—Dan (say 👋 via email or LinkedIn)

When you first create an account with your email service provider, or ESP, they’ll put you on what’s known as a shared IP address. These are IP addresses that are in use by other customers of that ESP — they have a good reputation, and you can feel confident that your emails should be delivered if you send via those IPs. There’s nothing you need to do to get on a shared IP — you’re automatically assigned to one when you become a user of that ESP.

But not everyone wants to use a shared IP. Some senders would prefer to use a custom IP — something used exclusively by your organization.

There are absolutely benefits to using a custom IP. Done right, they might help you improve both deliverability and engagement.

But not everyone should be on a custom IP. I asked Yanna-Torry Aspraki, our resident deliverability expert, to weigh in. Here’s what she recommends thinking about before you make your decision. Shared IP or Custom IP? →

All of the stories we publish this fall are presented thanks to Who Sponsors Stuff, which gives you and your team the tools to quickly find and reach out to relevant sponsors for your newsletter. Want to learn more about how they helped Moby, a daily newsletter for investors, build a million-dollar ad strategy? Read the case study here.
 

Should you launch a private community for your newsletter? Claire Zulkey talked to operators who’ve built them about why they can work — and why they’re not for everyone.

As AI gains traction, writing emails with a human touch is more important than ever. Simon Linde offered five tips for writing more like a human.

It’s OK if you take a break from your newsletter. Mandy Hofmockel explained how she (and four other newsletters) successfully hit pause on their newsletter.

💌 Did a friend forward you this newsletter? Sign up for Inbox Collective’s weekly newsletter here.

📬 Want to work with Inbox Collective? Here’s how I can help you.

🎯 Want to reach an audience of 10,000+ people in the email space? Here’s how to become an advertising partner.

✍️ Looking to hire or be hired? Join the Inbox Collective talent collective.

 

 

Having trouble viewing this email? You can see an HTML version of this newsletter here.

No longer want to receive our newsletters? That’s OK! You can unsubscribe here.