the world and not enough IP addresses. This makes it harder for new spammers to join the dark-circle of unsolicited email marketing. My history in email has shown when an organisation begins to send high-volumes of emails successfully, hackers want to capitalise on your success. I have seen sophisticated and non-stop attacks routed from Russia, China, South America and North Africa all attempting to high-jack marketing servers. Having a secure and reliable server and email platform is therefore a high priority.
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