Shared vs. Dedicated IPs

When using Iterable, your emails are sent through one of our email service partners. These partners provide the Internet Protocol (IP) Addresses associated with the emails you send. IP reputation impacts your deliverability. A poor reputation results in messages being sent to spam, or soft bouncing. A good reputation increases the likelihood that your inbox placement is where you want it to be. Iterable only partners with the highest quality email services and their IPs.

# Shared IPs

By default, your emails are sent through Amazon SES with shared IPs. Shared IPs have other senders that use the same IP addresses. Iterable's agreement with Amazon SES includes a group of IP addresses shared with other high-quality senders.

Each time you send an email, a randomly chosen IP from the group sends the message. Because the IP address with different campaigns is random, it can’t be determined until after you send the campaign. All of Iterable’s shared IPs with Amazon SES are only used by other high-reputation senders. Thus, the random IP selection still ensures an optimal IP deliverability reputation. Typically, the IP's that Amazon SES uses to send your campaign have a sender score of 96 or higher.

# Dedicated IPs

If you’re sending at least 150,000 messages per month, it may be worth upgrading to a dedicated IP. To use this option, you can choose from a few providers that Iterable works with: Mailgun, SendGrid, or SparkPost.

The primary benefit of having a dedicated IP is that you have full control of your sender reputation. You also have more visibility into troubleshooting any potential deliverability issues since you always use the same IP and you don't share it with other senders.

Moving to a dedicated IP involves a warm-up period of about six weeks (to learn more, read IP Warm-up Guide). Please contact your account manager if you're interested in learning more about dedicated IPs.