With Omnisend, most brands send their Email messages through a shared IP pool: a group of servers with strong sender reputations at Gmail, Yahoo, Outlook, and other inbox providers. Some brands upgrade to a dedicated IP to control their own deliverability.
This guide explains the differences and helps you decide which option fits your sending volume and contact list quality.
What's the Difference Between Shared and Dedicated IPs?
Shared IP
A shared IP address is used by multiple Omnisend customers. Omnisend manages several pools of shared IPs, distributing sending volume across servers optimized for engagement, bounce rates, and deliverability.
How it works:
Your emails are sent through servers with established reputations at major inbox providers.
Reputation is managed collectively, as Omnisend monitors the pool's health and adjusts distribution based on engagement metrics.
No warmup required. IPs are already warmed and monitored.
When to use shared IPs:
You send fewer than 300,000 emails per week.
Your sending volume fluctuates (e.g., seasonal campaigns).
You're building your contact list or improving engagement.
Your bounce rate is above 4%.
⚠️ Important: Dedicated IPs are recommended for brands sending 300,000+ emails per week with clean, engaged contact lists. Contact your Account Manager before upgrading to assess whether a dedicated IP is right for you.
Dedicated IP
A dedicated IP address is exclusive to your brand. You control your sender reputation, but you're also fully responsible for maintaining it.
How it works:
Your emails are sent through a single IP address assigned only to you.
Your sender reputation depends entirely on your list quality, engagement rates, and sending consistency.
You must warm up the IP gradually over 15–30 days to establish trust with inbox providers.
When to use a dedicated IP:
You send 300,000+ emails per week consistently.
Your contact list is clean, engaged, and permission-based.
Your bounce rate is below 4%.
You have the resources to monitor deliverability and follow the warmup protocol
Note: If your sending volume drops for more than two weeks (e.g., during off-season), your IP reputation may decline and require re-warming.
Feature | Shared IP | Dedicated IP |
Who uses it? | Multiple Omnisend users | Your brand only |
Sender reputation | Managed by Omnisend + collective user behavior | Controlled solely by your sending practices |
Recommended volume | Any (ideal for <300K emails/week) | 300K+ emails/week |
Warmup required? | No – IPs are pre-warmed | Yes – 15–30 days |
Best for | Growing brands, irregular sending schedules | Brands with consistent volume |
Dedicated IP Pros and Cons
Pros
Full control over sender reputation – your practices alone determine deliverability.
Better deliverability (if you follow best practices) – no risk from other senders' behavior.
Transparency – you can monitor your IP's reputation at inbox providers.
Cons
Warmup required – new IPs have no volume history; inbox providers throttle cold IPs. Warmup takes 15–30 days with gradual volume increases.
High responsibility – poor list hygiene, high bounce rates, or irregular sending can harm your reputation.
Volume dependency – you must send consistently to maintain reputation. Sporadic sending causes reputation decay.
How to Get a Dedicated IP?
To get a dedicated IP in Omnisend, contact our Support Team via in-app chat or at [email protected]. They will ask for:
Your current weekly sending volume.
Screenshots from Google Postmaster showing Domain Reputation and Spam Rate (last 120 days).
Your bounce rate and spam complaint metrics.
Our Deliverability team will evaluate your account and determine if you qualify, or recommend alternatives like IP pool switching or list quality improvements.
FAQ
Can I request a dedicated IP if I'm sending fewer than 300K emails/week?
No. Dedicated IPs are only recommended for senders with a consistent volume of 300,000+ emails per week. Lower-volume senders perform better on our shared IPs, which have established reputations with major providers like Gmail and Yahoo. If you're experiencing deliverability issues, contact Support to explore alternatives like IP pool switching or list quality optimization.
Can I switch back to a shared IP?
Yes. Contact Omnisend Support if your sending volume drops or if a dedicated IP no longer fits your needs.
Does a dedicated IP guarantee better deliverability?
No. Deliverability depends on list quality, engagement, and warmup adherence. A dedicated IP only helps if you follow best practices.
How long does warmup take?
Typically 15–30 days, depending on your sending volume.
What happens if I send irregularly on a dedicated IP?
Inbox providers may flag your IP as inconsistent, reducing deliverability. If you can't send consistently, a shared IP is safer.
My shared IP has poor reputation. Can I switch to a better shared IP instead of a dedicated IP?
Yes. Our Deliverability team can evaluate your account and may be able to move you to a different shared IP pool with better reputation. This is often a faster solution than dedicated IP warmup. Contact Support and request an IP pool evaluation. Include screenshots from Google Postmaster showing your domain reputation and spam rate (last 120 days).
Will a dedicated IP fix my deliverability issues?
Not always. A dedicated IP only helps if you have high sending volume (300K+ emails/week), excellent list quality (bounce rate <4%, spam complaints <0.3%), and strong sender practices. If deliverability issues stem from poor list quality, unengaged subscribers, or content problems, a dedicated IP will make things worse as you'll be solely responsible for building reputation from scratch. Fix list quality and engagement first, then consider a dedicated IP.
Want to talk to support? Use the in-app chat or send your questions to [email protected].