Introduction to dedicated IP

If you are considering purchasing a dedicated IP address or if you're ready to set up your dedicated IP in Brevo, we understand that you may have questions about how to get started.

What is a dedicated IP address?

Let's start with the basics of IP addresses and how they are used for sending emails. An IP address is a digital address that can send and receive digital information, such as emails.

Email service providers, including Brevo, often use their own group of IP addresses to send campaigns on behalf of their users. These are considered shared IPs since they deploy campaigns from many different email senders (Brevo users).

Unlike shared IPs, a dedicated IP is reserved for a single sender and is only used to send that sender's messages.

➡️ To learn more about the differences between using a dedicated IP and a shared IP, check our dedicated article Differences between shared and dedicated IPs.

Why do I need to use a dedicated IP? How will it affect my campaigns?

❗️ Important
A dedicated IP is not adapted for small senders (<3,000 emails a day) and for irregular senders. You should only get a dedicated IP if you plan on sending at least 3 campaigns a week to a minimum of 3,000 contacts. That means, if you only plan on sending emails once a month, a dedicated IP is not right for you.

At Brevo, our team is committed to building a positive reputation for our shared IP addresses. This ensures that our users' messages are well received and delivered by ISPs like Yahoo and Hotmail. An IP gains a positive reputation by sending emails that ISPs deem trustworthy. These are emails that are rarely marked as "spam" or sent to invalid addresses, but are often opened and clicked by recipients.

High-volume senders, those sending over 100,000 emails per month, should always use a dedicated IP. This allows them to build and maintain their own reputation with ISPs, which is solely influenced by the quality and success of their campaigns.

Some Brevo users might be asked to switch from our shared IPs to a dedicated IP. This is to ensure our shared IPs maintain a positive reputation, which benefits all Brevo users. Such requests are only made when a sender's campaigns are underperforming and potentially impacting other users.

For these senders, moving to a dedicated IP offers two advantages:

  • They can continue sending from the Brevo platform, and
  • They have the opportunity to comprehend, manage, and enhance their sending reputation.

Where can I buy a dedicated IP to use with my Brevo account?

By default, users on our Free, Starter, or Business plans and Pay-as-you-go users send from our shared IPs. To purchase a dedicated IP address:

  1. Click your account dropdown and select My Plan.
  2. At the bottom of the page, under the Add-ons section, click Add dedicated IP.
  3. Click Proceed to checkout.
  4. Purchase your dedicated IP.
  5. Optional: you can purchase several dedicated IPs to create an IP pool.
💡 Good to know
Only IP addresses purchased from Brevo can be associated with your account. Similarly, Brevo dedicated IPs cannot be transferred to other platforms.

How do I set up my dedicated IP? How long will it take?

Setting up a dedicated IP is a relatively quick process that requires access to your website's domain host account. If you don't have a domain yet, you can easily acquire one from hosts like GoDaddy or OVH. The initial setup is typically handled within your hosting account by the person who manages your website.

➡️ To learn how to set up your dedicated IP, check our dedicated article Set up a dedicated IP in Brevo.

How can I get the best results from my dedicated IP?

Getting good results from your new dedicated IP is simple. Follow the best practices from our dedicated article Best practices for email deliverability to build and maintain a positive sending reputation, and engage your contacts with relevant content.

⏭️ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.

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