Overview
When sending emails, your IP address plays a crucial role in email deliverability and sender reputation. Email service providers (ESPs) like Gmail and Outlook evaluate your IP’s reputation to determine whether your email should land in the recipient’s inbox or get filtered as spam.
Meritto offers both shared and dedicated IPs for email communication. Choosing the right option depends on factors such as email volume, cost considerations, and control over reputation. This article explains the differences between shared and dedicated IPs and helps you decide which is the best fit for your email strategy.
Plan & Permissions
Shared IPs are available by default for all users utilizing Meritto’s email communication module.
Dedicated IPs require an additional subscription at INR 4,000 + applicable taxes per month (subject to change based on pricing revisions by Meritto’s email delivery partner).
To configure a dedicated IP, you may need Admin-level access to modify email settings in Meritto.
Feature Utilization for Problem-Solving
Meritto’s email infrastructure supports both shared and dedicated IPs to help users:
- Ensure reliable email delivery by maintaining a good sender reputation.
- Choose a cost-effective solution based on email volume and business needs.
- Improve control over email reputation by opting for a dedicated IP.
- Reduce the risk of email blacklisting caused by other senders on a shared IP.
Comparison: Shared vs. Dedicated IPs
Factor | Shared IP | Dedicated IP |
Reputation Control | Reputation is shared among multiple senders, meaning bad practices by others can affect your deliverability. | Full control over sender reputation, independent of other senders. |
Email Volume | Best for low to moderate email volume. Suitable if you send emails inconsistently. | Recommended for high-volume senders who require consistent and predictable email performance. |
Cost | More economical as the cost is shared among multiple users. | Requires an additional investment of INR 4,000 + applicable taxes per month. |
Risk of Blacklisting | Higher risk if other senders misuse the shared IP. | Lower risk, as only your activities influence the reputation. |
Ideal Use Case | Small businesses, startups, and organizations with moderate email-sending needs. | Enterprises, institutions, and high-volume email senders who want full control over their email reputation. |
Recommended Configurations
When to Choose a Shared IP?
If your email volume is low to moderate and you don’t send emails frequently.
If you want a cost-effective solution without additional infrastructure investment.
If you can tolerate some risk of reputation issues due to other senders sharing the IP.
When to Choose a Dedicated IP?
If you send a high volume of emails daily, requiring a consistent sender reputation.
If you want full control over your reputation, ensuring that email deliverability is unaffected by others.
If you are willing to invest in a dedicated IP for better deliverability.
Expected Outcomes & Benefits
By selecting the right type of IP, you can:
Improve email deliverability – Reduce chances of emails landing in spam folders.
Enhance sender reputation – Dedicated IPs provide full control over email-sending practices.
Optimize costs – Shared IPs are budget-friendly, while dedicated IPs justify their cost for high-volume senders.
Ensure compliance with ISP rules – A dedicated IP allows you to maintain a consistent sending pattern, avoiding reputation issues.
Case Study: A University’s Transition from Shared to Dedicated IP
A university using Meritto for email communication experienced deliverability issues on a shared IP due to inconsistent sending patterns and the impact of other senders. After switching to a dedicated IP, their email open rates improved by 40% within two months. Additionally, the university gained full control over reputation management, ensuring their admission-related emails reached prospective students’ inboxes.
Conclusion
Choosing between a shared and dedicated IP depends on your email volume, reputation management needs, and budget. While shared IPs are cost-effective for low-volume senders, dedicated IPs offer better control and reliability for high-volume email campaigns.
If email reputation and deliverability are critical to your business, investing in a dedicated IP is a strategic decision. However, if budget constraints and lower email volumes are considerations, a shared IP may be a suitable choice.