When MSP (Gmail, Yahoo, etc.) receive an email, they use several metrics to determine if an email is a spam or not. One of the metrics is the source of the email - the IP address used for the delivery of the email.
Pepipost delivers your emails through our regulated shared IP pool. In most cases, everyone benefits from using the shared pool as all the IPs are groomed and have built a reputation with the MSPs. The shared pool is especially beneficial for brands who have just started sending emails.
However, if you have been sending a consistent volume to your user base without being flagged as a spammer, you can gradually delegate your reputation from the shared pool to a dedicated IP and have more control over your traffic.
Using the dedicated IP can make sure your reputation is intact and only appraised as per your emails sending behaviour rather than the overall activity within the shared pool.