Dedicated IP vs Shared IP
Dedicated IPs are used only by one sender; shared IPs are used by multiple accounts with shared reputation.
What is Dedicated IP vs Shared IP?
When sending emails, your reputation is tied to the IP address that delivers your messages. A dedicated IP means you alone use that address. A shared IP means multiple senders share the same address, and the collective reputation affects everyone.
Why it matters
The choice between dedicated and shared IPs has a direct impact on Email Deliverability. A dedicated IP gives you full control of your reputation—but also full responsibility. A shared IP requires less effort but carries the risk that other senders’ bad practices could impact you.
How it works
Dedicated IP: Your ESP provisions an IP exclusively for your sends. You must "warm it up" gradually (see Email Warmup) to build trust. Once warmed, ISPs judge you solely on your behavior. Shared IP: Your emails go out alongside those of other businesses. ESPs like AutoSend, SendGrid, or Mailgun manage these pools, ensuring balanced use and preventing abuse. Your deliverability is influenced by the group's overall reputation.
Examples
A high-volume retailer using a dedicated IP to protect its reputation during peak seasons.
A small startup sending newsletters through a shared IP to avoid warmup complexity.
An ESP moving a customer to a dedicated IP after they outgrow shared infrastructure.
Best practices
Use a dedicated IP if you send large, consistent volumes (100k+ per month).
Stick with shared IPs if your volumes are small or inconsistent.
Monitor engagement closely—dedicated IPs magnify both good and bad practices.
Related terms
FAQs
Which is better for me: dedicated or shared?
If you’re a small sender or just starting out, shared IPs are better because the ESP manages the reputation. If you’re a high-volume sender with consistent traffic, a dedicated IP gives you more control and stability.
Can I switch from shared to dedicated later?
Yes. Many companies start on shared IPs and move to dedicated once volume grows. When switching, always perform a careful warmup to avoid deliverability problems.
Does a dedicated IP guarantee inbox placement?
No. It only guarantees that your reputation is fully under your control. If your practices are poor (bad lists, spammy content), you’ll still land in spam.
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