What is Shared vs dedicated IP?
A shared IP is sent from by many brands at once, so reputation is pooled, while a dedicated IP is used only by you, so reputation depends entirely on your own sending.
Shared IPs suit smaller or irregular senders. The pool has steady volume, and the platform manages its health. The risk is that other senders on the pool can affect it.
A dedicated IP gives control and a reputation that is yours alone, but it needs consistent volume and a proper warm-up. Without regular sending, a dedicated IP can build a weak reputation rather than a strong one.
The choice is rarely the first fix to make. Authentication, list quality and content usually matter more than which kind of IP you use.
A worked example.
Imagine a small apparel brand with a modest list and uneven campaign cadence. It stays on the platform shared pool and puts its effort into list cleaning. A much larger store with daily sends and steady volume moves to a dedicated IP and warms it up over several weeks.
Common mistakes.
- Moving to a dedicated IP with low or irregular volume
- Skipping the warm-up period
- Expecting a new IP to fix a list quality problem
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