Q&A: When Is It Okay To Use A Shared IP?

Using a dedicated IP address is one of the most effective, yet least used, tactics to improve deliverability.  Because your deliverability is only as strong as your weakest sender, your mailing reputation and deliverability is at the mercy of other marketers.  Can you imagine handing the keys to your marketing program over to a complete stranger?  Me neither!  That’s why I recommend using a dedicated IP address whenever possible.

However, it’s a good point to bring up that there are some instances where using a shared IP address may actually work in your favor. Here’s how:

  • IF your mailing volume is somewhere between 1 and 20,000 subscribers AND;
  • Your domain distribution consists mainly of the top four B2C domains (Hotmail, Yahoo, Gmail and AOL) AND;
  • You mail to a long tail of smaller domains

THEN you may want to consider using a shared IP address.  The benefits in this case is that you have a less volatile complaint rate, and ISPs and e-mail providers have an easier time assigning a reputation to higher volume mailers.

minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time