This is a very handy list of crowdsourced email development techniques for singling out email clients and platforms. It was created by product designer Dylan Smith, who does some really interesting writing on his site.
“Myth” is taking it a little too far (I mean, obviously Dedicated IPs do exist), but we agree with Patrick Hannigan’s general viewpoint in this article:
For a majority of email senders, using shared IPs is the way to go, as long as the ESP you work with takes care of their shared IP pool and screens out bad senders. Switching to your own dedicated IP brings on a slew of additional tasks you’d need to manage, and introduces daily cadences and volume requirements most senders can’t keep up with. Deciding to switch to a dedicated IP when you don’t need to will open you up to more risk, tanking your deliverability in the process.
That said, there are still some instances where a dedicated IP might be the right way to go for you. Find our more on our… um… dedicated page.
Another interesting post from Laura Atkins. We also believe that authentication is all about establishing and building a reputation, which is based on engagement with your messages. That concept is best demonstrated during domain/IP warmup. An unknown (or poor) reputation does nothing for deliverability, but it's expected that excellent engagement over time will build the reputation — and provide good deliverability.
📺 For more on this topic, check out our webinar on domain reputation and deliverability.