Learn the difference between Shared IP vs. Dedicated IP and their impact on your deliverability and sender reputation

Imagine you and your friends are throwing a party. You can either host it in a shared venue, where other groups are also hosting their parties, or you can rent a private space just for your crew.

Both options have their perks and challenges—just like choosing between a shared IP pool and a dedicated IP for sending your marketing emails.

Think of a shared IP pool like a big event space where multiple groups (businesses) are hosting their parties (sending emails). Since everyone contributes to maintaining the space, it’s easy and cost-effective.

The venue already has a good reputation with security (email service providers like Gmail, Yahoo, etc.), so you don’t have to prove yourself to get in.

• An established reputation: Since many senders already utilize the shared IP, the IP usually has a strong, positive reputation with inbox providers.

• Lower maintenance: You don’t have to warm up a new IP (establish trust with mailbox providers) on your own—it’s already up and running. Users who send <5000 emails a day may also struggle to establish a positive reputation due to low volume.

• Ideal for small or seasonal senders: If you don’t send a high volume of emails consistently, you still benefit from the shared reputation.

• Your reputation is tied to others: If some senders in the pool behave badly (generate spam complaints, have low engagement, etc.), it can hurt your email deliverability—even if you’re doing everything right.

• Less control: You don’t get to decide how the IP is managed or who else uses it.

Now, imagine you book a private venue (dedicated IP) just for your guests. You’ll have full control over the experience, but you also have more responsibility. If your party gets too wild and security (email providers) starts noticing complaints, you alone take the hit.

On the flip side, if you consistently host great parties (high engagement, low complaints), you build a strong reputation that ensures smooth entry every time.

• Full control over reputation: Your sender reputation is based only on your own actions—there’s no risk of bad neighbors ruining it.

• Ideal for high-volume senders: If you send a lot of emails (>50,000 emails per week), you can maintain a strong, consistent reputation.

• Custom deliverability strategies: You can fine-tune email sending practices to optimize performance.

• Takes time to build trust: Email providers don’t immediately trust new IPs. You’ll need to “warm up” the IP by gradually increasing volume to establish a positive reputation.

• Requires consistent volume: If you don’t send enough emails regularly (over 50k emails a week), the IP’s reputation may weaken, making deliverability unpredictable.

• Higher cost & maintenance: You need to actively monitor your sending practices, engagement rates, and reputation.

• If you’re a smaller sender or don’t send emails regularly, a shared IP is the better option—it’s easy, low-maintenance, and reliable.

• If you’re a high-volume sender with a dedicated email strategy, a dedicated IP gives you full control and better long-term deliverability—if you manage it well.

No matter which route you choose, always focus on engaging content, clean lists, and respecting your audience—because at the end of the day, the best party is the one people actually want to attend!