Are email warm-up tools like Warmy.io effective and legal?

Summary

The consensus on the effectiveness and legality of email warm-up tools like Warmy.io is complex and nuanced. While some marketers and documentation suggest potential benefits for new domains or IPs in improving sender reputation and deliverability, a significant portion of experts and marketers strongly advise against them. Concerns include potential legal violations related to unsubscribe options, manipulation of mailbox provider reputation systems, short-term effectiveness, and the lack of a substitute for genuine engagement and quality email practices. Documentation generally emphasizes gradual IP warming with proper authentication and wanted mail. The overall takeaway is that while some tools may offer short-term benefits, building a strong sender reputation through ethical practices is paramount.

Key findings

  • Effectiveness Debated: Opinions diverge on the effectiveness of email warm-up tools, with some seeing benefits for new domains and others dismissing them as scams.
  • Legality Questionable: Some tools may violate legal requirements regarding unsubscribe options and physical addresses.
  • Manipulation Concerns: Mailbox providers actively discourage attempts to manipulate reputation systems through fake engagement.
  • Short-Term Gains: Any positive impact from warm-up tools is often short-lived and negated by subsequent sending practices.
  • Manual Warming Preferred: Documentation advocates for gradual IP warming with proper authentication and engagement.
  • Alternative use case: Tools can sometimes be used in legitimate limited form to kickstart a new domain that incorrectly started in the spam folder

Key considerations

  • Prioritize Ethical Practices: Focus on building a strong sender reputation through legitimate and ethical email practices.
  • Compliance is Key: Ensure full compliance with relevant email marketing laws and regulations.
  • Authentication Essential: Implement robust email authentication protocols to improve deliverability.
  • Engage Subscribers: Prioritize sending wanted content to engaged subscribers to build trust with ISPs.
  • Avoid Shortcuts: Recognize that there are no shortcuts to building a good sender reputation; it requires consistent effort and ethical behavior.
  • Assess Use Case: Carefully assess if the use case of using the tool is simply to jumpstart a new domain out of the spam folder, however be aware of the other risks.

What email marketers say
19Marketer opinions

The effectiveness and legality of email warm-up tools like Warmy.io are debated. While some marketers acknowledge their usefulness in improving sender reputation and deliverability, especially for new domains or IPs, others strongly advise against them. Concerns include the potential violation of federal laws due to missing unsubscribe options and physical addresses, the use of fake engagement tactics that mailbox providers frown upon, and the limited long-term impact on reputation. The general consensus leans towards caution, emphasizing that these tools should not replace genuine engagement, quality email practices, and building a healthy email list. Manual warming and gradually increasing sending volume are often recommended alternatives. Some highlight that the possible limited legitimate use would be to kickstart a domain that incorrectly started in the spam folder.

Key opinions

  • Effectiveness Varies: Email warm-up tools may improve sender reputation and deliverability, particularly for new domains or IPs.
  • Legality Concerns: Some tools might violate federal laws by omitting unsubscribe options and physical addresses in emails.
  • Fake Engagement: Mailbox providers dislike attempts to manipulate reputation platforms through fake engagement.
  • Short-Term Impact: The positive effects of warm-up tools often diminish quickly once regular sending volumes resume.
  • Not a Substitute: Warm-up tools should not replace genuine engagement, quality content, and opt-in subscribers.
  • Limited legitimate use: Can sometimes be used in legitimate limited form to kickstart a new domain that incorrectly started in the spam folder

Key considerations

  • List Quality: Prioritize building a high-quality email list with engaged, opted-in subscribers.
  • Manual Warming: Consider manual warming strategies by gradually increasing sending volume and monitoring deliverability.
  • Legal Compliance: Ensure that all email practices comply with relevant laws and regulations, including providing unsubscribe options and physical addresses.
  • Alternative: Carefully assess if the use case of using the tool is simply to jumpstart a new domain out of the spam folder, however be aware of the other risks.
Marketer view

Email marketer from Mailtrap states that warming up a new IP address means building an email sending reputation so your mail reaches inboxes instead of spam folders. You will need to prove to mailbox providers that you’re a responsible sender and your emails are wanted.

January 2023 - Mailtrap
Marketer view

Marketer from Email Geeks explains that most warming tools, especially those sending through individual's Gmail accounts, may violate federal law because they send mailing list emails without unsubscribe options or a physical address.

December 2021 - Email Geeks
Marketer view

Email marketer from Reddit states that email warm-up tools are useful for new domains but stresses the importance of only sending engaging content to opted-in subscribers. They suggest focusing on building a quality list before relying heavily on warm-up tools.

August 2021 - Reddit
Marketer view

Email marketer from Woodpecker.co shares that automating email warmups can improve sender reputation and increase deliverability. It is important to send realistic emails to real addresses and avoid spam filters. They recommend gradually increasing volume and analyzing results to optimize performance.

March 2023 - Woodpecker.co
Marketer view

Email marketer from EmailToolTester explains that warm-up tools simulate positive engagement to improve sender reputation, but they should be used cautiously. They emphasize that these tools are not a substitute for genuine engagement and quality email practices.

June 2022 - EmailToolTester
Marketer view

Marketer from Email Geeks provides a simple FAQ: Should I use any warming tool ever? No. But what if it's one that really works? Also no.

July 2023 - Email Geeks
Marketer view

Marketer from Email Geeks shares that the service caps out at 2k warm up emails a day spread across multiple platforms so you probably need to do your own warming anyway. If you have a small database you don't need them anyway.

August 2021 - Email Geeks
Marketer view

Email marketer from StackExchange shares that warming up a server before sending email is a good idea. Gradually introduce yourself to prevent blacklisting and get a feel for the volume limitations of your server. They suggest sending internally first, then to a small group of real users, then gradually adding volume

July 2024 - StackExchange
Marketer view

Email marketer from G2 shares that email warm-up tools can be effective in improving sender reputation and deliverability, especially for new domains or those with low sending volumes. They caution that results vary and the tools are not a substitute for good email practices.

May 2024 - G2
Marketer view

Marketer from Email Geeks explains that a possible reason to use this would be if your new domain or IPs started off in the spam folder (this happens sometimes) and you need a little jump start so your subscribers start by getting mail in the right folder.

February 2023 - Email Geeks
Marketer view

Marketer from Email Geeks explains that these services typically email fake seed accounts to engage with emails, tricking ISPs into thinking the domain is good, but these bots won't report mailers as spam.

November 2023 - Email Geeks
Marketer view

Email marketer from Litmus explains that email success happens when email marketers focus on building and protecting their sender reputation. Sending high-quality content to engaged subscribers, consistently authenticating their email, and carefully warming up their IP addresses are all steps they can take.

April 2024 - Litmus
Marketer view

Marketer from Email Geeks explains that warming tools at most work for about a week when you actually start sending and will negate any reputation made by bots.

June 2024 - Email Geeks
Marketer view

Email marketer from Medium answers that email warmup tools automate sending to a list of real email accounts and marking them as important. The tool will also respond and mark as not spam, etc. However, some of these practices are legally questionable so should be checked.

July 2021 - Medium
Marketer view

Marketer from Email Geeks shares that the reputation drop-off kills the benefit of these services if you start mailing your database as normal after using them, and if you continue warming up yourself you negate the need for the service.

August 2021 - Email Geeks
Marketer view

Marketer from Email Geeks shares that they keep getting spammed by Warmy.io, indicating that this tells them everything they need to know.

February 2023 - Email Geeks
Marketer view

Marketer from Email Geeks strongly advises against using such services, stating "No way in hell. Not a chance. Do not. Don't."

July 2024 - Email Geeks
Marketer view

Email marketer from Reddit warns about the risks of sending too many emails too fast with a new domain. He advises starting small and manually warming up the email infrastructure to avoid spam filters. He then shares that some people use third-party services.

January 2025 - Reddit
Marketer view

Marketer from Email Geeks confirms that Inboxy.io is the same concept as Warmy.io

October 2024 - Email Geeks

What the experts say
4Expert opinions

The expert opinions on the effectiveness and legality of email warm-up tools like Warmy.io are mixed, with a strong undercurrent of caution. Some experts outright dismiss such tools as scams and highlight the negative impact of attempting to manipulate mailbox provider reputation systems through fake engagement. Others emphasize the importance of legitimate IP warming strategies, which involve gradually building a positive sender reputation over time by sending wanted mail, using proper authentication, and carefully managing sending volumes.

Key opinions

  • Negative Perception: Some experts view email warm-up tools as scams.
  • Reputation Manipulation: Mailbox providers frown upon attempts to fake engagement and manipulate reputation.
  • Gradual Warming: Legitimate IP warming involves building reputation gradually over time.
  • Authentication Matters: Proper email authentication is crucial for deliverability.
  • Wanted Mail: Sending emails that recipients want is key to building a positive reputation.

Key considerations

  • Avoid Manipulation: Refrain from using tactics that attempt to manipulate mailbox provider reputation systems.
  • Authenticate Email: Implement proper email authentication protocols to improve deliverability.
  • Focus on Engagement: Prioritize sending wanted mail to build a positive sender reputation.
  • Manage Volume: Carefully manage sending volumes, starting low and gradually increasing over time.
Expert view

Expert from Email Geeks simply says "#snakeoil #scam" in response to the question about Warmy.io.

April 2024 - Email Geeks
Expert view

Expert from Word to the Wise explains that IP warming is about building a reputation over time and shares a schedule. They mention that the volume should start low and increase over time and they must have proper authentication and be sending wanted mail.

June 2022 - Word to the Wise
Expert view

Expert from Email Geeks explains that mailbox providers don't like it when you try to fake engagement to manipulate their reputation platforms.

March 2024 - Email Geeks
Expert view

Expert from Spam Resource shares that understanding email deliverability is crucial, and they provide guidelines for achieving it. Email Authentication will significantly impact the acceptance of email. They share that some mailbox providers use authentication and reputation as key factors when determining whether or not to accept mail.

April 2024 - Spam Resource

What the documentation says
5Technical articles

Email service provider documentation consistently emphasizes that warming up an IP address is essential for achieving high deliverability. This process involves gradually increasing sending volume from a dedicated IP to build a positive sender reputation with ISPs and ESPs. Key strategies include sending wanted mail to engaged subscribers, avoiding spam traps, establishing a consistent sending history, and monitoring deliverability rates.

Key findings

  • Gradual Volume Increase: IP warming involves gradually increasing sending volume over time.
  • Reputation Building: The goal is to build a positive sender reputation with ISPs and ESPs.
  • Engaged Subscribers: Emails should be sent to engaged subscribers who want to receive them.
  • Avoid Spam Traps: It's crucial to avoid sending emails to spam traps, which can negatively impact reputation.
  • Monitor Deliverability: Regularly monitor deliverability rates to identify and address any issues.

Key considerations

  • Start Small: Begin with a small sending volume and gradually increase it.
  • Consistent History: Establish a consistent sending history to build trust with ISPs.
  • Legitimate Sender: Demonstrate that you are a legitimate sender by sending wanted mail.
  • Reputation Impact: Understand that IP reputation is a key factor in determining email deliverability.
Technical article

Documentation from SparkPost explains that maintaining a good IP address reputation is critical for high deliverability. ISPs use IP reputation as a key factor in determining whether to accept or reject incoming emails, so warming is crucial.

February 2023 - SparkPost
Technical article

Documentation from Microsoft highlights the importance of warming up new IPs before sending large volumes of email. They recommend starting with small volumes and gradually increasing them over time, while monitoring deliverability rates to identify any issues.

September 2024 - Microsoft
Technical article

Documentation from Google highlights the importance of establishing a consistent sending history and reputation. They recommend starting with a small sending volume and gradually increasing it over time to avoid being flagged as spam.

April 2024 - Google
Technical article

Documentation from Sendgrid explains that warming up an IP address involves gradually increasing sending volume to build a positive reputation with ISPs. This involves sending emails to engaged subscribers and avoiding spam traps to ensure emails reach the inbox.

December 2022 - Sendgrid
Technical article

Documentation from Mailjet answers that IP warming is the process of gradually increasing the volume of email sent from a dedicated IP address. The goal is to establish a positive sending reputation with ISPs (Internet Service Providers) and ESPs (Email Service Providers) by demonstrating that you are a legitimate sender who sends wanted mail.

November 2021 - Mailjet