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IP Warm Up

What is an IP and Why Warm It Up?

An IP address is a unique string of numbers that identifies your email domain. An IP address is one of the most important factors that determine your sending reputation.

ISPs use your IP address to identify you as a sender, track sending behaviour, and assign an IP reputation score. Better behaviour results in higher delivery rates.

A dedicated IP is recommended if you are sending more than a few thousand emails each month.

 Inboxingprohost combined and SMTP customers are assigned a dedicated IP and it is important to follow the warmup process for all new domains because a new IP address doesn’t have a reputation score since mail hasn’t been sent from it yet.

A new IP is considered “cold.” So how do you get your email delivered with a cold IP with zero sending reputation? The answer is…warm it up!

Warming up an IP address involves sending low volumes of email on your dedicated IP and then systematically increasing your email volume over a period.

Doing so provides ISPs the opportunity to recognize, identify, and evaluate your sending practices before giving the green light to your entire email list.

The primary goal of an IP warmup is to ramp up your sending volume to your anticipated “normal” levels.

 You want the ISPs to learn your usual sending volumes so they can identify any suspicious behaviour. Spammers often infiltrate inboxes with malicious email by frequently switching IPs to circumvent ISP security checkpoints.

IP warming is the process of methodically adding campaign volume week-over-week to a new IP Address to establish a positive sending reputation with Internet Services Providers. (ISPs)

ISPs view email from a new IP address as suspicious until they establish a positive sending reputation.

It takes 4-8 weeks to achieve maximum deliverability (depending on targeted volume and engagement).

Warming could take longer if receivers don’t perceive an email as opt-in.

Certain receivers limit senders to thresholds until they build a sender reputation.

We recorded a live case study on 1st February when the new Google rules came in force and you can see the benefits of setting up correctly on the video below

Inboxingprohost recommends starting off on the right foot with the cleanest data first.

Focus warming your most engaged subscribers and then add in the older segments as you progress.

Older segments should be added to the engaged segments in chunks of 15% of your existing volume as not to tip your reputation from good to bad.

 The goal during your warm-up process is to send to subscribers who are least likely to complain and bounce.

This would include those that have opted-in most recently and are consistent openers/clickers.

During the Warm-up phase the more consistent you are with volume, frequency, complaint, and bounce levels, the faster you will establish a positive sending reputation. If you send infrequently, anything less than weekly it will take more time to build a positive sender reputation.

Warm up plan

If you are using our autoresponder, we have a warmup feature that automates the process

You can simply select the number of hours to run the campaign in the sender count

The number of subscribers to target as the sender limit and how you want to deliver the campaign using the sending strategy

Select linear which delivers the emails at the same hourly rate over the duration of the sender count or you can select Exponential which slowly increases the sending volumes and this is recommended for bigger lists

If you are not using our autoresponder and you have an engaged list, the following plan is recommended as the most aggressive option, scaling back on this plan is recommended for less engaged lists

Slow and steady is the key to a successful warm up process

It is tempting to rush the process but that is not going to work nearly as well as taking the required time to run the process

It depends on the size of your list as to the number of days and we suggest everyone follows the simple process and scale up or down based on the list size

Day 1     50

Day 2     100

Day 3     200

Day 4     300

Day 5     400

Day 6     500

Day 7     600

Day 8     900

Day 9     1200

Day 10  1500

Day 11  2000

Day 12  2500

Day 13  3000

Day 14  4000

Day 15

Providing the previous 14 days have good engagement and no blocks or blacklisting issues you can double the previous days volume up to your target list size