Shared IP vs. Dedicated IP in Email Marketing: Which is Safer?

Introduction: The Reputation Pool

When you sign up for an email service like SendGrid, you are placed on a Shared IP by default. This means you share a single sending IP address with hundreds of other small businesses. If you send 5 million emails a month, you are pushed to buy a Dedicated IP.

The Pros and Cons

• Shared IP: Great for small senders. Because other good companies are constantly warming up the IP, your emails are trusted immediately. However, if one bad company on that Shared IP sends spam, the IP is blacklisted, delivering *your* good emails to the spam folder.
• Dedicated IP: You have 100% control over your destiny. No one else can ruin your Sender Score. But, it requires rigorous, careful IP warm-ups and constant monitoring.

Conclusion

If you have low volume, swim in the shared pool. If your business depends entirely on email delivery, own your own Dedicated IP. Check if you are on a Shared IP here.