đŸŽ„ How to choose between a dedicated IP or shared IP?

Email service providers use two methods to send emails on behalf of their customers: shared IP addresses and dedicated IP addresses.

A shared IP is shared by several customers (email senders).

A dedicated IP is used by only one customer (email sender).

At SendinBlue, we give our customers the ability to choose between these two options. 

Please Note: If you send a large volume of email (using the Gold plan and higher),
only the dedicated IP option is available.

Choosing a shared IP 

This allows you to send emails immediately after your account is validated, without any additional setup. By default, SendinBlue sends your emails from our shared IPs if you are using a Free, Micro, Bronze, or Silver plan, or Pay-as-you-go credits. 

Sending from our shared IPs also means that you share your email reputation with other customers.

To provide the best service quality, we monitor the performance of all marketing campaigns and transactional emails sent from SendinBlue shared IPs. All emails must meet or exceed the minimum market baseline metrics, specifically: 

  • Opening rate of at least 10 - 12%,
  • Unsubscription rate no higher than 1 - 2%,
  • Hard bounce rate no higher than 2 - 3%,
  • Complaint rate no higher than 0.2%.

If you notice that your campaign results are decreasing or getting closer to these minimum values, here are some tips to improve your performance stats.

If for any reason your email metrics do not meet these criteria, you will not be able to continue sending from IPs shared with other SendinBlue users. This is to preserve our service quality for all SendinBlue customers. 

Choosing a dedicated IP 

We recommend using a dedicated IP for sending large volumes of emails or for taking full control of your reputation. Your reputation will depend on you, as your own name and signature will appear on all of your emails.

Here are the advantages of a Dedicated IP:

  • You control your reputation: Instead of sharing your IP address reputation with other marketers, the reputation of your sending IP address depends only on your sending practices.
  • Certification services (Senderscore certified, Goodmail) often require a dedicated IP address. These services enable you to better pass spam filters and to display the highest image quality. These are usually paid services.
  • You can take immediate action in the event that you have reputation problems with your address or deliverability issues with your campaigns.
  • Generating a whitelist with these providers is facilitated: Yahoo, AOL, and MSN.
  • You sign your emails with the subdomain you have delegated, which provides SPF, DKIM and DMARC authentications.

Here are the elements to be taken into account when purchasing a dedicated IP:

  • It's up to you to build your own IP address reputation. Having your own dedicated IP address doesn't necessarily give you a better reputation on the Internet. If you change your contact list regularly, create massive campaigns, or generate a lot of complaints; the reputation of your IP Address will be heavily impacted and you will be responsible. Click here for more information on how to build your reputation.
  • Managing sending volume and its impact on your address' reputation is your responsibility.
  • It is not possible to immediately send significant volumes of emails from a new IP address. Instead, you will need to gradually increase your sending volumes using the guidelines to "warm up" your IP address while ISPs are learning to recognize your IP address. It's important to carefully manage your new IP address during the "warm up" period and requires expertise. At SendinBlue, we are delighted to help you manage this warm up period.

Click here to learn how to set up your dedicated IP.