Maintaining consistent email delivery can be a very tricky thing. Sometimes, even if you are following best practices such as proper email collection, removing bounces and generally being a “good” sender, your delivery can degrade over time. Once this happens, it’s time to reassess what is going on and look at the potential pitfalls you may have triggered. One of the most obvious symptoms can be whether or not you are on a shared IP or a dedicated IP.

Let’s quickly talk about the basic differences of each:

Shared IP – A shared IP means that your mailings are being sent off an IP that includes other users/companies. Most ESPs will start your account on a shared IP. They sometimes use this as a probationary step because they need to see what you are like as a sender before determining where best to place you in a tiered structure.

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