Summary
Warming up a dedicated IP and domain when moving from a shared environment, especially with existing automations, requires a strategic and gradual approach. Experts recommend starting with small batches of emails sent to the most engaged subscribers, gradually increasing volume over time. Simultaneously or sequentially changing the IP and domain involves warming up their combination with key considerations, like SPF and DKIM. The process emphasizes authentication (SPF, DKIM, DMARC), continuous monitoring of deliverability metrics and sender scores, and focusing on list hygiene and audience segmentation to ensure positive engagement. If the existing delivery reputation is good, taking a cautious approach following ESP guidance can also be beneficial.
Key findings
- Gradual Volume Increase: Gradually increase the volume of emails sent from the new IP address to establish a positive sender reputation with ISPs.
- Engaged Subscribers First: Begin by sending emails to your most engaged subscribers to ensure initial positive engagement metrics.
- Deliverability Monitoring: Continuously monitor deliverability metrics, sender scores, and use feedback loops to identify and address any deliverability issues.
- Authentication Protocols: Implement SPF, DKIM, and DMARC authentication to enhance sender credibility and avoid being flagged as spam.
Key considerations
- IP and Domain Combination: Consider the approach of either simultaneously or sequentially changing the IP and domain, accounting for the implications on the warm-up process.
- Existing Reputation: If the current sending reputation is positive, cautiously adhere to the guidance of the ESP.
- List Hygiene: Maintain high list hygiene standards, ensuring only valid and engaged email addresses are included in sending campaigns.
- Segmentation Strategy: Segment audience lists to send targeted content to specific groups, improving engagement and reducing the risk of being marked as spam.
- Automation Integration: Carefully plan and integrate automations into the IP warm-up process, gradually increasing their sending volume to maintain deliverability.
What email marketers say
8 marketer opinions
IP warming is a crucial process for establishing a positive sender reputation with ISPs when transitioning to a dedicated IP address, especially when dealing with numerous automated email campaigns. The core strategy involves gradually increasing the volume of emails sent from the new IP. Experts recommend starting with small batches targeted at the most engaged subscribers. Monitoring deliverability metrics and sender scores is vital to ensure emails are reaching their intended recipients and to identify any issues early on. Segmentation of audience, consistent sending schedules, and email authentication are also emphasized to maintain a healthy sending reputation.
Key opinions
- Gradual Increase: Slowly increase email volume to build sender reputation with ISPs.
- Engaged Subscribers: Start by sending emails to your most engaged subscribers to ensure positive engagement metrics.
- Monitor Deliverability: Closely monitor deliverability rates and sender scores to identify potential issues and maintain a healthy sending reputation.
- Segmentation: Segment your audience to send relevant content and improve engagement.
Key considerations
- Automation Impact: Consider the impact of numerous automated campaigns on IP warming and ensure they are integrated into the gradual increase process.
- Consistency: Maintain a consistent sending schedule to establish a reliable sending pattern with ISPs.
- Authentication: Ensure email authentication (SPF, DKIM, DMARC) is properly configured to improve deliverability.
- Patience: IP warming takes time; consistency and patience are key to establishing a strong sender reputation.
Marketer view
Email marketer from Litmus shares that IP warming is a process of slowly increasing your email volume over time. This helps establish a positive reputation with mailbox providers and ensures better email deliverability. Also, closely monitor your sending reputation during this process.
1 Dec 2024 - Litmus
Marketer view
Email marketer from GlockApps details that a successful IP warming strategy includes starting with a small volume of emails sent to highly engaged subscribers, monitoring deliverability rates, and gradually increasing the sending volume over time.
26 Oct 2021 - GlockApps
What the experts say
4 expert opinions
Warming up a dedicated IP and domain, particularly with existing automations, requires careful planning and execution. Changing both the IP and domain simultaneously warms up the combination, while changing them one at a time may require warming up the IP-domain pair multiple times at certain ISPs. It's recommended to add SPF records for new IPs to current domains and vice versa, and to consider DKIM signing with both domains. Sharing a domain across old and new IPs can help transfer reputation. Engage users first, gradually increase volume, and avoid spikes. Authentication (SPF, DKIM, DMARC) is crucial to avoid filtering, and monitoring deliverability is essential. If current reputation is good, follow ESP's advice, selecting cautious options.
Key opinions
- Combined Warm-up: Changing both IP and domain concurrently warms up the combination simultaneously.
- Reputation Transfer: Sharing a domain across old and new IPs can facilitate reputation transfer.
- Engaged Users First: IP warming strategies should prioritize sending to engaged users initially.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is crucial to avoid filtering issues.
Key considerations
- IP/Domain Change Strategy: Decide whether to change IP and domain simultaneously or sequentially, considering the implications for warm-up.
- ESP Guidance: If the current delivery reputation is positive, prioritize following the ESP's advice.
- Volume Gradual Increase: Avoid sudden spikes in email volume; instead, gradually increase over time.
- Monitoring: Closely monitor deliverability metrics to proactively address potential issues.
Expert view
Expert from Email Geeks responds that if the current delivery/reputation is good, mostly follow the advice of your ESP, picking the more cautious options they suggest.
31 May 2022 - Email Geeks
Expert view
Expert from Word to the Wise responds that to avoid filtering during IP warm-up, senders should authenticate their email (SPF, DKIM, DMARC). Start with low volumes to highly engaged recipients and closely monitor deliverability to ensure a positive reputation.
26 Oct 2023 - Word to the Wise
What the documentation says
4 technical articles
Warming up a dedicated IP address is essential for building a good sender reputation and avoiding deliverability issues. Documentation from various sources, including SendGrid, SparkPost, AWS SES, and Microsoft, consistently recommends a gradual warm-up process. This involves starting with sending emails to your most engaged users, gradually increasing the sending volume over time, and continuously monitoring deliverability metrics. Key focuses include engagement, list hygiene, and using seed lists and feedback loops to monitor performance.
Key findings
- Gradual Warm-up: A gradual IP warm-up is crucial for building a positive sender reputation.
- Engaged Users: Start by sending emails to your most engaged users.
- Increase Over Time: Gradually increase sending volume over time to avoid deliverability issues.
- Monitor Deliverability: Continuously monitor deliverability metrics using seed lists and feedback loops.
Key considerations
- List Hygiene: Maintain good list hygiene to improve engagement and deliverability.
- Feedback Loops: Utilize feedback loops to identify and address deliverability problems.
- Engagement: Focus on engagement metrics to ensure a positive sender reputation.
- Automations: When moving automations from a shared IP to a dedicated IP consider how to slowly increase the sending from each automated email campaign to specific groups.
Technical article
Documentation from SendGrid shares that warming up a dedicated IP address is crucial for establishing a good sender reputation. Begin by sending to your most engaged users and gradually increase volume while monitoring deliverability metrics.
23 Jan 2025 - SendGrid
Technical article
Documentation from AWS SES (Amazon Simple Email Service) highlights the importance of warming up dedicated IPs by gradually increasing sending volume. It helps establish a sending reputation and avoid deliverability issues.
23 Oct 2022 - AWS SES
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