Sarbacane Campaigns: What are the differences between a dedicated IP and a shared IP? How to choose?

When it comes to sending emails for marketing purposes, the use of IP addresses plays a crucial role in message deliverability and sender reputation. Here are some important points to consider:

• Email Deliverability: Mail servers use the sender's IP address to identify the origin of emails. An IP address with a good reputation is more likely to have its messages reach recipients' inboxes. Conversely, an IP address with a poor reputation may result in soft bounces or emails being classified as spam.
• Email Authentication: IP addresses are used in authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols verify the sender's identity and detect spoofing or phishing attempts. Absence of these configurations can lead to deliverability issues.
• Reputation Management: Email service providers assess the reputation of the sender's IP address based on various factors such as spam complaints, bounce rates, and reports. A poor reputation can result in stricter email filtering or classification as spam. Therefore, maintaining a good IP address reputation is essential for ensuring optimal deliverability.

At Sarbacane, we work every day to detect suspicious senders that could compromise the reputation of our shared IP pools, and thus the deliverability of your newsletters.

Shared IP, or shared IP pools, have advantages for senders with low sending volumes. Thanks to the good history of IPs in this pool, inherited from many previous sends, they benefit from a good reputation, thereby favoring deliverability. At Sarbacane, we rigorously monitor each new sender to prevent abusive practices and maintain the excellent reputation of our shared IPs.

Sending your email campaigns from a dedicated IP address does not necessarily guarantee better deliverability. Although it offers complete control over sending practices, it also entails greater responsibility (maintaining a regular and consistent sending frequency and volume).

Both types of IP addresses require sending to opt-in recipients (those who have given consent), proper management of unsubscribes, removal of invalid or inactive addresses, and an email strategy that generates engagement.

In summary, the choice between a dedicated or shared IP address depends mainly on your sending strategy (volume, frequency) and your budget.

If you have any doubts about the most appropriate option for your needs, we recommend seeking the advice of our experts. At Sarbacane, our goal is to offer you the best email sending experience while ensuring your deliverability and sender reputation.