I need to dodge filters

Number five of seven in our occasional series on why ESPs need, or don’t need, lots of IP addresses to send mail properly.

I need multiple IP addresses per customer so as to manage filtering issues

Why this is right
If you have, for example, three dedicated IP addresses per customer and one of those IP addresses gets “randomly” blacklisted, then you can divert traffic to the other two IP addresses temporarily while you resolve the listing.
Why this is wrong
While there are many, many reasons why a source of email can be blocked there are far fewer that affect enough recipients that you really care. If a block affects one guy and one beagle in North Carolina, it’s not worth your operational concentration to care.
Of the blocks you might care about they’re almost all going to be based on recipient response, reputation and content. If one of those blocks affects an IP address you’re sending a mail stream from, it’s probably going to affect the other IP addresses you’re sending the same mail stream from really soon. So the right operational decision is almost always going to be to suspend mailing (either to one particular recipient ISP or to all recipients) until someone has had time to investigate the underlying issue.
Why else this is wrong
If your network engineering decisions are driven primarily by avoiding recipient email filters then you have a deeper business philosophy or customer vetting issue to consider.

Godzilla vs three-headed dragon
Three heads don't help if they all do the same thing

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I need IP addresses for reputation

Number one of seven in our occasional series on why ESPs need, or don’t need, lots of IP addresses to send mail properly.

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Why do you need so many IP addresses (part 2)?

In my last post I discussed the background as to why an ISP will require their users to use their IP address allocation efficiently. I also mentioned in passing that I’d discussed ESP address allocation with both ESPs and ISPs recently.
The ESP was talking about assigning a couple of dozen IP addresses to each customer, because they might be useful for spreading load and it would provide some flexibility for moving from one IP address to another if one should get blocked. And IP addresses are pretty much free. They were wrong.
The ISP was considering an application for 750 IP addresses from a new ESP customer. They assumed that there was no possible reason other than snowshoe spam for an email related customer to need that many IP addresses. While I suspect they may have been right about the specific potential customer, the general assumption was wrong.
I’ve seen a lot of reasons given by ESPs for why they need so many IP addresses:

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