Summary
The overwhelming consensus from marketers, experts, and documentation sources is that IP warming is generally not required when launching a new email program with a zero-based list on a shared IP. The reputation of a shared IP is managed by the ESP (Email Service Provider). Instead of IP warming, the primary focus should be on building a good sender reputation by ensuring list quality and hygiene, sending valuable content, properly authenticating your emails (SPF, DKIM, DMARC), and maintaining consistent sending habits. IP warming is more relevant for new dedicated IPs or when migrating an established list.
Key findings
- Shared IP Reputation Management: ESPs manage the IP reputation for shared IPs, negating the need for individual IP warming.
- Sender Reputation Priority: Building and maintaining a strong sender reputation is the most crucial factor for deliverability in this scenario.
- IP Warming Applicability: IP warming is primarily intended for new dedicated IPs or migrations, not for new programs on shared IPs.
- Zero-Based List Relevance: Since there is no existing sending volume or history with a zero-based list, IP warming's volume throttling is unnecessary.
Key considerations
- List Quality & Hygiene: Ensure your email list consists of engaged, valid, and permissioned contacts. Regularly remove inactive or invalid email addresses to maintain list hygiene.
- Valuable Content: Provide engaging, relevant, and valuable content to encourage positive engagement and avoid spam complaints.
- Email Authentication (SPF, DKIM, DMARC): Implement SPF, DKIM, and DMARC to authenticate your email, verify your sender identity, and improve deliverability.
- Consistent Sending Habits: Establish consistent sending volume and frequency to build a predictable sending pattern. Gradually increase sending volume as your list grows and engagement increases.
What email marketers say
11 marketer opinions
The general consensus is that IP warming is not required when launching a new email program with a zero-based list on a shared IP. IP warming is primarily important for new dedicated IPs or when migrating a large, established list to a new ESP or dedicated IP. On a shared IP, the email service provider manages the IP's reputation. Instead of IP warming, focus should be on building a good sender reputation by ensuring list quality, sending valuable content, authenticating your email, and maintaining consistent sending habits.
Key opinions
- Shared IP Reputation: Shared IPs already have an established reputation managed by the ESP; therefore, IP warming is unnecessary.
- Sender Reputation Focus: New senders should prioritize building a positive sender reputation through good email practices.
- Warming Purpose: IP warming is designed to introduce a new IP address to receivers, making it irrelevant for shared IPs.
- Zero Subscribers: With zero subscribers, there is no volume to restrict, making IP warming unnecessary
Key considerations
- List Quality: Ensure your list consists of engaged and valid email addresses to maintain a good sender reputation.
- Content Value: Provide valuable and relevant content to encourage engagement and avoid being marked as spam.
- Authentication: Properly authenticate your email using SPF, DKIM, and DMARC to verify your identity and improve deliverability.
- Consistent Sending: Maintain a consistent sending volume and frequency to establish a predictable sending pattern.
Marketer view
Marketer from Email Geeks explains that if you're taking any emails into your new program, you'll need to warm. If it's truly starting from 0, you're fine because there's nothing there to warm with.
1 Sep 2023 - Email Geeks
Marketer view
Marketer from Email Geeks shares that IP warming would only apply if you were on a new dedicated IP anyway, which if you're starting from 0 subscribers you certainly should not do.
7 Jun 2025 - Email Geeks
What the experts say
2 expert opinions
Experts agree that IP warming is generally not required when launching a new email program with a zero-based list on a shared IP. This is because the ESP manages the IP's reputation, and it already has an established history. Focus should be placed on building a good sender reputation and monitoring sending volume, but a full IP warming process is unnecessary.
Key opinions
- Shared IP Reputation: Shared IPs already have an established reputation managed by the ESP.
- Sender Reputation Priority: Focus on building a good sender reputation instead of IP warming.
- Reduced Warming Criticality: Warming is not as critical on shared IPs compared to new dedicated IPs.
Key considerations
- Monitor Sending Volume: Even without IP warming, watch your sending volume and ensure a steady, gradual increase.
- Sender Reputation Practices: Implement practices that improve sender reputation.
Expert view
Expert from Word to the Wise says, 'If you are sending from shared IPs, warming is not as critical because the IPs already have an established reputation. You will still want to watch your sending volume and ensure a steady, gradual increase, but you don’t need to start with tiny sends and then build up carefully as you would with new IPs.'
31 Oct 2023 - Word to the Wise
Expert view
Expert from Spam Resource explains that IP warming is not typically required on shared IPs, as the IP's reputation is managed by the ESP. Instead focus on your sender reputation.
15 Jun 2025 - Spam Resource
What the documentation says
3 technical articles
Documentation from multiple sources indicates that IP warming is generally unnecessary when launching a new email program with a zero-based list on a shared IP. Email service providers like SparkPost and Amazon SES manage IP reputation on shared IPs. Instead of IP warming, it's crucial to focus on content quality, list hygiene, and proper email authentication as per Google's sender guidelines.
Key findings
- Shared IP Management: ESPs handle IP reputation management for shared IPs, eliminating the need for manual IP warming.
- Sender Reputation Focus: The primary focus should be on maintaining a good sender reputation, as it is more critical than IP warming in this scenario.
- Authentication Importance: Proper authentication (SPF, DKIM, DMARC) is crucial for new senders, as highlighted by Google's guidelines.
Key considerations
- Content Quality: Ensure your email content is engaging, relevant, and valuable to recipients.
- List Hygiene: Maintain a clean email list by regularly removing inactive or invalid email addresses.
- Email Authentication: Implement SPF, DKIM, and DMARC to authenticate your email and improve deliverability.
Technical article
Documentation from Amazon SES explains that when starting to send email using Amazon SES, you don't have to warm up IP addresses. Amazon SES automatically handles IP warming for shared IPs. Sender reputation is the key factor to consider.
14 Feb 2023 - Amazon SES
Technical article
Documentation from SparkPost states that IP warming is typically not necessary for shared IPs. Shared IPs already have an established reputation, and the ESP manages the IP reputation on behalf of all users. Focus on content quality and list hygiene.
22 Apr 2023 - SparkPost
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?
Do new domains on shared IPs need warming for transactional emails?
How do I warm up a new IP address for transactional emails?
How do I warm up new IP addresses for email sending?
How long does it take to warm up an IP address for email marketing?
