What actually changes when the IP is yours
On a shared IP, your mail goes out from addresses that other customers of the same provider also use. Amazon SES describes these pools as sending a large combined volume that the provider manages to keep reputations healthy; your reputation is set at account level and cannot be isolated. [1]
On a dedicated IP, only your account sends from that address, so its reputation is determined by your own sending practices. Standard dedicated IPs also give you known, static addresses (managed ones scale up and down with volume), and you can split mail types into separate pools, for example marketing on one IP and transactional mail on another. [1] The trade is that the provider no longer smooths out your bad days, and a brand-new IP has no history at all.
| Factor | Shared IP | Dedicated IP |
|---|---|---|
| Ready on day one | Yes [1] | No; needs setup and warm-up [1] |
| Who controls reputation | The provider [1] | You, through your sending [1] |
| Irregular or seasonal volume | Fine [1] | Poor fit unless managed by the provider [1] |
| Low monthly volume | Good fit [1] | Generally not suitable [1] |
| Known IP for allowlists | No; addresses can change [1] | Yes with standard IPs; managed pools change size [1] |
| Extra monthly cost | No [1] | Yes [1] [2] |
The volume line: when a dedicated IP helps or hurts
Amazon SES gives the clearest published rule of thumb. It says most mailbox providers only track an IP's reputation if they receive significant volume from it, and that for each provider you want a reputation with, you should send several hundred emails within a 24-hour period at least once per month. If you do not plan to send large volumes on a regular and predictable basis, it recommends shared IPs. [1]
Worked example: a 6,000-subscriber newsletter sending one issue a month. If roughly a third of the list uses one large mailbox provider, that provider sees about 2,000 messages in one burst, then nothing for 30 days. That clears the several-hundred floor once a month but is exactly the irregular pattern SES says suits shared IPs better. The same list sent weekly, plus daily receipts, starts to look like the steady pattern a dedicated IP needs.
The exception SES notes is a small, well-defined audience whose mail servers accept mail by IP allowlist rather than reputation, such as partners or B2B customers who ask for your sending IP. [1] There a static dedicated IP can be worth it at low volume.
| Sender profile | Better fit | Why |
|---|---|---|
| Under a few thousand sends a month, irregular schedule | Shared | Too little volume per provider to build an IP reputation [1] |
| Monthly newsletter with seasonal spikes | Shared, or provider-managed dedicated | Irregular pattern; SES suggests managed IPs if you want dedicated [1] |
| Steady, predictable high volume | Dedicated becomes reasonable | Consistent history builds reputation [1] |
| Marketing and receipts from one account | Dedicated pools, if volume supports it | Keeps a marketing complaint spike away from receipts [1] |
| B2B recipients who allowlist by IP | Dedicated, even at low volume | Static address that never changes [1] |
Warm-up: what the published schedules look like
A new dedicated IP has no history, so mailbox providers judge it cautiously. Twilio SendGrid says to gradually increase volume through a new IP, and its automated warmup caps hourly sending by the IP's age. [3] Amazon SES says standard dedicated IPs must be warmed up by sending an amount that increases every day, and then kept on a consistent pattern; its managed option warms up automatically per mailbox provider. [1]
SendGrid adds three practical points: marketing senders should warm up as slowly as practical so problems surface early, transactional senders cannot follow a strict schedule because they do not control when mail triggers, and an IP that has not sent for more than 30 days should be warmed up again. [3] That last rule is the hidden cost for seasonal senders.
| Warmup day | SendGrid automated hourly limit [3] |
|---|---|
| 0 | 20 |
| 1 | 28 |
| 7 | 211 |
| 12 | 1,000 |
| 20 | 16,734 |
| 30 | 484,029 |
| 41 | Warmup ends; IP removed from warmup |
Who offers a dedicated IP, per vendor pages
Newsletter platforms generally reserve dedicated IPs for their top or custom tiers, while developer email APIs sell them as a line item. None of the newsletter platforms below publishes a dedicated IP price on its pricing page as of October 30, 2026.
| Provider | Dedicated IP availability | Published price |
|---|---|---|
| Moosend | Add-on through the custom Moosend+ plan, described as all Pro features plus Enterprise add-ons [4] | Not published; contact sales [4] |
| MailerLite | Add-on on the Enterprise plan, aimed at businesses with over 200K subscribers; not mentioned on Free, Comfort or Power [5] | Not published [5] |
| Amazon SES, standard | Leased per IP, requested through AWS Support, warmed up manually [1] | $24.95 per IP per month [2] |
| Amazon SES, managed | Opt in; warmed and scaled automatically [1] | $15 per account per month plus $0.08 per 1,000 emails up to 10M a month [2] |
Cost math for a mid-size sender
Using Amazon SES list prices captured on October 30, 2026: a sender with 200,000 emails a month on managed dedicated IPs pays the $15 monthly fee plus 200 x $0.08 = $16, or $31 a month for the IP feature, on top of normal SES sending charges. [2] Two standard dedicated IPs, one for marketing and one for receipts, cost 2 x $24.95 = $49.90 a month before sending charges. [2]
On newsletter platforms the dedicated IP is bundled into a custom or enterprise contract, so the real cost question is whether you are big enough to be on that tier at all. MailerLite's Enterprise plan targets lists over 200,000 subscribers. [5]
Before you ask for a dedicated IP
- Confirm SPF, DKIM and DMARC already pass for your own domain; a dedicated IP does not replace domain authentication.
- Count monthly volume per major mailbox provider, not just total sends, against the several-hundred-per-24-hours floor. [1]
- Check that you send at least weekly; a gap over 30 days means re-warming. [3]
- Look at your Gmail spam rate first. Google is retiring the IP reputation dashboard in the new Postmaster Tools, so spam rate and compliance status are the signals you will still see. [6] [7]
- Plan a warm-up window of roughly six weeks before any launch that depends on full volume. [3]
- Decide whether you need isolation (separate pools for marketing and receipts) or just a static IP for allowlisting. [1]
Questions before you decide
Will a dedicated IP fix emails going to spam?
Not by itself. A dedicated IP isolates your reputation, which means it reflects only your own sending practices. If complaints or poor list hygiene are the cause, a dedicated IP exposes that rather than hiding it.
How much volume do I need for a dedicated IP?
Amazon SES says mailbox providers only track an IP's reputation if they receive significant volume from it, and recommends sending several hundred emails to each provider within a 24-hour period at least once a month. Below that, it recommends shared IPs.
How long does warming up a dedicated IP take?
Twilio SendGrid's automated warmup runs through day 41, starting at 20 emails per hour on day 0. It also says an IP that has not sent for more than 30 days should be warmed up again.
Can I get a dedicated IP on Moosend or MailerLite?
Moosend lists dedicated IPs as an add-on available through its custom Moosend+ plan. MailerLite lists a dedicated IP as an add-on on its Enterprise plan, which is aimed at businesses with more than 200,000 subscribers. Neither pricing page publishes a price for it.
Sources & verification
Product details and prices can change. Check the linked provider before buying.
- Amazon SES Developer Guide: Dedicated IP addresses for Amazon SES Accessed 30 Oct 2026
- Amazon SES pricing Accessed 30 Oct 2026
- Twilio SendGrid Docs: Warming up an IP address Accessed 30 Oct 2026
- Moosend pricing Accessed 30 Oct 2026
- MailerLite pricing Accessed 30 Oct 2026
- Google Gmail Help: Postmaster Tools dashboards Accessed 30 Oct 2026
- Google Gmail Help: Deprecation of the old Postmaster Tools interface Accessed 30 Oct 2026
Sources link directly to providers. Product buttons may use separately labeled affiliate links. Read our disclosure.