What is IP Warm-up?
IP warming is the practice of progressively increasing email volume to a new IP address over a period of days or weeks to create a good sending reputation with mailbox providers.
Warm-up for IP Summary
Email from a new IP address is seen as suspect by mailbox providers unless it has a positive sending reputation. Maximum deliverability takes 4-8 weeks to attain (depending on targeted volume and engagement). If mailbox providers do not believe that the email is “desired” by the receiver, warming may take longer (i.e., the recipient has signed up explicitly). Until a sender establishes a reputation, certain mailbox providers limit them to thresholds — the number of messages delivered every day.
Warm-up your most engaged subscribers first, and then gradually add in older groups as you proceed. To avoid tipping your reputation from excellent to poor, older segments should be introduced to engaged segments in chunks of 15% of your present traffic. During the warm-up period, your aim is to email to subscribers who are least likely to complain or bounce. This would include individuals who have lately opted in and are consistent openers/clickers.
The more consistent you are with volume, frequency, complaint, and bounce levels throughout the Warm-up period, the faster you will develop a favorable sending reputation. If you transmit seldom – less than weekly – it will take longer to grow.
Key to Success
What You Can Expect
Why is IP Warm-up Important?
IP Warm-up Helps Build Your Sender Reputation
Sender Reputation is how mailbox providers view you and your mail.
Positive effects on your reputation are:
Negative effects on your reputation are:
Permission and Engagement is Key
Permission is the cornerstone of building a good sender reputation.
Why is Engagement Important?
Mailbox providers track how engaged subscribers are with an email and its sender, and the nature of the engagement.
Remember Quality Always Wins Out Over Quantity.
How to Keep your List Highly Engaged
How to Avoid and Remove Spam Traps