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Dedicated vs. Shared IP sending

Knowledge Article Number 000240075
Description Details the difference in shared IP sending vs. having a dedicated IP

Dedicated IPs

Dedicated IP addresses are great for clients who plan to have a volume above 100k sends per month and/or who want to have full control over the reputation of their sending IP which they can’t achieve on our shared IP pool.

A single IP address, when properly ramped up for volume, can support between 2.5 – 3MM emails per day. If your client has a high volume near this amount, plans to expand their volume/ frequency or wants to separate their transactional mail flow from their commercial they could benefit from multiple Dedicated IPs.

Full control over sending reputation is important to serious senders. Using a dedicated IP address puts the client in the driver’s seat because their data, engagement metrics and sending practices solely drive the IPs reputation.

Shared IP sending

Shared IP pool sending is a good strategy for low volume senders. Clients with less than 100k messages per month can benefit from a shared sending strategy where other clients volumes are helping to build and maintain a sending reputation on the IP pool that they couldn’t manage on their own.

There are at least 2 active shared IPs available in each stack at any time, depending on where the client’s account is housed, their sending IPs may vary. Please see the following guide on Help page for a full list of current shared IPs by stack. IP Addresses for Inclusion on Whitelists

Blocking and bulking issues may come and go on the shared IPs as the reputation is shared amongst the sending practices of all clients on that pool. While we do our best to ensure clients are following best practices related to sending and data gathering, issues can still come up and clients should be made aware of that in the Sales cycle.

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