Summary
Migrating to a new ESP, even with the same domain and shared IPs, requires a comprehensive IP warming strategy. Experts, marketers, and documentation sources agree that the new ESP's IPs should be treated as 'new,' necessitating a gradual warm-up to establish a positive sending reputation. This process involves a phased approach, starting with highly engaged subscribers and incrementally increasing the volume while closely monitoring deliverability metrics like bounce rates, spam complaints, and sender reputation. Engaging in consistent communication with mailbox providers and carefully monitoring sender reputation with tools like Google Postmaster Tools and Microsoft SNDS are vital for maintaining optimal deliverability.
Key findings
- Treat IPs as New: The shared IPs provided by the new ESP should be treated as new, irrespective of the existing domain reputation.
- Gradual Warm-up: Implement a gradual IP warming strategy to introduce the new sending profile to ISPs and mailbox providers.
- Engagement is Key: Focus initial sending efforts on highly engaged subscribers to build a positive reputation.
- Monitoring Metrics: Closely monitor essential metrics like bounce rates, spam complaints, and overall sender reputation.
- DKIM impact: Changes to DKIM signing domain during migration can impact deliverability, necessitating a warming period.
- Communication Matters: Warmup is about building a new line of communication and trust with mailbox providers, not just volume.
Key considerations
- Phased Approach: Adopt a phased approach to IP warming, gradually increasing sending volume over a defined period.
- Segmentation: Segment email lists to identify and prioritize the most engaged subscribers for initial sends.
- Feedback Loops: Actively monitor feedback loops and address any deliverability issues promptly.
- Monitor Sender Reputation: Continuously monitor sender reputation using tools like Google Postmaster Tools and Microsoft SNDS.
- ESP Expertise: Consult the new ESP's recommendations for warming up IP, as they possess more data and best practices.
What email marketers say
9 marketer opinions
When migrating to a new Email Service Provider (ESP) even with the same domain and shared IPs, a warm-up process is essential. The consensus is to treat the new ESP's shared IPs as new, irrespective of existing domain reputation. A phased approach, focusing initially on the most engaged subscribers, is recommended, gradually increasing volume. Close monitoring of deliverability metrics like bounce rates, spam complaints, and sender reputation through tools like Google Postmaster Tools is crucial. Moreover, a change in DKIM signing domain can also affect delivery, necessitating a warm-up.
Key opinions
- New IPs: The new ESP's shared IPs should be treated as new, requiring a warm-up even with a pre-existing domain reputation.
- DKIM Impact: A change in the DKIM signing domain when migrating to a new platform necessitates a warm-up.
- Engagement Focus: Start by sending emails to the most engaged subscribers to build a positive reputation with ISPs.
- Gradual Increase: Gradually increase the sending volume over several days or weeks, following a structured IP warm-up strategy.
- Monitor Metrics: Closely monitor deliverability metrics such as bounce rates, spam complaints, and sender reputation using tools like Google Postmaster Tools.
Key considerations
- Segmentation: Segment your email list and start the warm-up process with your most active and engaged contacts.
- Deliverability Monitoring: Continuously monitor email performance, including bounce rates and spam complaints, to identify and address any issues promptly.
- Sender Reputation: Keep a close eye on your sender reputation, using tools like Google Postmaster Tools and Microsoft SNDS, to ensure your emails are being delivered.
- List Hygiene: Maintain a clean email list by removing inactive or disengaged subscribers to improve deliverability.
- Content Quality: Send high-quality, relevant content to your subscribers to encourage engagement and avoid spam filters.
Marketer view
Email marketer from Email Marketing Forum explains that the shared IPs in the new ESP are 'new' to your domain. The poster recommends gradually increasing volume, and carefully monitoring deliverability. Pay special attention to hard bounces, and complaints. Keep the lists clean.
4 Oct 2024 - Email Marketing Forum
Marketer view
Email marketer from Mailchimp advises warming up new IP addresses to build a positive reputation with ISPs, especially when migrating to a new ESP. The recommendation is to start with small batches of emails to engaged subscribers and gradually increase volume over several weeks.
14 Sep 2021 - Mailchimp
What the experts say
6 expert opinions
Migrating to a new ESP, even with an existing domain and shared IPs, requires a warm-up to establish a new domain/IP combination with filters and mailbox providers. This process is about more than just sending volume, it's about communication and building a sending profile. While it can be shorter with shared IPs, following the ESP's advice and starting around 3-5K emails is recommended. Any major infrastructure change requires warm-up.
Key opinions
- New IP/Domain Combination: Moving to a new ESP creates a new IP/Domain combination, requiring warm-up even with established domain reputation.
- Infrastructure Changes: Any major change, including new IPs or envelope domains, necessitates a warm-up process.
- Communication is Key: Warm-up is about establishing communication with mailbox providers, not just sending emails.
- ESP Expertise: Following the new ESP's advice is recommended as they possess the most current data.
Key considerations
- Gradual Warm-up: Introduce the new sending profile slowly with a gradual increase in volume.
- Initial Volume: A reasonable starting point is around 3,000 to 5,000 emails.
- Step-by-Step Approach: A detailed, step-by-step approach to warming the IP ensures best practices are followed.
Expert view
Expert from Email Geeks explains that moving to a new ESP with the same warmed-up sending domains still requires a warmup to introduce the new domain/IP combination to filters, as this will affect delivery. Resources provided will also help.
11 Dec 2023 - Email Geeks
Expert view
Expert from Email Geeks states that any major infrastructure change, including new IPs or envelope domains, necessitates a warmup process.
22 Jun 2021 - Email Geeks
What the documentation says
5 technical articles
When migrating to a new ESP, even with the same domain and shared IPs, a gradual IP warm-up is crucial to ensure deliverability. The consensus among documentation sources is that a new ESP means new IPs that need to be warmed up, irrespective of existing domain reputation. This involves starting with low volumes and gradually increasing them based on engagement metrics. Crucially, continuous monitoring of sender reputation and deliverability metrics using tools like Google Postmaster Tools and Microsoft SNDS is essential during and after the migration.
Key findings
- New ESP, New IPs: A new ESP translates to new IPs that require warming up, even with the same domain.
- Sender Reputation: Maintaining a good sender reputation is key, but a new ESP requires re-establishing trust.
- Gradual Warm-up: A gradual increase in sending volume is essential to establish trust with mailbox providers.
- Monitoring Tools: Tools like Google Postmaster Tools and Microsoft SNDS provide valuable insights into deliverability.
Key considerations
- Engagement Metrics: Base your volume increases on engagement metrics to ensure deliverability.
- Feedback Loops: Actively monitor feedback loops to address deliverability issues promptly.
- Continuous Monitoring: Continuously monitor your sender reputation and deliverability to prevent issues.
Technical article
Documentation from Google shares that Google Postmaster Tools provides valuable insights into your domain and IP reputation. Monitor these metrics closely during and after ESP migration to ensure continued deliverability to Gmail users.
22 Dec 2022 - Google
Technical article
Documentation from Microsoft SNDS tells that monitoring your IP health in Microsoft's Smart Network Data Services (SNDS) is crucial during and after the ESP migration. This tool provides valuable insights into your sending reputation with Microsoft email services and helps identify deliverability issues early.
25 Dec 2022 - Microsoft
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