Your sending IP is a key part of your email infrastructure. It helps inbox providers determine whether your emails should land in the inbox, promotions tab, or spam.
This guide explains the difference between shared and dedicated IPs, along with when each option makes sense for your business.
What is an IP Address in Email Sending?
An IP address is used to send emails from your platform to recipients. Inbox providers evaluate the reputation of this IP—along with your domain and engagement metrics—to decide how your emails are handled.
Shared vs. Dedicated IPs
Shared IP
A shared IP is used by multiple senders. This means:
Reputation is shared across multiple accounts
Email volume from all senders contributes to the overall performance
Setup is automatic and requires minimal effort
Dedicated IP
A dedicated IP is used exclusively by your business.
This means:
You have full control over your IP reputation
Your sending behavior directly impacts deliverability
Performance is not affected by other senders
How IPs Impact Deliverability
Inbox providers consider multiple factors when evaluating emails, including:
IP reputation
Domain reputation
Recipient engagement (opens, clicks, spam reports)
To understand how domain setup also impacts deliverability, see Branded vs. Shared Sending Domains: What’s the Difference?
When to Use a Shared IP
Best for:
Businesses just getting started
Low or inconsistent email volumes
Teams that want a quick setup
Benefits:
No setup required
Reputation supported by combined sending activity
Maintained and monitored automatically
Limitations:
Reputation is influenced by other senders
Performance may fluctuate during high-volume periods
When to Use a Dedicated IP
Best for:
High-volume senders
Businesses sending emails regularly
Teams that want full control over deliverability
Benefits:
Full ownership of IP reputation
More predictable performance
Easier to diagnose deliverability issues
Considerations:
Requires consistent sending volume
Needs ongoing monitoring and good sending practices
Dedicated IP Warming
When starting with a dedicated IP, you need to build trust gradually with inbox providers. This process is known as IP warming.
It involves:
Sending smaller volumes initially
Gradually increasing volume over time
Prioritizing engaged recipients
This helps establish a positive reputation and avoids deliverability issues.
To learn how reputation and authentication work together, see Understanding Email Authentication.
Important Considerations
A dedicated IP does not automatically improve deliverability—it depends on your sending practices
Inconsistent or poor-quality sending can harm your reputation
Shared IPs are often sufficient for smaller or less frequent senders
It’s also important to understand that IP reputation works alongside domain setup and authentication to determine inbox placement.
Key Takeaway
Shared IPs are ideal for getting started and require minimal setup, while dedicated IPs offer greater control and stability for high-volume senders. Choosing the right option depends on your sending volume, consistency, and need for control over deliverability.