Summary
The best IP warm-up strategy for a new domain on an existing IP is a gradual process focused on building a positive sender reputation. Key steps include starting with your most engaged subscribers, sending high-quality and wanted content, and gradually increasing volume over several weeks while carefully monitoring deliverability metrics like spam rate, bounce rate, and engagement. Experts and documentation agree on the importance of starting small, focusing on engaged users, and consistently monitoring metrics. Tools should be used to monitor the process, and sending schedules, daily limits, and volume increases should be managed with knowledge of your list size and overall goals.
Key findings
- Engage Most Active Users First: Begin warming by sending emails to subscribers who have recently opened or clicked emails.
- Increase Volume Incrementally: Ramp up email volume slowly (25-50% increase each day, some sources suggest 30%, others 500-1000), keeping an eye on key metrics.
- Maintain Consistent Content and Cadence: Stick to sending similar content throughout the warm-up period and maintaining a regular schedule.
- Monitor Metrics and Adjust: Regularly monitor spam rates, bounce rates, and blocklist status using tools from Google, Microsoft, and third-party providers, and adjust the strategy based on the data.
- Early Deliverability Issues Are Normal: Expect some emails to go to the spam folder initially, but focus on building a good reputation to correct this.
Key considerations
- Recipient Engagement: A successful warm-up depends greatly on the engagement of the recipients; low engagement may necessitate changes in strategy.
- Starting Volume: The initial volume should be low (e.g., 100 emails) but adaptable to the IP's history and total list size.
- Tools & Monitoring: Utilize tools such as Google Postmaster Tools, Microsoft SNDS, and third-party services to analyze performance.
- Content Consistency: Avoid sending vastly different types of content during the warm-up period.
- Long-Term Consistency: Once a reputation is established, maintain a steady sending schedule to sustain that reputation.
- Suppression Lists: Ensure your suppression list is accurate and properly managed.
What email marketers say
16 marketer opinions
The best IP warm-up strategy for a new domain on an existing IP involves a gradual and methodical approach focused on building a positive sender reputation. It's crucial to start by sending emails to your most engaged subscribers first, delivering high-quality content that encourages interaction. Gradually increase the sending volume over time, while actively monitoring your sender reputation, bounce rates, and spam complaints. Tools are available to help track deliverability. Maintaining a consistent sending schedule and avoiding sudden volume spikes are also important. The initial sending volume depends on factors such as the existing IP's reputation, the size of your email list, and your overall goals.
Key opinions
- Engaged Subscribers First: Begin by sending emails to your most engaged subscribers, focusing on those who have recently opened or clicked on your emails.
- Gradual Volume Increase: Slowly increase your sending volume over time, rather than sending a large volume of emails all at once.
- Consistent Sending: Maintain a consistent sending schedule to help ISPs recognize you as a trustworthy sender.
- Monitor Deliverability: Actively monitor your sender reputation, bounce rates, spam complaints, and blocklist status to identify and address any issues promptly.
- Content Quality: Focus on sending high-quality, targeted, and relevant content to encourage engagement and improve your sender reputation.
Key considerations
- Starting Point: Consider your starting point, including whether you are using a new IP address, a new domain, or both.
- List Size: Take into account the size of your email list when determining your initial sending volume and the rate at which you increase it.
- Overall Goals: Align your IP warming strategy with your overall email marketing goals, such as increasing brand awareness, driving website traffic, or generating leads.
- Suppression Lists: Ensure your suppression lists are up-to-date and properly managed to avoid sending emails to unengaged or invalid addresses.
- Hourly Limits: If possible, limit the maximum number of emails you send per hour to distribute the volume more evenly throughout the day.
- Engagement Monitoring: Monitor engagement rates closely and adjust the warming schedule based on subscriber behavior.
Marketer view
Marketer from Email Geeks suggests reviewing how you're deciding on the first few recipients. They recommends using previous engagement data to ensure you're sending to the most recently engaged first.
15 Jun 2023 - Email Geeks
Marketer view
Email marketer from Email Marketing Forum suggests starting with your most engaged subscribers. These are people who have opened or clicked on your emails in the past. Send them targeted and relevant content to encourage interaction and improve your sender reputation.
23 Jul 2021 - Email Marketing Forum
What the experts say
7 expert opinions
The best IP warm-up strategy for a new domain on an existing IP, according to expert opinions, involves starting small with your most engaged users, sending wanted mail. It's normal to experience some initial issues with emails going to the spam folder. The focus should be on quality over quantity, ensuring emails are genuinely desired and interacted with. Increase volume gradually, about 30% a day, while closely monitoring metrics and holding back on volume increases if problems arise. Some suggest starting with around 100 emails on day one, potentially scaling up to 1000, emphasizing that engagement is key and the initial phase can be a 'shakedown cruise'.
Key opinions
- Start Small, Engaged Users: Begin by sending emails to your most engaged subscribers to build a solid reputation.
- Gradual Increase: Increase sending volume gradually, monitoring metrics and adjusting as needed.
- Quality over Quantity: Focus on sending high-quality, wanted mail that encourages engagement.
- Monitor Metrics: Closely monitor metrics to identify and address deliverability issues.
- Expect Initial Issues: Be prepared for some emails to initially go to the spam folder; this is normal during the warm-up phase.
Key considerations
- Engagement is Key: Subscriber engagement is crucial for a successful warm-up.
- Volume Adjustment: Be ready to adjust volume based on performance and feedback.
- Patience: Understand that the first 30 days might be a 'shakedown cruise,' requiring patience and adjustments.
- Starting Volume: Consider starting with a low volume (around 100) and adjusting based on results.
- Ongoing Monitoring: After the initial warm up, continue to monitor performance and adjust sending habits
Expert view
Expert from Email Geeks recommends to keep moving forward, and if you see a lot of problems, hold for a couple days. States that the volume is too low to make any useful response at this point.
4 Feb 2023 - Email Geeks
Expert view
Expert from Email Geeks says the first 30 days have always been a bit of a shakedown cruise and if you're sending wanted mail, my expectation is that it will work itself out (i.e. eventually stop going to the spam folder).
17 Feb 2025 - Email Geeks
What the documentation says
4 technical articles
The best IP warm-up strategy for a new domain on an existing IP, according to documentation from major providers, is a gradual process of increasing email volume over several weeks to establish a positive sending reputation with ISPs. Monitor your spam rate and deliverability metrics closely, adjusting the sending schedule as needed. It's crucial to send email only to recipients with good reputations and maintain consistent content to avoid negatively impacting your reputation.
Key findings
- Gradual Volume Increase: IP warming requires a gradual increase in email volume over several weeks.
- Monitor Deliverability Metrics: Closely monitor deliverability metrics and spam rates to adjust your sending schedule accordingly.
- Send to Reputable Recipients: Focus on sending email only to recipients with good reputations to build trust with ISPs.
- Consistent Content: Maintain consistent content to avoid negatively impacting your sending reputation.
Key considerations
- Postmaster Tools: Utilize tools like Google Postmaster Tools to monitor your spam rate and overall domain reputation.
- SNDS Program: Leverage Microsoft's SNDS program for feedback on your sending practices.
- Sending Cadence: Establish a good sending cadence, starting small and slowly increasing the amount you send day by day.
- Negative Impact: Be aware that sending too much email too quickly can negatively impact your domain's reputation and deliverability.
Technical article
Documentation from AWS explains that while warming up your IPs, keep the content that you send consistent. Sending widely different types of content can affect your reputation negatively. Slowly ramp up your sending volume, and establish a good sending cadence. Start small, and slowly increase the amount you send, day by day.
18 Apr 2023 - Amazon Web Services
Technical article
Documentation from Google explains that when setting up a new domain, closely monitor your spam rate in Postmaster Tools. Gradually increase sending volume as long as the spam rate remains low. Sending too much email too quickly can negatively impact your domain's reputation and deliverability.
22 Jun 2021 - Google
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