How long does it take to warm up a dedicated IP and domain?

The warm-up period typically ranges from 4 to 8 weeks, depending on your sending volume and the consistency of your engagement rates. Higher volumes or inconsistent sending may require a longer period.

Can I skip warming up if I have a very engaged list?

No, warming up is essential for all new dedicated IPs and domains, regardless of list engagement. While a highly engaged list helps accelerate the process, skipping it risks triggering spam filters and damaging your new reputation.

What happens if I send too many emails too soon during warm-up?

Sending too much volume too quickly can lead to high bounce rates, increased spam complaints, and even getting your IP or domain placed on a blacklist (or blocklist). Mailbox providers view sudden large volumes from a new sender as suspicious.

Should transactional emails be warmed up differently than marketing emails?

Transactional emails often have higher engagement rates and can be effective for the initial warm-up phase due to their expected nature. However, they should still be introduced gradually, mirroring your overall volume ramp-up plan, as covered in warming up a dedicated IP without interrupting existing email campaigns .

How do I monitor my new IP and domain's reputation during warm-up?

Regularly check your ESP's analytics, bounce reports, and feedback loops. Utilize tools like Google Postmaster Tools for domain reputation monitoring , and use blocklist checker tools to ensure you haven't been listed.

How to warm up a dedicated IP and domain when moving from shared, especially with many automations? - Sender reputation - Email deliverability - Knowledge base

Moving from a shared IP and domain to a dedicated setup is a significant step towards gaining more control over your email deliverability. While shared IPs offer a collective reputation, a dedicated IP and domain allow you to build your own, uninfluenced by other senders. The challenge arises when you have numerous email automations running, making a smooth transition essential to avoid disrupting critical communications.

The core principle of this transition is IP and domain warming, a process where you gradually increase your email sending volume from your new dedicated IP and domain. This method helps mailbox providers (ISPs) recognize your sending patterns and establish a positive sender reputation. Without proper warming, your emails risk being flagged as spam, landing in junk folders, or even getting your IP or domain added to the blacklist (or blocklist).

Why a dedicated IP and domain need warming

When you use a shared IP, your email sending activity is mixed with that of other senders. This means the IP's reputation is an aggregate of everyone's sending behavior. While it offers a baseline level of trust, it also means your deliverability can be negatively impacted by the poor practices of others sharing the same IP. With a new dedicated IP, you start with no sending history or reputation.

Mailbox providers like Microsoft and

Gmail are cautious about emails from unknown sources to prevent spam. The warm-up process is your way of proving to these providers that you are a legitimate sender sending valuable content. It's about building trust incrementally, showing consistent good sending practices over time.

Your sending domain also plays a critical role in your sender reputation. Even if your previous domain had a strong reputation, moving to a new one requires a similar warming approach. ISPs associate reputation with both the sending IP and the domain. A new domain needs to establish its own trustworthiness alongside the new IP. We have a detailed guide on the best approach for warming up an IP address and another on best practices for dedicated IP warm-up.

Simultaneous vs. phased warming

The primary question when migrating is whether to warm up the dedicated IP and domain simultaneously or in phases. Warming them at the same time is generally feasible and often recommended as it builds the reputation of the specific IP-domain pair that mailbox providers evaluate.

Simultaneous warming

This approach involves gradually increasing traffic on both your new dedicated IP and new domain at the same time. It's a direct way to establish the combined reputation quickly.

Faster establishment: Reputations for the new IP and domain build together, potentially accelerating the overall process.
Simpler management: Fewer distinct phases to track, simplifying the migration roadmap.
Clearer attribution: ISPs see a consistent sending identity from the outset.

Phased warming

This involves warming one element (e.g., the IP) while keeping the other (the domain) constant, then transitioning the second element. While seemingly safer, it can prolong the process.

Reduced risk: Isolates potential issues to one variable at a time.
Extended timeline: The overall warm-up period can be significantly longer as you warm each component sequentially.
Reputation transfer: Some argue that using an existing warm domain on a new IP can transfer some reputation, as explored in warming a new domain on an already warmed IP address.

Given your existing good reputation and the complexities of many automations, a simultaneous approach is often preferable, providing you implement a careful, controlled ramp-up. The goal is to build a positive reputation for the new IP and domain as a single, trusted sending entity. Twilio SendGrid’s email guide to IP warm-up offers more insights into gradual volume increases.

Managing automations during the transition

The biggest hurdle with extensive automations (like transactional emails for orders) is their continuous nature. You can't simply pause them for weeks. The solution lies in gradually redirecting the traffic from your old shared setup to your new dedicated one.

This usually involves splitting your sending volume. Initially, send a small percentage of your automated emails via the new IP and domain, while the majority continues on the old shared infrastructure. Over days and weeks, you incrementally increase the percentage sent through the new setup. Your Email Service Provider (ESP) should be able to facilitate this gradual shifting of traffic for automated campaigns.

DNS records and authentication

To ensure a smooth transition and maintain sender reputation, it's crucial to properly configure SPF, DKIM, and DMARC records for both your old and new sending setups. This allows mailbox providers to verify that emails from both the old and new paths are legitimate. This configuration is key for managing your email authentication during the transition, as discussed in our guide on a simple guide to DMARC, SPF, and DKIM. Some senders consider signing with both domains for a period to help transfer reputation.

Key elements of a successful warm-up plan

Beyond simply increasing volume, a strategic approach is vital for the warm-up period. This involves careful audience segmentation, consistent sending, and diligent monitoring of your deliverability metrics. Starting with your most engaged subscribers helps build a strong initial reputation.

Week	Daily Volume (Approx.)	Audience Focus
1	500-2,000	Most engaged users, transactional emails only
2	2,000-5,000	Highly engaged segments, essential communications
3	5,000-10,000	Engaged segments, start introducing marketing emails
4+	Increase by 10-20% daily	Broader segments, monitor performance closely

List hygiene: Ensure your subscriber list is clean and verified. Sending to inactive or invalid addresses can quickly damage your new reputation and lead to your new IP or domain being placed on a blocklist (or blacklist).
Monitor performance: Keep a close eye on your open rates, click-through rates, bounce rates, and complaint rates. Tools like Google Postmaster Tools are invaluable for this.
Content quality: Send highly engaging and relevant content during the warm-up. This reinforces positive signals to ISPs.
Consistency: Maintain a consistent sending schedule and volume increase. Err on the side of caution with volume increases, especially early on.

Views from the trenches

Best practices

Start with your most engaged subscribers to quickly build positive signals with ISPs.

Gradually increase your sending volume, typically by no more than 10-20% daily.

Maintain consistent sending patterns throughout the warm-up period.

Common pitfalls

Sending too high a volume too quickly from a new dedicated IP or domain.

Ignoring negative feedback loops or elevated spam complaint rates.

Failing to segment your audience and sending to unengaged users initially.

Expert tips

Configure SPF and DKIM for both current and new IPs and domains for a smoother transition.

Consider signing emails with both old and new domains temporarily to transfer reputation.

Utilize transactional email streams to kickstart the warming process due to their high engagement.

Expert view

Expert from Email Geeks says if you change both the IP and domain simultaneously, you will be warming up that specific combination over the same time period.

2020-05-27 - Email Geeks

Marketer view

Marketer from Email Geeks says our biggest concern is the many automations that cannot be switched off, such as confirmation emails for orders, and we are trying to find ways to make the move as smoothly as possible.

2020-05-27 - Email Geeks

Achieving a seamless transition

Transitioning to a dedicated IP and domain, especially with a complex automation setup, requires careful planning and execution. While it demands patience, the long-term benefits of a strong, independent sender reputation are well worth the effort. A well-executed warm-up minimizes disruptions and ensures your critical communications continue to reach the inbox reliably.

Prioritize your most engaged audience segments initially, meticulously monitor your deliverability metrics, and leverage your ESP's expertise to guide the process. By adhering to best practices, you can successfully navigate the warm-up period and establish a robust sending infrastructure for your business.