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IP Address

IP addresses play a crucial role in determining your email deliverability. Whether you're using shared infrastructure or a dedicated IP, understanding how they work helps you manage sender reputation and reach inboxes more reliably.

What is an IP address in email marketing?

An IP address is the unique identifier from which your emails are sent. Mailbox providers use the sending IP to track sending behavior and reputation. Good reputation = better inbox placement.

MX18 routes your emails through high-performance email infrastructure using shared or dedicated IP addresses based on your account type.

Shared vs Dedicated IPs

Type Description
Shared IP Your email is sent alongside other senders. MX18 manages the IP reputation.
Dedicated IP You are the only sender. Reputation is entirely under your control.

Shared IPs (Default)

All MX18 accounts are placed on a shared IP pool by default, which offers:

  • Quick onboarding and auto-managed warm-up
  • MX18-managed IP reputation monitoring
  • Suitable for low to moderate volumes

Best practices for shared IPs

  • Maintain consistent sending behavior
  • Use double opt-in to reduce spam complaints
  • Avoid large volume spikes without coordination
  • Let MX18 handle IP warm-up and reputation control

Dedicated IPs (Optional)

A dedicated IP is a private IP used exclusively for your account’s email traffic.

Dedicated IPs are available on request and come with an additional recurring cost. Contact support@mx18.com for pricing and provisioning.

Best practices for dedicated IPs

  • Maintain consistent email volume and cadence
  • Start with IP warm-up to build positive reputation
  • Regularly monitor delivery metrics and engagement
  • Avoid sending cold traffic or unengaged lists

IP reputation ownership

With dedicated IPs, you own the reputation. This means:

  • MX18 provides the tools, but the responsibility is shared
  • If your IP is blocklisted, our team will notify you and assist with delisting
  • You are expected to follow sending best practices at all times

Blocklisting policy

  • Shared IPs: MX18 actively monitors and manages reputation. Blocklist issues are handled automatically by our deliverability team.
  • Dedicated IPs: MX18 will reach out to you with steps to resolve any blocklisting. Active involvement may be required from your team to support the remediation.

Need help?

Not sure whether you need a dedicated IP?

  • Reach out to our support team at support@mx18.com
  • We’ll guide you based on your use case, volume, and campaign goals