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Why You Should Never Send Mass Mailings Through a Brand New IP Address

Let me tell you a little story.

Once upon a time there was a spammer. And because she was sending out spam, her IP address got blocked.

So guess what she did.

She went out and got a new IP address.

And guess what she did with it.

That’s right, she started sending out more spam.

And guess what the ISPs did? Yep, they blocked that IP address too.

Wouldn’t you?

Now let me tell you another little story.

Once upon a time there was an email marketer. And even though his mailing lists were all opt-in, his mailings generated a lot of complaints, and so his IP address got blocked.

So guess what he did.

He went out and got a new IP address.

And guess what he did with it.

That’s right, he started sending out the same email to the same mailing lists, and generating the same complaints.

And guess what the ISPs did? Yep, they blocked that IP address too.

Ok, one last story.

Once upon a time there was another email marketer. And because his business was doing so well, his email system was maxed, and he needed more capacity to be able to send out his mailings to his completely legitimate, confirmed (double) opt-in email lists that generated no complaints.

So guess what he did.

He went out and got a new IP address.

And guess what he did with it.

That’s right, he started sending out his mailings to his completely legitimate, confirmed (double) opt-in email lists that generated no complaints.

And guess what the ISPs did?

Yep, they blocked that IP address.

Because, you see, to the ISPs, the pattern of email marketer #2’s behaviour was indistinguishable from email marketer #1’s behaviour, which was indistinguishiable from the spammer’s behaviour. In each instance, what the ISP and spam filters see is a brand new IP address suddenly spewing massive amounts of bulk mail.

So they block it.

If you don’t want this to happen to you, then you need to plan ahead when you bring new IP addresses online, and let them gradually build up a reputation for themselves over the course of a few weeks. Start out small – sending transactional 1-to-1 email and the maybe the occasional small bulk mailing. Work up to sending larger mailings with more frequency (of course, this doesn’t mean to change the frequency of your mailings, just have already-established IP addresses sending them while you are bringing the new IP address online. To read about the perils of having an inconsistent mailing frequency, read The Top 5 Mistakes Email Senders Make in Scheduling Their Mailings.)

With a little forethought and planning, you can avoid this painful and costly mistake that legitimate email senders all too often make.

By the way, did you find the use of the pronouns “she” and “her” incongruent, or even jarring, when talking about a spammer? Most people think of spammers as being men, but there are plenty of female spammers too. Spamming is an equal-opportunity crime.

This information provided by SuretyMail Email Reputation Certification and Accreditation services. The only email reputation and deliverability service with a money-back guarantee !

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3 Comments

    Interesting, but this only aplies if you send a mass email based on a emali list?,I wonder because I have an aplicaion that sends mass email but it sends it one by one and I don’t know if I’ll have the same problem in this case.

  • nice story and so true unfortunately !

    Jérôme

  • I like the angle of this story. Very interesting…and very true.

    Thanks!

    dj at bronto

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This article originally written on May 11, 2016, and is as relevant now as when it was first written.