Summary
IP warming guidance is often considered imprecise, but adherence to a gradual and consistent sending schedule is crucial. While minor variances in sending volumes might be acceptable depending on list quality and targeting, sudden spikes should be avoided. Experts recommend starting with low volumes, slowly increasing based on engagement, and ensuring a clean IP history. A common misconception is warming exclusively with highly engaged users; a balanced approach is better.
Key findings
- Guidance Imprecision: Warming guidance often relies on best guesses and may not be rigidly enforced.
- Gradual Volume Increase: Starting with low volumes and gradually increasing them is essential.
- Importance of Consistency: Maintaining a regular sending frequency is key for building a positive reputation.
- List Quality Impact: The acceptability of exceeding sending caps depends on list quality and targeting.
- Clean IP Necessity: A clean IP history is vital for successful IP warming and deliverability.
- Balanced Engagement Mix: Sending to a mix of users, not just the most engaged, is recommended.
Key considerations
- List Segmentation: Consider segmenting your list and targeting users appropriately during warming.
- IP Health Verification: Verify your IP's reputation before initiating email campaigns.
- Throttling Implementation: Implement throttling mechanisms to manage sending volumes.
- Engagement Monitoring: Closely monitor engagement metrics and adjust sending practices accordingly.
- Ramp-Up Planning: Develop a carefully planned ramp-up strategy to avoid sudden spikes.
What email marketers say
9 marketer opinions
During IP warming, adhering to sending caps is important but not always rigidly enforced. While exceeding limits slightly might be acceptable depending on list quality and targeting, consistency is key. Experts recommend starting with low sending volumes and gradually increasing them to avoid damaging sender reputation. Factors like list quality and the use of throttling mechanisms can influence the impact of exceeding these limits.
Key opinions
- Sending Cap Flexibility: Exceeding sending caps by a small margin might be acceptable based on list quality and targeting.
- Importance of Consistency: Maintaining a regular sending frequency and volume is crucial for building a positive sender reputation.
- Gradual Volume Increase: Experts recommend starting with low sending volumes and gradually increasing them over time.
- Potential Damage: Sending too many emails too quickly during IP warming can damage sender reputation, leading to emails being marked as spam.
Key considerations
- List Quality: Ensure a high-quality email list with engaged subscribers and low bounce rates.
- Throttling: Implement throttling mechanisms to manage sending volume and prevent exceeding limits significantly.
- Deliverability Monitoring: Closely monitor deliverability rates and adjust sending practices accordingly.
- Erratic Patterns: Avoid creating erratic sending patterns that raise red flags.
Marketer view
Email marketer from SendGrid states that consistency is key during IP warming. Maintain a regular sending frequency and volume to build a positive sending reputation with ISPs. Erratic sending patterns can raise red flags.
8 Jun 2023 - SendGrid
Marketer view
Email marketer from Mailjet shares that it's best to start with small, consistent sending volumes during IP warming, gradually increasing the amount as your reputation grows. Sending too much too soon can hurt your deliverability.
2 Apr 2023 - Mailjet
What the experts say
3 expert opinions
IP warming guidance is often considered imprecise, and slight variations in sending volumes may not be detrimental. A common misconception is that warming should begin with only highly engaged users, which can appear suspicious to providers. It's crucial to ensure a clean IP history before warming to avoid deliverability issues.
Key opinions
- Warming Guidance Imprecision: Warming guidance often relies on best guesses rather than strict rules.
- Misconception of Engaged Users: Starting exclusively with engaged users can raise red flags.
- Importance of Clean IP: A clean IP history is vital for successful IP warming and deliverability.
Key considerations
- IP Health Verification: Verify the IP's reputation before initiating any email campaigns.
- Balanced Engagement Mix: Send emails to a mix of users, not just the most engaged.
- Acceptable Variance: Minor differences in sending volumes are unlikely to have significant negative impacts.
Expert view
Expert from Email Geeks explains that warming guidance is generally hand-wavy and involves a lot of best guessing, so minor variances in sending volumes are not likely to tank your best efforts.
3 Nov 2024 - Email Geeks
Expert view
Expert from Spam Resource shares that ensuring a clean IP history is vital before commencing IP warming. A tainted IP may hinder the warming process and impact deliverability rates. Therefore, it's essential to verify the IP's reputation and undertake necessary cleansing measures before initiating any email campaigns.
29 Mar 2022 - Spam Resource
What the documentation says
3 technical articles
All three documentation sources emphasize the critical importance of a gradual and consistent sending schedule during IP warming. Sudden spikes in volume are to be avoided. Instead, a slow and planned increase in email volume is required to build a positive sending reputation with ISPs. The exact numbers for the ramp-up process are dependent on the overall size of your email sending but should always be gradual and planned.
Key findings
- Gradual Ramp-Up: A gradual ramp-up of sending volume is essential during IP warming.
- Avoid Volume Spikes: Sudden and large increases in sending volume should be avoided.
- Consistency is Key: A consistent sending schedule contributes to building a positive reputation.
Key considerations
- Plan the Ramp-Up: Develop a carefully planned ramp-up strategy based on expected sending size.
- Monitor Engagement: Base volume increases on positive engagement metrics.
- Be Patient: The warming process takes time, so avoid rushing the volume increase.
Technical article
Documentation from MailChannels stresses that sudden jumps in sending volume are a common cause of deliverability problems for new IPs. Their documentation advocates a carefully planned ramp-up, starting with very low volumes and gradually increasing sending based on positive engagement.
13 Mar 2023 - MailChannels
Technical article
Documentation from SparkPost emphasizes the importance of a gradual and consistent sending schedule during IP warming. Avoid sudden spikes in volume, and slowly increase the number of emails sent each day or week. The exact numbers depend on the overall size of your sending but must be gradual.
27 Nov 2021 - SparkPost
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