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IP Pools: All You Need to Know

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06 Jan 2021

If you are associated with email marketing then you must have come across the term ‘IP Pools’. Wondering what they are and what they do? We have combined all the answers here in this article.

What is an IP address?

An Internet Protocol address (IP address) is a unique number that is assigned to each device connected to the internet. The Internet Service Provider uses your IP address to detect your domain, sending behavior, and type of emails and set up a sender reputation accordingly.

What are the IP Pools?

IP pools allow you to make a group of your dedicated IP addresses. This helps in managing the IP reputation of various sending streams.

Why should I use IP Pools?

The main purpose of IP pools is to protect your sender reputation. This is done so that your most important emails do not face any problem during transmission. The definition of most important emails might differ for different users.

Marketing and Transactional emails

Transactional emails are one of the highest priority emails as they often carry important transactional information. This is why they have a high engagement and deliverability rate. On the other hand, marketing emails might even be flagged as spam by the Internet Service Provider (ISP) because of their content and nature.

In case marketing and transactional emails are being sent over the same IP, this might bring down the overall sender reputation of that specific IP. As a result, some transactional emails might end up in the spam or not get delivered at all, which is not desirable.

In order to overcome this issue, some users use separate IPs for marketing and transactional emails. This helps in maintaining a high sender reputation for transactional emails which results in high email deliverability. Meanwhile, a good reputation for marketing emails can be built.

Recipient engagement

IP pools can also be created on the basis of user engagement. For example, you can set up high, medium, and low category IP pools. The recipients who engage the most can be added to the high category while the least engaging ones can be added to the low category.

There are various pool metrics that can be used to judge a user's category, for example:

● The number of times a recipient opens up emails

● The number of replies a recipient sends

● The number of bounced emails

● The number of spam reports

The advantage of creating such pools is that you can be sure that the delivery rate and reputation of the high category IP are good and do not need any further work. This will allow you to work on the rest of the IPs and improve their reputation and delivery rate without affecting your engaging users.

Do I need IP pools?

If you need IP pools or not is an important question. You need IP pools:

● If you have many dedicated IP addresses

● If you are sending thousands of emails daily (20,000+)

● If you send different type of emails (transactional as well as marketing)

If you do all these things, making IP pools is a good decision as it will help you in getting your emails delivered. This will also make managing different IPs easier and increase the chances of running a successful email marketing campaign.

If you do not do the above-mentioned things, ie, you are not sending thousands of emails then you should not go for IP pools. This might end up hurting your sender reputation instead of helping because Internet Service Providers might detect such activity suspicious because spammers use several IPs to send their spam emails. So in order to maintain your sender reputation, you must choose wisely.

Dos and Don’ts of IP pools


● Create IP pools only if you send out multiple emails every day.

● Creating IP pools to separate the marketing email traffic from transaction email traffic is a smart decision and will definitely prove to be beneficial in the long run.

● Using IP pools to improve the reputation of some IPs is a good idea and might prove effective in most cases.

● Having multiple IPs for your business is a good idea if you send out tens of thousands of emails daily

● Do not create IP pools if your daily email count is not big enough

● Do not mix transaction emails with marketing emails as this might lead to your transaction emails ending up in spam

● Do not create IP pools if you have a limited audience even if you’re sending out thousands of emails

● Do not create IP pools if all the IPs are performing poorly. Instead, work on improving their reputation and then proceed towards making IP pools.

● Do not completely ignore the high category recipients, if you have created pools based on engagements, as ignoring that IP completely might result in lessened engagement which can lead to a downfall in sender reputation.



Analyze your requirements carefully, draft out a plan, and after going through all the necessary points, start making IP pools if and only if you feel like you fulfill all the above-mentioned points. Keep in mind the dos and dont’s in order to be successful at email marketing.

In the end, if you want to get maximum user engagement:

● Use a catchy email title

● Make sure the content of the email is easy to read

● Choose an engaging topic

● Present the content properly

● Avoid using fillers and unnecessary sentences

● Make sure the content is useful for the recipient

● Do not send the same content again and again

● Do not use such words or titles that are used by spammers

● Do not send irrelevant content

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