Summary
For low-volume email sends (1-2k to <50k per month) to non-major inbox providers using a dedicated IP address, the need for IP warming is nuanced. While not always strictly *necessary*, most experts and documentation recommend a gradual ramp-up of sending volume to establish a sender reputation, especially when sends are infrequent. The importance of IP warming also depends heavily on list quality and recipient engagement, the reputation of your sending IP, and adherence to authentication best practices. Regardless of whether formal IP warming is undertaken, continuous monitoring of sender reputation and deliverability is crucial to avoid unexpected issues. Some email service providers also offer automated IP warming features.
Key findings
- Quality over Quantity: A high-quality, engaged email list reduces the necessity for extensive IP warming.
- Gradual is Good: A gradual increase in sending volume is generally recommended, even if a full IP warm-up isn't deemed necessary.
- Monitor Reputation: Continuous monitoring of sender reputation and deliverability rates is crucial regardless of sending volume.
- Authentication Matters: Proper email authentication practices (SPF, DKIM, DMARC) help build a good sending reputation and can reduce the need for warming.
- Context is Key: The necessity of warming depends on factors like sending frequency, list hygiene, and target ISPs.
Key considerations
- List Health: Assess the quality and engagement level of your email list. Prioritize warming with engaged recipients.
- Sending Schedule: Plan a gradual ramp-up of sending volume over time, starting with a small number of emails.
- Authentication Setup: Ensure proper email authentication is in place (SPF, DKIM, DMARC).
- Monitoring Tools: Utilize tools like Google Postmaster Tools, Talos, or GlockApps to monitor sender reputation and deliverability.
- Target ISPs: Consider the reputation requirements of the specific ISPs you are sending to. Smaller ISPs may be more forgiving.
- Service Provider Features: Investigate whether your email service provider offers automated IP warming features.
What email marketers say
12 marketer opinions
The necessity of IP warming for low-volume, non-Google/Yahoo/Outlook.com sends on a dedicated IP is debated among email marketers. Some experts believe it is not essential if the email list is clean, engaged, and follows authentication best practices. Others recommend a gradual warm-up to establish a positive reputation with ISPs, even smaller ones, especially if sends are infrequent. Monitoring sender reputation and deliverability rates is crucial regardless of the chosen approach.
Key opinions
- List Quality: A clean and engaged email list reduces the need for strict IP warming.
- Sending Frequency: Infrequent sends might benefit more from IP warming than consistent sends, even at low volume.
- ISPs Targeted: Smaller ISPs may be more receptive to low-volume sends without extensive warming.
- Reputation Monitoring: Regularly monitoring sender reputation and deliverability is vital.
- Authentication: Following email authentication best practices can offset the need for rigorous IP warming.
Key considerations
- Send Volume: Evaluate the total volume of emails sent per week/month, considering both average and peak send volumes.
- Data Quality: Assess the quality of your email list, focusing on engagement metrics and bounce rates.
- Engagement: Segment your email list based on engagement levels and prioritize warming the IP with your most engaged recipients.
- Monitoring Tools: Utilize tools like Google Postmaster Tools or Talos to monitor your IP and domain reputation.
- Gradual Ramp-up: Even without formal IP warming, gradually increase sending volume to avoid sudden reputation drops.
- Smaller ISPs: Even non-Google etc need a good sender rep built up.
Marketer view
Email marketer from Mailjet Blog explains that IP warming is less critical for very low-volume sending, but still recommended. Even a small, consistent sending pattern helps establish a positive reputation, especially if targeting smaller ISPs.
30 Jul 2024 - Mailjet Blog
Marketer view
Email marketer from SendGrid explains that IP warming remains important even for lower volume sends, especially if these sends are infrequent. They recommend segmenting your sending based on engagement levels and warming the IP with your most engaged recipients first.
7 Jan 2025 - SendGrid Blog
What the experts say
3 expert opinions
Experts suggest that IP warming is less critical for low-volume sending, especially to smaller ISPs and non-major mailbox providers, assuming the data quality is high, the email list is engaged, and email authentication best practices are followed. While a full warming process may not be required, a gradual ramp-up and continuous monitoring of deliverability and sender reputation are always recommended.
Key opinions
- Data Quality Matters: Good data quality significantly reduces the need for IP warming.
- Monitoring is Key: Regardless of volume, monitoring deliverability and sender reputation is essential.
- Authentication: Proper email authentication practices help build a good sending reputation.
- Gradual Warm-up: A gradual volume increase is beneficial, even if a full IP warming isn't needed.
Key considerations
- List Engagement: Assess the level of engagement from recipients on your email list.
- ISPs Targeted: Consider the reputation requirements of the specific ISPs you're sending to.
- Content Relevance: Ensure your email content is relevant and engaging to avoid being marked as spam.
- Sending Practices: Adhere to best practices for email sending, including authentication and list management.
Expert view
Expert from Spam Resource explains that while a gradual warm-up is beneficial for all senders, those with small sending volumes to smaller ISPs can often manage without a formal IP warming process, provided their email list is highly engaged and of good quality. They stress the importance of monitoring deliverability and sender reputation metrics.
13 Nov 2023 - Spam Resource
Expert view
Expert from Email Geeks responds that he wouldn't expect any issues with low send volume (1-2k per week) if the data quality is good.
20 Sep 2021 - Email Geeks
What the documentation says
4 technical articles
Email service provider documentation generally agrees that while a full IP warming process might be less critical for low-volume senders, gradually increasing sending volume is still a good practice to establish a sender reputation with ISPs. Continuous monitoring of IP and domain reputation is also crucial to avoid unexpected deliverability issues. Some providers, like Amazon SES, handle IP warming automatically.
Key findings
- Less Critical, Not Unnecessary: IP warming is generally considered less critical for low-volume senders but not entirely unnecessary.
- Gradual Increase Recommended: A gradual increase in sending volume is recommended to build a sender reputation.
- Reputation Monitoring Essential: Monitoring IP and domain reputation is essential, regardless of send volume.
- Automated Warming: Some email service providers automatically handle IP warming.
Key considerations
- Ramp-up Approach: Decide on a gradual ramp-up strategy, starting with a small number of emails and increasing over time.
- Monitoring Frequency: Establish a routine for monitoring IP and domain reputation using available tools.
- Provider Capabilities: Consider if your email service provider offers automated IP warming features.
- Deliverability Issues: If you see any deliverability issues undertake IP warming.
Technical article
Documentation from Postmark explains that even with lower send volumes, it is important to monitor your IP and domain reputation. While a full IP warm up might not be needed, it's a good idea to gradually increase your send volume, which will help you avoid any unexpected deliverability issues.
2 Apr 2023 - Postmark Documentation
Technical article
Documentation from Amazon SES explains that IP warming may be necessary even for low volume sends, as the ISPs will not know the sender and a period of IP warming should be undertaken. However, Amazon SES automatically handles IP warming so you don't need to do it yourself.
3 Jan 2024 - Amazon SES Documentation
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