Is IP warming necessary for low volume email senders with a dedicated IP?
Matthew Whittaker
Co-founder & CTO, Suped
Published 19 Jun 2025
Updated 18 Aug 2025
8 min read
The question of whether IP warming is necessary for low volume email senders with a dedicated IP address often arises. Many assume that if their sending volume is below the commonly cited thresholds for major mailbox providers, the traditional warming process can be skipped entirely. While it might seem intuitive, the reality is more nuanced, and skipping it can introduce unnecessary risks to your email deliverability.
IP warming, or IP ramp-up, is the process of gradually increasing the volume of email sent through a new or dormant IP address. This slow and steady approach allows Internet Service Providers (ISPs) and mailbox providers to observe your sending patterns, assess the quality of your mail, and build a positive sender reputation for that IP. Without this gradual introduction, a sudden burst of email from an unknown IP can trigger spam filters, leading to throttling or outright blocking.
Even with a dedicated IP, a low volume sender still needs to establish trust. The core principle remains the same: ISPs need to see consistent, positive engagement from your IP address over time. Failing to do so, even at a lower scale, can result in your emails landing in the spam folder or being rejected, ultimately hindering your communication efforts.
The essence of IP warming
IP warming is about building a reputation score for your new IP address. Mailbox providers assign reputation scores to IP addresses based on various factors, including the volume, consistency, and most importantly, the engagement of the mail sent from that IP. A new or cold IP address starts with a neutral reputation, and it's up to your sending practices to nurture it into a positive one.
For low volume senders, the challenge is not necessarily the sheer volume, but the consistency and quality of what little volume is sent. If you send infrequently or to an unengaged list, even small sends can disproportionately impact your reputation. This is why a strategic approach to warming, focused on quality and engagement, is crucial regardless of volume.
A good warm-up process allows ISPs like Twilio SendGrid to analyze your sending behavior and determine if you are a legitimate sender. It helps prevent your emails from being flagged as spam, which can happen if you suddenly send a large number of emails from a new, untrusted IP. For detailed guidance on building this reputation, explore our guide on how to warm up an IP address.
Dedicated IP
You control your own sender reputation, but you also bear full responsibility for it. A dedicated IP is generally recommended for senders with higher volumes or specific branding needs. For low volume senders (e.g., around 100,000 emails per month or less), a dedicated IP can be a double-edged sword. While it offers complete control, any mistakes in sending practices can quickly tank your reputation without the cushioning effect of other senders' positive behavior. This is further explained in our discussion about dedicated IPs for low volume senders.
Shared IP
You share the IP's reputation with other senders using the same IP. This can be beneficial for low volume senders because the reputation is collectively managed, meaning minor issues from one sender are often mitigated by the positive behavior of others. The downside is that you are also susceptible to the poor practices of other senders, which can impact your deliverability. However, for most low-volume scenarios, a shared IP might be less risky initially than an unwarmed dedicated one. It's often debated whether IP warming is necessary for non-Google/Yahoo/Outlook.com sends on a dedicated IP, but generally, it's safer to warm any new IP.
For a low volume sender (e.g., 100,000 emails per month), a dedicated IP is on the lower end of what is typically recommended. If something goes wrong, such as a sudden spike in complaints or bounces, there's very little volume to absorb the negative impact, making recovery much harder. The consistent positive engagement required to build a strong reputation may also be difficult to achieve if sends are sporadic.
It's crucial to understand that even at lower volumes, a new dedicated IP doesn't automatically gain trust. ISPs still need to verify your sending patterns. Neglecting to warm up means risking that your initial sends, even if small, could be perceived as suspicious activity. This can lead to your IP being listed on a blocklist (or blacklist), making future deliverability a significant challenge.
Key factors for low volume dedicated IP sending
When warming a low volume dedicated IP, several factors beyond just daily send limits come into play. These are critical for establishing and maintaining a positive sender reputation.
List quality: Your initial sends during the warm-up period should target your most engaged and active subscribers. These are individuals who are highly likely to open and click your emails, sending positive signals to ISPs. Avoid sending to old or unengaged segments, as this can lead to high bounce rates or spam complaints, damaging your new IP's reputation immediately.
Sending cadence: Even at low volumes, consistency is key. Sporadic sending, where you send a small batch once a month, then nothing for weeks, can make it difficult for ISPs to build a consistent profile of your IP. Aim for regular, even if small, sends during the warm-up phase.
Content relevance: Ensure your content is relevant and valuable to your recipients. High engagement rates (opens, clicks) are positive indicators for your sender reputation, while low engagement, deletions, or spam complaints are detrimental.
Domain reputation: While IP reputation is distinct, your domain reputation also plays a significant role. A strong domain reputation can somewhat compensate for a new IP, but a poor domain reputation can sink your IP's chances even before it gets started. Regularly monitor your domain reputation using tools like Google Postmaster Tools. For more on this, check out our guide on why emails go to spam.
Even for low volumes, an IP warm-up strategy should involve a careful ramp-up. Start with a very small volume to highly engaged recipients, then gradually increase the volume over days or weeks. This allows mailbox providers to see consistent, positive interactions. For example, Braze's guide on IP warming emphasizes its importance for consistent delivery.
The exact schedule will depend on your specific volume and target audience, but a general approach would still involve starting with hundreds or low thousands of emails daily, even if your monthly total is 100,000. It is often a good idea to consider what the best IP warm-up strategy looks like for your sending profile.
Monitoring and maintaining reputation
Even with low volume, continuous monitoring of your email metrics is crucial. Keep a close eye on your bounce rates, complaint rates, open rates, and click-through rates. These metrics provide direct feedback on how mailbox providers and recipients are reacting to your emails. A sudden increase in bounces or complaints, even from small sends, can be a red flag that your warming process needs adjustment or that your list quality is an issue.
Regularly check major blocklists (or blacklists) to ensure your dedicated IP hasn't been listed. While a reputable ESP should provide clean IPs, it's always good practice to verify. Being listed, even on a minor blocklist, can severely impact your deliverability, especially when your overall volume is low.
Ensure your email authentication protocols like SPF, DKIM, and DMARC are correctly configured from day one. These are foundational for establishing trust with mailbox providers and signal that your emails are legitimate. Misconfigurations can lead to deliverability issues regardless of your sending volume or IP warming efforts. For assistance, consult a simple guide to DMARC, SPF, and DKIM.
Finally, be patient. Building a solid sender reputation takes time and consistent good practices. Even with low volumes, a consistent and quality sending pattern will eventually establish your dedicated IP as a trustworthy source, ensuring your emails reach the inbox.
Views from the trenches
Best practices
Always start sending to your most engaged subscribers during the initial warm-up phase, as their positive interactions will build trust with ISPs.
Maintain a consistent sending cadence, even at low volumes, to help ISPs build a reliable profile of your IP's behavior.
Regularly monitor your email metrics, including bounce rates, complaint rates, and engagement, to quickly identify and address any issues.
Ensure all email authentication protocols like SPF, DKIM, and DMARC are correctly set up before starting any sends.
Common pitfalls
Assuming low volume negates the need for IP warming, leading to poor deliverability from the outset.
Sending to an unengaged or old list during warm-up, which can result in high spam complaints and blocklisting.
Inconsistent sending patterns, making it difficult for ISPs to assess and build reputation for the IP.
Neglecting to monitor IP blacklists (or blocklists) and email metrics, missing critical signs of deliverability problems.
Expert tips
For very low volumes, a shared IP might be less risky initially, as its reputation is amortized across multiple senders.
Focus on content quality and recipient engagement, as these factors contribute significantly to IP reputation, regardless of volume.
Be prepared to pause or adjust your sending strategy if you see negative trends in your deliverability data.
Consider transactional emails for initial warm-up if you have them, as they typically have very high engagement rates.
Marketer view
Marketer from Email Geeks says that if you have a low volume, or are sending from a shared IP, then warm-up may very well not be necessary. They also enquired about the meaning of thresholds and the user's volume.
2022-07-29 - Email Geeks
Marketer view
Marketer from Email Geeks mentioned that 100k a month is very small for a dedicated IP and leaves little room for error. They suggested sending 20k/day to monitor complaints and bounces, stopping if issues arise. They also inquired about sending frequency and segmentation.
2022-07-29 - Email Geeks
Final thoughts on IP warming for low volume senders
Ultimately, for low volume email senders with a dedicated IP, IP warming is still a necessary process, albeit one that requires a tailored approach. It's not about achieving high daily send volumes, but about consistently demonstrating positive sending behavior to mailbox providers. The goal is to build a reliable and trustworthy reputation for your IP address, ensuring your emails consistently reach their intended recipients.
By focusing on list quality, consistent sending, proper authentication, and continuous monitoring, low volume senders can successfully warm up their dedicated IPs and achieve excellent deliverability. While a shared IP might offer a less demanding path for very low volumes, if you opt for a dedicated IP, invest the time and effort into a strategic warm-up to protect your sender reputation.
