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Understanding shared vs. dedicated IP addresses

When you send emails through Sendigram, your messages are delivered via an IP address. The type of IP address you use — shared or dedicated — affects deliverability, sender reputation, and how your campaigns are managed.

1. What Is an IP Address in Email Sending?

  • An IP address is the "digital identity" from which your emails are sent.
  • Email providers (like Gmail, Outlook, Yahoo) evaluate the IP's reputation to decide whether to deliver emails to inbox or spam.

2. Shared IP Addresses

  • Definition: Your emails are sent from an IP address that is also used by other Sendigram customers.
  • Benefits:
    • No extra cost (included in all plans).
    • Reputation is pooled — good if you're a small sender.
  • Drawbacks:
    • If other users send spam, the shared IP reputation may suffer.
    • Less control over deliverability.

Best for: Small to medium senders with low-to-moderate volumes who don't need full control.

3. Dedicated IP Addresses

  • Definition: Your emails are sent from an IP address used only by you.
  • Benefits:
    • Full control over sender reputation.
    • Consistent deliverability not affected by other senders.
    • Essential for high-volume or business-critical campaigns.
  • Drawbacks:
    • Usually requires an extra fee.
    • Needs proper "warming up" (gradually increasing sending volume) to build reputation.

Best for: High-volume senders (50,000+ emails/month), businesses with strict brand requirements, or organizations needing maximum deliverability.

4. Choosing Between Shared and Dedicated IPs

  • Start with a shared IP if you are new or sending small volumes.
  • Upgrade to a dedicated IP when:
    • You regularly send large campaigns.
    • You need full control of your reputation.
    • Deliverability is mission-critical (e.g., transactional emails, e-commerce).

5. Best Practices for Dedicated IPs

  • Warm up gradually: Start with smaller sends and increase volume over 2–4 weeks.
  • Maintain list hygiene: Bad lists can quickly ruin a dedicated IP's reputation.
  • Monitor performance: Track bounce rates, spam complaints, and engagement.
  • Authenticate domain: Always configure SPF, DKIM, and DMARC.
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