An IP pool is a sequential range of IP addresses within a certain network.
What are IP address pools? #
IP pools are bunch of dedicated IP addresses that are used to manage the sending reputation of your individual mail streams. IP addresses can be assigned dynamically from a single pool or from a group of pools.
Why use IP pools? #
One of the important purpose of IP pools is to manage your sending reputation for your most important email.
let’s go through a couple use cases for IP pools:
Marketing & Transactional #
Transactional email provides important, often high-priority information, giving it a high engagement and deliverability rate. Marketing email, on the other hand, is more likely to be sent to spam filters, since it can be seen as unwanted by users and Internet Service Providers.
When marketing and transactional email are sent over the same IP, it can bring down the overall sending reputation, sending more of the transactional email to the spam folder.
To solve this, some users separate their marketing and transactional mail streams to go through different IP pools. This helps maintain the high inbox placement of your transactional email while you work on improving the deliverability rate of your marketing email.
Recipient Engagement #
Another use case for IP pools is to segment different levels of subscriber engagement. High represents the good or highly engaged recipients, while a low pool features subscribers with much lower engagement rates.
Subscribers are added to a pool based on various email metrics, such as open rate, spam complaint rates, unsubscribe rates, and bounce rates.
By separating the IP pools by engagement, you ensure that the sending reputation and delivery rate for the most engaged recipients is the strongest.
