Summary
Warming up an IP address with no recent sending history requires a gradual, consistent, and engagement-focused approach. Experts and documentation emphasize the importance of progressively increasing sending volume over a period of 2-3 weeks, starting with a small, highly engaged segment of subscribers. Consistent sending patterns are crucial, and large fluctuations should be avoided. The goal is to establish that the mail is wanted and build a positive reputation with ISPs. Monitoring deliverability metrics, such as opens, clicks, and bounce rates, and utilizing tools like Google Postmaster Tools and Microsoft SNDS is essential to adjust the warm-up strategy based on ISP feedback. Pre-emptive communication with mailbox providers, like Microsoft, may also be beneficial. Since the IP has no recent history, the process should be treated as a fresh start.
Key findings
- Gradual Volume Increase: Progressively increasing sending volume over several days or weeks is crucial.
- Engagement Focus: Starting with highly engaged subscribers sends positive signals to ISPs.
- Consistent Sending: Maintaining a consistent and predictable sending pattern is essential.
- Monitor Deliverability: Closely monitoring deliverability metrics and IP reputation is vital for success.
- No History Assumption: Treat the IP as having no prior sending history and start from scratch.
Key considerations
- Warm-up Duration: Plan for a 2-3 week warm-up period for optimal results.
- Initial Sending Volume: Begin with a low initial volume, such as a few hundred or a few thousand emails per day, and increase gradually.
- Segmentation: Segment your email list and target smaller, more engaged groups initially.
- Reputation Monitoring Tools: Utilize tools like Google Postmaster Tools and Microsoft SNDS to monitor IP reputation.
- Proactive Communication: Consider contacting Microsoft for pre-emptive mitigation.
What email marketers say
7 marketer opinions
When warming up an IP address with no recent sending history, a gradual and consistent approach is widely recommended. Experts advise starting with a small, highly engaged segment of subscribers and incrementally increasing the sending volume over time. Consistency in sending frequency is crucial, favoring daily increases over sporadic large sends. Monitoring engagement metrics like opens, clicks, and bounce rates is essential to adjust the warm-up strategy and avoid damaging the IP's reputation.
Key opinions
- Gradual Increase: Gradually increasing sending volume is crucial for establishing a positive IP reputation.
- Engaged Subscribers: Starting with highly engaged subscribers helps build a good reputation quickly.
- Consistent Frequency: Maintaining consistent sending frequency, preferably daily, is better than sending large batches sporadically.
- Low Initial Volume: Starting with a very low initial sending volume (e.g., a few hundred or even 50 emails per day) prevents overwhelming ISPs.
- Segmentation: Segmenting the email list allows for sending to smaller, targeted groups, improving engagement.
Key considerations
- Monitor Engagement: Closely monitor engagement metrics (opens, clicks) and bounce rates to adjust the warm-up process.
- Reputation Damage: Warming up an IP too quickly can negatively impact its reputation and deliverability.
- Scaling Plan: Develop a detailed warm-up plan that spans several weeks to ensure a smooth transition.
- Sending Limits: Scale sending limits based on subscriber engagement, increasing volume as engagement improves.
Marketer view
Email marketer from Reddit explains that starting with your most engaged subscribers is a good strategy. They suggest segmenting your list and sending to those who are most likely to open and click, which will help build a positive reputation quickly.
8 Feb 2023 - Reddit
Marketer view
Email marketer from GlockApps shares that consistent volume increases are key when warming up an IP. They advise starting with a low volume and gradually increasing it daily or every few days, depending on the overall volume and list quality.
24 Sep 2023 - GlockApps
What the experts say
6 expert opinions
Warming up an IP address with no recent sending history requires a multi-faceted approach focused on establishing a positive reputation. Experts recommend a structured warm-up schedule, potentially spanning 2-3 weeks, with gradually increasing sending volumes. Consistency is key, avoiding large fluctuations in sending patterns. The goal is to establish that the mail is wanted, achieved by initially targeting highly engaged users to send positive signals to mailbox providers. Given the lack of history, the process should start from scratch. Proactive communication with mailbox providers, such as requesting pre-emptive mitigation from Microsoft, is also recommended.
Key opinions
- Structured Warm-up Schedule: A planned schedule with gradually increasing volumes (e.g., starting at 10K and increasing daily) is advised.
- Consistency is Critical: Maintain consistent sending patterns during warm-up to avoid reputation damage.
- Engagement Focus: Prioritize sending to highly engaged users initially to build a positive reputation.
- Fresh Start: Assume no prior history for the IP and begin the warm-up process from the beginning.
Key considerations
- Pre-emptive Mitigation: Consider contacting Microsoft to request pre-emptive mitigation for the IP address.
- Wanted Mail: The warm-up process is about demonstrating that mail from the IP is wanted by recipients.
- Reputation Monitoring: Monitor reputation data from mailbox providers to adjust the strategy.
Expert view
Expert from Email Geeks advises contacting Microsoft through their form to request pre-emptive mitigation for the IP address.
25 May 2024 - Email Geeks
Expert view
Expert from Email Geeks explains that the warmup process is about establishing that mail from this new subdomain/IP combination is wanted mail.
16 Sep 2024 - Email Geeks
What the documentation says
5 technical articles
Warming up an IP address with no recent sending history requires gradually increasing sending volume to establish a positive reputation with ISPs. Consistent sending is crucial, along with close monitoring of deliverability metrics and IP reputation. Various tools, such as Google Postmaster Tools and Microsoft SNDS, are recommended for monitoring and adjusting sending volumes based on ISP feedback. Starting with a small batch and progressively increasing over days or weeks is the general guideline.
Key findings
- Gradual Increase: IP warming involves progressively increasing sending volume over time.
- Consistent Sending: Maintaining consistent sending patterns is crucial for establishing a good reputation.
- Reputation Monitoring: Monitoring IP reputation using tools like Google Postmaster Tools and Microsoft SNDS is essential.
Key considerations
- Deliverability Metrics: Closely monitor deliverability metrics to identify and address any issues that arise during warm-up.
- ISP Feedback: Adjust sending volumes based on feedback and reputation data from ISPs.
- Automation Tools: Utilize available tools, such as those from Amazon SES, to automate and optimize the warm-up process.
Technical article
Documentation from Google Postmaster Tools explains the importance of monitoring your IP reputation using their tools. They explain that a clean IP reputation is essential for successful deliverability, and provide recommendations for maintaining it during warm-up.
30 Jan 2024 - Google
Technical article
Documentation from SparkPost explains that IP warming involves gradually increasing sending volume to establish a positive reputation with ISPs. They recommend starting with a small batch and gradually increasing volume over several days or weeks. Monitor sending reputation closely.
14 Apr 2025 - SparkPost
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