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What strategies should I consider when warming up a new IP address for batch email sending?

Summary

Warming up a new IP address for batch email sending requires a strategic approach, especially when dealing with a history of previous unsuccessful attempts or an infrequent sending cadence. The core principles remain consistent: start with highly engaged audiences, gradually increase volume, and diligently monitor performance metrics. However, for specific schedules like sending only on Mondays, Wednesdays, and Fridays, careful consideration of sending patterns and audience segmentation becomes even more critical to build a strong sender reputation.

What email marketers say

Email marketers often face challenges with IP warming, particularly when dealing with inconsistent sending schedules or prior reputation issues. Their experiences highlight the importance of starting with the most engaged segments of their audience and carefully monitoring email performance. Many emphasize that a failed warm-up is a learning opportunity, stressing the need to analyze past mistakes, such as poor content or audience selection, and adjust strategies accordingly for future success.

Marketer view

Marketer from Email Geeks explains that the key to successful IP warming, especially after a prior failed attempt, is to meticulously review past mistakes. They emphasize that bad content choices, like heavily image-based emails, and targeting generalized audiences instead of highly active customers, are common pitfalls that must be avoided in subsequent warm-up campaigns.

15 Jan 2025 - Email Geeks

Marketer view

Email Marketing Forum contributor advises focusing on starting with the most engaged customers. This group is more likely to open and click, providing positive engagement signals to ISPs, which is crucial for building a strong sender reputation from a new IP address.

22 Feb 2025 - Email Marketing Forum

What the experts say

Deliverability experts underscore that IP warming is a delicate process of building trust with mailbox providers. They highlight the interplay between IP and domain reputation, cautioning that a new or previously troubled domain alongside a new IP requires even greater precision. Experts often recommend a consistent, gradual approach, adapting volume and audience selection based on real-time performance metrics rather than fixed schedules. They stress that the 'why' behind past failures is as important as the 'how' for future success.

Expert view

Expert from Email Geeks, working at an ESP, asks critical questions about the nature of the IP and domain, including whether the mail stream is net new or previously sent elsewhere. They explain that understanding the history is paramount for effective warm-up.

15 Jan 2025 - Email Geeks

Expert view

Expert from Spam Resource states that the success of an IP warm-up hinges on the initial quality of the list and the engagement generated. Sending to unengaged users, even in small volumes, can quickly derail reputation building.

20 Feb 2025 - Spam Resource

What the documentation says

Official documentation from various email service providers and industry bodies consistently emphasize that IP warming is a mandatory process for any new or previously inactive IP address. The documentation typically outlines a phased approach, starting with low volumes to highly engaged users and gradually increasing traffic. Key elements include monitoring feedback loops, maintaining low bounce and complaint rates, and ensuring proper authentication protocols are in place. These guidelines are critical for building a positive sender reputation and ensuring long-term inbox placement.

Technical article

Microsoft's guidelines state that new IP addresses must build reputation gradually. They explain that abruptly sending large volumes can lead to throttling or blocking, as the system perceives it as suspicious activity, impacting deliverability to Outlook.

10 Jan 2025 - Microsoft Documentation

Technical article

Google Postmaster Tools documentation describes how consistent, positive sending engagement helps establish and maintain a good sender reputation. They highlight the importance of low spam complaint rates and high user interaction for a healthy IP.

15 Feb 2025 - Google Postmaster Tools

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