Should I use a shared or dedicated IP for email sending?

The consensus from marketers, experts, and documentation sources is that the choice between a shared and dedicated IP for email sending hinges primarily on sending volume and consistency. Dedicated IPs offer greater control over sender reputation and are recommended for high-volume senders (generally above 50,000 emails per month or large contact lists) with consistent sending habits. These IPs require careful management, monitoring, and a warm-up process. They also offer benefits like sender certification and enhanced security through allowlisting. Shared IPs are more suitable for low-volume senders, those just starting out, or when consistent sending patterns are challenging to maintain, benefiting from an established IP reputation. However, your reputation is then influenced by other senders. Regardless of the IP type, maintaining good sender reputation and deliverability necessitates adhering to best practices such as email authentication, list cleaning, and minimizing bounce rates.

The decision to use a shared or dedicated IP address for email sending depends on several factors, primarily sending volume, frequency, and the level of control desired over sender reputation. Dedicated IPs offer greater control and are suitable for high-volume senders (often cited as 50,000+ emails per month or large contact lists) with consistent sending habits, especially when security or sender certification is a concern. They require careful monitoring and warming up to maintain a good reputation. Shared IPs are recommended for lower-volume senders, those just starting out, or when consistent sending patterns are difficult to maintain, as they benefit from the IP's existing reputation. However, reputation is then influenced by other senders using the same IP. Regular sending is crucial for dedicated IPs, and factors like authentication, list cleaning, and warm-up processes contribute to overall deliverability regardless of the IP type.

Experts agree that dedicated IP addresses offer greater control over sender reputation and are essential for senders with sufficient volume. However, without adequate volume, a dedicated IP can negatively impact reputation. Warming up the IP is also critical to avoid deliverability issues.

Email sending infrastructure documentation consistently recommends dedicated IPs for high-volume senders (50,000+ emails/month) with consistent sending habits who want control over their sender reputation. These sources emphasize the necessity of careful monitoring, warming up the IP, and adhering to best practices to avoid deliverability issues. Shared IPs are presented as suitable for lower volumes and those just starting out, leveraging the IP's existing reputation. Maintaining good IP reputation, regardless of shared or dedicated, requires best practices like authentication, list management, and low bounce rates.