What is IP warming?
IP warming is gradually increasing the volume you send from a new IP address or domain so mailbox providers learn to trust it.
Providers distrust sudden volume from an unknown sender. Start with your most engaged contacts in small batches and increase over days or weeks as engagement holds.
Most small and mid-sized stores on a shared IP do not need to warm an IP, but they should still ramp up gradually after a long pause or a new sending domain.
A worked example.
A brand switches to a new sending domain. In week one it mails its most engaged few hundred contacts, doubles the audience each few days while watching bounces and complaints, and reaches the full list after about three weeks.
Common mistakes.
- Sending a full-list blast from a new domain
- Warming with unengaged contacts
- Pausing and restarting at full volume
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