Should I use a dedicated IP for SES?
Shared IPs (free) are fine for most apps. Consider a dedicated IP ($24.95/month) if you send more than 100,000 emails per month, want full control over sender reputation, or are not affected by other SES users' sending behavior.
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More FAQs in Amazon SES Email Deliverability Best Practices Avoiding Spam Folders
Common causes: missing SPF/DKIM/DMARC records, high bounce or complaint rate, new domain without warmup, spam trigger words in content, no plain text version, inconsistent from address, or bad sender reputation. Use mail-tester.com to diagnose.
Start with 50 emails/day in week 1, 200/day in week 2, 500/day in week 3, 1000/day in week 4, and continue increasing. This builds sender reputation gradually. Sudden spikes of thousands of emails trigger spam filters on new domains.
Bounce rate should be below 5%. Complaint rate (users marking as spam) should be below 0.1%. If rates exceed these, email providers may block or throttle your domain. Set up SNS notifications to track bounces and complaints, and never send to bounced addresses.
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