Choosing wrong either exposes you to neighbors' behavior or leaves an IP too cold to build reputation.
Mistake 1: Buying a dedicated IP for a small list and letting it go cold#
Why it hurts: this undermines dedicated IP addresses at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Estimate steady daily volume; below roughly 50,000 per day, shared pools usually perform better.
Mistake 2: One dedicated IP for everything, so a promo blast delays receipts#
Why it hurts: this undermines dedicated IP addresses at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: If dedicated, warm up over 4 to 6 weeks and keep volume consistent.
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.