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.
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.
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
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.
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
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.
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
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