Is IP warming necessary for low volume, non-Google/Yahoo/Outlook.com sends on a dedicated IP?
Summary
What email marketers say12Marketer opinions
Email marketer from Mailjet Blog explains that IP warming is less critical for very low-volume sending, but still recommended. Even a small, consistent sending pattern helps establish a positive reputation, especially if targeting smaller ISPs.
Email marketer from SendGrid explains that IP warming remains important even for lower volume sends, especially if these sends are infrequent. They recommend segmenting your sending based on engagement levels and warming the IP with your most engaged recipients first.
Email marketer from Email on Acid explains that while not always essential, IP warming helps to establish a positive sending reputation, even when the recipients are smaller ISPs. They recommend testing different send volumes to find the right balance and monitor deliverability rates carefully.
Email marketer from Quora explains that gradual warm-up is essential when using a dedicated IP address. This process establishes your reputation as a sender with major Internet Service Providers (ISPs). Even with a small volume of emails, IP warming is key to avoid being marked as spam.
Email marketer from Litmus explains that IP warming is necessary to prove that you are a legitimate sender and that it may not be required in cases such as a clean email list and you follow email authentication best practices.
Email marketer from GlockApps explains that whether IP warming is necessary depends on factors such as list quality, sending frequency, and the reputation of the sending IP. They advise to warm up the IP gradually to establish a good sending reputation.
Email marketer from SuperOffice explains that although you may not send emails every day, it is best practice to set an IP warming schedule. This will help build your reputation as an email sender.
Marketer from Email Geeks shares that IP warming isn't necessary with A+ quality mail streams, because people will rescue your mail from spam. However, at low volumes, there aren't enough engaged recipients to repair your reputation if things go wrong.
Email marketer from Email Marketing Forum explains that with low send volumes, it is important to slowly and methodically scale up to prove that you are a legitimate sender and to build trust.
Email marketer from Email Geeks shares that 1-2k sends per week isn't enough to maintain a dedicated IP reputation but the volume is low enough not to worry too much about it.
Email marketer from Stack Overflow explains that in cases of low volume sends, IP warming may not be neccessary and to monitor IP and domain reputation in Google Postmaster Tools to ensure no issues and prevent deliverability issues.
Email marketer from Reddit explains that for non-Google/Yahoo/Outlook sends, IP warming is less crucial if your list is clean and engaged. Monitor your sender reputation using tools like Talos and be prepared to react quickly if you see any degradation.
What the experts say3Expert opinions
Expert from Spam Resource explains that while a gradual warm-up is beneficial for all senders, those with small sending volumes to smaller ISPs can often manage without a formal IP warming process, provided their email list is highly engaged and of good quality. They stress the importance of monitoring deliverability and sender reputation metrics.
Expert from Email Geeks responds that he wouldn't expect any issues with low send volume (1-2k per week) if the data quality is good.
Expert from Word to the Wise explains that IP warming isn't as critical for very low volume sends, but it's still wise to start slowly and monitor your results. They recommend focusing on building a good sending reputation by authenticating your email and ensuring your content is relevant and engaging to avoid being marked as spam.
What the documentation says4Technical articles
Documentation from Postmark explains that even with lower send volumes, it is important to monitor your IP and domain reputation. While a full IP warm up might not be needed, it's a good idea to gradually increase your send volume, which will help you avoid any unexpected deliverability issues.
Documentation from Amazon SES explains that IP warming may be necessary even for low volume sends, as the ISPs will not know the sender and a period of IP warming should be undertaken. However, Amazon SES automatically handles IP warming so you don't need to do it yourself.
Documentation from SparkPost explains that for low-volume senders (less than 50,000 emails per month), the IP warming process is less critical, but it's still good practice to gradually increase sending volume to establish a reputation with ISPs.
Documentation from Microsoft explains that a gradual ramp-up of volume should be performed, starting with a small number of emails and increasing over time. This allows the recipient mail servers to recognize and accept your emails. Failure to do this may result in emails being directed to the spam folder.