What are the pros and cons of dedicated IPs?

A dedicated IP belongs exclusively to your sending. Your reputation is yours alone, built entirely on your own practices.

Pros: complete control over reputation. No contamination from other senders. Easier to diagnose deliverability issues since all signals trace back to your campaigns. Required for very high volume senders and those with strict compliance needs.

Cons: requires IP warming before sending at full volume. Needs consistent sending volume to maintain reputation; sporadic sending lets the IP go cold. Higher cost than shared pools. You bear full responsibility for any reputation damage.

A dedicated IP is your own vessel. You control the cargo, the route, and the crew. But if the ship runs aground, there's no one else to blame.