What is the function of a dedicated IP address?

A dedicated IP address serves the primary function of improving email reputation. When an organization uses a dedicated IP address, all emails sent from that IP address come from a single sender. This setup allows the sender to build their own sender reputation, which is crucial for achieving better inbox placement and reducing the likelihood of emails being marked as spam. Compared to shared IP addresses, where multiple senders can affect each other's reputations, a dedicated IP isolates the sender's email reputation and performance metrics, allowing for tailored strategies to maintain and enhance deliverability.

As a result, organizations that are eager to establish a positive email sending reputation and have a consistent level of engagement from their recipients benefit significantly from using dedicated IP addresses.