Summary
The best IP warm-up strategy for small send volumes when switching ESPs and using shared IPs involves focusing on consistent sending patterns aligned with your normal volume rather than total list size. Warm-up duration can be compressed to about a week for smaller volumes (around 5k/day), but gradual volume increases are essential, starting at 100-200 emails daily and doubling. Maintain a clean, engaged subscriber list and segment for migration. Prioritize proper email authentication (SPF, DKIM, DMARC) and monitor deliverability metrics, using Google Postmaster Tools and Microsoft SNDS. With shared IPs, your reputation is intertwined with other senders, necessitating high-quality content and adherence to best practices. DMARC configuration requires attention, potentially starting with a relaxed policy and monitoring reports via services like dmarcian.com. Address external report issues, involving tech teams and hosting providers as needed. Transition smoothly by ceasing sends from the old ESP (HubSpot) before starting with the new ESP (SFMC). If you drastically change your volume after the warmup period, then it voids the effect of the warmup. Therefore, consistency is key.
Key findings
- Volume Consistency: Warm-up should be based on your normal sending pattern to familiarize mailbox providers with the new IP and avoid drastic changes after warm up.
- Warm-up Duration: For small volumes (around 5k/day), warm-up can be shorter, around a week, but requires careful monitoring.
- Gradual Ramp-Up: Start IP warmup low (100-200 emails daily) and gradually increase volume, typically doubling each day.
- List Hygiene: Maintaining a clean, engaged list is crucial for deliverability, particularly with shared IPs.
- Email Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is correctly configured before sending.
- Shared IP Implications: Your sending reputation is tied to others on the shared IP, necessitating careful sending habits.
- Deliverability Monitoring: Closely monitor deliverability metrics (bounce rates, spam complaints) using Google Postmaster Tools, Microsoft SNDS, and other services.
- DMARC Configuration: Carefully configure DMARC records, potentially starting with a relaxed policy (p=none) for the subdomain and addressing report issues.
Key considerations
- ESP Transition: Stop sending emails from the old ESP (e.g., HubSpot) before starting with the new ESP (e.g., SFMC).
- Small Volume Justification: Consider whether a dedicated IP is truly necessary for low send volumes, as shared IPs might be more suitable.
- Report Actions: Take quick, effective action on metrics and reports for best results.
- Tech Involvement: Involve tech teams and hosting providers to resolve authentication or DMARC related issues.
- Consistency is Key: Avoid volume spikes to maintain the benefit of your warm-up plan.
- Impact of volume changes: If you drastically change your volume after the warmup period, then it voids the effect of the warmup
What email marketers say
15 marketer opinions
When warming up an IP address for small send volumes while switching ESPs and using shared IPs, the focus shifts from establishing a new IP reputation to maintaining a positive domain reputation and adhering to email marketing best practices. Consistent sending patterns aligned with your normal volume are crucial. Employ list hygiene practices, segment your audience, and gradually migrate subscribers. Ensure proper email authentication (SPF, DKIM, DMARC) is in place *before* sending. Closely monitor deliverability metrics like bounce rates, complaints, and placement. For DMARC issues, involve your tech team and hosting provider if necessary. While a dedicated IP requires a well-defined warm-up process, sharing an IP address requires good sending practices to be more focused on protecting overall domain reputation, avoid volume spikes, and carefully monitor engagement.
Key opinions
- Consistent Sending: Warm up based on your normal sending pattern, not total list size. Consistent sending builds a strong sender reputation.
- Gradual Ramp-Up: Slowly ramp up sending volume. Avoid sudden increases.
- List Hygiene: Maintain a clean and engaged subscriber list. Regularly remove unengaged subscribers.
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC) is in place before sending.
- Monitor Deliverability: Track deliverability metrics like bounce rates, complaints, and placement.
- Segment and Migrate: Segment your list and gradually migrate subscribers to the new ESP, starting with highly engaged segments.
- DMARC Configuration: Correctly configure DMARC records, potentially setting a relaxed policy (p=none) initially and monitoring reports using a service like dmarcian.com.
Key considerations
- Shared IP Impact: Your sending reputation is tied to other users on the shared IP, so best practices are crucial.
- Authentication Timing: Confirm all DNS records are correctly configured in the new ESP *before* sending any email.
- HubSpot Transition: Stop sending from the old ESP (HubSpot) before starting with the new ESP (SFMC) to avoid deliverability problems.
- Small Volume Strategy: Even with a smaller volume, sudden spikes or changes may trigger filters. Maintain a steady and gradual increase.
- Engagement Focus: Prioritize sending to your most engaged contacts during the migration.
- Monitor Reports: Closely monitor Google Postmaster Tools and Microsoft SNDS, where possible, for early signs of deliverability problems.
- Actioning Reports: If reports surface issues, immediately troubleshoot causes, resolve any identified problems before sending further emails.
Marketer view
Marketer from Email Geeks suggests the given plan looks sound but advises monitoring reports closely, and emphasizes stopping sending from Hubspot before starting with SFMC to avoid problems.
5 Feb 2022 - Email Geeks
Marketer view
Marketer from Email Geeks suggests that while 30 days is a good general guide for warming up, it can be compressed into 14 days for smaller send volumes like 5k/day, but cautions against rushing the process and to monitor bounces and complaints.
12 Mar 2023 - Email Geeks
What the experts say
6 expert opinions
When warming up with small volumes and shared IPs after an ESP switch, prioritize maintaining a good sending reputation and adhering to best practices. For volumes around 5K per day, a warm-up period of a week or less might suffice, and a dedicated IP might not be necessary unless sending significantly larger volumes (100K+). Avoid drastic volume changes. If you send a large amount during warm-up then drop the volume significantly, the warm up has no effect. Start the IP warmup at 100-200 and double each day. Closely monitor your sending reputation and deliverability metrics, ensure proper authentication (SPF, DKIM, DMARC) is in place, and address DMARC reporting issues. Given the nature of shared IPs, understand your reputation is tied to other senders on the IP, further emphasizing the need for excellent list hygiene and engagement.
Key opinions
- Short Warm-up: If your normal volume is around 5K per day, a warm-up should be a week or less.
- Dedicated IP Threshold: A dedicated IP is likely unnecessary unless sending large volumes (100K+ at least 3x a week).
- Avoid Volume Spikes: Drastic changes in sending volume can negatively impact deliverability, negating any warm-up benefits.
- Gradual Increase: A good IP warmup plan involves starting at 100-200 emails per day and doubling the volume each day.
- Shared IP Impact: Sending reputation is intertwined with other users on the shared IP.
- Domain Reputation: Focus on protecting and maintaining your domain reputation, not just the IP's.
- Authentication Priority: Ensure proper authentication (SPF, DKIM, DMARC) is configured before sending.
- DMARC Reporting: The external reports comment means you won’t get reports on DMARC failures and that Fastly needs to indicate they will accept DMARC reports to see the reports
Key considerations
- Consistent Sending: Focus on consistent sending practices aligned with your typical volume.
- List Quality: Maintain excellent list hygiene and only send to engaged subscribers.
- Deliverability Monitoring: Carefully monitor sending reputation and deliverability metrics using tools like seed lists and feedback loops.
- DMARC Settings: Address any DMARC configuration issues to ensure deliverability reports are received.
Expert view
Expert from Spam Resource explains that when using shared IPs, it's crucial to be aware that your sending reputation is intertwined with other users on that IP. Therefore, focusing on high-quality content, list hygiene, and adhering to best practices becomes even more important to avoid negative impacts from others' behavior. A warmup is less about the IP itself and more about maintaining a good sending reputation.
24 Mar 2022 - Spam Resource
Expert view
Expert from Email Geeks explains the external reports comment means you won’t get reports on DMARC failures and that Fastly needs to indicate they will accept DMARC reports to see the reports.
22 Oct 2021 - Email Geeks
What the documentation says
5 technical articles
When switching ESPs and using shared IPs with small send volumes, the recommended IP warm-up strategy involves gradually increasing email volume to establish a positive sending reputation. Even though the IP is shared, maintaining a healthy list, following best practices, and ensuring proper authentication (SPF, DKIM, and DMARC records) for the domain are essential. Also, monitoring sender reputation, spam rates, and other metrics using tools such as Google Postmaster Tools and Microsoft SNDS is crucial for early identification and resolution of deliverability issues.
Key findings
- Gradual Increase: IP warm-up involves gradually increasing the volume of email sent from a new IP address.
- Responsibility for Sending Behavior: Even with shared IPs, senders are responsible for their sending behavior and list quality.
- Authentication is key: Use DMARC, DKIM, and SPF records for the domain to show ISPs that a sender is legitimate.
- Monitoring is Key: Using Google Postmaster Tools and Microsoft SNDS is crucial for early identification and resolution of deliverability issues.
Key considerations
- Positive Sending Reputation: Focus on establishing a positive sending reputation with ISPs.
- Best Practices: Maintaining a healthy list and following best practices are crucial for deliverability.
- Proactive action: Identify and address deliverability problems as soon as possible.
Technical article
Documentation from Amazon Web Services explains that IP warm-up is the process of gradually increasing the volume of email sent from a new IP address to establish a positive sending reputation with ISPs. This involves starting with a small number of emails and slowly increasing the volume over time, while closely monitoring deliverability metrics such as bounce rates and spam complaints.
14 Mar 2023 - Amazon Web Services
Technical article
Documentation from Microsoft provides Microsoft's Smart Network Data Services (SNDS) helps monitors IP reputation with Microsoft domains such as Hotmail, Live, and Outlook, even when using shared IPs.
15 Jul 2023 - Microsoft
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