Summary
When launching emails from new IP addresses and domains, particularly with providers like Gmail, it is common to observe significant fluctuations in reputation. This phenomenon, often referred to as a 'pain-wave' by some deliverability professionals, reflects the intricate process by which internet service providers (ISPs) assess and assign trust to new sending infrastructures. Initial high open rates may quickly plummet, only to recover gradually, as machine learning (ML) filters at the receiving end learn about your sending patterns and subscriber engagement. Understanding that this volatility is a normal part of the IP warming process for cold IPs and domains is crucial for maintaining a steady strategy.
Key findings
- Initial dip: New IP and domain combinations frequently experience an initial drop in deliverability, often manifesting as mail being routed to the bulk (spam) folder, before reputation stabilizes.
- Learning curve: Gmail's machine learning filters require time to analyze sending behavior and engagement, which can cause erratic reputation changes in the early stages of warming. For more on this, read our guide on how Google's reputation system works.
- Combined warming: Warming a completely new domain and a new IP address concurrently takes significantly longer than warming only one new element, such as a new domain on an already warmed IP.
- Delayed metrics: Reputation metrics in tools like Google Postmaster Tools (GPT) may not immediately reflect real-time deliverability improvements, often lagging by several days or even weeks. This is why your GPT reputation might fluctuate.
Key considerations
- Consistency is key: Maintain consistent sending volumes and engaged audiences during the initial warm-up phase to allow ISPs to build a reliable profile of your sending behavior.
- Patience: Do not hastily increase sending volume when you observe a dip in deliverability. Instead, hold steady at the current volume for a few more days, allowing the filters to adjust and bring mail back to the inbox.
- Target engaged users: During warming, always prioritize sending to your most engaged subscribers (e.g., recent clickers or openers) to signal positive engagement to ISPs. This strategy is critical for a successful IP warm-up.
- Long-term view: IP and domain warming is a marathon, not a sprint. Be prepared for the process to take several weeks, potentially up to 8 weeks or more, depending on your typical sending volume and the recipient list's quality.
What email marketers say
Email marketers often face unexpected challenges during the IP and domain warming process, especially with new sending infrastructures. The initial experience can be particularly frustrating when well-established best practices, such as sending to highly engaged segments, yield unexpected dips in performance. Marketers highlight the emotional toll of seeing reputation drop despite adherence to standard warm-up protocols. However, experienced professionals emphasize that such fluctuations are sometimes an unavoidable phase, particularly with major ISPs like Gmail, which employ sophisticated filtering mechanisms.
Key opinions
- Unforeseen drops: Even when following best practices, marketers occasionally observe unexpected drops in IP and domain reputation during the warming phase.
- Pain-wave: It's commonly accepted that an initial 'pain-wave' (a temporary period of poor deliverability) might occur, especially when both the IP and domain are new.
- Engagement targeting: Sending to the most recent clickers is a standard and typically effective strategy for warming, but it may still face initial resistance from ISPs like Gmail.
- GPT lag: Marketers report that Gmail Postmaster Tools (GPT) reputation metrics often lag behind actual inboxing performance. This means your emails could be performing well, but GPT still shows a 'bad' reputation for a period, as discussed in our article, How to improve domain reputation using Google Postmaster Tools.
Key considerations
- Ride it out: The consensus is often to endure the temporary dip and avoid drastic changes to the warm-up plan during these fluctuations, as long as other metrics like clicks remain strong.
- Consistency over panic: It is generally advised not to 'freak out' over a single day's reputation change; focus on trends over several days.
- Avoid ramping: Do not increase sending volume while mail is consistently landing in the bulk folder. Instead, maintain the current volume until deliverability improves. For more strategies, see our guide on the best IP and domain warm-up strategy.
- Patience for recovery: Recognize that recovery from a reputation dip and subsequent GPT adjustment can take time, even if inboxing rates are improving on the sender's end.
Marketer view
Email marketer from Email Geeks states that even when starting an IP warming for Gmail, with good sending practices to recent clickers, reputation for both IP and sending domain can drop with each send. This can be unexpected, especially when content typically performs well and clicks are strong across other mail providers. For example, an initial open rate of 55% might tank to 1.5% on day two, only to recover to 9.8% on day three, even with consistent volume to new, engaged audiences. This indicates a challenging and unpredictable warming phase.
Marketer view
Marketer from Quora advises that new email domains absolutely require warming up, similar to new IP addresses, before sending large volumes. Establishing a positive reputation for a newly created email-sending infrastructure, whether IP or domain, is a gradual process. ISPs need to monitor sending patterns to build trust, meaning a slow, controlled ramp-up is essential to avoid being flagged as spam.
What the experts say
Deliverability experts acknowledge that fluctuations in IP and domain reputation, particularly with new sending environments at Gmail, are a common and expected part of the warming process. They emphasize that Google's sophisticated machine learning filters require time to assess and stabilize reputation. The interplay between IP and domain reputation means that both must be established simultaneously, which can extend the warm-up period. Experts advise against panic and recommend a consistent, patient approach, allowing the algorithms to 'learn' your sending patterns.
Key opinions
- Google's 'weirdness': Experts recognize that Gmail's reputation system can be unpredictable during warming, sometimes exhibiting rapid and seemingly erratic changes. This is often part of their initial assessment phase for new senders.
- ML filters learning: The primary reason for fluctuations is that Gmail's machine learning filters need time to wrap their heads around new sending patterns before assigning a stable reputation.
- Combined newness impact: Warming both a new IP and a new domain concurrently significantly prolongs the warm-up period compared to warming just one new component. This concept relates to how existing domain reputation impacts new IP warming.
- Bulk folder indication: If email is consistently going to the bulk or spam folder, it's a clear signal that the reputation is being negatively affected, and further ramping up sending volume will be counterproductive.
Key considerations
- Patience is paramount: Do not react impulsively to single-day reputation changes. Deliverability trends should be monitored over several days before making adjustments.
- Maintain volume during dips: If mail is being routed to bulk, hold steady at the current sending volume for a few days rather than increasing it. This allows Google's filters to self-correct.
- Prioritize inboxing: The goal during warming is to get mail to the inbox, not just to send volume. Ramping up while mail is going to bulk is ineffective and can damage long-term reputation, potentially leading to soft bounces and unsubscribe impacts.
- Longer warm-up for dual newness: When both IP and domain are new, expect an extended warm-up timeline. This ensures ample time for ISPs to build trust in both sending identifiers.
Expert view
Deliverability expert from Email Geeks states that sometimes you simply have to 'ride the pain-wave' when dealing with Gmail IP warming fluctuations. This indicates that initial dips and erratic behavior are a recognized, albeit challenging, part of the process. It advises against immediate panic and suggests allowing the system time to stabilize itself through consistent sending.
Expert view
An expert from Word to the Wise suggests that when an IP address starts sending mail for the first time, it has no established reputation and is considered 'cold.' ISPs are cautious about mail from cold IPs, meaning initial volumes must be very low. The gradual increase in volume allows ISPs to build a profile of the sender based on positive engagement, moving the IP from cold to warmed.
What the documentation says
Official documentation and technical guides from major email service providers (ESPs) and industry bodies consistently emphasize that IP and domain warming is a non-negotiable process for new sending infrastructures. They explain that ISPs rely on this gradual introduction of volume to assess sender trustworthiness. Any new IP is initially 'cold' with no reputation, and therefore, ISPs are highly cautious. The documentation typically advises a structured, patient approach, highlighting that rapid increases in volume or inconsistent sending can lead to immediate reputation issues and mail being filtered as spam or blocked.
Key findings
- New IP status: A new IP address is considered 'cold' because it lacks any prior sending reputation. ISPs have no history with it, making initial sends highly scrutinized.
- Validation period: ISPs (like Gmail) require time to validate a sender's reputation when emails originate from a new IP address or domain. This validation occurs through monitoring sending patterns and recipient engagement. This ties into ensuring IP warming success.
- Gradual increase: IP warming involves sending small email volumes initially and slowly increasing output. This allows ISPs to monitor behavior without being overwhelmed by sudden high volumes from an unknown source. Learn more about the domain warm-up and reputation process.
- Domain vs. IP reputation: While both are critical, some documentation suggests domain reputation can be a more precise indicator of sending history because IPs can vary more frequently, while the sending domain remains consistent.
Key considerations
- Patience and consistency: Deliverability documentation consistently advises patience during warm-up. Consistency in sending volume and recipient engagement is crucial to build a positive sender reputation over time.
- Monitoring required: Senders must monitor their reputation metrics closely using tools like Google Postmaster Tools, although they should be aware of potential reporting lags.
- Engaged audience focus: Sending to highly engaged subscribers during warm-up is a fundamental recommendation across documentation. Positive engagement signals (opens, clicks, replies) are paramount for reputation building. You can learn more about this in our guide to understanding your email domain reputation.
- Avoid reputation reset: Documentation often warns against prematurely switching to new IPs or domains if reputation drops, as this restarts the warming process and can hinder long-term stability.
Technical article
Twilio's Email Guide to IP Warm Up explains that the warm-up process is crucial for new IPs to establish a positive reputation. It is a necessary step to ensure that emails reach the inbox effectively, particularly when a new IP is introduced that lacks any sending history or trust with ISPs. This guide outlines the steps to correctly warm an IP to improve overall email deliverability.
Technical article
Mailgun's documentation on Domain Warm-up and Reputation explains that an IP warm-up improves sender reputation by gradually increasing email volume from a new IP. This controlled approach allows ISPs to monitor and assess the sending patterns, ensuring that the IP builds a positive sending history. It is described as a 'stretch before you send' to prevent deliverability issues.
Related resources
15 resources
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