Definition
IP rotation spreads your sending across a pool of IP addresses rather than sending everything from a single IP. This is common for high-volume senders (millions per month) and agencies that send on behalf of multiple clients.
Rotation Approaches
- Round-robin: Each send cycles to the next available IP
- Volume-based: Higher-volume streams get dedicated IPs; lower-volume streams share
- Reputation-based: Transactional emails get the best IPs; marketing emails use others
- Client isolation: Each client or sending stream gets its own IP to contain reputation risk
Risks
Poorly managed rotation can confuse ISP reputation tracking. ISPs expect consistent sending patterns from an IP. If an IP suddenly stops sending for days or dramatically changes volume, it may trigger reputation reassessment. Gradual volume changes and consistent rotation schedules minimise this risk.
Related Glossary Terms
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B2B Email Marketing
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B2C Email Marketing
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BIMI
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Bounce Classification
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