Build and maintain your sender reputation with a dedicated IP pool for your org. Marketing Cloud Next provides you a dedicated IP pool as your send volume grows, so Internet Service Providers (ISPs) see a consistent sending history for your messages.
By default, Marketing Cloud Next sends email through shared IP pools. Salesforce manages and monitors these pools so that high-quality senders aren’t affected by lower-quality traffic. As your send volume grows, Salesforce moves your sending to a Salesforce-managed dedicated IP pool. With Standard transition, Salesforce completes the move. In both shared and dedicated IP pools, Salesforce separates sends by message purpose. Transactional and promotional traffic never shares a pool. To move to a Salesforce-Managed dedicated IP pool sooner, or to use Customer-Managed dedicated IP pool, contact your account executive to submit a request for you.
Salesforce-Managed Provisioning
We recommend Salesforce manage IP provisioning, so you can focus on campaigns and deliverability fundamentals.
Choose one of these options to transition from shared pools to dedicated IP pools.
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Standard transition: Transitions to a dedicated IP pool when the monthly send volume exceeds 5 million emails.
During this transition, Salesforce monitors volume, adds IP addresses, and warms them up. Salesforce initially routes a small percentage of the traffic to the new dedicated IP addresses. The remaining traffic is routed to the shared pools to avoid ISP throttling. This percentage increases daily until the full volume moves to the dedicated addresses.
This transition takes a minimum of 30 days depending on your sends. Keep your sends consistent so that the dedicated IP addresses warm up enough to handle the required daily volume.
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Early provisioning with a 30-day transition: If needed, work with your account executive to request a transition before the send volume threshold is crossed.
During this transition, Salesforce monitors volume, adds IP addresses, and warms them up. Salesforce initially routes a small percentage of the traffic to the new dedicated IP addresses and the remaining traffic to the shared pools to avoid ISP throttling. This percentage increases daily until the full volume moves to the dedicated addresses.
This transition takes a minimum of 30 days depending on your sends. Keep your sends consistent during the transition period so that the dedicated IP addresses warm up enough to handle the required daily volume.
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Early provisioning with an immediate transition: If needed, work with your account executive to request an immediate transition. All emails are sent through dedicated IP addresses only.
Salesforce provisions dedicated IP addresses and adds more as your send volume grows. Because all emails in this option are sent through those dedicated IP addresses, follow a warmup plan so ISPs continue to deliver your messages. Adjust the ramp for the number of IP addresses you receive. For example, if you start with four promotional IP addresses, multiply each day’s send volume in the plan by four, including the day-over-day increases. To plan a warmup schedule, see Domain Warming 30 Day Plan.
This option requires you to acknowledge an understanding of the risks involved and follow a warmup plan to avoid throttling and spam filters. Salesforce monitors sending volume and adds more IP addresses as the volume increases.
Customer-Managed Provisioning
With customer-managed provisioning, you monitor your send volume and request your account executive for more IP addresses when you need them. After Salesforce approves your request, all email sends go through dedicated IP addresses from day one. You must carefully ramp up IP addresses and domains to protect your sending reputation.
Here’s what we recommend:
- Monitor your sending volume.
- Set up a ramp-up schedule for your IP addresses and domains.
- Use existing reporting methods to monitor mailbox provider responses and address issues early.
- Dedicated IP Pools, Requirements, and Status
See how dedicated IP addresses are organized into pools, what to confirm before you request a dedicated IP pool, and how to check provisioning status.