Difference between Marketo's "trusted IP" and the standard IP?

[Anonymous]

I have been experiencing some deliverability issues, and a tech suggested that we apply for a Marketo "trusted IP," which is free of charge if approved.

What is the difference between Marketo's standard gateway and the trusted IP? 

[Anonymous]

Not sure I am familiar with the exact terminology that Marketo uses. We have a "Static" IP address which improves delierability because we can control the quality of the messages on that IP address. Standard is that you are on a "Dynamic" IP address which is shared among Marketo users. - Jeff

[Anonymous]

IIRC, the trusted IP program is something you have to apply for with Marketo's deliverability team. You have to cross-your-heart-hope-to-die to never send any unsolicited mail of any kind, have a pretty clean spam record, etc. 

Good luck!

[Josh_Hill13]

I was unaware of a trusted IP program for clean senders. Usually you get a shared IP or you can pay for a dedicated IP.

[Anonymous]

Me neither, interesting! 

[Anonymous]

The tech said:

“I would also suggest applying for our trusted IP range which may help with improving deliverability. You are close to the max send limit we allow on that range, but it wouldn't hurt to apply.”

The max range is 75K e-mails per month.

The application form that he sent says:

“Please note that Marketo’s Trusted IP Sending Range Program requires that all participating senders only market to data that they have organically acquired without list purchases.”

Josh, this sounds different than what you are describing.

[Anonymous]

We had deliverability issues when another company on our shared IP was spamming, so we switched to a dedicated IP. It doesn't sound like the trusted IP program described above, but it does help us maintain a more stable deliverability rate. I believe it has a "minimum emails per month" of at least 100,000 sends, but I might be misremembering that threshold. Good luck!

[Anonymous · Accepted solution]

Hello,

I'm part of Marketo's Privacy Team, and I evaluate applications for Trusted IPs and help manage this program.

Trusted IPs are shared IPs for low volume customers who certify their email sending practices with us to be in line with best practices. Additionally, Trusted IP customers cannot cause abuse reports or blacklist issues, or other deliverability problems. (If a customer on these IPs causes an issue, they are removed.)

Dedicated IPs require a certain minimum volume to be effective. Email reputation is sort of like a credit score, where no credit = bad credit. With email, you must send a certain volume for the reputation systems to remember you and give you the benefits of being a good sender. Otherwise, you will be treated as though you are a new sender every time, which means you will be subjected to additional antispam measures. Sending from a dedicated IP without the volume to support it can result in worse deliverability than sending from our standard shared IPs. Our current minimum volume threshold for a dedicated IP is 100k/mo.

We wanted to give customers who don't send enough mail to qualify for a dedicated IP another option besides our standard shared IPs. We still believe our standard shared IPs provide good deliverability and we work hard to maintain it. That said, it can be nice to send with a small group of other low volume senders who are all very committed to being good email citizens.

Trusted IP customers meet the following criteria:
*must send with Marketo shared IPs at least 3 months
*send below ~75k/mo
*no abuse reports or blacklist incidents (for at least 1 year - older customers who have had issues far in the past can qualify)
*careful opt-in process for data acquisition
*general good reputation online, not associated with spam

I hope this helps explain this option! Customers interested in joining our Trusted IPs should contact Marketo Support for an evaluation form. Once you complete the form, Support will escalate this to the Privacy Team and we will complete the evaluation. If for any reason you are not approved, we will let you know why and work with you to recommend changes if you wish to reapply in the future.

[Anonymous]

Thanks, Autumn. Do you know the cost for a dedicated IP? And by number of e-mails, do you mean sending to individual addresses, or the actual number of campaigns deployed? E-mail addresses - we send over 100K per month. But we do not do 100K campaigns per month.

[Anonymous]

I believe we are making some adjustments to our pricing for dedicated IPs, but I don't know the final word on that right now. Rather than tell you the wrong thing, I recommend you contact your sales or renewals account manager to get a quote.

By number of emails, I mean actual messages sent over the course of 30 days. You can find this number by creating an email performance report in Analytics. The default report with no smart list or filters will show you numbers for 30 days, so the total number under the sent column is what we're looking at for volume qualifications.

Bridget, I checked your Marketo subscription and you sent ~115k emails in the past 30 days, so you would qualify for a dedicated IP.