Summary
When warming a new domain on an already warmed IP address, experts and documentation emphasize the importance of gradually building domain reputation. While the warmed IP provides a head start, a domain warm-up is still essential, though less intense than starting from scratch. Key steps include starting with small email volumes to highly engaged subscribers, gradually increasing the volume while closely monitoring engagement metrics (open rates, click-through rates, spam complaints, bounce rates), maintaining consistent sending habits, using proper email authentication (SPF, DKIM, DMARC), and communicating domain changes to subscribers. Coordination with ESPs and focusing on valuable content also contribute to success.
Key findings
- Domain Reputation is Key: Even with a warmed IP, domain reputation significantly affects deliverability with major ISPs like Gmail.
- Gradual Ramp-Up is Crucial: A slow and steady increase in email volume builds trust and avoids triggering spam filters.
- Engagement Matters Most: Starting with engaged subscribers and prioritizing valuable content results in positive engagement signals.
- Monitoring is Essential: Closely tracking metrics such as open rates, click-through rates, spam complaints, and bounces helps identify and address deliverability issues.
- Authentication Builds Trust: Proper email authentication (SPF, DKIM, DMARC) verifies sender identity and minimizes spam flagging.
Key considerations
- Engagement Dip Signals: If engagement metrics decline, pause the warm-up and resolve the underlying issues before continuing.
- Consistency is Vital: Maintain a regular sending schedule, even at low volumes, to establish trust with email providers.
- Communicate Changes: Notify subscribers about the domain change to prevent confusion and reduce spam complaints.
- Segment Subscribers: Segment your audience and focus initial warm-up efforts on your most engaged subscribers.
- Coordinate with ESPs: Collaborate with your email service provider for guidance on best practices and technical configurations (e.g., multi-bounce domain).
What email marketers say
13 marketer opinions
Warming a new domain on an already warmed IP address involves gradually building domain reputation while leveraging the IP's existing trust. Experts recommend starting with small email volumes to highly engaged subscribers and slowly increasing the volume, closely monitoring engagement metrics such as open rates, click-through rates, and spam complaints. Maintaining consistency in sending valuable content, authenticating emails, and avoiding spam triggers are crucial. While the IP's warm status allows for a potentially faster ramp-up, caution and continuous monitoring are essential for sustained deliverability.
Key opinions
- Domain Reputation: Domain reputation is crucial for deliverability, especially with major ISPs like Gmail.
- Gradual Ramp-Up: Gradually increasing email volume is essential to build domain reputation and avoid triggering spam filters.
- Engaged Subscribers: Starting with highly engaged subscribers helps signal positive engagement to mailbox providers.
- Metric Monitoring: Monitoring open rates, click-through rates, spam complaints, and bounce rates is vital for assessing deliverability and making adjustments.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) builds trust with email providers and reduces spam flagging.
Key considerations
- Engagement Dip: If engagement metrics dip during the warm-up, pause the process and address the issues before continuing.
- Content Value: Consistently sending valuable content helps maintain a good domain reputation.
- Spam Triggers: Avoiding spam triggers ensures emails are not flagged as spam.
- Consistency: Maintain a consistent sending schedule to establish trust with email providers.
- IP Warmth Advantage: Leverage the already warmed IP to expedite the domain warm-up process, but still proceed with caution.
Marketer view
Email marketer from SMTP2GO shares that domain reputation is crucial as it affects deliverability. They recommends consistently sending valuable content, authenticating your email, and avoiding spam triggers to maintain a good domain reputation.
27 Feb 2024 - SMTP2GO
Marketer view
Email marketer from GlockApps explains that warming IPs and domains together requires special care. The first mail should be to engaged users and then gradually increase.
12 Apr 2025 - GlockApps
What the experts say
4 expert opinions
When warming a new domain on an already warmed IP address, domain reputation remains essential despite the IP's existing reputation. Experts emphasize starting with highly engaged users, gradually increasing volume, and closely monitoring engagement metrics. Open communication with customers about the domain change is also crucial to minimize confusion and spam complaints. Coordinating with email service providers and ensuring proper technical configurations, such as enabling multi-bounce domain and matching SPF records, can further enhance deliverability.
Key opinions
- Domain Reputation Still Matters: Even with a warmed IP, domain reputation significantly impacts deliverability.
- Engaged Users First: Prioritize sending to highly engaged users to establish a positive reputation.
- Gradual Volume Increase: Increase sending volume gradually while monitoring engagement metrics.
- Customer Communication: Informing customers about the domain change reduces confusion and spam complaints.
Key considerations
- Multi-Bounce Domain: Enable multi-bounce domain to ensure proper return-path configuration.
- SPF Alignment: Ensure SPF records match the 'from' domain to enhance authentication.
- ISP Coordination: Coordinate with your email service provider to optimize deliverability during the transition.
- Monitor Engagement: Continuously monitor engagement metrics (opens, clicks, spam complaints) to adjust your strategy.
Expert view
Expert from Email Geeks shares that the more/better you can warn customers about a domain change, the less confusion will happen, and the fewer spam complaints you’ll get, and deliverability will be less likely to suffer.
12 Aug 2022 - Email Geeks
Expert view
Expert from Word to the Wise (Laura Atkins) explains that domain reputation is essential when warming an IP address. Domain reputation matters; if you're only changing the domain, the IP's existing reputation provides a boost, allowing for a faster ramp-up. Start by sending to engaged users to ensure positive engagement and then gradually increase the volume while watching for negative signals. If your engagement is good, you can increase volume more aggressively.
6 May 2025 - Word to the Wise
What the documentation says
4 technical articles
Warming a new domain on a warmed IP involves gradually building a sending reputation by increasing email volume over time, starting with recipients who frequently engage with your messages. Monitoring delivery rates, bounce rates, and complaint rates is crucial to identify and address deliverability issues. Focus on engaged users and positive engagement signals to avoid triggering spam filters and establish a legitimate sender reputation.
Key findings
- Consistent Volume: Maintaining a consistent sending volume helps establish a positive sending reputation.
- Gradual Increase: Gradually increasing sending volume is essential for establishing a reputation with email filters.
- Engaged Recipients: Sending to engaged recipients first is crucial for building a solid reputation.
- Positive Signals: Scaling up based on positive engagement signals prevents triggering spam filters.
Key considerations
- Delivery Rates: Monitor delivery rates to identify and address deliverability issues.
- Bounce Rates: Monitor bounce rates to ensure they stay low.
- Complaint Rates: Monitor complaint rates to maintain a positive sending reputation.
- Feedback Loops: Pay attention to feedback loops to identify and address any problems.
Technical article
Documentation from Google explains that using a consistent sending volume helps establish a positive sending reputation. Recommends gradually increasing sending volume and monitoring delivery rates in Postmaster Tools to identify and address any deliverability issues.
6 Aug 2022 - Google Workspace Admin Help
Technical article
Documentation from Microsoft recommends that new domains or IPs should gradually increase their sending volume to establish a positive reputation with Microsoft's email filters. This includes sending to engaged recipients and monitoring feedback loops.
6 May 2023 - Microsoft
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