What is a dedicated IP?

A dedicated IP is an IP address that you exclusively use, without sharing it with other senders. In email marketing, your IP reputation, domain reputation, and email engagement all work together to establish a strong sender reputation with inbox providers. This means it’s essential to have complete control over your IP reputation.

Unlike shared IPs, which are used by multiple senders, a dedicated IP gives you full control over how your email marketing initiatives can influence sender reputation.

How to set up a dedicated IP address

1. Request a dedicated IP address from your ESP

Some email service providers (ESPs) offer dedicated IPs as an option. If you’re using Klaviyo, for example, and you qualify for a dedicated IP, you can request one. 

2. Authenticate your domain

After acquiring a dedicated IP address, you’ll need to authenticate your domain to prove your domain ownership. Otherwise, your subscribers might see the following message:

To authenticate your domain, log in to your domain registrar’s account where you manage DNS settings and take the following steps:

  1. Add a Sender Policy Framework (SPF) record: This record tells inbox providers which IP addresses are allowed to send emails on behalf of your domain.
  2. Set up DomainKeys Identified Mail (DKIM): Generate DKIM keys and add them to your DNS records. This helps verify that emails sent from your domain are secure and come from a trusted source.
  3. Configure a Domain-based Message Authentication, Reporting, and Conformance (DMARC) policy: DMARC is a digital signature added to the header of an email to further verify the identity of the sender. It helps protect your domain from fake or fraudulent emails and instructs inbox providers on how to handle emails that don’t pass authentication checks.

3. Warm up your dedicated IP

When you start using a dedicated IP, you’ll go through a 30-day warming period. 

During this time, focus on sending emails to your most engaged subscribers—those who are most likely to open and read your messages. This helps build a strong sender reputation and reduces the risk of your IP being blacklisted.

Avoid launching major promotional campaigns to your entire email list or sending automated emails during this time, as it could affect the warming process. 

4 benefits of using a dedicated IP

  1. Complete control over your sender reputation: A dedicated IP gives you full control over your sender reputation, making sure it reflects only your brand’s practices and not those of others.
  2. Independent management of sending volume: With a dedicated IP, you won’t be affected by volume spikes on shared IPs.
  3. Increased email deliverability: A dedicated IP boosts your email deliverability by reducing the risk of your emails being delayed or marked as spam.
  4. Increased visibility: Dedicated IPs are more easily monitored for deliverability issues, such as block-listings, email throttling, and overall sender reputation.

A marketing automation platform like Klaviyo can make it easy to send emails via a dedicated IP. Sign up for Klaviyo now to start building your sender reputation—and a successful email marketing strategy.

Additional resources