Summary
Many modern ESPs offer automated IP warm-up functionality, either built-in or as an add-on, but some experts advise considering manual warm-up for greater control. Platforms like MessageBird, AWS SES, Mailgun, MailerLite, Sendinblue, Mailjet, SparkPost, Moosend, Omnisend, Brevo, ActiveCampaign, Pepipost, and Elastic Email are frequently mentioned as providers of automated warm-up. AWS SES offers a managed solution, while others provide tools and guidance. Regardless of automation, monitoring metrics and adjusting sending volume is crucial. Some also recommend exploring services offered by dedicated authentication vendors. A dedicated IP is almost always required for effective warm-up.
Key findings
- Widespread Availability: Automated IP warm-up functionality is common among modern ESPs.
- Platform Variety: Multiple platforms (MessageBird, AWS SES, Mailgun, MailerLite, Sendinblue, Mailjet, SparkPost, Moosend, Omnisend, Brevo, ActiveCampaign, Pepipost, Elastic Email) offer variations of this feature.
- Automation Spectrum: The level of automation varies, from fully managed services like AWS SES to guidance and tool-based approaches like Mailgun and Postmark.
- Manual Option: Some experts advocate for manual IP warm-up for granular control and adaptation based on real-time performance.
Key considerations
- Engagement Focus: Target engaged users during warm-up to signal positive sender reputation.
- ESP Evaluation: Include warm-up capabilities as a key criterion when selecting an ESP (consider RFPs).
- Documentation Review: Understand how the ESP implements and manages IP warm-up through their documentation.
- Metric Monitoring: Continuously monitor deliverability metrics and feedback loops to adjust sending strategies.
- Dedicated IP: A dedicated IP address is almost always required to leverage IP warm-up effectively.
- Vendor Exploration: Consider contacting dedicated authentication vendors for specialized IP warming services.
What email marketers say
13 marketer opinions
Several platforms offer automated email warm-up functionality out-of-the-box, primarily focusing on IP warm-up. These platforms gradually increase sending volume to establish a positive sender reputation with ISPs. Some ESPs manage the IP warm-up process, while others offer tools and guidance for users to manage it themselves. Popular platforms include MailerLite, Sendinblue, Mailjet, SparkPost/Messagebird, Moosend, Omnisend, Brevo, ActiveCampaign, Pepipost, and Elastic Email. The specific implementation and level of automation vary among providers, but the core goal remains the same: improve deliverability by establishing a solid sender reputation.
Key opinions
- Automated IP Warm-up: Many ESPs provide automated IP warm-up functionality, primarily for dedicated IPs.
- Gradual Volume Increase: The core functionality involves gradually increasing sending volume to establish sender reputation.
- Platform Variation: Different platforms offer varying levels of automation and management of the warm-up process.
- Specific Platforms: Platforms like MailerLite, Sendinblue, Mailjet, SparkPost/Messagebird, Moosend, Omnisend, Brevo, ActiveCampaign, Pepipost, and Elastic Email are known to offer these features.
Key considerations
- Engagement Targeting: It's essential to target engaged users during the warm-up process to maximize positive signals to ISPs.
- RFP Inclusion: When selecting an ESP, include the warm-up question in RFPs to ensure it meets specific needs.
- Documentation Review: Review the ESP's documentation to understand how they handle IP warm-up and what controls are available.
- Managed vs. Self-Managed: Determine whether you prefer an ESP that fully manages the warm-up process or provides tools for you to manage it.
- Dedicated IP Requirement: Note that in most cases, dedicated IPs are required to access this functionality.
Marketer view
Email marketer from ActiveCampaign.com shares that with ActiveCampaign, if you obtain a dedicated IP, they will manage the IP warmup on your behalf, gradually increasing email volume until the IP is fully warmed.
27 Apr 2023 - ActiveCampaign.com
Marketer view
Email marketer from Omnisend.com states that Omnisend provides tools and guidance for IP warm-up, helping users gradually increase their sending volume and build a strong sender reputation with mailbox providers.
8 Jan 2023 - Omnisend.com
What the experts say
3 expert opinions
Several platforms offer automated email warm-up functionality, including MessageBird, AWS, and Mailgun. However, experts also suggest directly contacting authentication vendors for tailored IP warming services. Some experts emphasize the importance of manual IP warm-up, stressing the need for control over volume, metric monitoring, and feedback loop adjustments, suggesting that automated solutions may not always be sufficient.
Key opinions
- Platform Options: MessageBird, AWS, and Mailgun are identified as platforms providing automated email warm-up.
- Vendor Specifics: Contacting authentication vendors can provide tailored IP warming solutions.
- Manual Warm-up Value: Manual IP warm-up allows for greater control and adaptation based on performance metrics.
Key considerations
- Automation vs. Control: Decide whether a fully automated solution or a more hands-on, manual approach is preferable for IP warm-up.
- Vendor Inquiry: Reach out to authentication vendors for specific details on their IP warming services.
- Metric Monitoring: Regardless of automation, continuous monitoring of email performance metrics and feedback loops is crucial.
- Volume Adjustment: Be prepared to actively adjust sending volume based on the results of monitoring and feedback loops.
Expert view
Expert from Spamresource.com recommends reaching out to specific services, such as those provided by authentication vendors, to inquire about IP warming services and the specific features they offer.
13 Aug 2023 - Spamresource.com
Expert view
Expert from Word to the Wise, in a forum discussion, highlights the importance of manual IP warm-up and understanding the process thoroughly, rather than solely relying on automated solutions. They emphasize the need to control volume, monitor metrics, and adjust based on feedback loops.
16 Sep 2024 - Word to the Wise
What the documentation says
3 technical articles
Amazon SES, Mailgun and Postmark all offer ways to manage IP warm-up. AWS SES provides a managed service, automatically adjusting sending limits for new dedicated IPs. Mailgun offers tools and guidance for a gradual increase in volume. While Postmark isn't fully automated, they offer support and guidance for proper IP warm-up.
Key findings
- AWS SES Automation: Amazon SES provides a managed, automated warm-up process for new dedicated IPs.
- Mailgun Tools and Guidance: Mailgun offers tools and recommendations to guide users through the IP warm-up process.
- Postmark Guidance: Postmark requires a gradual increase in sending volume and provides support for IP warm-up, but it's not fully automated.
Key considerations
- Automation Level: Consider whether a fully automated solution like AWS SES or a more hands-on approach with guidance, like Mailgun or Postmark, better suits your needs.
- Dedicated IP: These platforms typically require a dedicated IP address to implement IP warm-up strategies.
- Deliverability Focus: The primary goal of IP warm-up on all platforms is to improve email deliverability and sender reputation.
Technical article
Documentation from AWS Documentation details that Amazon SES (Simple Email Service) provides a managed warm-up process when you acquire a new dedicated IP address, automatically adjusting sending limits to improve deliverability.
26 Feb 2025 - AWS Documentation
Technical article
Documentation from Mailgun Documentation explains that Mailgun provides tools and recommendations for IP warm-up, guiding users on how to gradually increase sending volume to improve deliverability and sender reputation.
27 Nov 2024 - Mailgun Documentation
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