Do I need to warm up my email list of 100k contacts?

Summary

Warming up a list of 100k contacts is generally recommended, especially if the list is old, hasn't been mailed to recently, was acquired through questionable means, or if you are using a new IP address or domain. The consensus is that warming up helps establish a good sender reputation, prevents being flagged as spam, and improves deliverability. A gradual increase in email volume, starting with small batches (e.g., 1k, then 10k), is crucial, along with closely monitoring deliverability and engagement metrics. List cleaning (removing invalid addresses), proper authentication practices, segmenting the list based on engagement history, and IP/domain warmup are also key. If the list is consent-based and actively mailed to, a warmup might not be necessary. Hubspot provides an automatic warmup feature with its dedicated IP option.

Key findings

  • Reputation Protection: Warming up is vital for establishing a positive sender reputation and minimizing the risk of being marked as spam.
  • Gradual Ramp-Up Crucial: A gradual increase in email volume over time is essential.
  • List Age & Source Impact: The age and source of the list significantly affect the need for warming up. Older or questionably sourced lists need more attention.
  • Authentication is Key: Following email authentication best practices is critical for deliverability.
  • IP/Domain Reputation: Think about your domain and IP address when warming up.
  • Hubspot Auto Warmup: If you purchase a dedicated IP address through HubSpot, there is an automatic warm up feature.

Key considerations

  • List Hygiene: Before warming up, clean the list to remove invalid or inactive addresses to reduce bounce rates.
  • Segmentation Strategies: Segment the list based on engagement history and tailor content accordingly during warmup.
  • Monitor Engagement & Deliverability: Continuously monitor engagement metrics and deliverability rates to identify and address issues.
  • Consent & Frequency: If recipients have given consent and are mailed to frequently, a warmup might not be needed

What email marketers say
12Marketer opinions

When dealing with a list of 100k contacts, a warm-up process is generally recommended, especially if the list is new, old, hasn't been used recently, or was acquired through questionable means. This helps establish a good sender reputation. It's best to start with smaller batches of emails (e.g., 1k, then 10k) and gradually increase the volume over time, while closely monitoring deliverability and engagement metrics. Segmentation, list cleaning (removing invalid addresses), and IP/domain warm-up are also key.

Key opinions

  • Sender Reputation: Warming up is vital for establishing a positive sender reputation, reducing the risk of being flagged as spam.
  • Gradual Increase: A gradual increase in email volume is crucial, starting with smaller batches and progressively increasing.
  • List Age/Source: If the list is old, inactive, or of questionable origin, warming up becomes even more critical.
  • IP/Domain Reputation: Warming up might refer to your sending IP or domain's reputation, not just the list itself.

Key considerations

  • List Cleaning: Before warming up, ensure the list is cleaned of invalid or inactive addresses to prevent high bounce rates.
  • Segmentation: Segmenting the list and sending targeted content during the warm-up process can improve engagement.
  • Monitoring: Closely monitor deliverability and engagement metrics throughout the warm-up process to identify and address any issues promptly.
  • New IP/Domain: If you are using a new IP address or domain, a warm-up process is definitely necessary.
Marketer view

Email marketer from Woodpecker Blog shares that to think about your domain and IP address as a newly-hired employee, you need to gradually show you are someone to be trusted by sending small amounts of emails and seeing who responds.

December 2024 - Woodpecker Blog
Marketer view

Marketer from Email Geeks shares a rule of thumb to send to 1K first, and if everything is ok, 10K to confirm it is indeed ok when testing a new list.

December 2022 - Email Geeks
Marketer view

Email marketer from SalesBlink Blog explains that before you even start warming up your email list, make sure to clean it and only send emails to addresses that are safe and legitimate.

August 2021 - SalesBlink Blog
Marketer view

Marketer from Email Geeks states that warming up is typically done with a new IP/sending domain, not so much a list, and recommends starting slowly and building up volume.

October 2021 - Email Geeks
Marketer view

Email marketer from Hunter.io Blog explains that for cold email outreach to a large list, warming up the sending domain and IP is essential to avoid being flagged as spam and emphasizes a gradual increase in email volume.

March 2023 - Hunter.io Blog
Marketer view

Email marketer from Quora user John Smith explains that before warming up, cleaning the list and removing invalid or inactive addresses is crucial to avoid high bounce rates and spam complaints.

April 2023 - Quora
Marketer view

Email marketer from MailerLite Blog explains that for a list of 100k contacts, a gradual warmup is crucial, starting with smaller batches and gradually increasing the volume over several weeks, while monitoring deliverability and engagement metrics.

January 2023 - MailerLite Blog
Marketer view

Email marketer from StackExchange user EmailPro shares that segmenting the list based on engagement history and sending targeted content during the warmup process can improve results.

August 2023 - StackExchange
Marketer view

Email marketer from Gmass Blog explains to gradually increase your sending volume over time, starting with a small batch of emails and gradually increasing the number of emails you send each day or week. This gives email providers a chance to see that you're a legitimate sender and not a spammer.

November 2022 - Gmass Blog
Marketer view

Email marketer from Reddit user u/EmailGuru shares that warming up a large list is always recommended, especially if you haven't mailed it recently or if the source is questionable, to protect your sender reputation.

March 2024 - Reddit
Marketer view

Email marketer from Sendinblue Blog shares that warming up a list of 100k contacts is vital if the list is old, hasn't been mailed to in a while, or was acquired through questionable means, emphasizing the importance of building sender reputation.

July 2022 - Sendinblue Blog
Marketer view

Marketer from Email Geeks says that if a warm-up process for 100k is suggested, the only reasons they can see are risky/unknown/old data, or new IP/domain.

July 2022 - Email Geeks

What the experts say
3Expert opinions

Experts offer varied perspectives on warming up a list of 100k contacts. If the list is consent-based and actively mailed to, a warmup might not be necessary. However, list age is a significant factor; if the list is old or hasn't been mailed to recently, a warmup is essential to re-establish engagement. Additionally, it's important to treat new IPs and domains with caution and avoid sending to excessively large lists initially to prevent blocklisting.

Key opinions

  • Consent & Frequency: If recipients have given consent and are mailed to frequently, a warmup might not be needed.
  • List Age Matters: List age is a crucial factor; older, inactive lists require a warmup process.
  • New IP/Domain Caution: Treat new IPs and domains cautiously, avoiding sending to excessively large lists initially.

Key considerations

  • List Segmentation: Consider segmenting your list based on engagement history and sending targeted content.
  • Monitor Engagement: Closely monitor engagement metrics during the initial sends to identify any issues.
  • List Hygiene: Ensure your list is clean and free of invalid or inactive addresses.
Expert view

Expert from Email Geeks questions why a warmup is needed, suggesting if the recipients are consent-based and mailed to frequently, it shouldn't be necessary.

March 2021 - Email Geeks
Expert view

Expert from Word to the Wise shares that it is important to think about your IPs and domains like you are just starting out and not to send to a list size that is too large to ensure it doesn't get you on any blocklists.

December 2023 - Word to the Wise
Expert view

Expert from Spam Resource, Laura Atkins, responds that list age is a factor and if the list hasn't been mailed to in a long time, a warmup is definitely needed to re-establish engagement.

July 2021 - Spam Resource

What the documentation says
5Technical articles

Documentation from various platforms like Google, Microsoft, SparkPost, Mailchimp and Hubspot emphasizes the importance of warming up IPs, following authentication best practices, and list management for bulk senders, particularly those with large lists (like 100k contacts). Warming IPs helps build a positive sending reputation to avoid blocks and improve deliverability to services like Gmail and Outlook. A gradual ramp-up in sending volume and monitoring bounce rates are also recommended. Hubspot offers automatic warm up with a dedicated IP

Key findings

  • Authentication is Key: Following authentication best practices is critical for bulk senders.
  • Reputation Matters: Building a positive sending reputation is essential for deliverability.
  • Gradual Ramp-Up: A gradual ramp-up in sending volume is advised, especially when starting with a new IP.
  • Monitoring Essential: Continuous monitoring of bounce rates and sender reputation is necessary.
  • Hubspot Auto Warmup: If you purchase a dedicated IP address through HubSpot, there is an automatic warm up feature.

Key considerations

  • Dedicated IP Warmup: Warming up dedicated IPs is crucial to establish a positive sending reputation.
  • List Management: Proper list management practices are necessary to improve deliverability.
  • Bounce Rate Monitoring: Monitor bounce rates to identify and address deliverability issues promptly.
Technical article

Documentation from Microsoft Postmaster explains that to improve deliverability, especially when sending to large lists, proper authentication and list management practices are necessary, recommending gradual ramp-up and monitoring bounce rates.

August 2022 - Microsoft Postmaster
Technical article

Documentation from Hubspot explains that if you purchase a dedicated IP address through HubSpot, there is an automatic warm up feature so you can start sending emails right away.

December 2023 - Hubspot
Technical article

Documentation from Google Sender Guidelines explains that for bulk senders, including those with lists of 100k contacts, it's critical to follow authentication best practices and monitor sender reputation to ensure deliverability to Gmail users.

August 2022 - Google Sender Guidelines
Technical article

Documentation from Mailchimp explains that warming up your email list allows you to build your reputation to prevent from any blocks by a mail server or spam filter. Your Mailchimp sending limits will gradually increase and you can send to more subscribers at a time.

December 2024 - Mailchimp
Technical article

Documentation from SparkPost explains that warming up dedicated IPs is crucial when sending to large lists to establish a positive sending reputation, advising starting with small volumes and increasing gradually.

January 2022 - SparkPost