Summary
Warming up a new IP address for transactional emails involves a multi-faceted approach centered around gradually increasing sending volume while prioritizing engagement and carefully monitoring deliverability. The consensus emphasizes beginning with highly engaged subscribers, segmenting mailing lists based on engagement levels, and slowly increasing volume over weeks. Deliverability metrics like open rates, bounce rates, spam complaints, and sender reputation are key indicators to track and adjust the sending strategy accordingly. While some sources suggest starting with smaller volumes, others propose larger initial sends (50k+), highlighting the importance of well-managed setups and infrastructure elasticity. Ensuring high-quality lists, proper email authentication, valuable content, and consistently demonstrating legitimacy to ISPs are vital for a successful IP warm-up.
Key findings
- Gradual Increase: Gradual increase in sending volume is crucial for establishing a positive sending reputation.
- Engaged Subscribers: Prioritize sending to highly engaged subscribers initially.
- Deliverability Metrics: Closely monitor deliverability metrics and adjust the strategy based on the results.
- Segmentation: Segment mailing lists based on engagement levels to target the most responsive subscribers.
- Adaptability: Be prepared to adapt based on individual situation and the metrics you are seeing.
Key considerations
- List Quality: Ensure a high-quality email list and remove unengaged or inactive subscribers.
- Authentication: Properly authenticate emails with SPF, DKIM, and DMARC to improve deliverability.
- Consistent Sending: Maintain a consistent sending schedule to build a positive sending reputation with ISPs.
- Infrastructural Elasticity: Consider having extra IPs to handle potential volume bursts.
- Monitoring Blacklists: Check the reputation of the IP address before sending.
- Valuable Content: Only send valuable content that subscribers want.
What email marketers say
13 marketer opinions
Warming up a new IP address for transactional emails involves gradually increasing the volume of emails sent to build a positive reputation with ISPs. This process typically starts with small batches sent to highly engaged subscribers, segmented by engagement level. It's crucial to monitor deliverability metrics like open rates, bounce rates, and spam complaints, adjusting the sending strategy based on these indicators. Initial daily send volumes vary, ranging from a few thousand to tens of thousands, depending on risk tolerance and infrastructure. Consistent delivery of valuable content and proactive management of any deliverability issues are essential.
Key opinions
- Gradual Volume Increase: Slowly increase the number of emails sent from the new IP over time.
- Engagement-Based Segmentation: Begin by sending emails to the most engaged subscribers to build a positive reputation.
- Deliverability Monitoring: Closely track metrics like open rates, bounce rates, and spam complaints to identify and address any issues.
- Variable Initial Volumes: Acceptable initial daily send volumes can range widely, requiring a tailored approach.
Key considerations
- Engagement Quality: Prioritize sending to highly engaged users to signal positive sender reputation to ISPs.
- Monitoring and Adjustment: Continuously monitor key metrics and be prepared to adjust sending volume and strategy as needed.
- Infrastructure Elasticity: Consider having extra IPs available to handle potential volume bursts during the initial warm-up phase.
- Content Quality: Ensure emails provide value and are wanted by recipients to avoid negative engagement signals.
- Authentication: Ensure that your email is authenticated correctly.
- Reputation Checks: Check the reputation of the IP before starting.
Marketer view
Email marketer from Email Geeks explains you can gradually warm up the transactional IP by enabling triggered campaigns one by one, or in batches if needed based on how much volume they send, but may not be necessary if daily send volumes are low and gradual throughout the day.
11 May 2023 - Email Geeks
Marketer view
Email marketer from Reddit shares that for transactional emails, starting with a small volume and gradually increasing it over a few weeks is also important, even if it's transactional. The poster advises focusing on maintaining a low bounce rate and monitoring any complaints to quickly address any deliverability problems.
10 Sep 2022 - Reddit
What the experts say
6 expert opinions
Warming up a new IP for transactional emails involves gradually increasing sending volume and meticulously monitoring reputation metrics. While some natural volume may suffice for warm-up, limiting volume, round-robin routing, or overflow to other IPs might be necessary. Starting with small volumes, ensuring high list quality, avoiding spam, and proper authentication are crucial. Large-scale launches are possible with careful planning, management, extra IPs for elasticity, and a focus on highly engaged users (like password resets). Monitoring ISP treatment is essential for adapting the warm-up strategy. Consistency and building a positive sender reputation are key factors for deliverability success.
Key opinions
- Gradual Increase: Gradually increase sending volume to build reputation.
- Monitor Reputation: Closely monitor reputation metrics and ISP treatment.
- High Engagement: Target highly engaged users, like those requesting password resets, initially.
- Scalable Launch: Large-scale launches are feasible with proper planning and infrastructure.
Key considerations
- Volume Control: Be prepared to limit volume or route overflow to other IPs.
- List Quality: Ensure a high-quality email list to avoid spam traps and low engagement.
- Authentication: Properly authenticate your email to improve deliverability.
- Elasticity: Consider having extra IPs to handle volume bursts.
- Planning and Management: Large-scale launches require careful planning and management.
- Consistency: Consistency in sending habits is key to building a solid sender reputation
Expert view
Expert from Email Geeks shares that launching a very large sender, 99% transactional email in basically one day can be done, however they did have to reach out to a few people and password reset and OTP emails have a very high engagement rate.
24 Apr 2024 - Email Geeks
Expert view
Expert from Email Geeks advises that a well thought out, well managed setup, with extra IPs to give some elasticity to volume bursts during the initial days can send in the range of 50,000-500,000 on day one.
7 Jun 2021 - Email Geeks
What the documentation says
4 technical articles
Warming up a new IP address for transactional emails requires a gradual approach, starting with your most engaged users and slowly increasing volume over several weeks. Monitoring deliverability metrics such as bounce rates, complaint rates, sender reputation, and engagement is essential. The goal is to establish a positive sending reputation and demonstrate to ISPs that you are a legitimate sender sending wanted mail. Adjust your strategy based on performance during each phase of the warm-up.
Key findings
- Gradual Volume Increase: Slowly increase the volume of emails sent from the new IP over a period of weeks.
- Engaged Users First: Begin by sending emails to your most engaged subscribers to establish a good reputation.
- Continuous Monitoring: Monitor deliverability metrics throughout the warm-up process.
- Reputation Building: The goal is to build a positive sending reputation with ISPs.
Key considerations
- Deliverability Metrics: Carefully track bounce rates, complaint rates, and engagement metrics.
- Sender Reputation: Monitor your sender reputation to identify and address any issues quickly.
- Email Value: Ensure your emails provide value to recipients to encourage engagement.
- Adjust Strategy: Be prepared to adjust your sending strategy based on the metrics.
Technical article
Documentation from SparkPost explains that a gradual IP warm-up is essential for establishing a positive sending reputation. They recommend starting with your most engaged users and gradually increasing volume over several weeks, monitoring deliverability metrics closely. The key is to demonstrate to ISPs that you are a legitimate sender sending wanted mail.
20 May 2023 - SparkPost
Technical article
Documentation from Postmark shares even for transactional email, an IP warm-up process is important to establish a positive reputation. Start with smaller sends and gradually increase the volume, monitoring deliverability metrics closely. Focus on providing value and ensuring recipients want to receive your emails.
12 Dec 2021 - Postmark
How do I warm up new IP addresses for email sending?
Are IP warming services effective for improving email deliverability?
Do I need an IP warm-up when moving to a new ESP with shared IPs?
Do new domains on shared IPs need warming for transactional emails?
What are best practices for warming up new IPs for transactional emails?
How do I resolve temporary deferral errors and warm up new IP addresses for transactional emails on Yahoo?
How should I warm up an IP address or subdomain for email sending?
