The Role of IPs in Email Marketing

Internet protocol (IP) address is a unique locator for any device connected to the internet. Without an IP address, we would not be able to connect using the internet. This makes the IP address of your business very important when it comes to email marketing. This lesson will examine what an IP address is and why it is essential for your email marketing efforts!

What's an IP Address?

Every computer, smartphone, tablet, or device that connects to the internet uses a public IP address. An IP address allows a computer on one network to find a computer on another network. All of those IP addresses are a significant part of how the internet works. If computers couldn't talk to each other across the web, there'd be no internet, right?

IP addresses allow devices to communicate across the web and provide a location for each specific device. Just as your home address tells someone where your house is, an IP address shows where a computer or other device is located.

There are two different standards for IP addresses today: IPv4 and IPv6.

Internet Protocol Version 4 (IPv4)

Internet Protocol Version 4 was the first type of IP address deployed when the internet as we know it came into existence. It uses a 32-bit number for internet-connected devices.

The problem? The internet grew rapidly in the 1990s that it ran out of unique IP addresses for machines under IPv4. A more extensive and more robust IP address system was needed.

Internet Protocol Version 6 (IPv6)

Internet Protocol Version 6 uses a 128-bit number for IP addresses. IPv6 provides many additional unique number combinations to account for the vast number of devices that need unique identifiers these days. IPv6 has been in use since the mid-2000s. Both IPv4 and IPv6 are in use today.

Why IP Address is Important in Email Marketing

Your IP address is essential for two reasons when it comes to email marketing. The first reason is pretty apparent: You would not be able to communicate with others on the internet without an IP address. The second reason is that email providers assign an IP reputation -- sometimes referred to as a "sender score" or "sender reputation" -- to anyone sending large numbers of emails.

IP Reputation

Google, Yahoo!, and other email providers do their best to prevent spam emails from ending up in their users' inboxes. Since billions of spam emails are being sent every day from shady individuals or entities, IP addresses become critical.

If an email marketer has a good IP reputation with email providers, they are much more likely to deliver your emails to the inboxes of your list recipients. If you have a poor IP reputation, your marketing emails can end up in the spam folder or be blocked entirely from delivery.

Now you know what an IP address is and why it is crucial in email marketing. In the next lesson, we'll explore whether email marketers should use a dedicated IP address or a shared one to reach more people.