A shared IP address is an IP address used by multiple senders to send emails through the same server. Unlike a dedicated IP, where one sender has full control, a shared IP pools the reputation and email activity of several users.
A shared IP is commonly provided by email service providers (ESPs) for businesses that send moderate email volumes and do not require exclusive IP ownership. All outgoing email traffic from multiple customers flows through the same IP address, and internet service providers (ISPs) evaluate this shared activity to determine reputation.
This setup is cost-effective and easier to manage for smaller senders, as the email service provider typically handles IP warm-up and reputation maintenance.
The shared IP process involves:
Shared IPs offer benefits such as:
However, the downside is a lack of control since your deliverability depends partly on the practices of other senders using the same IP.
Shared IPs are widely used by:
Example scenario: A local retailer uses an ESP that routes their promotional campaigns through a shared IP. The provider ensures compliance and maintains a good overall reputation for all customers.
Not necessarily. Reputable ESPs enforce strict sending policies to maintain a positive IP reputation, making shared IPs reliable for many businesses.
When your email volume grows significantly (usually 100,000+ emails per month), or when you need strict control over your sender reputation.
Yes. You still need to configure domain-level authentication protocols like SPF, DKIM, and DMARC.
