Is a warm up period necessary when migrating to a new ESP with the same sending domain and address?
Summary
What email marketers say10Marketer opinions
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
What the experts say5Expert opinions
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.
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.
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
Expert from Email Geeks answers to warm up the new DKIM, Sending from a New set of IPs, likely a new envelope domain.
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.
What the documentation says3Technical articles
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.
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.
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.