This depends on several factors, but here is what we recommend:
Use a dedicated IP if:
- You are consistently sending more than 5,000 messages per month, in order to isolate your reputation and help to prevent throttling. Consistency is key - this is all about establishing a trust relationship with the ESPs to whom you send.
Use a shared IP if:
- You are sending less than 5,000 messages per month, or if your sending is volatile, with large spikes and dips in volume. ESPs may assume those large spikes are spam, and treat your sending with suspicion. Sending too few messages can be as bad as sending too many for an IP's reputation.
Use a pool of dedicated IPs if:
- You are a high volume sender*, as ESPs limit the total volume per IP per hour.
- To separate IPs for your bulk and transactional mail (or to separate other kinds of sending from one another).
Additional information about dedicated IP addresses and sending volume can be found in the Email Best Practices section of our documentation.
Don't forget - these are general guidelines based on what we've seen demonstrated to work best for the majority of cases. Understanding each use case works slightly differently, if you believe a dedicated IP is the best option for your account, but don't fit these exact numbers, contact our Support Team, and we'll be happy to review your specific case to advise on the best course of action to optimize your account's IP arrangement.
If your account matches these guidelines and you'd like to add a dedicated IP, please contact our Support Team or select the "Request dedicated IP for $59/month" link in the Mailgun control panel.
* High volume senders are those looking to sending several millions of emails per month
Here is a quick GIF on how to obtain a dedicated IP: