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Here you are - setting up your Klaviyo account for the first time or looking for ways to take your email marketing to the next level. In both cases you want to know what is the difference between shared and dedicated sending IPs.
Dedicated Sending Domain vs Shared
The most noticeable difference is that when sending from a dedicated sending domain your emails will appear to come from your brand, rather than from Klaviyo domain (the shared one). Dedicated Sending Domain (DDS) uses the root domain of business, while shared one contains a Klaviyo root domain that is shared between multiple Klaviyo accounts that belong to one IP pool.
Pros and Cons of Shared Sending Domain
Pros | Cons |
- good for beginners; | - prevents exceeding the sender reputation of the shared domain; |
- it allows for more mistakes - the reputation is supported by hundreds of other users of this shared domain; | - good sends you have are pulled down by the sender reputation of a shared domain. |
- using reputation of other verified senders increases credibility
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- any bad sends are saved by the shared sender's reputation;
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- only ramping is required when starting with new account. | |
Pros and Cons of Dedicated Sending Domain
Pros | Cons |
- you are in control of your sender reputation; | - repeat mistakes can quickly make your emails be delivered to spam; |
- "Klaviyo" is removed from the email "From" field; | - bad sends won't be saved by the reputation of shared domain. |
- good sends won't be pulled down by shared domain's sender's reputation; | - warming and ramping are required after set up which might take 4-8 weeks (exceptions apply) |
- Gmail favours dedicated infrastructure. | |
Ready to set up a Dedicated Sending Domain?
This is a free service, however, this is something that you will have to set up for your business yourself - Klaviyo support can not do it for you. Here is the step by step on how to do it - Requirements for creating a dedicated sending domain.
You might have to go through a warming period, which can be anywhere between 4-8 weeks for new accounts and shorter or none for existing ones. Here you can find out which process is right for you - use case with warming or ramping process to follow. Warming your domain strengthens your sending reputation, so don't skip this important step.
What to expect after switching to a DSD?
If you follow the best sending practices, warm your account properly (if applicable), monitor your engagement and adjust your engaged segment to meet the healthy range of your metrics, you can expect better inbox placement and higher engagement rates. Also expect, that it will be harder to repair your sender reputation if you make mistakes, so be careful and send awesome content to segments who want to hear from you.
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