Dedicated vs Shared IP

DBell7 — Thu, 18 Sep 2025 16:44:38 GMT

What kind of email performance improvement can my org expect, if we move from a shared IP to a dedicated IP? We are a B2B software company and a low-volume sender < 50K per month. What can we reasonably expect in terms of KPI increases?

Betreff: Dedicated vs Shared IP

franksteiner79 — Thu, 18 Sep 2025 16:45:50 GMT

Hi @DBell7

Interesting question, the answer is, it depends!

Are you currently experiencing issues with email delivery & deliverability and are these issues tied to being on a shared IP (unlikely) or down to your email behaviour (frequency, relevance, poor opt-in management, bought lists).

If it's any of the latter, a dedicated IP will not improve anything but likely make things worse - because you can't hide behind other users on the shared IP.

If it's the former, it really depends on what specific issues you have observed and if and how these relate to the usage of a shared IP.

Re: Dedicated vs Shared IP

karstenkoehler — Thu, 18 Sep 2025 16:55:52 GMT

Hi @DBell7,

For organizations with smaller or inconsistent sending volumes, a shared IP is often the right fit. This option works well for senders delivering fewer than 100,000 emails per month (if I recall correctly, this is the number that used to be mentioned on the product page for dedicated IP addresses; it's also a threshold communicated by Salesforce), since the cost is included by default and HubSpot actively monitors the shared pools to protect overall performance. However, deliverability on a shared IP depends on the behavior of all senders using that IP. If another company in the pool engages in poor practices, such as hitting spam traps or generating excessive complaints, your deliverability may be temporarily affected as inbox providers take action.

A dedicated IP is designed for high-volume senders who want complete control over their sending reputation. It ensures that your reputation is based solely on your own practices. This offers greater stability, stronger inbox placement when your reputation is positive, and more transparent trust signals for mailbox providers because your domain and IP are directly tied together. You will need to follow a proper warm-up process by gradually increasing email volume to establish trust with ISPs (HubSpot takes care of this to some extent by shifting the volume from the shared to the dedicated IP). You must also maintain strong list hygiene with clean data, low bounce rates, and a consistent sending cadence.

For B2B software companies in particular, both options can perform well when you follow best practices. A shared IP will often be sufficient if you maintain clean lists, segment audiences effectively, and authenticate your email with SPF, DKIM, and DMARC. On the other hand, organizations that invest in a dedicated IP typically see an improvement in inbox placement, especially when sending to providers like Gmail and Outlook, which tend to enforce stricter filtering in B2B contexts. The return on investment ultimately depends on your pipeline. If a lift in open or click-through rates translates into revenue, the cost of a dedicated IP would be justified.

So in summary, if your company sends more than 100,000 emails each month, follows a predictable schedule, and relies heavily on email engagement to drive revenue, a dedicated IP is the stronger option. If your volumes are lower or inconsistent, remaining on a shared IP makes sense. In that case, it is important to focus on fundamentals such as list quality, engagement-based segmentation, and strong technical authentication.

Hope this helps!

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Dedicated vs Shared IP

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