When should you revert from dedicated to shared IPs?

Consider reverting when your sending volume drops below the threshold needed to maintain reputation. A dedicated IP that once sent 200,000 monthly but now sends 20,000 will struggle. The sparse signals make reputation volatile and unreliable.

Seasonal businesses face this challenge. High-volume holiday senders may benefit from dedicated IPs during peak periods but perform better on managed shared pools during quiet months. Some ESPs offer flexible arrangements for these patterns.

Reputation damage is another trigger. If a dedicated IP is severely compromised and delisting efforts fail, moving to a healthy shared pool may recover deliverability faster than rehabilitating the dedicated IP. This isn't defeat; it's practical triage.

Sometimes the wisest captain joins a convoy rather than sailing alone through troubled waters.