Summary
The best IP warm-up strategy emphasizes a gradual and consistent increase in email volume, starting with highly engaged subscribers to build a positive sending reputation. Key aspects include segmenting recipients by engagement level, maintaining a consistent sending schedule, and diligently monitoring deliverability metrics and sending reputation using tools like Google Postmaster Tools. Proper email authentication (SPF, DKIM, DMARC) is essential from the start. It's also crucial to avoid spam traps by only sending to confirmed opt-in subscribers and regularly cleaning email lists. Furthermore, avoid sudden spikes in sending volume and refrain from sending to unsolicited purchased lists. If warming up multiple IPs, stagger the process for better management and monitoring. The overall goal is to establish trust with ISPs by demonstrating that your email is wanted by recipients.
Key findings
- Gradual Volume: Gradually increase email volume from a new IP address.
- Engaged Subscribers: Start with your most engaged subscribers.
- Consistent Schedule: Maintain a consistent sending schedule.
- Monitor Reputation: Monitor sending reputation and deliverability metrics.
- Authentication: Proper email authentication (SPF, DKIM, DMARC) is crucial.
Key considerations
- Segmentation: Segment your recipient list based on engagement level.
- List Hygiene: Regularly clean your email list to remove inactive addresses and spam traps.
- Volume Control: Avoid sudden spikes in sending volume.
- Avoid Purchased Lists: Do not send to unsolicited purchased lists.
- Staggered IPs: If warming up multiple IPs, stagger the process.
What email marketers say
11 marketer opinions
The best IP warm-up strategy for email sending involves gradually increasing email volume from a new IP address, starting with highly engaged subscribers. Maintaining a consistent sending schedule and monitoring deliverability metrics are crucial. Segmentation based on engagement, proper email authentication (SPF, DKIM, DMARC), and avoiding sending to purchased lists are also key factors. Staggering the warm-up of multiple IPs and closely monitoring sending reputation using tools like Google Postmaster Tools are recommended.
Key opinions
- Gradual Volume Increase: Gradually increase email volume to establish sender reputation.
- Engaged Subscribers First: Start by sending to your most engaged subscribers.
- Consistent Schedule: Maintain a consistent sending schedule.
- Deliverability Monitoring: Continuously monitor deliverability metrics.
Key considerations
- Segmentation: Segment recipient list by engagement level.
- Authentication: Set up proper email authentication (SPF, DKIM, DMARC).
- Avoid Purchased Lists: Avoid sending to unsolicited purchased lists.
- Staggered IP Warm-up: If warming up multiple IPs, stagger the process.
- Reputation Monitoring: Monitor sending reputation with tools like Google Postmaster Tools.
Marketer view
Email marketer from Mailjet shares that warming up your IP address is a practice of gradually increasing the volume of emails sent from a new IP address. Mailjet recommends starting with your most engaged subscribers and slowly increasing the volume of emails as your reputation improves.
26 Jun 2023 - Mailjet
Marketer view
Marketer from Email Geeks shares that either IP warm up scenario of including/excluding the engaged subscribers is fine, but you're looking to grow your volume as you have good engagement.
3 Nov 2024 - Email Geeks
What the experts say
4 expert opinions
The best IP warm-up strategy involves a gradual and consistent increase in email volume, avoiding sudden spikes. It's crucial to avoid spam traps by sending only to confirmed opt-in subscribers and regularly cleaning your list. Proper email authentication (SPF, DKIM, DMARC) is essential before starting the warm-up. Continuous monitoring of deliverability metrics (bounce rates, complaint rates, inbox placement) is necessary to identify and address any issues promptly.
Key opinions
- Gradual Volume Increase: A gradual and consistent increase in email volume is essential.
- Avoid Spam Traps: Send only to confirmed opt-in subscribers and clean your list regularly.
- Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is necessary.
- Monitor Deliverability: Continuously monitor deliverability metrics.
Key considerations
- Volume Control: Avoid sudden spikes in email volume to prevent triggering spam filters.
- List Hygiene: Regularly remove inactive or invalid addresses from your email list.
- Authentication Setup: Ensure SPF, DKIM, and DMARC records are correctly configured.
- Metric Tracking: Pay close attention to bounce rates, complaint rates, and inbox placement.
Expert view
Expert from Word to the Wise explains during IP warm-up, continuously monitor your deliverability metrics (bounce rates, complaint rates, inbox placement) to identify and address any issues promptly.
21 Aug 2021 - Word to the Wise
Expert view
Expert from Spam Resource explains the best IP warmup strategy involves a gradual and consistent increase in email volume, avoiding sudden spikes that can trigger spam filters. Monitor your sending reputation and adjust the warm-up pace accordingly.
19 Dec 2021 - Spam Resource
What the documentation says
3 technical articles
The best IP warm-up strategy, according to AWS, Google, and Microsoft documentation, involves a gradual ramp-up of email volume, starting with a small number of emails to engaged users. Monitoring deliverability metrics and sending reputation (e.g., using Google Postmaster Tools) is crucial. Encouraging recipients to add you to their address book helps signal legitimacy to junk email filters.
Key findings
- Gradual Ramp-Up: Gradually increase sending volume when starting with a new IP.
- Engaged Users First: Start with a small volume of emails to engaged users.
- Monitor Deliverability: Monitor deliverability metrics closely during the warm-up process.
- Recipient Action: Adding to address book signals legitimacy.
Key considerations
- Volume Control: Begin with a low volume of messages to establish a positive sending reputation.
- Reputation Monitoring: Regularly check your sending reputation in tools like Google Postmaster Tools.
- User Engagement: Focus on sending to engaged users to improve initial metrics.
Technical article
Documentation from Amazon Web Services explains that a gradual ramp-up is essential. Start with a small volume of emails to engaged users and slowly increase the volume over time, monitoring deliverability metrics closely. This approach helps establish a positive sending reputation with ISPs.
6 Jun 2025 - Amazon Web Services
Technical article
Documentation from Google advises gradually increasing sending volume when starting with a new IP address. Google recommends monitoring your sending reputation in Postmaster Tools to ensure your IP address is not being flagged for spam.
26 Jan 2025 - Google
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