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Deliverability

Dedicated IP

An IP address used exclusively by one sender for email delivery, providing full control over sender reputation.

Definition

A dedicated IP is an IP address assigned exclusively to a single sender for their email delivery, as opposed to a shared IP used by multiple senders. With a dedicated IP, your sender reputation depends solely on your own sending practices. This provides control but also full responsibility for reputation management.

Why It Matters

A dedicated IP gives you complete control over your sender reputation, unaffected by other senders' behavior. This is important for high-volume senders who want consistent deliverability. However, it requires proper warming and maintenance to build and sustain a good reputation.

How It Works

Your ESP assigns an IP address for your exclusive use. All your emails are sent from this IP. ISPs track the reputation of this IP based solely on your sending patterns, engagement, and complaint rates. You must warm the IP before sending at full volume.

Best Practices

  • 1Properly warm new dedicated IPs before sending large volumes
  • 2Maintain consistent sending volume and schedule
  • 3Monitor reputation and address issues quickly
  • 4Consider dedicated IPs only for volumes over 100,000 emails/month

Frequently Asked Questions

Consider dedicated IPs when sending over 100,000 emails monthly with consistent volume. Smaller senders typically get better deliverability on shared IPs managed by reputable ESPs with established reputations.

Not always. Dedicated IPs require proper management. A poorly managed dedicated IP will have worse deliverability than a well-managed shared IP. Choose based on your volume, consistency, and ability to manage reputation.