How To Warm Up Your Brand New IP Address

Spammers often obtain new IP addresses and send out as many emails as possible. Once they are blocked, spammers repeat the cycle — new IP address, send a ton of email, and get blocked again. 

Consequently, ISP (Internet Service Providers) limit the amount of emails they will accept from IPs with no sender reputation. Emails coming from a “cold” IP address raise eyebrows. ISPs closely observe the volume coming from these IP addresses. So, if you send an email to every prospect in your database right away, it is a red flag for spam monitors.

IP warming is the process of gradually increasing the volume of mail sent with a dedicated IP address. The goal is to build up approximately 30 days of desirable sending history. Ideal warm up schedules can vary greatly depending on a number of factors including: list age, list hygiene, spam reports, user engagement, domain reputation, content, domain distribution, and other factors. In this blog, we’ll show you what you should expect when warming up your IP.  

Before You Begin

Before you begin the warm up process, you’ll need to prepare your records and subscriber list. Here are some things you should check before sending out your first emails:

  • Update authentication records such as SPF/SenderID and DKIM/DomainKeys
  • Segmenting your current mailing list. Your most active subscribers and engaged subscribers should be the first recipients during the IP warm-up. 
  • Send emails that strengthen subscriber relationships, such as surveys or email confirmation.
  • Monitor your delivery metrics (such as complaint rates and bounce rates) closely.

Week 1: Build Consistency

During week one, show a consistent volume of sends. If you are a new sender and don’t have the volume for between 5,000-10,000 sends during this week, deliver a small amount of messages every day. 

Week 2: Gradually Increase Volume

If there were no deliverability issues during week one, add more recipients. You can double the volume of sends, keeping the subscriber selection criteria in mind. 

Week 3: Reach Maximum Volume

Double your sending volume every three to four days until you reach your maximum daily volume.

If deliverability problems occur, pause sending or reduce volumes. You can also stop sending to the mailbox providers where the issues are occurring. Resume sending after troubleshooting.

Get Started! 

Learn more about IP warm up for Pardot and Marketing Cloud.