Moving Away From Dedicated IP

Marketing & Content Hub Email Marketing Tool
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My company switched to a dedicated IP earlier in the year and thanks to a poorly informed consultant our IP was not warmed up properly and despite following best practices, only emailing to engaged contacts, having SPF, DMARC, DKIM all set up properly we are still having issues with our emails. Our reputation on Google Postmaster for our Dedicated IP is Red (bad) and has been that way since we switched over back in February or March.

Even though I was able to repair our reputation withint HubSpot our IP reputation is still bad and I fear it is holding us back from truly fixing this issue. In talking with HubSpot deliverability specialists they feel per our volume which is just over 1 million emails a month a dedicated IP would be better for us however even after begging with them to get a new IP address they will not allow is to try again.

One option they did provide to me was to switch back to a shared IP and if we remained in good standing (not sure for how long) they would allow us to then re-purchase a dedicated IP address.

My question for the group is should we just bite the bullet and go back to the shared IP for a bit, I can’t see this hurting us, our avg open rate is 24.4% with some outliers being 45+ and <12. If the shared would help us get a touch better on the placement side that would help until we are able to move back to dedicated and can make sure it’s set up properly this time. Or just stay put and try to repair our existing IP even though it may be blocklisted.

Thanks in advanced

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Hi @clubsodandlime,

Given your red Google Postmaster reputation and a poorly warmed dedicated IP, the most effective path is to move back to the shared IP to remove the bad IP as a limiting factor, then re‑purchase a dedicated IP and complete a proper warm‑up when your reputation stabilizes.

Part of this reply was generated by AI (HubSpot and KBs).

HubSpot’s warm‑up program runs over about 40 days and gradually shifts traffic from shared to the new dedicated IP, so timing the switch after a reputation repair gives you the best odds of success.

Run a focused phase for 2–4 weeks, only mail recent clickers/openers, enable graymail suppression, and keep Gmail volume low while monitoring Email Health and Google Postmaster domain reputation. Target a sustained 20–25%+ open rate before broadening.

When Postmaster improves from red and your cumulative opens stabilize at 20–25%+, purchase a new dedicated IP and complete HubSpot’s automated ~40‑day warm‑up (traffic gradually shifts from shared to the new IP during this period).

Improve your email sending reputation: Follow HubSpot’s repair plan

If this helps, feel free to mark it as the solution :check_mark: and give it an upvote :+1: !

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This was my thought exactly I just needed someone else to confirm it. I know dedicated is the more favorable way to go especially with medium to large sending volumes but due to our own mistakes I felt we had not other option but to go back to the shared to restore some credibility.

Thank you for the reply!!!