Is a dedicated IP address needed for sending 150K-200K emails per month?
Matthew Whittaker
Co-founder & CTO, Suped
Published 18 Jun 2025
Updated 16 Aug 2025
7 min read
The question of whether a dedicated IP address is necessary for sending 150,000 to 200,000 emails per month is a common one. It sits in a somewhat grey area where the choice between a shared and dedicated IP isn't always straightforward. While some might suggest a dedicated IP is ideal for this volume, it's crucial to understand the nuances of email deliverability and how reputation is built and maintained.
My perspective, based on years of experience, is that the answer isn't a simple yes or no. It depends heavily on factors like the consistency of your sending, the engagement of your audience, and the quality of your email list. Achieving optimal inbox placement isn't just about having a dedicated IP, but about managing your sender reputation holistically.
Understanding IP and domain reputation
Years ago, IP reputation was arguably the primary factor internet service providers (ISPs) considered when deciding whether to accept or reject an email. If your IP address was on a major blacklist (or blocklist), your emails were unlikely to reach the inbox. However, the landscape has evolved significantly. ISPs now place a much greater emphasis on domain reputation.
Domain reputation is built on how recipients interact with emails sent from your specific domain, irrespective of the sending IP. Factors like open rates, click-through rates, spam complaints, and unsubscribe rates associated with your domain are weighed heavily. A strong domain reputation can often compensate for a less-than-perfect IP reputation, especially if you're sending via a reputable Email Service Provider (ESP).
This shift means that even if you're on a shared IP, your emails can perform exceptionally well if your domain practices are pristine. Conversely, a dedicated IP address won't automatically guarantee deliverability if your sending practices lead to a poor domain reputation. Understanding this distinction is fundamental to making the right choice for your sending volume.
Maintaining a good sender reputation is a continuous effort, encompassing both your domain and, to a lesser extent, your IP. You can learn more about how to improve your domain reputation through Google Postmaster Tools.
Shared versus dedicated: a volume perspective
When sending 150,000 to 200,000 emails per month, you typically fall into a category where both shared and dedicated IPs have their merits and drawbacks. Shared IPs are common for lower to moderate volumes, as the reputation is managed collectively by the ESP, diversifying risk across many senders. However, for higher volumes, individual sender behavior has a greater impact.
A key consideration for this volume is consistency. If your sending volume is erratic, a dedicated IP can be harder to manage because ISPs prefer consistent, predictable email streams to build trust. Inconsistent sending at 150K-200K per month might actually lead to more fluctuation in your dedicated IP's reputation, making a shared IP potentially safer, as the aggregate volume helps smooth out individual sender variations.
Ultimately, the decision often boils down to how much control and predictability you desire versus the effort required to maintain a dedicated IP's reputation. Many providers, such as Mailgun, highlight that dedicated IPs start making sense around the 200K+ emails per month mark or even millions of emails.
To better illustrate the differences, here's a comparison of shared versus dedicated IPs, especially relevant for volumes in the 150K-200K range.
Shared IP addresses
Cost: Generally included in basic ESP plans.
Reputation: Shared among multiple senders; reputation is managed by ESP.
Warming: Not required, as ESP manages the IP reputation.
Control: Limited control over IP, but insulated from individual poor sending.
Dedicated IP addresses
Cost: Often an add-on or requires higher-tier plan.
Reputation: Entirely dependent on your sending practices.
Control: Full control over your IP's reputation, for better or worse.
Warming and maintaining a dedicated IP
If you opt for a dedicated IP at 150,000 to 200,000 emails per month, warming it up correctly is paramount. IP warming involves gradually increasing your sending volume to mailbox providers to build a positive sending history and establish trust. Starting too fast can trigger spam filters and get your IP blocklisted.
The challenge with 150K-200K emails per month is that it's a volume that requires consistent, daily sending during the warm-up period to keep the IP active and maintain a stable reputation. If you send in bursts or have significant gaps in your sending, the IP can indeed lose its hard-earned reputation because ISPs interpret inactivity as a sign of potential abuse or a lack of legitimate traffic.
For this volume, it is generally recommended to send emails at least three days a week to ensure consistency. If your sending patterns are infrequent, even with good engagement, it can be difficult to sustain a robust IP reputation. This is where a dedicated IP can become more of a burden than a benefit. Learn more about IP warming for low volume senders.
Best practices for dedicated IP management at this volume
Consistent sending: Aim for predictable daily or weekly volumes rather than large, infrequent bursts.
High engagement: Ensure your emails are highly relevant to your audience to drive opens and clicks.
List hygiene: Regularly clean your list to remove inactive or invalid addresses. This also minimizes spam trap hits.
Monitor feedback loops: Pay close attention to spam complaints and promptly remove complainers.
The decision for your volume
So, is a dedicated IP needed for 150K-200K emails per month? Not necessarily. While it grants you full control, it also assigns full responsibility. If your sending volume is consistent and your audience highly engaged (e.g., B2B communications to existing customers, not broad marketing), a dedicated IP can be managed effectively at this range.
However, if your sending is irregular, or your audience engagement is lower, a shared IP might offer more stability, leveraging the collective good reputation of other senders. Many ESPs have sophisticated shared IP pools that can handle significant volumes while mitigating individual sender risk. For example, Instiller suggests one IP for 150K to 200K emails per day, indicating high volume capabilities for a single IP.
The key is to understand your specific sending patterns and audience behavior. A dedicated IP is not a magic bullet, but rather a tool that, when used correctly with sufficient and consistent volume, can provide more granular control over your sending reputation. When considering how many IP addresses are needed, you might find more general guidelines and scenarios in resources about email volume and dedicated IPs.
Monthly sending volume
Recommended IP strategy
< 50,000
Shared IP (most common, easiest to manage)
50,000 - 200,000
Shared IP (generally safe); Dedicated IP (if consistent sending and good engagement)
200,000 - 1,000,000
Dedicated IP (often recommended for better control)
> 1,000,000
Multiple dedicated IPs or dedicated IP pool (essential for high volume)
Views from the trenches
Best practices
Monitor your domain reputation closely, as it's often more impactful than IP reputation.
Ensure consistent sending volume to build a reliable IP history on a dedicated IP.
Maintain a highly engaged audience to minimize bounces and spam complaints.
Common pitfalls
Opting for a dedicated IP without sufficient and consistent volume to warm it.
Ignoring domain reputation and focusing solely on the IP.
Sending to unengaged or old lists, regardless of IP type, can lead to blacklisting.
Expert tips
Focus on email content quality and audience engagement to improve overall deliverability.
Utilize DMARC reports to identify authentication issues and potential abuse.
If your ESP offers sophisticated shared IP management, it might be superior to a poorly managed dedicated IP.
Expert view
Expert from Email Geeks says IP reputation is a minor piece of deliverability these days; domain reputation holds more weight.
2021-08-17 - Email Geeks
Expert view
Expert from Email Geeks says a standard volume recommendation for a dedicated IP is 50,000 to 100,000 sends at least three days a week.
2021-08-17 - Email Geeks
Key takeaways for your sending strategy
For sending volumes of 150,000 to 200,000 emails per month, a dedicated IP address isn't strictly necessary, but it can be beneficial under the right conditions. The crucial factors are consistent sending volume, high recipient engagement, and a diligent approach to list hygiene. Without these, a dedicated IP can become a liability rather than an asset, potentially leading to more deliverability challenges due to fluctuating reputation.
Before committing to a dedicated IP, assess your sending patterns and the health of your email list. If you prioritize control and are prepared for the commitment of IP warming and consistent maintenance, a dedicated IP can be a good choice. Otherwise, a well-managed shared IP from a reliable ESP can often provide better deliverability with less overhead for this volume.
