Summary
The consensus is that shared IPs are generally better for senders with inconsistent sending patterns, even at high volumes. Dedicated IPs require consistent sending to build and maintain a positive reputation; irregular sends can damage it. Shared IPs benefit from a collective reputation, mitigating the impact of inconsistent sending. A hybrid approach (dedicated IPs for consistent sends, shared for infrequent ones) can also be effective. Sending volumes below 50,000 - 100,000 emails per month often make dedicated IPs less viable.
Key findings
- Consistency is Key for Dedicated IPs: Dedicated IPs require consistent sending volume and frequency to build and maintain a good sender reputation.
- Shared IPs Handle Inconsistency: Shared IPs are better suited for senders with irregular sending patterns, benefiting from a collective reputation.
- Reputation Damage from Inconsistent Sends: Inconsistent sending on a dedicated IP can negatively impact its reputation and deliverability.
- Volume Threshold for Dedicated IPs: Many sources suggest a volume threshold (50,000-100,000 emails/month) for dedicated IPs to be worthwhile, assuming consistent sending.
- Hybrid Approach is Possible: A hybrid approach can be used, with dedicated IPs for regular sends and shared pools for infrequent, high-volume mailings.
Key considerations
- Assess Sending Frequency: How frequently will you be sending emails? Infrequent or sporadic sending leans towards shared IPs.
- Consider Sending Volume: What is your typical sending volume? Low volumes might not justify the reputation management needed for a dedicated IP.
- Evaluate Reputation Management Capacity: Are you prepared to actively manage and maintain the reputation of a dedicated IP, including monitoring and remediation efforts?
- Explore Hybrid Options: Could a hybrid strategy, using dedicated IPs for consistent sends and shared IPs for irregular ones, be a viable solution?
- Consult ESP Recommendations: What are the specific recommendations and requirements of your email service provider (ESP) regarding dedicated vs. shared IPs?
What email marketers say
10 marketer opinions
For inconsistent, high-volume email sends, shared IPs are generally recommended over dedicated IPs. Dedicated IPs are most effective when senders maintain a consistent sending volume and schedule, allowing them to build and maintain a positive sender reputation. Inconsistent sending from a dedicated IP can harm its reputation. Shared IPs, on the other hand, benefit from the collective reputation of multiple senders, making them more suitable for infrequent or sporadic sends. Many sources suggest a volume threshold (around 50,000 - 100,000 emails per month) above which dedicated IPs become more viable, assuming consistent sending patterns.
Key opinions
- Dedicated IPs Require Consistency: Dedicated IPs are most effective with a consistent sending volume and schedule.
- Shared IPs for Inconsistent Sends: Shared IPs are better suited for infrequent or sporadic email campaigns.
- Volume Threshold: A sending volume of 50,000 - 100,000 emails per month is often cited as a threshold for considering dedicated IPs, assuming consistent sending habits.
- Reputation Maintenance: Dedicated IPs require active reputation management; inconsistent sending can negatively impact deliverability.
- Shared IP Benefit: Shared IPs benefit from the collective reputation of multiple senders.
Key considerations
- Sending Frequency: How often will you be sending emails? If it's infrequent, a shared IP is likely the better choice.
- Sending Volume: What is the volume of your sends? High-volume, consistent sending is needed for a dedicated IP.
- Reputation Management: Are you prepared to actively manage and maintain the reputation of a dedicated IP address?
- Deliverability Impact: Understand the potential deliverability impact of both dedicated and shared IPs based on your sending patterns.
- ESP Recommendations: Consider the specific recommendations and requirements of your email service provider (ESP).
Marketer view
Email marketer from Glockapps explains that dedicated IPs require a strict send schedule to maintain a good sender reputation. As well as that, without that schedule, they should use shared.
29 Feb 2024 - Glockapps
Marketer view
Email marketer from Omnisend shares that dedicated IPs are for high volume senders, while shared IPs are best for senders who dont send often or very high volumes.
13 Dec 2023 - Omnisend
What the experts say
3 expert opinions
For inconsistent email sending, shared IPs are generally recommended to maintain a positive sender reputation. Dedicated IPs are better suited for consistent sending patterns and can be combined with shared pools for specific scenarios like quarterly mailings with high volumes. A low sending volume, such as below 50,000 messages per week, makes it difficult to build a reputation on a dedicated IP, further supporting the use of shared IPs in such cases.
Key opinions
- Inconsistent Sends Favor Shared IPs: Shared IPs are generally recommended for inconsistent sending patterns to maintain a positive sender reputation.
- Dedicated IPs Need Consistency: Dedicated IPs require consistent sending to build and maintain a positive reputation.
- Hybrid Approach Possible: A hybrid approach is possible, using dedicated IPs for regular sends and shared pools for large, infrequent mailings.
- Low Volume, Shared IPs: Sending less than 50,000 messages/week makes building a reputation on a dedicated IP difficult, favoring shared IPs.
Key considerations
- Sending Consistency: Assess how consistent your sending patterns are. Irregular sends are better suited for shared IPs.
- Sending Volume: Consider your average sending volume. Low volumes may not be sufficient to maintain a dedicated IP's reputation.
- Hybrid Strategy: Explore the possibility of a hybrid strategy, combining dedicated IPs for regular sends with shared pools for infrequent, high-volume mailings.
- Reputation Management: Determine your capacity to actively manage and maintain the reputation of a dedicated IP.
Expert view
Expert from Spamresource explains that senders with inconsistent sending patterns are better off with shared IPs as dedicated IPs require consistent sending to build and maintain a positive reputation.
16 May 2022 - Spamresource
Expert view
Expert from Word to the Wise explains that for a low sending volume such as under 50,000 messages/week, it is more difficult to build reputation on a dedicated IP. Therefore, it's often suggested to make use of a shared IP.
15 Jun 2025 - Word to the Wise
What the documentation says
4 technical articles
Email deliverability documentation from AWS, SparkPost, Google, and Microsoft all indicates that shared IPs are better for senders with inconsistent sending volumes. This is because maintaining a consistent sending volume is crucial for dedicated IPs to avoid damaging their reputation. Shared IPs benefit from the collective reputation, making them more resilient to the negative impacts of inconsistent sending.
Key findings
- Dedicated IPs require consistent volume: Dedicated IPs are best for senders with consistent sending volumes to maintain a good sender reputation.
- Inconsistent sending hurts dedicated IPs: Inconsistent sending can negatively impact the reputation of dedicated IPs, harming deliverability.
- Shared IPs benefit from collective reputation: Shared IPs benefit from the collective reputation of multiple senders, making them more resilient to inconsistent sending.
- Shared IPs offer better deliverability: Shared IPs offer better deliverability for senders with irregular sending volumes because overall sending patterns are more consistent.
Key considerations
- Assess sending consistency: Evaluate the consistency of your sending volume. Irregular volumes favor shared IPs.
- Impact on IP reputation: Understand how inconsistent sending can harm the reputation of a dedicated IP.
- Leverage collective reputation: Consider the benefits of shared IPs, especially the leveraging of a collective reputation.
- Prioritize deliverability: Weigh the deliverability advantages of shared IPs for inconsistent senders against the control offered by dedicated IPs.
Technical article
Documentation from SparkPost shares that senders with dedicated IPs need to maintain a consistent volume to avoid reputation damage. For senders with irregular volumes, shared IP pools can offer better deliverability as sending patterns are more consistent overall.
10 Aug 2023 - SparkPost
Technical article
Documentation from Microsoft shares that senders using shared IPs benefit from the collective reputation, and is less likely to be affected by inconsistent sending.
23 Sep 2021 - Microsoft
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