Should I migrate to a dedicated IP before BFCM if my deliverability is currently good?
Matthew Whittaker
Co-founder & CTO, Suped
Published 1 May 2025
Updated 19 Aug 2025
8 min read
The question of whether to move to a dedicated IP address is a common one for email marketers, especially as major sending periods like Black Friday Cyber Monday (BFCM) approach. When deliverability is already strong, the instinct might be to avoid any changes that could disrupt a well-functioning email program. However, your Email Service Provider (ESP) might recommend a switch, presenting a dilemma that requires careful consideration.
It is natural to question such advice, particularly when current performance is good. A dedicated IP can offer greater control over your sender reputation, but it also comes with its own set of responsibilities and a crucial initial phase known as IP warming. This process, if not handled correctly, can introduce significant risks, especially right before high-stakes sending events.
This article explores the nuances of dedicated IP migration, especially in the context of seasonal peaks like BFCM, helping you make an informed decision that safeguards your email program's success. We will delve into the benefits and drawbacks, crucial timing considerations, and alternative strategies to maintain excellent deliverability.
The dedicated IP landscape and the warming process
A dedicated IP address means your email sending reputation is tied solely to your own sending practices. This offers a level of control and predictability that a shared IP environment cannot, as on a shared IP, your deliverability can be impacted by the actions of other senders sharing the same IP address. For businesses sending thousands of emails, a dedicated IP can significantly improve deliverability, offering a stable foundation for consistent email campaigns. Mailchimp highlights that companies sending large volumes benefit from this control over their reputation.
However, moving to a new dedicated IP is not a simple flip of a switch. A new IP address has no sending history, meaning it has no established reputation with internet service providers (ISPs) and mailbox providers (MBPs). To build this trust, you must gradually increase your email volume over time, a process known as IP warming. This involves sending small, consistent volumes of email, slowly ramping up to your full desired volume.
The importance of IP warming
IP warming is a critical, non-negotiable step for any new dedicated IP. It demonstrates to ISPs that you are a legitimate sender and helps them accurately gauge your sending patterns and subscriber engagement. Skipping or rushing this phase can lead to immediate deliverability issues, including emails landing in spam folders or being outright blocked.
The typical IP warming period can range from 4 to 6 weeks, though this can vary depending on your specific sending volume, frequency, and audience engagement. During this phase, you are essentially proving to ISPs that you are a legitimate sender and that your emails are valued by recipients. This careful ramp-up helps to avoid being flagged as suspicious, which could lead to your emails being directed to the spam folder or even blocked. Understanding how to warm up a dedicated IP without interrupting existing campaigns is vital for a smooth transition and maintaining positive deliverability.
Successfully navigating the IP warming process requires meticulous planning and execution. It is not just about sending more emails, it is about sending the right emails to the most engaged recipients first, gradually expanding your audience as your reputation solidifies. This strategic approach ensures that early engagement signals are strong and positive, paving the way for sustained inbox placement.
The risks of a pre-BFCM migration
Migrating to a dedicated IP right before BFCM introduces substantial risk to your email program. The holiday season is characterized by a massive surge in email volume across all industries. Mailbox providers become significantly more aggressive in their filtering and throttling mechanisms to combat the increased risk of spam and malicious activity, making it an inherently volatile period for email deliverability.
If you are still in the process of warming up a dedicated IP during BFCM, you are likely to experience variances in your email metrics and face potential delivery challenges. Your nascent sending history on the new IP may not be robust enough to withstand the increased filtering pressure, potentially leading to lower inbox placement rates, increased deferrals, or even getting your new IP listed on a blacklist (or blocklist). This can severely hinder your ability to reach customers during the most critical sales window of the year.
Timing is everything
Starting a dedicated IP migration close to high-volume events like BFCM, when your current deliverability is already strong, is a high-risk strategy. The unstable nature of a newly warmed IP combined with heightened holiday filtering can lead to unexpected deliverability issues, jeopardizing critical revenue-generating campaigns.
Instead of ensuring improved deliverability, a premature migration could lead to significant revenue loss during a critical sales period. It is akin to performing "risky surgery" on your email program when it is already functioning well, especially right before the peak performance season. If your deliverability is currently good, making a significant change like this can invite issues where none previously existed, potentially jeopardizing your holiday campaigns.
When a dedicated IP migration makes sense
The decision to migrate to a dedicated IP should be driven by clear strategic objectives or persistent deliverability needs, not just a slight dip in reputation or a general recommendation. If you are a high-volume sender (e.g., sending hundreds of thousands to millions of emails monthly), a dedicated IP often becomes necessary for long-term control and stability of your sender reputation. Klaviyo indicates that businesses sending high volumes of emails should generally use a dedicated IP infrastructure.
However, if your deliverability issues are minor or temporary, or if your current deliverability is already good, switching IPs may not be the optimal solution. It is crucial to investigate the root causes of any existing issues, such as poor list hygiene, low engagement, or content problems, before considering a drastic change like an IP migration. Sometimes, addressing these underlying issues can resolve problems more effectively than a new IP. For example, if you are experiencing issues with Outlook quarantine, simply switching IPs may not address the underlying content or engagement problem.
Feature
Shared IP
Dedicated IP
Reputation control
Influenced by other senders
Full control over your reputation
Warming period
Not required, reputation is pre-established
Essential, typically 4-6 weeks
Ideal for
Low to medium volume, inconsistent senders, small businesses
High volume, consistent senders (e.g., 1M+ emails/month)
Deliverability stability
Can fluctuate due to other users
More stable and predictable with proper management
Cost/Maintenance
Lower cost, less maintenance
Higher cost, requires active reputation management
Companies that send thousands of emails can benefit from using dedicated IP addresses to improve deliverability, as they gain complete control over their reputation. A dedicated IP is not suitable for smaller or infrequent senders who do not have a large volume of emails to send, as they may struggle to maintain a consistent sending volume to warm up and sustain a good reputation on a dedicated IP. Understanding what deliverability improvement can be expected from using dedicated vs shared IPs is key to making this decision.
Ultimately, the goal is to optimize inbox placement. If your current setup is performing well, especially on a shared IP, and your volume is not exceptionally high or erratic, the benefits of a dedicated IP might not immediately outweigh the risks and effort involved in migration and warming. A careful assessment of your specific sending patterns and deliverability history should guide your decision.
Views from the trenches
Best practices
If your deliverability is currently good, avoid major changes before high-stakes sending periods like BFCM.
Always prioritize stability in your email infrastructure during critical sales seasons.
Begin IP warming well in advance, allowing ample time for reputation establishment.
Focus on consistent sending volumes and positive engagement during the warming phase.
Common pitfalls
Migrating IPs too close to peak sending events, risking unstable deliverability during crucial times.
Failing to adequately warm a new IP, leading to immediate spam folder placement or blocks.
Switching IPs without identifying and addressing underlying deliverability issues.
Underestimating the impact of an unwarmed IP on holiday season performance and revenue.
Expert tips
For long-term success with sufficient volume and good practices, a dedicated IP is often beneficial.
If your current setup isn't experiencing severe problems, consider delaying an IP migration until after the new year.
Investigate root causes of minor deliverability dips before resorting to an IP change.
Remember that holiday periods intensify mailbox provider filtering, impacting new IPs more.
Marketer view
Marketer from Email Geeks says: The advice to move to a dedicated IP might be valid, but more context is needed to understand the underlying reasons for the recommendation.
September 30, 2024 - Email Geeks
Expert view
Expert from Email Geeks says: A typical IP warm-up takes 4-6 weeks, potentially aligning with BFCM, but holiday filtering is more aggressive, making reputation building challenging for new IPs.
September 30, 2024 - Email Geeks
Prioritizing stability over perceived gains
When your email deliverability is currently good, the general consensus leans heavily towards maintaining stability, especially leading into a high-stakes period like BFCM. While a dedicated IP offers long-term benefits in terms of reputation control, the immediate risks associated with IP warming during a period of increased ISP scrutiny significantly outweigh the potential gains of a hurried migration.
My recommendation is to hold off on migrating to a dedicated IP until after January 1, 2025. This allows you to leverage your established, well-performing sending infrastructure during the crucial holiday season without introducing unnecessary variables. Once the peak sending period has passed, you can then undertake a careful and unhurried IP warming process, minimizing disruption and ensuring a strong foundation for your email program's future deliverability and sender reputation.
