IP warm-up is the process of sending emails from a cold IP address (an IP address that has never been used) and then gradually increasing the sending volume to establish a good reputation for the given IP address, so it is the process of earning a positive reputation with internet service providers (ISP).
The emails will be sent according to a predefined schedule, and the ISPs need to see that you are sending permission-based and relevant emails before they begin to trust your IP. Also, once trust is built they will later allow you to send bulk emails to their users without raising suspicions.
An IP address is a unique set of numbers that allows the Internet to identify each device, website, or software. It is connected to a domain name to allow humans to identify the IP addresses as well. So, if an IP address is entirely new and you send bulk emails with it, it will be suspicious, and your emails can end up in the spam folder. You need to warm it up to slowly achieve high email delivery for your email marketing campaigns.
Tips for a Successful Warm-up
- Start the warm-up slowly with a gradual increase according to your strategy.
- Prioritise engagement by sending emails to the most active recipients; they will likely engage the emails and help you build trust.
- Also, practice consistency by sticking to your warm-up strategy or plan; don’t suddenly increase or reduce the volume in the middle of it.
When and why do I Need an IP Warm-up?
ISPs always suspect messages from new IPs; they would like the sender to demonstrate some level of legitimacy and compliance with anti-spam rules no matter the mailing content, email service provider or business. They do this for every new IP address. So, an IP warm-up is required when you: