What is a dedicated IP?
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A dedicated IP is an IP address assigned exclusively to you. You're the only one sending from it, so your sender reputation lives or dies by your own actions. Compare that to a shared IP pool, where you share reputation with dozens or hundreds of other senders.
The upside: full control. If you follow best practices, you build clean reputation. The downside: you need enough volume to keep that reputation warm. Mailbox providers track how consistently you send. Send sporadically, and your reputation cools. Send nothing for weeks, then blast 50,000 emails at once? Spam folder. Most ESPs recommend at least 100,000 emails per month to justify a dedicated IP. Below that, a shared pool is usually safer.
Dedicated IPs are also required for certain allowlists and certification programs. The Certified Senders Alliance (CSA) and the Return Path (now Validity) certification both require dedicated IPs. These programs can improve inbox placement at participating mailbox providers, but they come with audit requirements and fees.
So when does a dedicated IP actually make sense? If you send consistent volume, follow authentication best practices, and have a mature email program. If you're just starting out or send irregularly, stick with a shared pool until your volume justifies the switch. Your ESP can help you decide when it's time (and handle the IP warmup process when you're ready).
Not sure whether shared or dedicated makes sense for your setup? Our free SOS hotline can talk you through it (no pitch, just honest advice).
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