What are the best practices for Gmail warm-up limits, hourly versus daily?

Summary

A successful Gmail warm-up involves a gradual increase in sending volume from a new IP address or domain to establish a positive sender reputation. Starting with a small, highly engaged segment of your audience and gradually expanding is key. Monitor engagement metrics (opens, clicks, bounce rates, spam complaints) using tools like Google Postmaster Tools and adjust your strategy based on performance. Consistent sending patterns, responsible list management, valuable content, and avoiding sudden spikes in volume are crucial. While daily sending limits generally suffice, hourly limits can provide an initial boost during the warm-up phase.

Key findings

  • Gradual Volume Increase: Slowly ramp up email sending volume over several weeks for a new IP or domain.
  • Engaged Subscribers: Begin with a small batch of emails to your most engaged contacts.
  • Monitor Engagement: Track engagement metrics such as opens, clicks, and bounce rates.
  • Consistent Sending: Maintain consistent sending patterns and avoid sudden volume spikes.
  • Valuable Content: Focus on delivering valuable, relevant content to your subscribers.
  • Hourly vs Daily: Daily limits are easiest for most, hourly can boost warm up early on.

Key considerations

  • Sender Reputation: Building and maintaining a positive sender reputation is paramount.
  • Responsible List: Employ responsible list management practices, including removing unengaged subscribers.
  • Feedback Loops: Actively monitor feedback loops and address any issues promptly.
  • Google Postmaster: Utilize Google Postmaster Tools to monitor sender reputation and identify potential problems.
  • Ramp up: Plan for an extended ramp-up period, especially with new IPs.

What email marketers say
10Marketer opinions

Email warm-up involves gradually increasing sending volume from a new IP address or domain to establish a positive sender reputation with Gmail and other ISPs. The general consensus is to start with small batches of emails sent to highly engaged subscribers, then gradually increase the volume and frequency over several weeks. Monitoring engagement metrics, sender reputation, and using tools like Google Postmaster Tools is crucial. The content sent should be valuable and avoid sudden spikes in sending volume.

Key opinions

  • Gradual Increase: Gradually increase the volume of emails sent from a new IP or domain over several weeks.
  • Engaged Subscribers: Begin by sending emails to a small, highly engaged segment of your audience.
  • Monitor Metrics: Continuously monitor engagement metrics (opens, clicks, bounce rates, spam complaints) and adjust strategy.
  • Valuable Content: Focus on sending valuable content to build trust with email providers.
  • Daily Limits: Daily limits are generally acceptable, but hourly limits can boost warm-up speed early on.

Key considerations

  • Sender Reputation: Building a positive sender reputation is crucial for email deliverability.
  • Engagement Monitoring: Regularly check engagement metrics to ensure optimal deliverability.
  • Ramp-Up Period: Be prepared for a multi-week ramp-up period, especially with new IPs.
  • Content Quality: The quality of email content significantly impacts sender reputation and engagement.
  • Tool Utilization: Use tools like Google Postmaster Tools to monitor sending reputation.
Marketer view

Email marketer from Email Marketing Forum says that they recommend starting with a small batch of emails to engaged users, then slowly increasing both the size of the batch and the frequency. Monitor your sending reputation using tools like Google Postmaster Tools and adjust your strategy based on the data. Avoid sudden spikes in sending volume and focus on delivering valuable content.

June 2021 - Email Marketing Forum
Marketer view

Email marketer from Mailjet shares that a good warm-up strategy involves starting with a small number of emails to your most engaged subscribers and gradually increasing the volume over time. Focus on sending valuable content and monitoring your sender reputation to ensure optimal deliverability. Consistency is key, and you should aim to maintain a steady sending schedule.

June 2023 - Mailjet
Marketer view

Email marketer from Woodpecker mentions that the email warm-up is a process where you gradually increase the volume of emails you send from a new IP address or domain. This helps establish a positive sender reputation with email providers. Start with sending emails to a small group of engaged recipients and gradually increase the volume over time, while monitoring key metrics like deliverability rates and bounce rates.

January 2024 - Woodpecker
Marketer view

Email marketer from Lemlist shares that Email warm-up involves gradually increasing the volume of emails you send from a new IP address or domain to establish a positive sender reputation with email providers like Gmail. Start by sending emails to a small group of your most engaged contacts and gradually increase the number of emails you send each day. Monitor your deliverability and engagement rates closely.

April 2024 - Lemlist
Marketer view

Email marketer from Gmass shares that warming up your email involves gradually increasing the volume of emails you send from a new IP address or domain. This helps establish a positive reputation with email providers like Gmail. Start with small batches and slowly increase the volume over several weeks, monitoring deliverability and engagement metrics.

July 2021 - Gmass
Marketer view

Email marketer from Hunter.io explains that Email warm-up is the process of gradually increasing the volume of emails you send from a new email address. This helps you build a positive reputation as a sender so that ISPs trust that the emails you send are wanted by recipients. It can also improve your sender reputation, leading to higher deliverability rates.

February 2024 - Hunter.io
Marketer view

Email marketer from Saleshandy says that email warm-up helps you gradually build a positive reputation with ISPs and email clients, which can improve your deliverability rates and prevent your emails from landing in the spam folder. If you're starting with a new email address, it's important to warm it up properly before sending out large volumes of emails.

March 2021 - Saleshandy
Marketer view

Email marketer from SendGrid says that when warming up IP addresses, you should start with a small, highly engaged segment of your audience and gradually expand. Monitor your sending reputation and adjust your strategy based on performance. Consistency in sending volume and engagement is critical for building a positive sender reputation.

February 2025 - SendGrid
Marketer view

Email marketer from Reddit user explains that they recommend starting with a small batch of emails to engaged users, then slowly increasing both the size of the batch and the frequency. For new IPs, they suggest very conservative ramps over several weeks.

August 2023 - Reddit
Marketer view

Marketer from Email Geeks shares that daily limits work fine, and for most senders that is easiest. You can do hourly limits early in warming with Gmail to boost the speed of the warmup slightly. You send a lot less per hour than per day, but over the course of the day it adds up to a lot more than your daily limit would have been.

March 2023 - Email Geeks

What the experts say
2Expert opinions

Both experts emphasize the importance of a gradual approach to warming up an IP address and building a solid sending reputation. This includes starting with low sending volumes, targeting engaged subscribers first, consistently monitoring engagement metrics like opens and clicks, and practicing responsible list management. Feedback loops should be actively monitored and issues promptly addressed to maintain a positive reputation.

Key opinions

  • Gradual Volume Increase: Start with low email volumes and gradually increase them over time to warm up an IP.
  • Engaged Subscribers First: Prioritize sending to the most engaged subscribers initially to build a positive reputation.
  • Consistent Sending: Maintain consistent sending patterns for effective reputation management.
  • Engagement Monitoring: Monitor opens, clicks, and other metrics to adjust warm-up strategy.
  • Segment Audience: Segment your audience and send relevant content to improve engagement.

Key considerations

  • Feedback Loop: Actively monitor feedback loops to identify and address issues promptly.
  • List Management: Responsible list management is essential for maintaining a positive sending reputation.
  • Sending Reputation: Building a solid sending reputation requires a gradual and consistent approach.
  • Gradual Expansion: Gradually expand your reach by including more subscribers as your reputation grows.
Expert view

Expert from Spam Resource explains that when warming up an IP address, it's crucial to start with low volumes and gradually increase the sending volume over time. They emphasize the importance of monitoring engagement metrics like opens and clicks to adjust the warm-up strategy accordingly. They also recommend segmenting your audience and sending to the most engaged subscribers first to build a positive reputation.

November 2024 - Spam Resource
Expert view

Expert Laura Atkins from Word to the Wise shares that building a solid sending reputation requires a gradual approach. She stresses the significance of consistent sending patterns and responsible list management. She adds you should start with small, engaged audiences and gradually expand your reach. Also, actively monitor feedback loops and address any issues promptly to maintain a positive reputation.

March 2022 - Word to the Wise

What the documentation says
4Technical articles

The documentation from various email service providers consistently emphasizes a gradual increase in sending volume as the core of a successful warm-up strategy for Gmail. Starting with small volumes, sending to engaged subscribers, monitoring key metrics (deliverability, bounce rates, spam complaints), segmenting your audience, maintaining a consistent sending schedule, and focusing on valuable content are essential for building a positive sender reputation and avoiding deliverability issues.

Key findings

  • Gradual Volume Increase: Gradually increase sending volume over time to establish a positive sender reputation.
  • Engaged Subscribers First: Prioritize sending to engaged subscribers during the initial warm-up phase.
  • Monitor Key Metrics: Track deliverability rates, bounce rates, spam complaints, and other metrics to identify and address issues.
  • Audience Segmentation: Segment your audience and tailor content to improve engagement.
  • Consistent Schedule: Maintain a consistent sending schedule to build trust with mailbox providers.

Key considerations

  • Positive Reputation: Establishing a positive sending reputation with Gmail is crucial for deliverability.
  • Adjust Strategy: Adjust your sending practices based on the data and insights gained from monitoring metrics.
  • Valuable Content: Focus on delivering valuable content to build trust and maintain engagement.
  • Early Issue Detection: Proactively identify and address issues early on to prevent deliverability problems.
Technical article

Documentation from Postmark shares that the warm-up process involves gradually increasing your sending volume while monitoring key metrics like bounce rates and spam complaints. Start with your most engaged subscribers and gradually expand to a broader audience. Maintain a consistent sending schedule and focus on delivering valuable content to build trust with mailbox providers.

February 2023 - Postmark
Technical article

Documentation from AWS explains that to establish an email sending reputation, start with small volumes of email and gradually increase the amount you send over time. Track your sending metrics, such as bounces, complaints, and delivery rates, and make adjustments to your sending practices based on the data. Segment your mailing list and send different types of content to each segment.

July 2024 - AWS
Technical article

Documentation from SparkPost answers that a proper warm-up involves starting with low volumes and gradually increasing sends based on positive engagement signals. Monitor bounce rates, spam complaints, and other metrics to identify and address any issues early on. Segment your audience and prioritize sending to engaged subscribers during the initial stages.

October 2021 - SparkPost
Technical article

Documentation from Google Workspace Admin Help explains that when starting to send a large volume of emails, you should gradually increase the volume. This helps establish a positive sending reputation with Gmail. Start with smaller sending volumes and gradually increase them over time, monitoring deliverability rates and adjusting as needed.

November 2022 - Google Workspace Admin Help