Private vs Shared IPs: Impact on Deliverability

Want your emails to land in inboxes, not spam? Your IP address plays a crucial role. Choosing between a shared IP and a private IP can make or break your email deliverability. Here's a quick breakdown:

• Shared IPs: Cost-effective and ready to use, but your reputation depends on other senders sharing the IP. Best for low-volume senders (<100,000 emails/year).
• Private IPs: Full control over your reputation, ideal for high-volume senders (300,000+ emails/month). However, they’re more expensive and require a warm-up period.

Quick Comparison Table

Key takeaway: If you're starting out or sending fewer emails, go with shared IPs. For high-volume campaigns and more control, invest in a private IP. Choose wisely to boost your email success!

Shared IPs: Pros and Cons

Shared IPs are a practical option for new or moderate-volume email marketers, offering an affordable and ready-to-use solution. However, they come with certain risks that users must weigh carefully.

Benefits of Shared IPs

One of the biggest perks of shared IPs is their affordability and ease of use. Most email service providers include access to shared IPs in their basic plans at no extra cost. Unlike dedicated IPs, which require a gradual warm-up period to establish a good reputation, shared IPs are ready to go from day one. As Mailtrap.io puts it, "Shared IPs don't require setup or ramp-up. You can start sending right away, unlike dedicated IPs, which need a gradual volume increase to build a reputation".

Another advantage is the pooled reputation. When you use a shared IP, the reputation is collectively built by all senders using that IP. This can often enhance deliverability, especially for small-scale senders. Ongage.com highlights this benefit: "By using a shared IP, senders' IP reputations are pooled, which can often improve deliverability for everyone". For those sending fewer than 100,000 emails per month, shared IPs are often recommended by major email service providers.

Shared IPs also offer some leeway for occasional errors. Since the reputation is shared, a single mistake by one sender is less likely to cause significant harm to overall deliverability compared to a dedicated IP, where your reputation is entirely on your shoulders.

Drawbacks of Shared IPs

While shared IPs have their advantages, they come with limited control over your email reputation. Because the reputation is shared, poor practices by one user can negatively impact everyone. Even if you follow all the best practices, someone else's missteps could hurt your deliverability.

This shared nature makes shared IPs less ideal for time-sensitive transactional emails that require consistent and reliable inbox delivery. Additionally, as your email volume grows, you might find the lack of an isolated sender reputation problematic. Shared IPs don't allow you to build a reputation that's uniquely tied to your domain, which can become critical for higher-volume senders.

Although many email service providers actively monitor metrics like hard bounces and complaint rates to mitigate these risks, the reality remains: with a shared IP, you are entrusting your reputation to a group, for better or worse.

Private IPs: Pros and Cons

Private IPs give you full control over your sender reputation but come with higher costs and added complexity.

Benefits of Private IPs

One of the biggest advantages of private IPs is that you control your sender reputation entirely. Unlike shared IPs, where your reputation can be affected by others' sending habits, private IPs ensure that your practices alone determine performance. This setup also makes troubleshooting easier since all the data comes from your own activity - no need to untangle issues caused by others.

Private IPs are also well-suited for businesses that need scalability. As your email volume grows, you’re not limited by shared resources. Plus, private IPs allow for customization - you can configure private domains, tweak sending schedules, and set limits tailored to your business needs. These features make private IPs a great choice for high-volume email campaigns.

Drawbacks of Private IPs

The biggest downside? Cost. Private IPs are more expensive than shared options, which might not make sense for smaller businesses with limited budgets.

Another challenge is the IP warming process. When you start using a private IP, you can’t immediately send large volumes of emails. Instead, you need to gradually increase your sending to build a positive reputation with ISPs. This warming period can take weeks - or even months - before you can send at full capacity.

Private IPs also require consistent, high email volumes to maintain a strong reputation. ISPs typically expect around 150,000 emails per month (roughly 5,000 per day), though many experts recommend sending at least 300,000 emails monthly to ensure optimal deliverability.

Lastly, private IPs leave little room for error. On a shared IP, occasional mistakes might be absorbed by the collective reputation. But with a private IP, any misstep - like high bounce rates or spam complaints - can directly harm your deliverability. Managing a private IP often requires dedicated monitoring and expertise to keep things running smoothly.

Shared vs Private IPs: Side-by-Side Comparison

Now that we've explored the pros and cons of shared and private IPs, let’s break down how they stack up in the key areas that impact your email campaigns.

Comparison Table: Shared vs Private IPs

This comparison highlights the key differences to help you decide which option fits your email strategy.

How to Choose the Right IP Type

When deciding between a shared and private IP, focus on three main factors: cost, email volume, and control over your reputation.

A shared IP is the go-to choice for low-volume senders - those sending fewer than 100,000 emails per year. It’s also ideal if you’re new to email marketing, working with a tight budget, or looking for a low-maintenance setup. With a shared IP, you benefit from the collective reputation of other senders, which can stabilize deliverability without requiring you to manage the IP yourself. Most email service providers (ESPs) recommend shared IPs for moderate senders.

On the other hand, a private IP is better suited for businesses consistently sending large volumes of emails, especially if deliverability is critical. If your campaigns exceed 300,000 emails monthly and you want complete control over your sender reputation, a private IP is worth considering. However, managing a private IP requires more effort, including a gradual warm-up process and regular monitoring to ensure consistent performance. Mistakes like high bounce rates or spam complaints can directly harm your reputation.

Costs are another factor to weigh. Private IPs typically range from $100 to $250 per month, depending on your provider. While this investment offers greater control, it’s essential to balance the expense against the benefits of managing your own reputation.

Lastly, consider your sending patterns. If your campaigns are irregular or seasonal, a shared IP may better suit your needs. Shared IPs handle fluctuations more easily, while private IPs thrive on consistent, high-volume schedules that help maintain a strong reputation with internet service providers (ISPs).

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Primeforge: Email Infrastructure Solutions

Primeforge takes the complexity out of email infrastructure by offering a unified approach that bridges the gap between shared and private IP strategies. For cold outreach campaigns, Primeforge employs an ESP matching strategy, leveraging Google Workspace and Microsoft 365 mailboxes with US-based IP addresses. This approach enhances deliverability since many business prospects already trust these widely used platforms.

As part of the Forge Ecosystem, Primeforge integrates seamlessly with two other solutions: Mailforge for shared email infrastructure and Infraforge for private, customizable setups. Together, these tools provide flexibility based on your specific outreach needs and risk tolerance.

Key Features of Primeforge for Shared and Private IPs

Primeforge simplifies email infrastructure with features designed to support cold outreach campaigns effectively. One standout feature is the platform’s ability to automate DNS setup, including DMARC, SPF, and DKIM records. This automation cuts setup time to just 30 minutes, compared to the typical 24+ hours required for direct Google Workspace or Microsoft 365 configurations.

Other highlights include:

• Multiple workspaces for easier domain and mailbox management, perfect for scaling large campaigns.
• Mailbox profile pictures to help your emails stand out in recipients' inboxes.
• Compatibility with any sending software, including Salesforge and other popular cold email tools.

Primeforge also offers significant cost savings. Compared to purchasing mailboxes directly, users can save 46% on Google Workspace and 25% on Microsoft 365. Pricing starts at just $3.50 to $4.50 per mailbox per month, making it a budget-friendly choice for scaling outreach efforts.

"I've been using a couple of other email infra forges for over a year and have been pretty impressed with deliverability. Now I added Google mailboxes and been using them for months as one of the early adopters to spread the load of 10K+ emails/day over to more ESPs. Stellar deliverability on Salesforge and spam tests always come back green! Excited to spin up some Outlook accounts soon also."
– Rahul Lakhaney, Former VP, Gartner, now CEO @ Enrich.so and Maximise

How Primeforge Stands Out

Unlike traditional email service providers that make you choose between shared or private IPs, Primeforge’s ecosystem allows you to combine both for better results. Pairing Primeforge mailboxes with either Mailforge or Infraforge helps minimize infrastructure burn risk and optimize deliverability.

Here’s how each component fits into the system:

• Mailforge: A shared IP solution ideal for businesses just starting with cold outreach or those concerned about spam complaints. It’s cost-effective, quick to deploy, and requires minimal maintenance, though it offers less control than private solutions.
• Infraforge: A private IP option tailored for high-volume senders. It provides advanced features like multi-IP provisioning, custom domain setups, dedicated IPs, and whitelabel capabilities. This makes it a great choice for agencies or large teams needing extensive customization.

Primeforge also delivers benefits beyond cost savings when compared to buying mailboxes directly from Google or Microsoft. Its automated setup optimized for cold email, bulk management tools, and seamless integration with sending software address the unique needs of cold outreach - something Google and Microsoft don’t specialize in.

What truly sets Primeforge apart is its ESP matching strategy. By ensuring your emails come from the same trusted providers your prospects already use, Primeforge boosts deliverability far more effectively than relying on lesser-known IP ranges, whether shared or private. This strategic approach makes it a standout choice for businesses looking to enhance their email outreach efforts.

Conclusion: Choosing the Right IP for Your Email Program

Key Points to Remember

When deciding between shared and private IPs, it all boils down to five main factors: email volume, control over sender reputation, cost, sending consistency, and maintenance needs. Each option caters to different requirements, so understanding your email program's specifics is essential.

Shared IPs are a great choice for businesses that send fewer than 100,000 emails annually. These IPs come pre-warmed and are ready to use right away, making them ideal for companies just starting with email marketing or those with irregular sending schedules. They’re also budget-friendly and require minimal upkeep, but keep in mind that your deliverability might be impacted by the practices of others sharing the same IP.

On the other hand, private IPs are perfect for businesses sending more than 100,000 emails per year and looking for full control over their sender reputation. However, they come with a catch: you’ll need to dedicate 30–40 days to warm up the IP and establish a solid reputation. To make the most of a private IP, Postmark recommends sending at least 300,000 emails monthly. While private IPs offer greater control, they come with higher costs and require consistent monitoring to maintain performance.

"When you have a dedicated IP, you build and control your own reputation... On the other hand, shared IPs pool the reputation of multiple senders, so your deliverability can be affected by others' sending habits - for better or worse. It's also hard to build a consistent sender reputation when using a shared IP." - Avinash, Technical Support Lead

These insights can guide you in selecting the best IP option for your email marketing strategy.

Final Recommendations

Start by assessing your email volume. If you’re sending fewer than 100,000 emails per year, a shared IP is likely the better choice. As your email volume increases, consider transitioning to a private IP for more control over your sender reputation.

For high-volume senders, private IPs offer the advantage of full reputation control, but they require consistent email activity and ongoing maintenance. Shared IPs, on the other hand, allow your email service provider to handle most of the reputation management, making them easier to manage for businesses with limited resources.

If you’re facing deliverability issues with shared IPs from reputable providers, it might be time to upgrade to a private IP. Similarly, if your organization frequently sends emails to high-security environments, private IPs can help by enabling whitelisting.

To make this transition smoother, Primeforge provides a flexible solution. You can begin with shared infrastructure through Mailforge and scale up to Infraforge’s private IP solutions as your email needs grow. Their partnerships with trusted providers like Google Workspace and Microsoft 365 further strengthen your sender reputation.

Considering that email marketing can generate $36 for every $1 spent, choosing the right IP is a smart investment in your program’s success. Regardless of your IP choice, maintaining clean email lists and adhering to best practices will always be key to achieving strong deliverability rates.

FAQs

What is the warm-up process for a private IP, and how does it impact email deliverability?

Warming up a private IP is a crucial step in building a strong sender reputation, which plays a big role in ensuring your emails actually make it to inboxes. The idea is simple: you gradually increase the number of emails sent from the new IP over a span of 15 to 60 days. For example, you might start by sending just 50 emails on the first day, then slowly ramp up the volume. This gradual approach helps Internet Service Providers (ISPs) see you as a reliable sender, minimizing the chances of your emails ending up in the spam folder.

Here are some key practices to follow during the warm-up phase:

• Authenticate your emails with SPF, DKIM, and DMARC to prove you're a legitimate sender.
• Keep an eye on engagement metrics like open and click rates to catch potential issues early.
• Stick to a consistent sending schedule, as ISPs value regularity and predictability.

By following these steps, you'll set your private IP up for success, improving both email deliverability and the overall performance of your campaigns.

What should businesses consider when choosing between a shared IP and a private IP for email campaigns?

When choosing between a shared IP and a private IP for your email campaigns, there are a few important factors to consider:

• Control over sender reputation: With a private IP, you have full control over your email-sending reputation. This is especially important if you're sending a high volume of emails. On the other hand, shared IPs can be risky since their reputation is influenced by the behavior of other users, which could hurt your email deliverability.
• Email volume: If your business sends over 100,000 emails per year, a private IP is usually the better option. It can help improve both deliverability and overall performance.
• Budget considerations: Private IPs are typically more expensive than shared ones. However, they can deliver better long-term results by boosting the effectiveness of your email campaigns.

For businesses that need reliable infrastructure for cold outreach, platforms like Primeforge offer tailored solutions. They provide both private and shared IP options, automated DNS setup, and US-based IP addresses to meet your specific requirements.

How does Primeforge help businesses improve email deliverability with shared and private IPs?

Primeforge takes the complexity out of email infrastructure, making it easier for businesses to achieve better email deliverability, whether using shared or private IPs. It automates the setup of essential protocols like DMARC, SPF, and DKIM, ensuring your sender reputation is safeguarded right from the beginning. For shared IP environments - where multiple users can impact reputation - Primeforge’s configurations are designed to uphold strong deliverability standards.

When it comes to private IPs, Primeforge offers tailored solutions, giving businesses complete control over their sender reputation. Tools such as bulk DNS updates and ESP matching (which aligns your email provider with your recipients’ mailboxes) further enhance inbox placement. These features make Primeforge a dependable option for businesses aiming to get the most out of their email campaigns.

Related posts

• 7 Ways to Improve Cold Email Deliverability Rates
• Shared vs Private Email Infrastructure: Analysis
• Private vs Shared IPs: Which is Better for Outreach?
• Why Should You Diversify Your Cold Email Infrastructure