Summary
ESPs exhibit diverse approaches to dedicated IPs, ranging from inclusion in premium plans to add-on features or no charge at all. Costs vary significantly, spanning from $20 to $500+ per month, influenced by ESP, support level, sending volume, region, contract terms, and the crucial aspect of sender reputation management. While some ESPs size dedicated IPs based on estimated sending volume, others prioritize shared IPs and overall reputation. The historical context of ESPs paying for IP ranges influenced earlier pricing models, while current practices often reflect perceived value and market dynamics. Effective management of dedicated IPs demands careful attention, expertise, and ongoing monitoring, adding to the overall cost.
Key findings
- Pricing Models: ESPs employ various pricing models, including inclusion in premium plans, add-on fees, or no charge for dedicated IPs.
- Cost Factors: Dedicated IP costs are influenced by factors like ESP, support, volume, region, contract, and sender reputation requirements.
- Cost Range: The cost of dedicated IPs can range from $20 to $500+ per month.
- Volume Sizing: Some ESPs size dedicated IPs based on estimated sending volume.
- Reputation Responsibility: Dedicated IPs grant control over sender reputation but require diligent management.
- Shared IP Alternatives: Some ESPs, like Google Workspace, opt for shared IPs and comprehensive reputation management.
- Historical Influence: Earlier pricing models were influenced by ESPs paying for IP ranges.
- Perceived Value: Current pricing practices reflect perceived value and market dynamics.
Key considerations
- Budget Allocation: Factor in the potential monthly cost and reputation management expenses of dedicated IPs.
- Sending Volume Needs: Evaluate your sending volume requirements to determine appropriate IP sizing.
- Reputation Management Expertise: Assess your ability to manage and maintain a positive sender reputation.
- ESP Selection: Research and compare ESPs based on their dedicated IP offerings, pricing, and support.
- Hidden Costs: Consider the hidden costs associated with dedicated IPs, such as skilled personnel and monitoring tools.
- Alternative Strategies: Explore shared IP strategies and the ESP's reputation management efforts as alternatives.
- Business Model Alignment: Align your choice with an ESP whose business model fits your needs and budget.
What email marketers say
12 marketer opinions
ESPs vary widely in their approach to dedicated IPs. Some include them in higher-tier plans or offer them as add-ons, while others don't charge at all, believing it's part of providing the best service. The cost can range from $20 to $500+ per month, influenced by the ESP, the level of support, volume discounts, and sending reputation management. Some ESPs size dedicated IPs based on estimated sending volume. Managing the IP reputation is key, and costs can scale greatly here.
Key opinions
- Pricing Variation: Dedicated IP costs range significantly, from inclusion in premium plans to monthly fees between $20 and $500+.
- Inclusion vs. Add-on: Some ESPs include dedicated IPs in higher-tier plans, while others offer them as optional add-ons.
- Volume-Based Sizing: Some ESPs size dedicated IPs based on the client's estimated sending volume.
- Reputation Responsibility: Dedicated IPs grant full control over sender reputation, placing responsibility for maintenance on the user.
Key considerations
- Budget: Factor in the potential monthly cost of a dedicated IP, which can vary widely.
- Sending Volume: Consider your sending volume needs when evaluating dedicated IP options.
- Reputation Management: Assess your ability to manage and maintain a good sending reputation for a dedicated IP.
- ESP Options: Research and compare different ESPs and their dedicated IP offerings and pricing.
Marketer view
Email marketer from StackOverflow says generally, ESPs offer dedicated IPs for an additional monthly fee, often between $50 to $200, but this can vary widely. The user recommended checking the specific ESP's pricing page.
16 Oct 2024 - StackOverflow
Marketer view
Marketer from Email Geeks states that one ESP they use doesn't charge for dedicated IPs (as it's dedicated only), while the other two do.
16 Feb 2024 - Email Geeks
What the experts say
5 expert opinions
The practice of ESPs charging for dedicated IPs reflects diverse business models, influenced by historical factors like ESPs paying for IP ranges and the willingness of clients to pay. While monthly fees are apparent, the often overlooked cost lies in building and maintaining a good sending reputation, requiring careful management, expertise, and continuous monitoring.
Key opinions
- Varied Business Models: ESPs exhibit diverse business models regarding dedicated IP pricing and associated services like DKIM signatures.
- Historical Context: Charging for IPs was initially driven by ESPs incurring costs for IP ranges before direct allocations became common.
- Perceived Value: ESPs continued charging for IPs even after securing direct allocations due to clients' perceived value and willingness to pay.
- Reputation Costs: The overall cost of dedicated IPs includes not just the monthly fee but also the often-significant investment in building and maintaining a positive sending reputation.
- Management Overhead: Dedicated IPs require careful management, adding costs in terms of expertise and monitoring.
Key considerations
- Business Model: Understand the ESP's business model and how it impacts dedicated IP pricing and included services.
- Reputation Investment: Factor in the time, resources, and expertise needed to build and maintain a good sending reputation.
- Hidden Costs: Consider the hidden costs associated with dedicated IPs, such as the need for skilled personnel and monitoring tools.
- Risk vs. Reward: Weigh the increased control and potential benefits of a dedicated IP against the added costs and management responsibilities.
Expert view
Expert from Email Geeks says that even when ESPs got their own direct IP allocations, they continued charging for IPs because clients were willing to pay, implying a business decision based on perceived value.
28 Jan 2023 - Email Geeks
Expert view
Expert from Word to the Wise notes that while Dedicated IPs offer more control over your reputation, but also notes that they require careful management. They add costs in terms of expertise and monitoring.
3 Jun 2025 - Word to the Wise
What the documentation says
5 technical articles
Email service providers differ in their approach to dedicated IPs. Amazon SES and SparkPost offer dedicated IPs, with costs varying based on region, contract, volume, and reputation requirements. Microsoft allows control over dedicated IP pools and their reputation, while Oracle indicates how to locate purchased dedicated IPs. Google Workspace, however, does not offer dedicated IPs, opting instead for shared IPs and managing overall reputation.
Key findings
- Dedicated IPs Offered: Amazon SES, SparkPost, Microsoft, and Oracle offer dedicated IP options.
- Cost Variation: The cost of dedicated IPs varies based on factors like region, contract, volume, and sending reputation requirements.
- Reputation Control: Some providers allow control over the dedicated IP reputation.
- Dedicated IPs Not Offered: Google Workspace does not offer dedicated IPs.
- Shared IP Approach: Google Workspace uses shared IPs and focuses on overall reputation management.
Key considerations
- Platform Choice: Consider whether your email platform offers dedicated IPs if reputation control is important.
- Cost Factors: Understand the factors that influence the cost of dedicated IPs, such as volume and region.
- Reputation Management: Assess your ability to manage a dedicated IP's reputation if you opt for that approach.
- Alternative Strategies: Consider shared IP strategies and the ESP's reputation management efforts if dedicated IPs are unavailable or not desired.
Technical article
Documentation from Oracle notes that if you have purchased a dedicated IP address, the dedicated IP address is listed in the Sending Settings panel, where you can quickly copy the values for use in other applications or queries.
15 Feb 2024 - Oracle
Technical article
Documentation from Google Workspace Admin Help explains that Google does not offer dedicated IPs for sending emails through Gmail or Google Workspace. Instead, Google uses shared IP addresses and focuses on maintaining a good sending reputation across all of its IPs.
7 Aug 2024 - Google Workspace Admin Help
How can I check if an email is sent from a dedicated or shared IP without contacting the ESP?
How do ESPs manage IP pools and how does it affect deliverability?
How does missing or different reverse DNS (rDNS) impact email deliverability, and when is a dedicated IP address needed?
How many dedicated IPs are needed for sending email volume?
How many emails can I send per dedicated IP address before needing another one?
Is a dedicated IP address needed for sending 150K-200K emails per month?
Is a dedicated IP address suitable for low volume email senders, and what is the minimum volume needed?
Is a dedicated IP address suitable for low volume transactional emails, and how do open/click tracking and cold emailing affect deliverability?
Should I use a shared or dedicated IP for email sending?
Why did my email open rates drop after moving to a dedicated IP address?
