Summary
Warming up a new sending domain on an existing warmed IP involves a multifaceted strategy focused on gradual reputation building and deliverability monitoring. It's crucial to treat the domain warm-up with similar care to an IP warm-up, even with a pre-existing warmed IP. Start with a small volume of engaging emails sent to highly engaged subscribers, and progressively increase the volume over time. Monitor deliverability metrics such as open rates, bounce rates, and spam complaints via tools like Google Postmaster Tools and Microsoft SNDS. Implement and maintain proper email authentication using SPF, DKIM, and DMARC, as well as a good, maintained email list. Different mailbox providers, especially Gmail, Microsoft, and Verizon, have different deliverability standards, and local anti-spam systems might also be relevant depending on the recipient's location. Patience, consistent sending patterns, and proactive issue resolution are essential.
Key findings
- Gradual Ramp-Up: Increase email volume gradually to build domain reputation.
- Monitoring: Track deliverability metrics (opens, bounces, spam complaints) via tools such as Google Postmaster Tools and Microsoft SNDS.
- Engagement: Send engaging, relevant content to encourage positive signals from recipients.
- List Hygiene: Maintain a clean email list by removing inactive subscribers and spam complaints.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial for deliverability.
- Provider Variation: Deliverability standards vary across mailbox providers, especially Gmail, Microsoft, and Verizon.
- Local Considerations: Be aware of local anti-spam systems depending on the recipient's location.
- Combine Domain/IP warmups: Track warmups of IP/Domain combos, wondering if a new warm IP requires domain warmups as the pair, and that IPs/Domains need to be warmed together.
Key considerations
- Targeted Sends: Start with sending to your most engaged subscribers for the highest chance of positive signals.
- Consistent Volume: Maintain consistent sending patterns to avoid triggering spam filters.
- Dedicated IP: Consider using a dedicated IP for improved reputation management.
- Patience: Domain warm-up is a gradual process that requires patience and consistent effort.
- Feedback Loops: Monitor feedback loops and seed lists to understand reputation.
- Clear Unsubscribe: Ensure clear unsubscribe options.
- Prompt Action: Action promptly on any alerts about reputation issues.
- Segment: Segment email sends to ensure you only send the most engaged, to avoid high spam scores.
What email marketers say
10 marketer opinions
Warming up a new sending domain on an existing warmed IP address involves a gradual and strategic approach to build a positive sender reputation with ISPs. It's recommended to treat the domain warm-up similarly to an IP warm-up, even with an existing warm IP. Key strategies include starting with a small volume of emails to engaged subscribers, gradually increasing the volume over time, and monitoring deliverability metrics closely. Creating engaging, relevant content and maintaining a clean email list are also crucial. Different mailbox providers have different antispam systems, meaning that you may need to warm your email differently based on country and ESP.
Key opinions
- Gradual Volume Increase: Slowly increase sending volume to establish domain reputation.
- Monitor Deliverability: Track open rates, bounce rates, and spam complaints to identify issues.
- Engaged Subscribers: Start with sending to your most engaged subscribers.
- Content Relevance: Send engaging content to encourage positive engagement signals.
- List Hygiene: Maintain a clean email list by removing inactive or problematic addresses.
- Monitor GPT: Monitor Google Postmaster Tools (GPT) to keep a good domain reputation.
- Consistency in Volume: Maintain steady and consistent email volume avoiding erratic patterns.
- Local Antispam Systems: Depending on the recipient country, be aware of local antispam systems.
Key considerations
- Relevance: Prioritize sending relevant emails to opted-in recipients.
- Segmentation: Segment your list to target active subscribers during warmup.
- Dedicated IP: Consider using a dedicated IP address to isolate your reputation.
- Real-world Examples: Use other peoples data to learn optimal send rates.
- Monitor Deliverability Providers: Consider using deliverability monitoring to check what providers think of your reputation.
Marketer view
Email marketer from Quora highlights that consistency in sending volume is key to successful domain warmup. Avoid erratic sending patterns and aim for a steady, gradual increase in volume to demonstrate trustworthiness to ISPs.
20 May 2025 - Quora
Marketer view
Email marketer from Neil Patel's Blog explains that warming up a domain involves gradually increasing the volume of emails sent to establish a positive reputation with ISPs. Start with small, targeted sends to engaged subscribers and monitor deliverability metrics closely. As your reputation builds, gradually increase sending volume and frequency.
26 Sep 2023 - Neil Patel's Blog
What the experts say
4 expert opinions
Warming up a new sending domain, even on a warmed IP, requires a gradual and strategic approach, especially for major providers like Gmail, Microsoft, and Verizon. Key actions include slowly increasing volume, monitoring sending reputation using feedback loops and seed lists, ensuring dedicated IPs, and maintaining a good list. The focus should be on consistent sending, clear unsubscribe options, sending wanted mail, and diligently watching reputation metrics to take action when alerted. Understanding the interplay between IP and domain reputation, particularly the SPF/DKIM/DMARC combo is also crucial.
Key opinions
- Provider Focus: Domain warmup is especially critical for Gmail, Microsoft, and Verizon.
- Volume Ramp-up: Gradual increase in sending volume is necessary.
- Reputation Monitoring: Feedback loops and seed lists are important for monitoring reputation.
- Dedicated IPs: Using dedicated IPs contributes to better reputation management.
- List Quality: A clean and engaged email list is crucial for deliverability.
- IP/Domain Combination: Understanding the relationship between IP and domain reputation is essential, as is ensuring DKIM, SPF, and DMARC are properly configured.
Key considerations
- Patience: Take the time to learn the best practices for your specific organization.
- Consistent Sending: Maintain a steady sending frequency.
- Unsubscribe Options: Ensure clear and easy unsubscribe options are available.
- Wanted Mail: Only send emails that recipients have explicitly opted-in to receive.
- Alert Action: Take immediate action upon receiving alerts about reputation issues.
Expert view
Expert from Email Geeks asks about tracking warmups of IP/Domain combos, wondering if a new warm IP requires domain warmups as the pair, while the marketer from Email Geeks responds that they track IP and some domain-related items. Laura adds that Gmail does the IP/SPF/d= combo hence needing to warmup domains.
16 Sep 2024 - Email Geeks
Expert view
Expert from Spam Resource, Steve Jones, answers that warming up a new IP includes using dedicated IPs, a good list, sending consistently, having clear unsubscribe, sending wanted mail and watching reputation metrics and taking action when alerted.
16 Feb 2024 - Spam Resource
What the documentation says
5 technical articles
When warming up a new sending domain, it is crucial to use monitoring tools like Google Postmaster Tools and Microsoft SNDS to track your domain and IP reputation. These tools provide insights into spam rates, IP reputation, authentication status, complaint rates, and spam trap hits, enabling you to identify and address deliverability issues. Ensuring proper email authentication through SPF, DKIM, and DMARC is essential for verifying your sender identity, preventing spoofing, and improving overall email delivery.
Key findings
- Google Postmaster Tools: Provides insights into domain and IP reputation for Gmail users.
- Microsoft SNDS: Allows monitoring of IP and domain reputation with Microsoft email services.
- SPF Records: Accurate SPF records are essential for email authentication and preventing spoofing.
- DKIM Implementation: Implementing DKIM helps verify the sender's identity and improve deliverability.
- DMARC Configuration: DMARC builds upon SPF and DKIM to specify how email receivers should handle authentication failures and provides reporting.
Key considerations
- Monitoring Metrics: Regularly monitor metrics such as spam rates, complaint rates, and authentication status.
- Authentication Alignment: Ensure SPF, DKIM, and DMARC configurations are correctly aligned with your sending practices.
- Proactive Issue Resolution: Address any identified deliverability issues promptly to maintain a positive sender reputation.
- Authentication Configuration: Confirming SPF, DKIM and DMARC are setup correctly for your domain.
Technical article
Documentation from Google explains that Google Postmaster Tools provides valuable insights into your domain's reputation and deliverability to Gmail users. Monitor metrics such as spam rate, IP reputation, and authentication status to identify and address any issues that may affect your email delivery. Use this to track your domain warm up success.
12 Dec 2023 - Google
Technical article
Documentation from Microsoft's Smart Network Data Services (SNDS) allows you to monitor your IP and domain reputation with Microsoft email services. Review data on complaint rates, spam trap hits, and other metrics to ensure your sending practices align with Microsoft's guidelines and maintain a positive sender reputation. Use this to track your domain warm up success.
14 Dec 2021 - Microsoft
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