Imagine this: You craft the perfect email campaign, catchy subject line, stunning product images, and an irresistible offer.
You hit send, expecting sales to roll in, but instead, your emails land in spam.
Or worse, they never reach your customers at all.
What went wrong? Your IP reputation could be the issue.
Your email-sending IP address plays a huge role in whether your emails reach inboxes.
But when it comes to dedicated IP vs shared IP, which one should you choose?
Let’s break it down and share 5 key tips to help you pick the best option for your e-commerce brand.
What’s an IP Address in Email Marketing?
Think of an IP address like a home address for your emails.
When you send an email, it comes from a specific IP (Internet Protocol) address, just like a letter comes from your house.
- Deliver your email to the inbox
- Send it to the spam folder
- Block it completely
Now, when it comes to sending emails, you have two types of IPs to choose from: Dedicated IP vs Shared IP.
- Dedicated IP – This is like owning your own private road. Only your brand can use it.
- Shared IP – This is like sharing a highway with other brands. You’re all sending emails from the same IP address.
Each option has its own benefits and challenges. Let’s dive more and figure out which one works best for you.
Tip #1: Choose a Dedicated IP for Full Control (But Be Ready to Work for It)
A dedicated IP means your brand is the only one sending emails from that address.
It’s like having your own email highway—every email that travels on it is yours alone. But just like a road needs maintenance, your IP reputation needs regular care.
✅ Pros:
- Full control over your email reputation.
- Better inbox placement if you follow good sending practices.
- Best for high-volume senders (300K+ emails per month).
❌ Cons:
- Requires a warm-up period to build trust with ISPs.
- Needs constant monitoring to maintain reputation.
- More expensive than shared IPs.
Example: Imagine you start sending thousands of emails from a brand-new dedicated IP.
If ISPs see a sudden flood of emails from an unknown source, they might think it’s spam and block or delay your emails. That’s why warming up your IP is very important.
Best for: Large e-commerce brands that send daily emails and have a dedicated email team.
Tip #2: Use a Shared IP If You Send Fewer Emails
A shared IP means multiple brands send emails from the same address.
Think of it like an email carpool—everyone shares the ride, and if all senders follow good practices, emails arrive smoothly. But if one sender starts spamming, it could impact everyone.
✅ Pros:
- No warm-up required—you can send emails immediately.
- More forgiving—your reputation is shared across multiple senders.
- Lower cost, often included in ESP plans.
❌ Cons:
- Reputation depends on others—if another sender is spammy, you could be affected.
- Less control over deliverability.
Example: Let’s say you send emails from a shared IP, and another brand using the same IP gets flagged for sending spam. Suddenly, your emails might start landing in spam folders, even if your sending practices are perfect.
Best for: Small to mid-sized e-commerce brands sending <300K emails per month.
Tip #3: Warm Up a Dedicated IP (Slow and Steady Wins the Race!)
Got a dedicated IP? Great!
But don’t just hit send on thousands of emails right away—ISPs will see that as suspicious and might block or filter your emails. Instead, you need to warm up your IP by gradually increasing your email volume.
Think of it like introducing yourself to email providers—show them you’re a trustworthy sender, not a spammer.
Here’s a simple warm-up plan:
- Week 1: Start with 10% of your list.
- Week 2: Increase to 25%.
- Week 3: Send to 50%.
- Week 4: Reach 100% of your audience.
The key? Stay consistent.
If you stop sending for weeks, ISPs might reset your reputation, and you’ll have to start warming up all over again.
Tip #4: Keep an Eye on Your Email Performance
Whether you’re using a dedicated or shared IP, tracking your email performance is non-negotiable.
Your email reputation depends on it!
Key metrics to watch:
- Open rate – Are people actually opening your emails?
- Bounce rate – Are your emails reaching inboxes, or are they getting rejected?
- Spam complaints – Are subscribers marking your emails as spam? (Yikes, avoid this!)
- Click-through rate – Are people clicking on your links?
Use tools like Google Postmaster, your ESP’s analytics, and feedback loops to catch problems early.
If something’s off, fix it fast before it affects your deliverability.
Tip #5: Authenticate Your Emails (So ISPs Know You’re the Real Deal!)
No matter what type of IP you’re using, email authentication is a must. Without it, ISPs might think you’re a spammer—or worse, someone else could send emails pretending to be you.
Here’s what you need to set up:
- SPF (Sender Policy Framework) – Stops spammers from faking your email address.
- DKIM (DomainKeys Identified Mail) – Adds a digital signature to prove your emails are legit.
- DMARC (Domain-based Message Authentication, Reporting & Conformance) – Protects your domain from spoofing and phishing attacks.
Think of these like security checkpoints for your emails—without them, ISPs might not trust you, and your messages could end up in spam. Set them up, and you’ll have a much better shot at landing in the inbox.
Shared vs. Dedicated IPs: The Key Differences
Let’s break it down one more time—here’s how shared and dedicated IPs compare:
So, which one is right for your brand?
Honestly, it depends on your sending volume, budget, and how much control you want over your email reputation.
How to Choose the Right IP for Your E-commerce Business
So, should you go with a dedicated IP or a shared IP? Here’s a quick decision guide:
Pro Tip: Work with a Reputable ESP
If you’re on a shared IP, choose an email service provider (ESP) that vets senders carefully. A good ESP ensures that bad actors aren’t part of the shared pool, keeping the IP reputation strong.
For dedicated IPs, partner with experts to warm up the IP properly and monitor reputation—otherwise, you might see your emails going straight to spam.
Final Thoughts: Which One Should You Choose? Dedicated IP vs Shared IP
At the end of the day, the choice between dedicated IP vs shared IP depends on your email volume, resources, and goals.
- Go for a dedicated IP if you send high volumes (300K+ emails per month) and want full control.
- Stick with a shared IP if you send fewer emails and prefer an easier, low-maintenance option.
Either way, following best practices—warming up your IP, monitoring performance, and setting up authentication—will help ensure your emails land where they belong: your customers’ inboxes.
