How do you request a dedicated IP?
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So you've decided a dedicated IP makes sense for your sending volume and you're ready to ask your ESP for one. The actual process depends on which platform you're using, but the steps are more predictable than most people expect.
Step 1: Check if you qualify first. Before you reach out, most ESPs want to see at least 50,000 to 100,000 emails sent per month, consistently. If your volume is below that, a dedicated IP can actually hurt you. A cold IP with low traffic never builds a strong reputation. This is probably the biggest thing to confirm before you start the conversation.
Step 2: Find the right request path. Some platforms let you add a dedicated IP directly in your account settings. Twilio SendGrid and Mailgun, for example, offer dedicated IPs as a paid add-on you can enable yourself. Enterprise platforms like Salesforce Marketing Cloud or SparkPost (now Bird) usually route you through an account manager. If you're not sure which path applies to your account, go to your ESP's billing or account settings first, then contact support if you don't see it there.
Step 3: Know what they'll ask for. When you do make the request, ESPs typically want to see your current sending volume, your bounce rate (ideally under 2%), your spam complaint rate (ideally under 0.1%), and sometimes a rough sending schedule. They're not being difficult. They're making sure the IP they assign to you doesn't tank on arrival. A dedicated IP that warms poorly reflects on their infrastructure too.
Step 4: Expect a warmup plan. Once your request is approved, you won't be sending at full volume on day one. Your ESP will almost certainly provide a warmup schedule that gradually increases send volume over several weeks. Follow it closely. Skipping ahead is one of the most common ways senders damage a fresh IP's reputation before it's even established.
What if they say no? If your ESP declines the request, it's almost always because your volume or metrics don't meet their threshold yet. Ask them what their specific requirement is, then work toward it. It's genuinely better to stay on a shared IP with healthy sending habits than to rush onto a dedicated IP you're not ready to maintain.
If your volume qualifies but you're not sure whether a dedicated IP is the right move for your setup, our SOS hotline is free and we'll give you an honest answer with no pitch attached.
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