Email deliverability is a common challenge. What good is a great deal or an engaging email if it ends up in the spam folder or gets blocked altogether?

Low deliverability can result in high bounce rates, missed opportunities, and ultimately, wasted marketing efforts.

One of the best ways to protect your email marketing campaigns and boost deliverability is by investing in a dedicated server But what exactly is a dedicated server, and how can it help improve your email deliverability?  

In this article, we’ll break down what a dedicated server and IP is, its benefits, and how it can improve your email marketing. Keep reading to find out how this simple change can lead to more successful email campaigns and a better ROI for your business.

We’ll also explore:

• Dedicated server and importance
• Dedicated IP address vs. shared IP address
• Benefits of dedicated IPs
• Dedicated email server with a dedicated IP
• Best practices for using a dedicated server for email marketing
• How to assign a dedicated server to an email campaign in Smartlead

Let’s get started:

What is a Dedicated Server?

A dedicated email server is a server exclusively used for sending and receiving emails by a single organization or domain. Unlike a shared email server, where multiple users or domains share the same server and resources, a dedicated email server gives you complete control over your email infrastructure.

This means you can optimize performance, improve deliverability, and ensure your emails aren’t impacted by others on the same server. With a dedicated email server, you have full ownership, ensuring a more secure and reliable email experience.

A dedicated server is crucial for businesses that need large amounts of disk space or handle high-volume email campaigns.

It’s especially beneficial when sending emails to a vast number of recipients, as it ensures seamless delivery without interruption.

These servers are often housed in data centers designed to protect against technical issues, ensuring maximum uptime.

One of the standout benefits of a dedicated server is the full control it offers over your email infrastructure. Unlike shared servers, where multiple users share the same IP address, a dedicated server provides you with dedicated IP addresses.

What is a Dedicated IP Address?

A dedicated IP address is a unique, static IP address assigned to one specific user, business, or entity. It is permanently assigned to a single entity, meaning it’s exclusively used by you and cannot be shared with other users or devices.

Unlike a dynamic IP, which changes periodically, a dedicated IP remains the same over time.

This makes it particularly beneficial for businesses that want full control over their email sending reputation.

This setup gives you complete control over your online presence, ensuring better security, improved email deliverability, and a stronger online reputation, as your IP address is not affected by the activities of others.

By managing your sending practices, you can build a solid reputation for your IP address and avoid being affected by the behavior of other users on the same server.

However, this control comes with responsibility. If an issue arises, such as blacklisting or poor email practices, you’re solely responsible for it. With a dedicated server, the fault will be on your end—not someone else’s. Owning your own IP doesn’t automatically guarantee a positive reputation. You’ll need to earn it through consistent, quality email marketing practices.

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                                                                                     [Image Source: Selzy]

Dedicated vs. Shared IP Addresses

When you use an email marketing platform, you have two options: sending emails from a shared IP address or a dedicated IP address. Here’s how the two compare:

With a shared IP, your email campaigns are sent from a pool of IP addresses used by multiple senders. Many users, often from different businesses, send emails from the same IP address.

This is a more economical choice, especially for smaller email senders, since the costs are shared among multiple users.

However, the downside is that the actions of other senders can affect your email deliverability. If another sender using the same shared IP sends spammy or low-quality emails, it could negatively impact your sender reputation and increase the likelihood of your emails being flagged as spam.

A dedicated IP is exclusively yours. Only your email campaigns are sent from this IP address, giving you complete control over your email reputation. Since you’re the sole sender on that IP, you don’t have to worry about other users’ actions impacting your email deliverability.

This is particularly beneficial if you send a high volume of emails and want to ensure consistent inbox placement. However, a dedicated IP requires more responsibility.

You'll need to maintain a positive reputation by sending high-quality, non-spammy emails consistently. If you fail to do this, your dedicated IP could suffer from poor reputation, which can harm your email deliverability.

When Should You Consider a Dedicated IP?

While a dedicated IP offers control over your sending reputation, it’s not always necessary. If you’re just starting with email marketing or have a relatively small email list, you might not yet have the email volume to support a dedicated IP. In this case, a shared IP can be a more cost-effective option.

However, if you send a high volume of emails (typically over 150,000 emails per month) or need to ensure the highest level of deliverability, a dedicated IP is a smart investment.

Additionally, if you're concerned about how the email habits of others could impact your reputation, having a dedicated IP removes that risk.

When Should You Stick with a Shared IP?

While dedicated IPs offer control and flexibility, they are not the right fit for every business. If you don’t send high volumes of emails and have a small subscriber list, a shared IP is a more cost-effective option.

With a shared IP, you can benefit from the established reputation of other senders, allowing your reputation to grow gradually.

In cases where you don’t have enough volume to build a solid reputation for a dedicated IP, starting with a shared IP might be a better choice. Shared IPs allow you to “piggyback” on the trusted reputations of other senders, helping improve your deliverability while you build your own sending practices.

A dedicated IP address offers numerous benefits, particularly for email marketers who need full control over their sending reputation. By maintaining a dedicated IP, you can ensure that your emails are more likely to land in the inbox and not get caught in spam filters. 

However, it’s important to evaluate your  and business needs before deciding if a dedicated IP is the right choice for you. For many businesses, shared IPs are sufficient, but for those who require more control and are ready to handle the responsibility, a dedicated IP can be a powerful tool for email success.

What are the Benefits of a Dedicated IP Address?

When it comes to email marketing, your sender reputation plays a critical role in whether your emails land in the inbox or get filtered out as spam.

One of the key ways to maintain a strong reputation and ensure better deliverability is by using a dedicated IP address.

This offers several benefits, particularly when it comes to reducing the risk of IP blacklisting and providing more flexibility in customizing your email campaigns.

1. Improved Email Deliverability

One key benefit of a dedicated IP address is improved email deliverability, particularly for businesses that send large volumes of emails. If your business sends over 100,000 emails per year, you are likely to benefit significantly from a dedicated IP.

The reputation of the IP plays a huge role in whether emails end up in inboxes or get filtered into spam. Email providers like Gmail and Yahoo trust emails sent from dedicated IPs more than those sent from shared IPs.

This is because they know that spam and suspicious activity are more likely to come from accounts hosted on shared IP addresses.

With a dedicated IP, you have full control over your email practices, ensuring that your emails are consistently high quality and not associated with any spammy behavior from other senders.

By sending your emails from a dedicated IP, you’re more likely to enjoy better inbox placement rates, as email providers trust your IP's reputation more and will send your emails directly to the inbox rather than filtering them as spam.

2. Avoiding Spam Filters

A dedicated IP ensures that your emails are less likely to be flagged as spam. With a shared IP, if another sender on the same IP has poor email practices, such as sending spam or purchasing email lists, it could harm the reputation of the entire IP.

A dedicated IP eliminates this risk because it is only associated with your email practices.

3. Reduced Risk of IP Blacklisting

Email blacklists are databases maintained by free email providers and Internet Service Providers (ISPs) to track IP addresses that are known to send spam.

If your IP is blacklisted, your emails are likely to be blocked or filtered out, preventing them from reaching their intended recipients.

A dedicated IP address is unique to your business. Because only you are using the IP, your sender reputation is fully in your hands. If you send high-quality, non-spammy emails, your dedicated IP will reflect this, reducing the risk of blacklisting.

This ensures that your emails have a much better chance of reaching your customers’ inboxes without being caught in spam filters.

Why Does a Dedicated Server Matter for Email Marketing?

When it comes to email marketing, one of the biggest factors influencing whether your emails end up in the inbox or the dreaded spam folder is the reputation of the IP address sending the email.

Internet Service Providers (ISPs) closely monitor the behavior of incoming emails and assign a reputation score to each IP address based on various factors, including:

• Email Volume: ISPs expect a certain level of email volume to come from a dedicated IP address. Typically, this is around 150,000 emails per month or 5,000 emails per day. If your email volume is lower than this, ISPs may not have enough data to establish a reliable reputation for your IP address.
• Sending Behavior: Consistently sending high-quality, non-spammy emails will enhance your IP’s reputation. On the other hand, sending poor-quality emails could negatively impact your reputation, leading to reduced inbox deliverability.

A dedicated server helps you build and maintain a strong reputation over time, which in turn improves your deliverability rates and increases the chances that your emails will land in your recipients' inboxes.

Here’s a closer look at why opting for a dedicated email server could be the best decision for your email marketing strategy:

1. Enhanced Security and Privacy

A dedicated email server ensures that your email data is kept safe from unauthorized access, malicious attacks, or potential breaches. When you use a shared server, your data is at risk because it shares the same space as multiple other users. With a dedicated server, you get exclusive access to the server, meaning that only your organization has access to the data stored there.

For businesses handling sensitive information like customer data, financial transactions, or legal documents, this level of security and privacy is non-negotiable. Moreover, you can implement your own security measures, such as encryption and authentication protocols (e.g., DKIM, SPF), ensuring compliance with industry standards such as GDPR, HIPAA, and PCI DSS.

2. Unmatched Control and Customization

One of the most compelling reasons to opt for a dedicated email server is the complete control it gives you over the configuration and management of your email system.

Unlike shared hosting environments, where your options are limited by the needs and preferences of other users, a dedicated server is fully customizable to your business needs.

You can select the software, hardware, and features that best suit your organization’s goals. Whether you need specialized security tools, customized email delivery schedules, or integrations with other platforms, a dedicated server provides the flexibility to make it happen.

It’s also a great way to ensure that your email system reflects your unique branding—allowing you to use a custom domain name for your email address, further establishing your business as a professional and reliable sender.

3. Improved Performance and Reliability

When it comes to email marketing, reliable performance is key. You don’t want your emails to get delayed, end up in the wrong folder, or, worse yet, never get delivered at all.

A dedicated email server ensures that you don’t face performance issues like slow speeds, downtime, or conflicts with other users—all common problems with shared email hosting.

This level of reliability is especially important for businesses that rely on email for critical operations, such as marketing, sales, or customer service.

With a dedicated server, your email infrastructure can easily scale with your business. Whether you need to send a few emails or hundreds of thousands, you can be confident that your system will support your needs without hiccups.

Who Needs a Dedicated Email Server with a Dedicated IP?

A dedicated email server with a dedicated IP is the right choice for businesses that:

• Send high volumes of email on a regular basis, such as marketing campaigns, newsletters, or transactional emails.
• Handle sensitive data and need a high level of security and compliance, such as legal, healthcare, or financial businesses.
• Want to establish a strong brand identity through personalized email addresses and consistently high-quality email communications.
• Struggle with email deliverability and want to ensure that their emails reliably land in the inbox, not the spam folder.

By leveraging a dedicated server and dedicated IP, your business gains full control over email performance, security, and reputation, which leads to better deliverability, stronger customer relationships, and more effective email marketing campaigns.

Best Practices for Sending Emails with a Dedicated Server

To fully leverage the benefits of a dedicated server, it’s essential to follow best practices to maintain a strong sender reputation and deliver your emails effectively.

Following are some best practices to help you get the most out of your dedicated server:

1. Warm Up Your IP Gradually

When you first set up your dedicated email server, it’s crucial to avoid sending massive email campaigns immediately. Starting with large volumes of emails from an inactive server can trigger spam filters and raise red flags with email providers.

The key to warming up a dedicated server is to gradually increase your sending volume over time.

This process helps build your server’s reputation slowly, ensuring that email services like Gmail, Yahoo, and Outlook don’t mark your emails as spam.

2. Consistency is Key

A dedicated email server means you're the only one using the server’s resources, which can be both a blessing and a responsibility. Maintaining a consistent sending schedule is essential to preserving your sender reputation.

If you send emails inconsistently or run irregular campaigns, it can hurt your server’s reputation and increase the risk of being flagged as a spammer.

Unlike shared servers, where your traffic is mixed with others, on a dedicated server, your traffic is entirely your own.

Hence any inconsistencies or spikes in activity can raise red flags.

Regularly sending high-quality content ensures your server remains trusted by ESPs and avoids deliverability issues.

Tip: Plan your campaigns using a content calendar. This helps ensure you send enough emails to maintain consistency while avoiding bursts of emails that might look suspicious to ESPs.

3. Use Authentication Protocols (SPF, DKIM, DMARC)

Email security is more important than ever. To avoid having your emails blocked or marked as spam, make sure to implement the right authentication protocols.

• SPF (Sender Policy Framework): This ensures that only authorized servers can send emails from your domain, preventing impersonation and spoofing.
• DKIM (DomainKeys Identified Mail): This helps prove the authenticity of your emails by attaching a digital signature to your messages.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC builds on SPF and DKIM by verifying your email’s authenticity, handling delivery failures, and providing you with detailed reports on your email traffic.

By implementing these protocols, you’re sending a clear signal to email providers that your messages are legitimate. This minimizes the chances of your emails being caught in spam filters and helps improve your overall deliverability.

Tip: Set up and regularly monitor these protocols to ensure that your emails continue to meet the necessary security standards and pass through recipient filters without issue.

4. Avoid Sudden Sending Surges

One of the fastest ways to damage your sender reputation with a dedicated server is by sending a sudden surge of emails. Email providers like Gmail, Yahoo, and Outlook are cautious when they detect a sudden increase in email volume.

If you’ve been sending at a consistent pace and then suddenly send a large batch of emails all at once, ESPs may flag your account as a potential spammer.

Tip: Avoid sudden jumps in email volume and stick to your regular sending schedule. If you plan a larger campaign, ensure it aligns with the gradual ramp-up process.

5. Monitor Your Reputation

Building and maintaining a strong sender reputation on your dedicated server is an ongoing task. Regularly monitor your IP reputation to ensure that your emails aren’t being flagged as spam. Many email service providers offer tools to track your reputation, identify issues, and measure performance.

By keeping an eye on key metrics like bounce rates, open rates, and spam complaints, you’ll get valuable insights into how your emails are performing and whether there are any deliverability issues.

How to Assign a Dedicated Servers to Your Email Campaign in Smartlead

Smartlead enables you to allocate dedicated servers to clients for their exclusive use, ensuring that their email-sending infrastructure remains fully isolated from others.

Follow these simple steps to assign a dedicated server to an active email campaign:

1. Navigate to Email Campaigns

First, log in to your Smartlead account. Once you're in, head to the Email Campaigns tab in the left-hand menu.

2. Select the Campaign You Want to Modify

Browse through your list of active campaigns and click on the one you want to edit. This will open the campaign dashboard, where you can manage all your campaign settings.

3. Assign the Dedicated Server

In the campaign dashboard, go to the SmartServers tab. Here, you'll find the option to assign a new server to the campaign.

Click on the ‘Assign SmartServer’ button to choose your desired dedicated server from the dropdown menu. After making your selection, click Update to apply the changes.

If there’s already an IP assigned, simply click on Change SmartServer to select a different one. A list of available IPs will appear, showing their usage and health status.

Note: For privacy reasons, the IP address itself is hidden in the interface.

4. Save Your Changes

After you've assigned or updated the IP, click Save to finalize your changes.

To further protect your campaign's reputation, you can enable the auto-pause feature. This allows Smartlead to automatically pause your campaign if the bounce rate exceeds a set threshold, reducing the risk of damaging your IP’s reputation.

If you're creating a new campaign and want to assign a dedicated IP right from the start, here’s how:

1. Start Creating a Campaign

Go to the Email Campaigns section and click on Create Campaign. Follow the steps through the campaign creation process.

2. Access Campaign Settings

During the setup, navigate to the Campaign Settings section. Here, you’ll find the option to assign a dedicated server.

From the dropdown menu, select an available server.

3. Launch Your Campaign

Once you’ve selected the server and completed the rest of the campaign setup, you’re ready to launch. Your campaign will now be sent using the dedicated server you assigned.

Key Things to Remember

• A single dedicated server can be assigned to multiple campaigns, giving you flexibility in how you utilize your resources.
• Dedicated servers linked to campaigns are exclusive to those campaigns and can’t be shared across different clients.

Wrapping Up!!

Choosing the right email infrastructure for your business is crucial to maximizing your email marketing success.

While a dedicated server offers more control over your sender reputation and deliverability, it also comes with added responsibility, making it better suited for high-volume senders.

If you’re ready to take your email marketing to the next level, SmartServers are about to change the game.

SmartServers are dedicated private infrastructure for users hosted on individual servers.

With features like custom OAuth setups, compounding reputation growth, and multi-serverclusters, you’ll have everything you need to send emails like a pro—without the hassles.

Get ready to elevate your email campaigns in 2025 and beyond! 

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