We’ve discussed at length the significance of deliverability, including its impact on email marketers’ sender reputation - and vice versa. 

Another critical part of protecting your reputation is your IP (Internet Protocol), an address assigned to every domain on the web. All emails come from an IP address, and Internet service providers use them to determine whether to deliver an email to a recipient’s inbox. 

When selecting an IP host, you can choose either a shared or dedicated IP.

How are Shared and Dedicated IPs Different?

As the name suggests, a shared IP refers to a single address used by multiple websites within one web server. So, several separate businesses may all be using the same IP. Because the server is handling multiple sites, it has to work a bit harder. Additionally, companies using a shared IP must also share their reputation with others, relying on those within the IP to use email marketing best practices.

On the other hand, a dedicated IP means an organization has its own address and doesn’t have to share with anyone else. This grants full control over site access, security and reputation. Typically, dedicated IPs can be purchased through an email service provider. 

How to Choose Between a Shared and Dedicated IP 

The description above may lead you to believe that a dedicated IP is the way to go. While it provides many benefits, it’s not necessarily the right choice for everyone. Here’s what you need to consider:

Volume of email sends

If you don’t send emails frequently, or send them in small volumes, a shared IP is likely sufficient. While, as mentioned, a dedicated IP means your reputation depends on you alone, the other side of the coin is that you need to ensure you are following all best practices: Keeping your list clean, sending only to subscribed contacts, etc. If you aren’t confident in the quality of your list or your send process, a shared IP may actually improve your reputation.


Email service providers can split the cost of a shared IP across different businesses, meaning they are typically less expensive. If you want a dedicated address, you’ll have to pay for the IP, along with set-up and maintenance fees. This cost is worthwhile if you are sending emails often to large customer lists.

Ecommerce & third-party needs

Organizations who have an online store or ecommerce website are collecting a lot of personal and sensitive customer information. A dedicated IP, coupled with an SSL certificate, keeps this data secure and protects it from being leaked to other companies associated with a shared IP. 

Additionally, certain applications or scripts you want to run on your server may require you to use a dedicated IP.

Decided a dedicated IP is the way to go? The Maropost customer engagement platform offers email automation services complete with the option to add dedicated IP’s.

Check out our email marketing capabilities and contact us today.

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