A dedicated IP is used only by your mail; a shared IP pool is used by many senders on the same platform. Dedicated IPs give control over reputation but require volume and warm-up; shared pools borrow the platform's reputation.
What good looks like#
- Done: Estimate steady daily volume; below roughly 50,000 per day, shared pools usually perform better.
- Done: If dedicated, warm up over 4 to 6 weeks and keep volume consistent.
- Done: Separate transactional and marketing onto different IPs or pools.
- Done: Monitor SNDS and Postmaster Tools per IP.
What bad looks like#
- Seen in audits: Buying a dedicated IP for a small list and letting it go cold.
- Seen in audits: One dedicated IP for everything, so a promo blast delays receipts.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
Do I need a dedicated IP for good deliverability?
No. Domain reputation dominates. Dedicated IPs are for high-volume senders who want isolation.