Summary
Warming up an IP address or subdomain involves gradually increasing email volume to build a positive sender reputation. Key practices include starting with engaged users, sending consistent mail that users want, segmenting lists based on engagement, and monitoring deliverability/engagement metrics. Warm-up plans are essential when migrating existing mail streams to new IPs or subdomains, particularly when changing IP, DKIM, and domain combinations. However, new mail streams and infrequently sent emails might not necessitate a formal warm-up. Some sources claim volume depends on list size and engagement. Remember to monitor IP and Domain reputation and maintain a healthy engagement and complaint rate on any changes introduced.
Key findings
- Gradual Volume Increase: Gradually increase email volume to build a sender reputation with mailbox providers.
- Engaged Users First: Start with your most engaged users to quickly build a positive sender reputation.
- Consistent Volume: Maintain consistent sending volumes for a stable sender reputation. Avoid sudden spikes.
- Segmentation: Segment lists based on engagement and target engaged segments first.
- Monitoring Engagement: Focus on open rates and click-through rates to measure deliverability success.
- New vs. Existing: The purpose of a warm-up plan is to get mailbox providers used to the volume and frequency of email.
Key considerations
- New vs. Existing Streams: Warm-up plans primarily apply when moving existing streams; new streams may not need a formal warm-up.
- Changing Key Elements: If changing IP, DKIM, and domain, a structured warm-up is vital. Ensure the current mail stream has low complaints and high engagement.
- Sending Frequency: Infrequent senders might question the need for a dedicated IP and thus, a warm-up.
- Deliverability: Monitor results using tools like Google Postmaster Tools and Sender Score.
- Subdomain: Treat new subdomains similar to new IPs. Increase sending volume while monitoring deliverability metrics, and adjust accordingly.
- Warm-up duration: Consider warm-up plans that take less than 30 days.
- Volume Size: Volume depends on list size and engagment.
- User Intent: The emails you send should be those users actually want.
What email marketers say
13 marketer opinions
Warming up an IP address or subdomain involves gradually increasing email volume to establish a positive sender reputation with ISPs. Key strategies include sending to engaged users first, maintaining consistent sending volumes, and segmenting lists based on engagement. Warm-up plans are crucial when moving existing mail streams to new IPs or subdomains, especially when changing IP, DKIM, and domain combinations. Monitoring deliverability and engagement metrics is essential for a successful warm-up.
Key opinions
- Gradual Volume Increase: Gradually increase email volume over time to establish a sender reputation with mailbox providers.
- Engaged Users First: Start by sending emails to your most engaged users to build a positive sender reputation quickly.
- Consistent Volume: Maintain consistent sending volumes during the warm-up period to build a stable sending reputation. Avoid volume fluctuations.
- Segmentation: Segment email lists based on engagement and send to the most engaged segments first during the warm-up process.
- Monitor Engagement: Focus on engagement metrics like open rates and click-through rates to ensure deliverability is improving during the warm-up.
- New Setup: Warm up plans are not required for new sign ups to a newsletter
Key considerations
- New vs. Existing: Warm-up plans are primarily for moving existing mail streams to new IPs or subdomains. New mail streams may not require a formal warm-up.
- Changing Elements: If changing IP, DKIM, and domain, a structured cut-over and warm-up is recommended. Ensure the mail stream is healthy before making changes.
- Frequency: Consider the frequency of sending. If sending infrequently (e.g., once a week), evaluate the necessity of a dedicated IP.
- Monitoring: Continuously monitor deliverability and engagement metrics during the warm-up process and adjust your strategy based on results.
- Subdomain Strategy: Treat new subdomains similarly to new IPs when it comes to warming up, gradually increasing volume and monitoring deliverability.
Marketer view
Email marketer from Litmus recommends segmenting email lists based on engagement and sending to the most engaged segments first during the IP warm-up process. Focusing on engaged users at the beginning helps establish a positive sending reputation.
15 Nov 2023 - Litmus
Marketer view
Email marketer from HubSpot explains that an IP warm-up is essential for establishing a good reputation with ISPs. By gradually increasing email volume and focusing on engaged recipients, senders can improve deliverability and avoid being flagged as spam.
10 Feb 2022 - HubSpot
What the experts say
2 expert opinions
IP warming involves gradually increasing the volume of emails sent from a new IP address, starting with small batches to engaged subscribers. Consistent mail that users want is key. The duration of the warm-up can vary; it doesn't always need to be 30 days, and volume depends on list size and engagement.
Key opinions
- Gradual Volume Increase: Gradually increase email volume when warming up a new IP address.
- Engaged Subscribers First: Begin by sending emails to your most engaged subscribers.
- Consistency Matters: A good IP warm-up involves sending consistent mail that your users want.
- Variable Duration: IP warm-ups don't always need to take 30 days; some can be quicker.
- Volume Dependency: Volume is dependent on list size and engagement.
Key considerations
- Monitoring: Closely monitor deliverability and engagement metrics.
- Quick Warm-ups: Some companies have success warming up very quickly.
- User Intent: The main goal of the IP warm-up process is to send emails users actually want to receive.
Expert view
Expert from Spamresource.com explains that IP warming is a gradual process where you slowly increase the volume of email sent from a new IP address. Start by sending small batches to your most engaged subscribers and gradually increase the volume over several weeks, monitoring deliverability and engagement metrics closely.
24 Aug 2022 - Spamresource.com
Expert view
Expert from Word to the Wise explains that a good IP warm-up will send consistent mail that your users want. She highlights that IP warmups don't always need to take 30 days and that some companies have success warming up very quickly. She mentions that volume is dependent on list size and engagement.
29 Sep 2021 - Word to the Wise
What the documentation says
4 technical articles
Warming up an IP address or subdomain involves gradually increasing email sending volume, starting with a low volume to avoid spam filters. Monitoring deliverability and sender reputation using tools like Google Postmaster Tools, Sender Score, and other reputation services is crucial. Ensuring your list consists of active and engaged users is also essential for a successful warm-up.
Key findings
- Gradual Increase: Gradually increase email sending volume to warm up the IP address or subdomain.
- Low Volume Start: Begin with a low volume of email to avoid being flagged as spam.
- Engagement is Key: Make sure your list is active and engaged.
- Small Batches: Start with small batches of emails to engaged users.
Key considerations
- Monitoring Tools: Use tools like Google Postmaster Tools, Sender Score, and other reputation services to monitor deliverability and sender reputation.
- Reputation Monitoring: Regularly check your IP and domain reputation using online tools.
- Improvement of Reputation: Increase the amounts gradually as reputation improves.
Technical article
Documentation from AWS details gradually increasing email sending volume is a crucial step when warming up an IP address. They recommend starting with small batches to engaged users and increasing as reputation improves.
8 Feb 2022 - AWS
Technical article
Documentation from Google Postmaster Tools details that gradually increasing sending volume is crucial when starting with a new IP or domain. This involves carefully monitoring deliverability and sender reputation using Google Postmaster Tools.
22 Mar 2024 - Google Postmaster Tools
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