How does reputation behave on a shared IP?

On a shared IP, reputation is a collective average. Every sender on the pool contributes to the signals that mailbox providers see. High engagement from one sender can lift the pool; spam complaints from another can drag it down.

ESPs actively manage shared pools by monitoring sender behavior and removing bad actors. They may segment pools by sender quality, industry, or risk profile. Premium shared pools often outperform poorly managed dedicated IPs because they benefit from professional oversight and diverse sending patterns.

Your individual domain reputation still matters. Even on a troubled IP, strong domain signals can help your mail. But severe IP damage affects everyone on the pool regardless of individual behavior.

A fleet sails together. One ship taking on water slows the convoy, but a well-captained armada moves faster than any lone vessel.