General description
While sending a campaign, your account will use an IP address to send emails. We have dedicated shared pools for this purpose, but you can also buy a dedicated, private IP address for your use only, which can be purchased separately.
SHARED IP ADDRESS
It means an IP address used by multiple users on the platform. As it's a shared IP, other users affect the performance and IP reputation. Sometimes you may experience some slowdowns, due to the nature of a shared IP address - performance is highly dependent on the total volume of emails sent at the moment.
Benefits:
cost-effective solution, optimal mainly for smaller senders,
The IP address is already warmed up.
PRIVATE/DEDICATED IP ADDRESS
The IP address is assigned exclusively to your account. It’s a more secure solution, to maximize the sending performance and deliverability of your campaigns.
A private/dedicated IP address requires a proper warmup to be used at full capacity. You are in full control of the IP reputation, so you can further optimize it by maintaining good sending practices. High-volume senders benefit more from a dedicated IP. When properly warmed and maintained, it’s the best possible solution.
Benefits:
You maximize the chance of your email being delivered to the inbox,
Minimize the risk of being blacklisted, blocked, or bounced,
Increases your credibility, as a company and sender,
Long-term consistency and flexibility.