Manage your IP and IP pool

Setting up and managing IP addresses is key to controlling email delivery and sender reputation. Infobip supports two IP types:

Shared: Provided and fully managed by Infobip. These cannot be customized, grouped, or prioritized by clients.
Dedicated: Exclusively assigned to your domain and configurable.

With dedicated IPs, you can group them into pools based on your traffic needs (for example, transactional vs. promotional) and define their priority for sending.

Shared vs dedicated IPs

Learn the differences between shared and dedicated IPs below.

Shared IPs

Shared IPs are pre-warmed, managed by Infobip, and used by multiple clients. They are suitable for low to moderate volumes and offer a fast, hands-off setup.

Key benefits:

Your traffic is sent from an IP address shared with other Infobip customers.
Shared IPs are pre-warmed and monitored for high deliverability.
Ideal for low or moderate traffic volumes.
Fast setup with no purchase or configuration needed.

Limitations:

Your reputation is influenced by other senders on the same IP.
Less control over deliverability adjustments.

Dedicated IPs

Dedicated IPs are reserved for your account or subaccount. They are ideal for high-volume senders, time-sensitive communication, or when brand reputation and compliance are critical.

Key benefits:

Full control over sender reputation.
Custom warm-up strategies.
Easier troubleshooting with mailbox providers.

Consider a dedicated IP if:

You send large volumes daily (for example, 100,000+ emails).
Your emails are time-sensitive or revenue-driving (such as transactional emails).
You require domain/IP alignment for compliance or branding.

Choosing the IP strategy

There are benefits and trade-offs to using dedicated and shared IP addresses for email. One best practice is to keep transactional and promotional emails separate, especially if you use dedicated IPs.

Deliverability matters: Transactional emails (such as order confirmations or password resets) are expected by customers. Using a separate dedicated IP for these messages helps ensure they reach the inbox.
Inbox placement is reputation-based: Email providers evaluate your sender reputation based on IP address, sending domain, and email content. Mixing different types of emails on a single IP or domain can affect deliverability, especially for high-priority messages.
Dedicated IPs offer control: A dedicated IP gives you full control over your reputation. This is useful if you send high volumes or want to segment email streams by use case (for example, one IP for promotions, one for receipts).
IP warming is required: With dedicated IPs, you must gradually increase your sending volume. If internet service providers detect a sudden spike from an idle IP, they may temporarily block your messages.
Shared IPs are better for low volume: If you send occasional or low-volume emails, a shared IP may be more efficient. Reputation is pooled, so it is easier to maintain without warming, but you have less control and may be affected by other senders’ behavior.

Maintaining a strong IP reputation is essential for consistent inbox placement. Metrics such as sender score and blocklist status help you track and manage your reputation.

The table below outlines when to use a dedicated or shared IP address, along with their key pros and cons:

	Dedicated IP	Shared IP
Choose when	You send frequently (more than 3 times per week) and at least 100,000 emails per month. Timely delivery is critical to your business.	You send occasional campaigns and fewer than 100,000 emails per month. You need to start sending quickly without time for IP warm-up.
Pros	IP reputation is based solely on your sending behavior.	IP is already warmed up and ready to use.
Cons	Requires a warm-up period of 6 to 8 weeks depending on volume.	IP reputation is shared and affected by the behavior of other users.

Learn how to purchase and manage dedicated IPs.

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