Should I use a shared or dedicated IP for email sending?
Michael Ko
Co-founder & CEO, Suped
Published 21 Apr 2025
Updated 18 Aug 2025
7 min read
Choosing the right IP address for your email sending, whether shared or dedicated, is a fundamental decision that profoundly impacts your email deliverability. This choice isn't merely technical, it's strategic, influencing how your messages land in the inbox versus the spam folder.
Many factors come into play, including your sending volume, consistency, and the nature of your email content. A misstep here can lead to poor sender reputation, increased bounce rates, and even blocklisting. Understanding the nuances of each option is crucial for maintaining a healthy email program.
I'll guide you through the pros and cons of both shared and dedicated IP addresses, helping you assess which approach aligns best with your email strategy and business goals.
Understanding email IP addresses
Before diving into the decision, it's essential to grasp what an IP address means in the context of email sending. An IP address serves as your email's online identity. It's the unique numerical label that identifies the server sending your emails. Internet Service Providers (ISPs), like Google and Yahoo, use this IP address to evaluate your sender reputation. A good reputation signals trustworthiness, increasing the likelihood of your emails reaching the inbox.
With a shared IP address, your emails are sent from an IP that is also used by many other senders. This arrangement can be cost-effective and convenient, as the reputation management is often handled by your email service provider (ESP). However, your deliverability is directly influenced by the sending habits of everyone else on that shared IP. If another sender on your shared IP engages in spammy practices, it can negatively impact your email deliverability, even if your own sending practices are impeccable. To understand more about this, explore how a shared IP affects deliverability.
Conversely, a dedicated IP address is exclusively yours. You are the sole user of that IP, which means your sender reputation is entirely within your control. This offers greater predictability and stability for your deliverability rates, provided you maintain good sending hygiene. It's a significant commitment, but one that offers distinct advantages for specific types of senders.
Shared IP
Cost: Generally more affordable, often included in ESP plans.
Reputation: Shared with other senders, meaning their bad practices can affect you, including leading to your IP being blocklisted or blacklisted.
Control: Less control over reputation. Your ESP manages it, which can be good or bad.
Volume: Ideal for low, infrequent, or bursty sending volumes.
Dedicated IP
Cost: Typically more expensive, often an add-on service.
Reputation: You are solely responsible for its reputation. Good practices lead to good results.
Control: Full control over your sending reputation and ability to whitelist.
Volume: Best for high, consistent email sending volumes.
When a shared IP is the right choice
For many, particularly those new to email marketing or with smaller sending volumes, a shared IP address is not just a viable option, but often the optimal one. When you're sending a few thousand emails a month, or if your sending schedule is irregular, a dedicated IP can be overkill and potentially detrimental.
Shared IPs offered by reputable ESPs come with a pre-established reputation. These providers actively monitor the senders on their shared pools, working to mitigate the impact of any bad actors. This means you benefit from the collective positive reputation of other good senders, which can be a significant advantage when you're just starting to build your own sending history.
Additionally, shared IPs are typically more cost-effective since the infrastructure and maintenance costs are distributed among many users. If your budget is a primary concern, or if you're not planning to send hundreds of thousands of emails consistently, then a shared IP is generally the recommended starting point. You can learn more about when to use a shared IP.
The shared IP warning
While shared IPs can be advantageous, they come with an inherent risk. Your sending reputation is tied to the actions of others. If a fellow sender on your IP blocklist (or blacklist) receives a high number of spam complaints or engages in suspicious activity, it can quickly tarnish the IP's reputation, affecting your own deliverability. Always choose an ESP with strong reputation management to mitigate this risk. An informative article by DMA.org.uk discusses these pros and cons further.
The advantages of a dedicated IP
For businesses sending a large, consistent volume of emails, such as high-frequency newsletters or transactional messages, a dedicated IP address offers unparalleled control. This is particularly true if you send over 100,000 emails per month. With a dedicated IP, your deliverability depends solely on your sending practices, allowing you to build and nurture your own unique sender reputation over time.
One of the primary benefits is the ability to directly influence your sender reputation. If your emails consistently receive positive engagement, your dedicated IP's reputation will strengthen, leading to higher inbox placement rates. This control also extends to managing any issues, as you won't be affected by other senders' poor practices. For insights into managing your reputation, consider how to improve domain reputation.
However, obtaining a dedicated IP isn't an instant solution. It requires a crucial process known as "IP warming" (or "IP ramp-up"). During this period, you gradually increase your email volume over several weeks, allowing ISPs to recognize your IP and build a positive sending history. This careful ramp-up is vital; sending too much too soon can lead to your emails being flagged as spam. Postmark's article provides a good perspective on dedicated versus shared IPs.
A dedicated IP also facilitates whitelisting with certain recipients or organizations, which is essential for high-security operations where specific IPs need to be recognized and trusted. This level of control and predictability makes dedicated IPs the preferred choice for large-scale, professional senders who prioritize consistent deliverability above all else. Considerations like volume requirements for dedicated IPs are important to assess.
Aspect
Dedicated IP Benefits
Dedicated IP Challenges
Reputation Control
Full control over your sender reputation based on your practices.
Requires vigilant monitoring and adherence to best practices.
Deliverability Consistency
More predictable deliverability rates due to isolated reputation.
Needs consistent, high sending volume to maintain a warm reputation.
Setup and Maintenance
Provides options for whitelisting for high-security operations.
Requires an initial IP warming process, which takes time.
Key factors in your decision
The choice between a shared or dedicated IP ultimately boils down to your specific sending habits and needs. Factors like your email volume, the consistency of your sends, and your budget are paramount. If you're a new sender, or if your volume is low and inconsistent (e.g., less than 50,000 emails per month), a shared IP is generally the safer and more practical option. It allows you to leverage the collective reputation of a managed pool without the overhead of maintaining your own IP reputation.
However, if you're a high-volume sender (consistently above 100,000 emails per month) with a predictable sending schedule, a dedicated IP provides the control and stability necessary for optimal deliverability. It allows you to isolate your reputation from other senders, building a strong, consistent rapport with ISPs. Keep in mind that sporadic high-volume sending on a dedicated IP can still harm your reputation if not managed carefully.
Ultimately, the decision isn't static. Your email program may evolve, and with it, your IP needs. It's important to regularly assess your sending patterns and deliverability metrics. A healthy IP reputation is foundational to successful email marketing, so choose the path that best supports your current and future email goals. Consider exploring when dedicated IPs are needed for inconsistent, high-volume sends.
Views from the trenches
Best practices
Ensure consistent sending volume to maintain a warm IP, especially for dedicated IPs.
Always prioritize list hygiene to minimize bounces and spam complaints for any IP type.
Monitor your sender reputation regularly, regardless of whether you use shared or dedicated IPs.
For dedicated IPs, allow sufficient time for the IP warming process before sending large volumes.
If using shared IPs, choose an ESP with robust reputation management and a clean IP pool.
Common pitfalls
Switching to a dedicated IP too early with low or inconsistent volume can harm your reputation.
Ignoring spam complaints or high bounce rates, which can quickly lead to blocklisting.
Failing to warm up a new dedicated IP address gradually can result in emails going to spam.
Assuming a dedicated IP guarantees perfect deliverability without proper sending practices.
Not monitoring the reputation of a shared IP, making you vulnerable to other senders' actions.
Expert tips
Regular sending is often more critical than sheer volume for dedicated IP performance.
A dedicated IP offers protection from other senders and protects them from your sending.
Some ESPs may keep good senders on shared IPs to boost the overall pool's reputation.
Consider a dedicated IP if specific recipient systems require IP allowlisting for security.
Analyze your specific email campaign needs before committing to an IP strategy.
Marketer view
Marketer from Email Geeks says consistent, high volume is key for dedicated IPs. Good shared pools can sometimes offer better deliverability than poorly managed dedicated ones.
2023-05-24 - Email Geeks
Marketer view
Marketer from Email Geeks says maintaining a dedicated IP with consistent high volume is challenging, especially during periods of low communication, as you might need to warm it up again.
2023-05-25 - Email Geeks
Finding your IP match
The decision to use a shared or dedicated IP address for email sending is a critical one, directly impacting your deliverability and overall email program success. There isn't a universal best option; the ideal choice depends on your specific circumstances, particularly your sending volume, consistency, and the level of control you wish to exert over your sender reputation.
For most new or low-volume senders, a well-managed shared IP provides a stable and cost-effective entry point. High-volume, consistent senders will find a dedicated IP invaluable for building and maintaining a strong, independent reputation. Whichever path you choose, continuous monitoring of your email metrics and consistent adherence to email best practices are non-negotiable for achieving optimal inbox placement.
Google and 
Yahoo, use this IP address to evaluate your sender reputation. A good reputation signals trustworthiness, increasing the likelihood of your emails reaching the inbox.
