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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.
