What is a dedicated IP address?

A dedicated IP is an online address assigned exclusively to a single person or entity, such as an ecommerce brand. A dedicated IP ensures that all emails you send to your subscribers come from one IP address, which helps build a strong sender reputation with internet service providers (ISPs) over time.

Unlike shared IPs, which are used by multiple senders, a dedicated IP gives you full control over your email-sending practices and helps make sure your emails successfully reach your subscribers.

How to set up a dedicated IP address

1. Request a dedicated IP address from your ESP

Most email service providers (ESPs) like Klaviyo offer dedicated IPs as an add-on to their plans. If you’re using Klaviyo and you qualify for this feature, you can add a dedicated IP to your plan and activate it, and Klaviyo will handle the rest of the setup and configuration for you.

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 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 month-long 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 during this time, as it could affect the warming process.

3 benefits of using a dedicated IP

  1. Complete control over your sending reputation: A dedicated IP gives you full control over your email reputation, making sure it reflects only your brand’s practices and not those of others.
  2. Consistent management of sending volumes: With a dedicated IP, you can manage your email sending volumes independently, without being affected by other users’ activities or 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, making sure they reach your customers’ inboxes reliably.

Use a leading marketing automation platform like Klaviyo to send emails via a dedicated IP. Klaviyo helps you design and set up email campaigns and automate your email marketing initiatives. With Klaviyo, you can use pre-built templates to send highly targeted emails and get valuable insights into their performance.

Sign up for Klaviyo now to start building a successful email marketing strategy.

Additional resources