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Differences between a shared IP and a dedicated IP

In this article, we’ll explain the differences between a shared IP and a dedicated IP, and help you decide which option is best for you.

What is an IP?

An IP is a unique address that can send and receive digital information, such as emails. When you send an email, your IP works like the "From" address on a letter, showing where the message is coming from and helping it reach the right place.

Email service providers, like Brevo, use two types of IPs to send emails on behalf of their customers:

What is a shared IP?

A shared IP is used by several organizations at the same time, meaning that they all share the same reputation. By default, all emails are sent from our shared IPs so that you can begin sending emails immediately after your account is validated, without additional setup.

What are the benefits of a shared IP?

  • Shared IPs don’t require regular or high-volume email sending, making them suitable for users who send a few hundred or thousand emails once or twice a month.
  • Shared IPs are already warmed up and can be used immediately to send as many emails as needed.
  • Shared IPs are an excellent option for low-volume senders to build a reputation with ISPs (Internet Service Providers) and webmail providers like Gmail and Yahoo.

Is it safe to use a shared IP?

💡 Good to know

Even though the IP reputation is shared, each organization’s domain reputation remains separate. This means that the actions of other organizations won’t directly impact your individual reputation and performance.

With a shared IP, several organizations send emails from the same address. If one organization’s emails receive complaints or other negative feedback, it can impact the IP’s reputation. This may, in turn, affect email delivery and inbox placement for everyone using that IP.

This is why, to maintain high service quality, our team closely monitors all email campaigns sent through Brevo’s shared IPs. Our goal is to ensure shared IP users meet or exceed industry standards:

  • Open rate: at least 10-12%
  • Unsubscribe rate: no higher than 1-2%
  • Hard bounce rate: no higher than 2-3%
  • Complaint rate: no higher than 0.2%

If an organization's email metrics start to negatively affect a shared IP, we may ask them to switch to a dedicated IP. This helps keep a high-quality experience for all Brevo users.

❗️ Important
If you notice a decline in your campaign results or if your metrics approach the minimum market baseline, check our dedicated article Best practices for email deliverability for tips on improving your performance.

What is a dedicated IP?

A dedicated IP is used by only one single organization, meaning that they manage their IP reputation themselves. We recommend using a dedicated IP if:

  • You send at least three email campaigns per week to 3,000 or more contacts,
  • OR you send over 100,000 emails per month.
    ❗️ Important

    In the first few weeks after getting your dedicated IP, you'll need to send email campaigns daily or every other day to at least 3,000 contacts. This will help warm up your IP.

What are the benefits of a dedicated IP?

  • A dedicated IP lets you control your IP reputation entirely, as it's based only on your own sending practices. ISPs (Internet Service Providers) and webmail providers like Gmail and Yahoo will evaluate your IP independently, without being affected by other senders.

  • You can take immediate action to address any reputation or deliverability issues with your emails.

  • Getting whitelisted with providers like Yahoo, AOL, and MSN is simpler with a dedicated IP. This is also particularly valuable for B2B senders needing to be whitelisted by private domains.
  • Certification services (such as SenderScore Certified and Goodmail) often require a dedicated IP. These paid services help marketers pass spam filters more effectively and improve image.

What are the disadvantages of a dedicated IP?

  • Setting up a dedicated IP involves a few additional steps before being able to send emails. To learn more, check our dedicated article Set up your dedicated IP in Brevo.

  • To build trust with ISPs, your dedicated IP needs time to establish a good reputation. This means you'll need to gradually increase your email sending volume and may not be able to send large volumes right away. To learn more, check our dedicated article Warm up your dedicated IP.

  • You are responsible for building and maintaining your own IP reputation. If you send emails to inactive contacts, do not follow a consistent sending schedule, or generate many spam complaints, your IP reputation will be negatively impacted, and you will be held accountable for it. To learn more, check our dedicated articles Best practices for email deliverability and Best practices for managing a dedicated IP.

⏩ 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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