Bulk Email Server Guide: Warm-Up
Whether you are new to the email game or are an accomplished vet, you have probably run across the idea of warming up an IP address to improve delivery performance. Warming up your IP allows you to establish a good sender reputation gradually, and is a critical step for new users or users who are adding a new dedicated IP address to their account.
What does it mean to “warm up” an IP address?
IP warming is the practice of gradually increasing the volume of mail sent via a dedicated IP address according to a predetermined schedule. This gradual process helps to establish a reputation with ISPs (Internet Service Providers) as a legitimate email sender.
When an ISP observes an email suddenly coming from a new or “cold” IP address, it will take notice and immediately begin evaluating the traffic coming from that IP. Since ISPs treat email volume as a key determining factor when detecting spam, it is best to begin sending a low to moderate volume, eventually working your way up to larger volumes. This gives the receiving email providers a chance to closely observe your sending habits and record how your recipients engage with your email.
Please note that a gradual ramping warm-up does not always guarantee a perfect sending reputation. It is still important to follow sending best practices. Remember to always:
- Send content that your users want, and have explicitly opted-in to receive
- Practice proper contact list hygiene by removing unengaged users
- Send email at a consistent and appropriate frequency
If you are sending email from a new IP address, ISPs have no means of determining your sender reputation. Since this reputation determines whether or not your emails are delivered to your recipients’ inboxes, it is vital to immediately begin establishing a good reputation.
Remember that it is much easier to establish a positive reputation as a new sender, than it is to repair an existing reputation.
If you send a very low volume of emails (less than 10,000 emails/month), ISPs will probably not pay much attention to your sending habits. However, if you send higher volumes, the IP warmup process plays a much more significant role in establishing your reputation. However, we recommend that all users warm up new IP addresses regardless of the amount of email they send.
What is the consensus on the volume increase per day during the IP warmup process?
The widely accepted approach for escalating email volume during the IP warmup phase generally advises beginning with 2,000 emails per ISP daily. Following this initiation, the recommended practice is to double this volume every successive day. This strategy helps to gradually build up the sender's reputation without triggering spam filters, ensuring a more effective email deliverability.
How to initiate the IP Warmup Process
IP warmup is a critical process for ensuring the successful delivery of emails by gradually increasing the volume of mail sent with a dedicated IP address according to a predetermined schedule. This guide will help you understand the steps and best practices for initiating the IP warmup process. Learn how to properly initiate the IP Warmup Process.