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An IP-address is a way of identifying devices and organizing their communication within the Internet. When connected to the Internet, each device is assigned its own IP — this is similar to a postal address, which helps ensure that letters and packages reach the right person. When you send an email, your email service provider uses the IP to deliver it from your device to your recipient’s server. In other words, the IP helps route your data and ensures they get to the exact device you send them to. One of three IP pools is used to send emails, based on your email health score. This is done to avoid mutual deliverability impact in clients who maintain different levels of email list hygiene and adhere to different standards of subscriber activity.
Your IP pool is automatically assigned to you once a day after calculating your email health score.
Maestra runs a daily automatic deliverability test for all the pools by sending a few emails to test addresses of the most popular mailing services, such as Gmail, Outlook, iCloud, Yahoo, and AOL. If deliverability drops, our email team tries to improve it within 24 hours by doing the following:
  • Automatically disconnect blacklisted (e.g. by Spamhaus and Proofpoint) IPs while continuing to send emails from others. As for the blacklisted IPs, we make requests to remove them from the blacklists.
  • Ensure that the infrastructure is properly configured and that the required protocols are followed.
  • Brainstorm alternative hypotheses and implement them to fix problems.
Emails are sent with shared IPs provided by Maestra.

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Benefits of sending emails using shared IPs

  • Infrastructure is always ready to send a large number of emails as shared IPs provide a high and steady sending rate, thus eliminating the need to prepare the infrastructure specifically for holidays and Black Friday. ​
  • One-time errors that occur when sending emails won’t affect your deliverability rate. If you send an email to an inactive subscriber by accident or mistake, your IP is less likely to get blacklisted, and your domain reputation is less likely to start continuously falling — a high overall email quality will help negate this. However, it’s still important to be cautious and avoid sending too many bulk campaigns to inactive customers. ​
  • Sending emails using shared IPs is fast and reliable as each client has a large number of IPs available when some IPs are temporarily blocked by mailing services. In addition, your sending speed remains fast even if some servers refuse to send your emails, because Maestra quickly transitions to other servers.