IP Warm-up

What is it?

What is it?

IP warm-up is a gradual process used by email senders to establish a positive reputation for a new IP address or a previously inactive IP address before sending a large volume of emails. It involves gradually increasing email sending volume and frequency to build trust with internet service providers (ISPs) and email providers, ensuring optimal deliverability and inbox placement for future email campaigns.

Key points to remember

Key points to remember

  • Reputation Building: New or inactive IP addresses lack a sending reputation, making them more likely to be flagged as suspicious or spammy by ISPs. IP warm-up allows senders to gradually build a positive reputation by demonstrating consistent and responsible email-sending behavior.

  • Gradual Ramp-up: During the IP warm-up process, senders gradually increase the volume and frequency of emails sent over days or weeks. This gradual ramp-up allows ISPs to monitor sender behavior and adjust spam filtering algorithms accordingly.


  • Monitoring and Adjustments: Senders closely monitor deliverability metrics, such as bounce rates, spam complaints, and inbox placement, during the warm-up period. Based on performance indicators, senders may adjust sending practices, refine targeting strategies, or make technical adjustments to improve deliverability.


  • Best Practices: Effective IP warm-up involves following best practices recommended by email deliverability experts, including starting with a small volume of emails, targeting engaged subscribers, gradually increasing sending volume, authenticating email traffic with SPF, DKIM, and DMARC, and closely monitoring deliverability metrics.


  • Long-term Reputation: A successful IP warm-up lays the foundation for a positive long-term sending reputation, which is crucial for achieving consistent inbox delivery and maximizing the effectiveness of email marketing campaigns.

Example of Use

Example of Use

  1. New Email Infrastructure: A company migrating to a new email service provider or setting up a new email marketing platform undergoes an IP warm-up process to establish a positive sending reputation for the new IP addresses, ensuring a smooth transition and optimal deliverability.


  2. Reactivation Campaigns: An organization with a sizeable dormant subscriber base initiates an email reactivation campaign after a period of inactivity. To ensure successful inbox delivery and engagement, they gradually warm up their IP addresses before launching more extensive re-engagement email campaigns.

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