Summary
The consensus is that IP warming is generally recommended, even for low-volume senders with dedicated IPs. While some suggest it might be less critical for senders with strong reputations and engaged lists, most sources advise a gradual warming process to build trust with ISPs, prevent spam flagging, and establish a positive sender reputation. Key factors include list quality, prior IP/domain/ESP reputation, the specifics of sending volume and cadence, and the importance of sender authentication (SPF, DKIM, DMARC). Sudden surges in sending volume should be avoided.
Key findings
- General Recommendation: IP warming is generally recommended, even for low-volume senders.
- Reputation Matters: Building and maintaining a positive sender reputation is crucial for deliverability.
- Gradual Process: A gradual, strategic IP warming approach is preferred over skipping the process altogether.
- Authentication is Key: Proper sender authentication (SPF, DKIM, DMARC) is essential for email deliverability.
- Inconsistent Viewpoints: A small number of sources have the viewpoint that it may not be critical if you already have a good sending reputation.
Key considerations
- List Engagement: Assess the engagement level of your email list; highly engaged lists may require less aggressive warming.
- Prior Reputation: Evaluate the previous reputation of your IP address, sending domain, and ESP.
- Sender Authentication: Implement and verify SPF, DKIM, and DMARC records.
- Volume and Cadence: Carefully plan the volume and cadence of your email sends.
- Monitor Metrics: Continuously monitor deliverability metrics (complaints, bounces) to adjust sending patterns.
- Avoid Surges: Avoid sudden increases in sending volume, which can trigger spam filters.
What email marketers say
11 marketer opinions
The necessity of IP warming for low-volume email senders with a dedicated IP is a nuanced topic. While some sources suggest it might be less critical for those with good sending reputations and highly engaged lists, the consensus leans towards recommending a gradual IP warming process. This helps establish trust with ISPs, prevent emails from being flagged as spam, and build a positive sender reputation. Factors such as list quality, previous IP reputation, ESP reputation, and the specific receivers all play a role.
Key opinions
- General Consensus: Most sources recommend some form of IP warming, even for low-volume senders with a dedicated IP.
- Risk Mitigation: IP warming helps prevent emails from landing in the spam folder and damaging sender reputation.
- Trust Building: Gradual IP warming establishes trust with ISPs by demonstrating consistent sending patterns.
- Volume Matters: While volume is a factor, establishing a pattern is more important than a total volume.
Key considerations
- List Quality: A highly engaged list with a clean reputation might require less aggressive IP warming.
- Previous Reputation: The previous reputation of the IP address, sending domain, and ESP should be assessed.
- Sender Authentication: SPF, DKIM and DMARC should be set-up correctly.
- Gradual Ramp-Up: Instead of skipping IP Warming senders should ramp-up slowly as a saftey measure.
- Volume Metrics: Monitor deliverability metrics such as complaint and bounce rates to adjust sending patterns during the warm-up process.
- Sudden Surges: Avoid sending in sudden surges of traffic.
Marketer view
Email marketer from Campaign Monitor shares that warming up your IP is especially important when switching to a dedicated IP address, even if you send a relatively low volume of emails. Sending providers are watching for sudden surges of traffic. Gradual and strategic IP warming is key.
16 Aug 2024 - Campaign Monitor
Marketer view
Email marketer from Litmus answers that skipping the IP warm-up process leads to more emails landing in the spam folder, a damaged sender reputation, and possibly being blocked altogether by ISPs. Warmed IPs are more trusted, even with lower volumes.
10 Nov 2024 - Litmus
What the experts say
3 expert opinions
Experts generally agree that IP warming is crucial even for low volume senders with dedicated IPs. While one expert suggests that at low volumes, IP warming may handle itself to some degree, the importance of establishing a positive sending reputation and building trust with ISPs is emphasized. Sudden volume increases can trigger spam filters. Establishing consistent sending patterns is crucial, irrespective of the mail stream volume.
Key opinions
- IP Warming Crucial: IP warming is generally necessary, even with low sending volumes on a dedicated IP.
- Reputation Building: Warming builds a positive sending reputation and establishes trust with ISPs.
- Volume and Cadence: Volume specifics per send and cadence are crucial factors.
- Pattern Establishment: IP warming helps establish your sending patterns, allowing ISPs to learn and trust your mail stream.
Key considerations
- Volume Specifics: Pay attention to the specifics of volume per send and sending cadence.
- Sudden Increases: Avoid sudden increases in sending volume, as this can trigger spam filters.
- Trust Establishment: Focus on building trust and establishing credibility with ISPs.
- Build Reputation: Take IP Warming steps to build a positive sending reputation and trust with ISPs.
Expert view
Expert from Spam Resource explains that even with low volumes, IP warming is crucial for a dedicated IP. This helps establish a positive sending reputation and trust with ISPs, especially since a sudden increase in volume can trigger spam filters.
28 Sep 2023 - Spam Resource
Expert view
Expert from Email Geeks answers that at low volumes, IP warming tends to handle itself. However, the specifics of volume per send and cadence are crucial. At a low volume for a dedicated IP, it's a bit risky.
6 Sep 2024 - Email Geeks
What the documentation says
4 technical articles
Documentation consistently emphasizes the importance of IP warming, even for low-volume senders using dedicated IPs. A key aspect is building a positive sender reputation by gradually increasing sending volume, starting with highly engaged users. Sender authentication (SPF, DKIM, DMARC) is also deemed crucial for establishing legitimacy and protecting the sending reputation. Ultimately, the goal is to demonstrate trustworthiness to ISPs and improve deliverability.
Key findings
- Crucial Step: IP warming is considered a crucial step, even for low-volume senders with a dedicated IP.
- Sender Reputation: Building a positive sender reputation is essential for good deliverability.
- Gradual Increase: Gradually increasing sending volume is necessary to establish legitimacy.
- Authentication Required: Sender authentication (SPF, DKIM, DMARC) is crucial for protecting sender reputation.
Key considerations
- Start Small: Begin with a small volume of highly engaged users.
- Consistent Habits: Maintain consistent sending habits and engagement metrics.
- Sender Authentication: Implement SPF, DKIM, and DMARC to authenticate your emails.
- Gradual Increase: Gradually increase the sending volume to prove legitimacy over time.
- New IPs: New IPs require IP warming and authentication.
Technical article
Documentation from Microsoft shares that new IPs have no sending reputation, so you need to "warm up" the IP by gradually increasing volume to prove your legitimacy. Low volumes don't negate the need, but can make the process quicker.
10 Jun 2022 - Microsoft
Technical article
Documentation from Google Postmaster Tools shares that sender reputation is crucial, even for low-volume senders. Consistent sending habits and engagement metrics contribute to building a positive reputation over time, which is what IP warming aims to achieve.
2 Aug 2022 - Google
Are IP warming services effective for improving email deliverability?
Do I need an IP warm-up when moving to a new ESP with shared IPs?
How do I warm up a new IP address for transactional emails?
Is a dedicated IP address suitable for low volume transactional emails, and how do open/click tracking and cold emailing affect deliverability?
Is IP warming necessary for low volume, non-Google/Yahoo/Outlook.com sends on a dedicated IP?
Is IP warming necessary when migrating ESPs to shared IPs, and what are the best practices?
