Every email you send through Insider One goes out from an IP address, and that IP address builds a sender reputation with inbox providers such as Gmail, Outlook, and Yahoo. Insider One sends your marketing email from either shared IPs or dedicated IPs. Your choice affects how much control you have over your reputation and how much effort it takes to keep delivery stable.
This article explains the difference between the two, helps you decide which one fits your sending pattern, and shows you how to request a dedicated IP.
Before you start, review Email Channel Setup and IP Address Assignment. You complete IP assignment during Email onboarding in the InOne panel.
In this article:
What shared and dedicated IPs are
A shared IP is used by multiple senders. It suits senders with lower or less predictable email volume. Insider One usually assigns multiple shared IPs to your account to help maintain stable delivery.
A dedicated IP is used only for your email traffic. It gives you direct control over the IP's reputation, but your sending practices alone determine that reputation.
When a shared IP makes sense
A shared IP is a good fit when:
Your combined monthly email volume is below 3 million.
You send inconsistently, for example once every two weeks or once a month.
You leave long gaps between campaigns.
You are just getting started with email marketing and have a small database.
Sharing an IP with other senders can offer some reputation protection. The positive sending practices of other reputable senders help maintain a good overall IP reputation and keep the IPs warm.
When a dedicated IP makes sense
A dedicated IP is a good fit when:
Your combined monthly email volume is 3 million or more.
You send consistently across multiple days each week.
Your volume does not have large or unpredictable gaps.
You need independent control over your sender reputation.
The Email Deliverability team determines that your sending pattern can support a dedicated IP.
Low or irregular volume makes a dedicated IP harder to warm up and maintain. In these cases, a shared IP might deliver better results.
How IP assignment works
Your monthly email volume determines the type of IP address Insider One assigns to your account.
Monthly email volume | IP type | How it is assigned |
|---|---|---|
Below 3 million | Shared IPs | Insider One assigns shared IPs automatically once you confirm in the Insider Onboarding Center. |
3 million or more | Dedicated IPs | The Email Deliverability team contacts you to define the number of dedicated IPs your account needs. |
How to request a dedicated IP
You request a dedicated IP during Email onboarding. If your volume is below 3 million, you can still request a dedicated IP in the same step.
Review the monthly email volume shown in the IP Address Assignment step and enter your maximum daily volume.
Submit the IP assignment request.
Wait for the Email Deliverability team to review your expected volume and sending pattern.
Follow the next steps the team provides. The team also determines how many IPs your account needs.
How dedicated IP pricing works
Each chargeable dedicated IP costs $50 per month. For pricing details, see the Insider Onboarding Center.
How IP warm-up works
A new IP has no established sender reputation. To build one, you increase your email volume gradually and start with engaged recipients. Sending a large volume right away can send your emails to spam folders or cause rejections.
IP warm-up applies to both IP types. With a shared IP, your sending domain is new, so you still increase volume gradually to establish a good sender reputation with inbox providers.
Insider One can generate a warm-up schedule for you based on your maximum daily volume. For details, see Warm-Up Planning, Automated Email Warm-Up, and Email Warm-Up.
Conclusion
Insider One assigns shared IPs below 3 million monthly emails and dedicated IPs at 3 million or more. A shared IP suits low or irregular sending, while a dedicated IP gives you independent control of your sender reputation. Both IP types need a gradual warm-up.
To get started, complete the IP Address Assignment step in Email onboarding. If you need a dedicated IP, the Email Deliverability team guides you from there.
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