Email Marketing Term
What is IP Warming?
Gradually increasing email volume from a new IP address to build sender reputation with ISPs.
When you start sending from a new IP address or domain, ISPs have no history to evaluate. Sending too much too fast triggers spam filters.
IP warming involves: 1. Start with very small volumes (100-500/day) 2. Send to most engaged subscribers first 3. Gradually increase volume over 4-8 weeks 4. Monitor bounces, complaints, and deliverability 5. Slow down if issues arise
Typical warming schedule: - Week 1: 500-2,000/day - Week 2: 2,000-5,000/day - Week 3: 5,000-10,000/day - Week 4+: Continue doubling until full volume
Shared IPs (most ESPs) don't require warming. Dedicated IPs do.
Examples
- Day 1: Send to 500 most engaged subscribers
- Day 7: Increase to 2,000/day
- Day 30: Reach full sending volume
Tips for IP Warming
- ✓Start with your most engaged subscribers
- ✓Monitor metrics closely during warming
- ✓Extend timeline if you see issues
- ✓Consider professional warming services for large volumes
Related Terms
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