Is a warm up period necessary when migrating to a new ESP with the same sending domain and address?

Summary

Experts, marketers, and documentation from various sources consistently recommend a warm-up period when migrating to a new ESP, even if the sending domain and address remain the same. The primary reason cited is the change in IP addresses associated with the new ESP. These new IPs require a reputation build-up to avoid triggering spam filters. The consensus advises gradually increasing sending volume, beginning with the most engaged users, while closely monitoring deliverability. Factors like DKIM, envelope domain, shared vs. dedicated IPs, and list quality influence the process.

Key findings

  • New IPs = New Reputation: Regardless of domain reputation, new IP addresses require a new reputation to be built with ISPs.
  • Gradual Volume is Critical: A gradual increase in sending volume is essential to avoid being flagged as spam and to establish a positive sending reputation.
  • Engagement Improves Deliverability: Starting with highly engaged users can positively influence the warm-up process and improve deliverability rates.
  • Warm-up Mitigates Risk: Failure to warm-up new IPs can severely impact deliverability and sender reputation.

Key considerations

  • Shared vs. Dedicated IPs: The warm-up process may be slightly faster with shared IPs, but it's still necessary.
  • Authentication Protocols: Ensure that SPF, DKIM, and DMARC records are properly configured with the new ESP.
  • List Quality: List quality and engagement metrics significantly influence the speed and success of IP warm-up.
  • Monitor Deliverability: Closely monitoring deliverability during the warm-up phase is crucial for identifying and addressing any issues.
  • Avoid Volume Spikes: Sudden increases in sending volume can negatively impact your sender reputation.

What email marketers say
10Marketer opinions

Experts and marketers overwhelmingly agree that a warm-up period is necessary when migrating to a new ESP, even if the sending domain and address remain the same. This is primarily due to the change in IP addresses associated with the new ESP, which requires building a new sending reputation with ISPs. The consensus is to gradually increase sending volume, starting with the most engaged users, while closely monitoring deliverability to avoid being flagged as spam.

Key opinions

  • IP Reputation: New IP addresses require building a new reputation with ISPs, even if the sending domain remains the same.
  • Gradual Warm-up: Gradually increasing sending volume is crucial for establishing a positive sending reputation.
  • Engagement Matters: Starting with the most engaged users during the warm-up process can improve deliverability.
  • Deliverability Monitoring: Closely monitoring deliverability throughout the warm-up period helps identify and address potential issues.
  • Risk Mitigation: Warming up is a way to mitigate risks to reputation when moving platforms.

Key considerations

  • IP Type: Whether you are using shared or dedicated IPs will affect the warm up schedule.
  • Engagement Rates: List quality and engagement rates influence the speed and success of the warm-up process.
  • Volume Spikes: Avoid sudden spikes in email volume, as they can negatively impact your sender reputation.
  • Authentication Protocols: Ensure proper setup and configuration of authentication protocols (SPF, DKIM, DMARC) with the new ESP.
  • List Segmentation: Segment your email list and prioritize sending to highly engaged subscribers during the initial warm-up phases.
Marketer view

Email marketer from Mailjet explains that even with the same sending domain, a warm-up period is necessary when migrating to a new ESP, particularly if using dedicated IPs. They recommend gradually increasing sending volume to build a positive reputation with ISPs.

August 2023 - Mailjet
Marketer view

Email marketer from GlockApps answers that IP warm-up is a process of gradually increasing the volume of emails sent from a new IP address. This is done to establish a good sending reputation with ISPs.

July 2024 - GlockApps
Marketer view

Email marketer from Iterable explains that it's always best practice to warmup an IP address as this can make or break your strategy. Start with smaller sends and increase volume over time.

June 2021 - Iterable
Marketer view

Email marketer from Reddit explains that even with the same domain, the new IPs of the new ESP require warming up. They recommend starting with your most engaged audience and closely monitoring deliverability.

November 2021 - Reddit
Marketer view

Marketer from Email Geeks shares that your reputation is attached to a variety of data points, and while some of those data points will be the same, the overall combination is about to change, suggesting a warm up is needed.

July 2022 - Email Geeks
Marketer view

Email marketer from Reddit answers that warming up the IPs is essential, as mailbox providers will see your email coming from new infrastructure (new IPs). They also advise that how fast you can warm up will depend on list quality and engagement.

October 2021 - Reddit
Marketer view

Marketer from Email Geeks shares that it is better to be safe than sorry and recommends warming up a little bit since it can't harm you.

July 2023 - Email Geeks
Marketer view

Email marketer from ActiveCampaign answers that warming up your IP address with your new ESP is just as important as it was the first time. This is because the IP addresses are different and need to build up reputation all over again.

September 2023 - ActiveCampaign
Marketer view

Email marketer from SendGrid shares that warming up IP addresses is crucial, especially after migrating to a new ESP. They advise starting with your most engaged users and gradually increasing the volume to establish a sending reputation.

December 2021 - SendGrid
Marketer view

Email marketer from Stack Overflow answers that you must follow IP warmup best practices, even if you keep your domain, because you're sending from a new set of IPs. Otherwise, your emails may go to spam or be blocked entirely.

July 2023 - Stack Overflow

What the experts say
5Expert opinions

Experts agree that a warm-up period is necessary when migrating to a new ESP, even with the same sending domain and address. This is primarily due to the change in IP addresses, DKIM, and envelope domain associated with the new ESP. Although domain reputation can carry over, it's crucial to establish trust on the new IPs to avoid spam filters.

Key opinions

  • New IPs Require Warm-up: Regardless of domain reputation, new IP addresses need to be warmed up to establish trust with mailbox providers.
  • Technical Changes: Changes in IPs, DKIM, and envelope domains necessitate a warm-up period.
  • Aggressive Spam Filters: Sending from new IPs without a warm-up can trigger aggressive spam filters.

Key considerations

  • Authentication: Ensure proper setup and configuration of authentication (DKIM, etc.)
  • IP Type: Whether using shared or dedicated IPs can influence the warm-up strategy, with shared IPs potentially allowing for a slightly faster warm-up.
  • Sender Reputation: Domain reputation is important, but establishing a sender reputation on new IPs is essential to avoiding spam filters.
Expert view

Expert from Email Geeks answers that a warmup is needed when migrating to a new ESP, even with the same sending domain and address, due to new IPs, DKIM, and envelope domain. Suggests a quick warmup is possible with good practices given the volume.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks responds that using shared IPs doesn't negate the need for a warmup, though it might allow for a slightly faster one. He emphasizes that the same authentication and IP considerations apply.

April 2024 - Email Geeks
Expert view

Expert from Spam Resource explains that even if you use the same domain name, you're still using different IP addresses, therefore you must warm up your IP address

August 2023 - Spam Resource
Expert view

Expert from Email Geeks answers to warm up the new DKIM, Sending from a New set of IPs, likely a new envelope domain.

March 2022 - Email Geeks
Expert view

Expert from Word to the Wise answers that If you send mail from the same From: domain, you will have some domain reputation, but you still have to prove you are a good sender on the new IPs. Sending from new IPs with no warmup often triggers aggressive spam filters.

August 2021 - Word to the Wise

What the documentation says
3Technical articles

Email delivery documentation from Google, SparkPost and AWS states that a warm-up period is necessary when migrating to a new ESP, even if you keep the same sending domain. This is primarily due to the new IP addresses associated with the ESP. A gradual increase in sending volume is essential to establish a positive sending reputation and avoid negative impacts from sudden volume spikes.

Key findings

  • IP Reputation is Key: New IPs require a reputation build-up even if the domain remains the same.
  • Gradual Volume Increase: A gradual increase in email sending volume is crucial for establishing a positive sending reputation.
  • Sudden Spikes are Harmful: Sudden spikes in email volume negatively impact sender reputation.

Key considerations

  • Volume Planning: Plan your sending volume increase to avoid sudden surges.
  • Monitor Reputation: Continuously monitor your sender reputation to identify and address any issues promptly.
  • New IP focus: Focus efforts on building a positive sending reputation from scratch on those new IPs.
Technical article

Documentation from Google Postmaster Tools explains that a sudden spike in email volume can negatively impact your sender reputation. It's important to gradually increase sending volume, especially when using new IPs or migrating to a new ESP, even with the same domain.

April 2024 - Google Postmaster Tools
Technical article

Documentation from SparkPost answers that even when maintaining the same sending domain, a warm-up is vital due to the new IP addresses associated with the new ESP. They emphasize the importance of building a positive sending reputation from scratch on those new IPs.

June 2024 - SparkPost
Technical article

Documentation from AWS answers that if you plan to send a high volume of email, you should establish an IP address reputation by gradually increasing your sending volume.

September 2021 - Amazon Web Services