Summary
The overwhelming consensus is that IP warming does not necessitate sending emails on consecutive days. Experts, marketers, and documentation sources emphasize that consistency and a gradual increase in sending volume are the critical factors for establishing a positive sender reputation with ISPs. The warm-up schedule should ideally mirror the normal sending cadence of the sender to set appropriate expectations with mailbox providers. While daily sending can be effective, it is not mandatory, and avoiding large gaps in sending is important.
Key findings
- Daily Sending Not Required: Sending emails on consecutive days is not a strict requirement for IP warming.
- Consistency is Paramount: Maintaining consistent sending patterns is more important than daily frequency.
- Gradual Volume Increase: A gradual and steady increase in email sending volume is essential for building a strong sender reputation.
- Match Sending Cadence: Aligning the IP warming schedule with your regular sending frequency is recommended (weekly, monthly, etc.).
Key considerations
- Avoid Long Gaps: Refrain from having long periods without sending any emails, particularly during the initial phase of warming.
- Sending Pattern Alignment: Make sure the chosen IP warming pattern aligns with your normal email marketing strategies.
- Predictability for ISPs: Establish predictable sending behavior to foster trust and a reliable reputation with ISPs.
- Time & Volume Management: Be prepared to invest time in gradual volume management, taking time to establish a reputation with mailbox providers.
What email marketers say
16 marketer opinions
The consensus is that IP warming does not strictly require sending emails on consecutive days. While daily sending can be effective, the most crucial aspect is consistency and gradually increasing sending volume over time to establish a positive sender reputation with ISPs. Matching the warming schedule to your normal sending cadence (e.g., weekly or monthly) is generally recommended. Missing many consecutive days during the warm-up phase should be avoided.
Key opinions
- Consistency over Frequency: Consistency in sending patterns is more important than sending emails every single day during IP warming.
- Gradual Increase: A gradual increase in sending volume over time is essential for establishing a good sender reputation.
- Match Normal Cadence: The IP warming schedule should align with your regular sending frequency (weekly, monthly, etc.) to set appropriate expectations with inbox providers.
- Avoid Long Gaps: Avoid extended periods (e.g., 7 days) without sending any emails, especially during the initial weeks of the warm-up process.
Key considerations
- Sending Pattern: Consider your regular sending pattern when designing your IP warming schedule. If you don't normally send emails daily, don't do so during the warm-up period.
- Volume Progression: Carefully plan the progression of your sending volume. Start slow and gradually increase the number of emails you send each day/week.
- ISP Expectations: Be mindful of the expectations you set with ISPs during the IP warming process. Your warm-up should mimic your typical sending behavior to avoid sending mixed signals.
- Monthly Senders: For senders who typically send monthly, consider spreading out the monthly volume over a variety of days during the warm-up period before transitioning to the monthly cadence.
Marketer view
Email marketer from Postmark answers that when warming a new IP address, focus on steadily increasing the volume of emails you send. While sending daily is a common approach, it's more important to be consistent and gradually ramp up your sending over several weeks.
26 Jul 2024 - Postmark
Marketer view
Marketer from Email Geeks echos the previous statements, saying you don't need to send every single day and aims for 2-3 days per week for casual senders. For those sending almost every day, they ramp from a few days to most days to mimic their planned sending cadence.
4 Dec 2022 - Email Geeks
What the experts say
2 expert opinions
Experts agree that IP warming doesn't require sending emails every day. The primary objective is to consistently build a positive sender reputation with mailbox providers through a gradual increase in sending volume over time. Establishing a predictable sending pattern, rather than daily sends, is key.
Key opinions
- Daily Sending Not Required: IP warming does not necessitate sending emails every single day.
- Consistency is Key: Maintaining a consistent sending volume over time is crucial for establishing a good sender reputation.
- Gradual Build: A gradual increase in email volume is essential for the IP warming process.
- Predictable Reputation: The goal of IP warming is to establish a predictable sending reputation with mailbox providers.
Key considerations
- Time Investment: Be prepared to invest time in the IP warming process, as establishing a predictable reputation can take time.
- Sending volume: Monitor sending volume so it is consistent over time.
Expert view
Expert from Word to the Wise answers that you do not need to send every day. A gradual build to establish a reputation with mailbox providers is the goal, and that can be achieved without daily sending. The key is to be consistent with the volume you're sending over time.
25 Nov 2023 - Word to the Wise
Expert view
Expert from Spamresource answers that IP warming needs to be consistent but not necessairly every day. The goal of IP warming is to establish a predictable reputation, which may require more time to warm up, but its benefits are usually worth the time spent.
24 Jan 2023 - Spamresource
What the documentation says
4 technical articles
Email sending platform documentation confirms that IP warming does not require daily sending. The focus is on establishing a consistent and gradual sending pattern that aligns with your normal sending frequency to build a positive sender reputation. A gradual increase in volume over time is the recommended strategy.
Key findings
- No Daily Requirement: Daily sending is not a mandatory aspect of IP warming.
- Consistency is Key: Maintaining a consistent sending pattern is crucial.
- Gradual Volume Increase: Gradually increasing sending volume over time is essential for building a good sender reputation.
- Align with Normal Frequency: The IP warming schedule should align with your typical sending frequency.
Key considerations
- Long-Term Strategy: Focus on establishing a long-term, sustainable sending reputation.
- Reputation Building: The primary goal is to build a positive reputation with ISPs.
Technical article
Documentation from SparkPost Documentation explains that while daily sending isn't mandatory, consistency is key. They recommend establishing a sending pattern that aligns with your normal sending frequency after the warmup period.
29 Apr 2023 - SparkPost Documentation
Technical article
Documentation from Amazon AWS answers that for new dedicated IP addresses, you should establish a reputation by gradually increasing your sending volume over several weeks. There is no need to send every day.
22 Apr 2022 - Amazon AWS
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