Deliverability
Shared IP
A sending IP address used by many senders on the same email platform. Everyone shares its reputation, which the platform keeps healthy by policing what goes out through it.
How shared IPs work
Email platforms send mail for many customers through pools of shared IPs. Because the pool always carries steady, mixed volume, mailbox providers already know and trust it, so a new sender gets the benefit of an established IP from day one.
The pros and cons
- No IP warm-up needed, and good placement even at low volume.
- Lower cost, since you’re not paying for an IP of your own.
- Your IP reputation depends partly on other senders, so the platform’s abuse controls matter.
- Your domain reputation is still yours alone, and now carries most of the weight.
Who should use one
For most senders, anything below hundreds of thousands of emails a month, a well-run shared pool delivers better than a dedicated IP, which would never see enough volume to build trust.
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Full glossaryDeliverability
Dedicated IP
A sending IP address used only by your account, giving you full control over its reputation — as opposed to a shared IP, whose reputation depends on every sender using it.
Deliverability
Sender reputation
A score mailbox providers maintain for a sending domain or IP based on engagement, complaints and bounces, which determines whether your mail reaches the inbox, spam, or gets rejected outright.
Deliverability
Domain warm-up
Gradually increasing how much email you send from a new or newly used domain, so mailbox providers can build a reputation for it before you send at full volume.