By default, your campaigns are sent from a set of shared IP addresses (shared IP pool), continuously monitored by Sarbacane. This is the right choice for most senders. A dedicated IP is only useful if you send large volumes on a regular basis, and on its own it does not guarantee better deliverability.
| Shared IP (default) | Dedicated IP |
|---|---|---|
For whom | Low to medium volumes, or irregular sends | Large volumes sent on a regular basis |
Reputation | Inherited from the pool's good history, which Sarbacane protects by excluding dubious senders | Built only by your own sends |
Getting started | Immediate | The IP must be warmed up, with gradually increasing volumes |
Your responsibility | Shared with Sarbacane | Full: regular frequency and volumes, list quality |
In both cases, the same rules apply:
send only to contacts who have given their consent;
handle unsubscribes;
remove invalid or inactive addresses;
send content that generates engagement.
Important: a dedicated IP is available as an option, but Sarbacane only recommends it in specific cases, because it requires very rigorous sending practices (lists, regularity, volumes). Its setup depends on a study of your situation by Sarbacane's deliverability manager. To request one, contact your account manager.
