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Tegrita IP Warming Playbook

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3 What is IP Warming and when do I need to do it? "Warming Up" an IP address is the process of building credibility with Internet Service Providers (ISPs) as a reputable email sender. IP Warming is required in two situa ons: 1. New IP Address(es): When you acquire a new IP address, or are migra ng to a new email marke ng pla orm with dedicated IPs, you must warm each new address. Sending from a new IP address can trigger spam filters if you are not careful. 2. Significant Increase in Email Volume: When you need to significantly increase the number of emails you're sending, you want to approach it as an incremental warm-up and gradually build up to the new volume. A sudden jump in volume of emails sent, even from an established IP address, can be a red flag. teg p: Separate IP Addresses for Marke ng vs. Transac onal Emails While the consistently high open and clickthrough rates of transac onal emails may buoy your marke ng emails, there is a poten al downside to having the two types on the same IP address. You are leaving your transac onal email deliverability vulnerable to problems that may arise from your marke ng email responses, which are more fickle. Consider carefully what the best route is for your company if you have the volume to maintain two separate IP addresses.

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