Summary
IP warming is the process of gradually increasing email volume from a new IP to build a positive sending reputation with mailbox providers, ensuring emails reach inboxes instead of being marked as spam. This involves starting with very low sending volumes (e.g., 200 messages per IP in the first day) and gradually increasing, while avoiding doubling the volume from one day to the next. Key steps include prioritizing highly engaged recipients, using clean and segmented email lists, properly authenticating emails with SPF, DKIM, and DMARC, and consistently monitoring deliverability metrics and engagement. Separating transactional and marketing emails onto different IPs can improve deliverability. Setting clear goals, using tools like seed list testing, and following SMTP standards, along with guidelines from sender support pages, optimize the warming strategy and track progress. Consistency in sending intervals is also crucial.
Key findings
- Gradual Volume Increase: Start with very low sending volumes and gradually increase over time to build a positive sender reputation. Avoid doubling sending volume day-to-day.
- Engagement Focus: Prioritize sending to highly engaged recipients to generate positive engagement signals (opens, clicks).
- List Hygiene: Maintain a clean email list by removing inactive or invalid addresses to avoid spam traps.
- Authentication: Properly authenticate emails with SPF, DKIM, and DMARC to verify your identity to mailbox providers.
- Monitoring: Consistently monitor deliverability metrics (bounce rates, spam complaints) to identify and address issues.
Key considerations
- Initial Volume: Start with very low volumes, such as 200 messages per IP in the first day, and gradually increase.
- Volume Increment Cap: Avoid doubling the sending volume from one day to the next.
- Segmentation: Segment email lists to avoid overwhelming mailbox providers when warming up multiple IPs. Stagger the warm up process.
- Separate IPs: Consider separating transactional and marketing emails onto different IPs to improve deliverability.
- Consistency: Maintain consistent sending volumes and send at regular intervals to establish a predictable sending pattern.
- Goal Setting: Establish clear goals for IP warming, such as target sending volume and engagement rates, to track progress.
- Seed List Testing: Use seed list testing to monitor inbox placement across different mailbox providers and identify potential issues.
- Suppression Lists: Use suppression lists to avoid sending to inactive or problematic email addresses.
- Follow Standards: Adhere to SMTP standards and best practices for email transmission.
What email marketers say
14 marketer opinions
Warming up a new IP address for email sending involves gradually increasing the volume of emails sent to establish a positive sender reputation with mailbox providers. This process includes starting with low sending volumes, focusing on highly engaged recipients, using clean and segmented email lists, properly authenticating emails, and consistently monitoring deliverability metrics and engagement. Separating transactional and marketing emails onto different IPs can also improve deliverability. Setting clear goals and using tools like seed list testing can help optimize the warming strategy and track progress.
Key opinions
- Gradual Volume Increase: Start with low sending volumes and gradually increase over time to build a positive sender reputation.
- Engagement Focus: Prioritize sending to highly engaged recipients to generate positive engagement signals (opens, clicks).
- List Hygiene: Maintain a clean email list by removing inactive or invalid addresses to avoid spam traps.
- Authentication: Properly authenticate emails with SPF, DKIM, and DMARC to verify your identity to mailbox providers.
- Monitoring: Consistently monitor deliverability metrics (bounce rates, spam complaints) to identify and address issues.
Key considerations
- Initial Volume: Start with as low as 200 messages per IP the first day, only increasing in small increments.
- Segmentation: Segment email lists to avoid overwhelming mailbox providers when warming up multiple IPs.
- Content Quality: Focus on high-quality, engaging content to generate positive engagement signals and improve sender reputation.
- Separate IPs: Consider separating transactional and marketing emails onto different IPs to improve deliverability.
- Consistency: Maintain consistent sending volumes to establish a predictable sending pattern.
- Goal Setting: Establish clear goals for IP warming, such as target sending volume and engagement rates, to track progress.
- Seed List Testing: Use seed list testing to monitor inbox placement across different mailbox providers and identify potential issues.
- Suppression Lists: Use suppression lists to avoid sending to inactive or problematic email addresses.
Marketer view
Email marketer from GlockApps suggests using seed list testing to monitor inbox placement during IP warming. This provides insights into deliverability performance across different mailbox providers.
7 Sep 2021 - GlockApps
Marketer view
Email marketer from Email Marketing Forum emphasizes the importance of using suppression lists during IP warming to avoid sending to inactive or problematic email addresses. This prevents negative engagement signals.
15 Apr 2022 - Email Marketing Forum
What the experts say
5 expert opinions
Warming up an IP address involves starting with very low email volumes and gradually increasing them over time, which allows mailbox providers to learn about your sending patterns and establish a positive reputation. Consistency in sending intervals is crucial, avoiding significant fluctuations in volume. Proper email authentication using SPF, DKIM, and DMARC is essential for verifying your identity to mailbox providers. Maintaining a clean and engaged email list by removing inactive addresses helps avoid spam traps, and closely monitoring engagement metrics helps optimize your IP warming strategy and address potential issues.
Key opinions
- Gradual Volume Increase: Start with low email volumes and gradually increase them over time.
- Consistency: Maintain regular sending intervals and avoid significant volume fluctuations.
- Email Authentication: Use SPF, DKIM, and DMARC records to properly authenticate your email.
- List Hygiene: Maintain a clean and engaged email list.
- Monitoring: Closely monitor engagement metrics (open rates, click-through rates, bounce rates).
Key considerations
- Low Initial Volume: Begin with a very low sending volume to allow mailbox providers to learn about your sending habits.
- Regular Intervals: Send emails at regular intervals to establish a stable reputation.
- Verification: Ensure your email is properly authenticated to verify your identity and improve deliverability.
- Inactive Addresses: Remove inactive or invalid email addresses to avoid spam traps.
- Metric Analysis: Analyze engagement metrics to optimize your IP warming strategy and address any potential issues.
Expert view
Expert from Spam Resource shares that consistency is key during the IP warming process. Send emails at regular intervals and avoid large fluctuations in sending volume to maintain a stable reputation.
12 Mar 2024 - Spam Resource
Expert view
Expert from Spam Resource explains that when warming up an IP address, start with very low volumes of email and gradually increase the volume over time. This allows mailbox providers to learn about your sending habits and establish a positive reputation.
11 Feb 2023 - Spam Resource
What the documentation says
4 technical articles
IP warming is the process of gradually increasing email volume from a new IP to build a positive sending reputation, ensuring emails reach inboxes instead of being marked as spam. Key steps include gradually increasing sending volume, authenticating email, monitoring sender reputation and deliverability rates, following SMTP standards, and adhering to guidelines from sender support pages. Consistent volume and authentication are emphasized.
Key findings
- Gradual Volume Increase: Gradually increasing email volume establishes a positive reputation.
- Authentication: Authenticating email is crucial for new IP addresses.
- Monitoring: Monitoring sender reputation and deliverability rates is essential.
- Standards Adherence: Following SMTP standards and best practices improves deliverability.
Key considerations
- Segmentation: Segment sending volume for better deliverability.
- Consistent Volume: Maintain consistent email volume.
- Follow Guidelines: Adhere to guidelines from sender support pages for optimal deliverability.
Technical article
Documentation from Google details that gradually increasing sending volume, authenticating email, and monitoring sender reputation are key steps for new IP addresses. They also recommend segmenting sending volume and monitoring deliverability rates.
14 Jun 2025 - Google Workspace Admin Help
Technical article
Documentation from RFC states that following SMTP standards and best practices for email transmission is crucial, especially during IP warming. Adherence to these standards improves deliverability.
29 May 2024 - RFC
Are IP warming services effective for improving email deliverability?
Can I perform IP warming with single image emails?
Can I skip a day during email warm up without hurting my IP reputation?
Do I need an IP warm-up when moving to a new ESP with shared IPs?
Do I need to re-warm my IP after changing the hostname associated with it?
Do new domains on shared IPs need warming for transactional emails?
Does IP warming require consecutive days of sending or can it be gradual?
How can I improve email deliverability in Gmail by sending plain text emails without links to establish sender reputation?
How do I warm up a new IP address for transactional emails?
How long does it take to warm up an IP address for email marketing?
