What is a good independent guide to IP warming?

Summary

IP warming is a process of gradually increasing email volume sent from a new IP address to establish a positive reputation with ISPs and mailbox providers. This involves starting with small volumes sent to highly engaged subscribers, then slowly increasing the volume over several weeks while monitoring deliverability metrics and sender reputation. Key resources include guides from Laura Atkins, Al Iverson, Kickbox, Validity, and documentation from AWS, SparkPost, Google Workspace, and Postmark. The goal is to demonstrate legitimacy and build trust by sending valuable content to recipients who want to receive it.

Key findings

  • Gradual Volume: IP warming necessitates a gradual increase in sending volume over time.
  • Engaged Subscribers: Begin by sending emails to highly engaged subscribers to establish initial trust.
  • Reputation: Building a positive sender reputation is the primary goal of IP warming.
  • Monitoring: Continuous monitoring of deliverability metrics is crucial for success.

Key considerations

  • Segmentation: Segment your email list to target the most active and engaged subscribers first.
  • Deliverability: Regularly monitor and adjust your sending schedule based on deliverability rates.
  • Content Quality: Ensure the content you send is valuable and engaging for recipients.
  • Tools: Utilize tools like Google Postmaster Tools to monitor your sender reputation and diagnose issues.
  • Patience: The IP warming process takes time, so be patient and consistent.

What email marketers say
12Marketer opinions

IP warming is the process of gradually increasing email volume from a new IP address to establish a positive reputation with ISPs. The general consensus is to start with a small segment of highly engaged subscribers and slowly increase volume over several weeks, while closely monitoring deliverability metrics and sender reputation. This involves sending to recipients who want to receive your emails and using tools like Google Postmaster Tools to track reputation. Different sources provide various independent guides to aid in this process, including resources from Laura Atkins, Al Iverson, Kickbox, and Validity.

Key opinions

  • Gradual Increase: Warming an IP involves a gradual increase in sending volume rather than large-scale sends.
  • Engaged Subscribers: Start by sending emails to the most engaged subscribers (those who open and click).
  • Reputation Monitoring: Regularly monitor sender reputation and deliverability metrics.
  • Consistency: Sending emails consistently helps to warm up the IP address and establish trust.

Key considerations

  • Segmentation: Segment your email list to start with the most active and engaged subscribers.
  • Deliverability: Continuously observe deliverability rates and adjust the warming schedule as needed.
  • Content Quality: Send high-quality content that recipients want to receive.
  • Tools: Utilize tools like Google Postmaster Tools to monitor sender reputation.
  • Patience: The process takes time, be patient while building a good reputation.
Marketer view

Email marketer from SendGrid explains that IP warming is the process of gradually increasing sending volume on a new IP address to build a positive reputation. They advise starting with your most engaged subscribers and gradually increasing the volume over several weeks.

April 2021 - SendGrid
Marketer view

Marketer from Email Geeks shares a Kickbox blog post: <https://blog.kickbox.com/what-is-ip-warming-why-is-it-important/>, noting it's the first in a five-part series with good information.

March 2023 - Email Geeks
Marketer view

Email marketer from EmailGeeks forum explains to not mass mail new IPs. They recommend you start by sending to people who want to receive mail first then build up.

June 2022 - EmailGeeks
Marketer view

Marketer from Email Geeks shares two independent resources from Laura Atkins and Al Iverson: <https://wordtothewise.com/2014/04/warmup-ip-addresses/#:~:text=What%20warming%20up%20is%20about,mail%20that%20recipients%20interact%20with.> and <https://www.spamresource.com/2020/09/what-is-ip-warming.html>

November 2021 - Email Geeks
Marketer view

Email marketer from Reddit explains to ensure the new IPs get good reputation with major ISPs. They recommend that start with small amounts, and gradually ramp it up over several weeks. Monitor your sender reputation using tools like Google Postmaster Tools.

February 2025 - Reddit
Marketer view

Email marketer from Gmass shares that a major part of warming up your IP address is sending emails consistently. Gmass recommends you to only send emails to recipients who want to receive your emails, at the very start of the warm up process.

April 2021 - Gmass
Marketer view

Marketer from Email Geeks shares an older but relevant Validity blog post: <https://www.validity.com/blog/how-warm-is-warm-thinking-about-your-ip-address-warm-up-process/>.

July 2023 - Email Geeks
Marketer view

Email marketer from Omnisend discusses IP warm-up as essential for new IP addresses to prevent deliverability issues. They suggest starting with a low sending volume to engaged subscribers and steadily raising it over a few weeks, while continuously observing deliverability rates.

November 2023 - Omnisend
Marketer view

Email marketer from Reddit explains to warm-up an IP address before doing full send and shares that you need to start slowly. They recommend that build trust gradually with ISPs by sending small volumes of emails to engaged subscribers first.

October 2022 - Reddit
Marketer view

Email marketer from MailerLite explains that IP warming helps establish your credibility with ISPs. They recommend starting with a small group of your most active subscribers and gradually increasing volume based on positive engagement, such as opens and clicks.

April 2023 - MailerLite
Marketer view

Email marketer from Mailjet shares that warming up an IP address means sending emails in small batches and slowly increasing the volume. Mailjet recommends starting with a small number of subscribers and increasing the send volume daily, monitoring sender reputation, and being patient.

October 2022 - Mailjet
Marketer view

Email marketer from ActiveCampaign shares that an IP warm-up strategy involves gradually increasing the amount of email sent from a new IP address. They advise segmenting your list and sending to the most engaged contacts first, monitoring sender reputation, and adjusting the sending schedule accordingly.

February 2023 - ActiveCampaign

What the experts say
2Expert opinions

Both experts emphasize the importance of IP warming for establishing a positive sender reputation with mailbox providers. The process involves gradually increasing email volume from a dedicated IP address over time. The goal is to demonstrate legitimacy by sending mail that recipients interact with, indicating a sender is not engaged in spam.

Key opinions

  • Gradual Volume Increase: IP warming requires gradually increasing the volume of email sent.
  • Reputation Building: The primary goal is to establish a positive sender reputation with mailbox providers.
  • Legitimacy: IP warming helps demonstrate legitimacy to mailbox providers.

Key considerations

  • Engagement: Focus on sending mail that encourages recipient interaction.
  • Time: Understand that building a reputation takes time and patience.
Expert view

Expert from Word to the Wise explains that warming up an IP address is about showing mailbox providers that you are a legitimate sender. Atkins advises sending mail that recipients interact with, as the goal is to establish a positive reputation.

October 2023 - Word to the Wise
Expert view

Expert from Spam Resource explains that IP warming is the process of gradually increasing the volume of email sent from a dedicated IP address over time, to establish a reputation with mailbox providers.

October 2023 - Spam Resource

What the documentation says
4Technical articles

These documentation sources commonly describe IP warming as a gradual process of increasing email volume from a dedicated IP to build a positive reputation with ISPs. It's crucial to start with low volumes, targeting engaged users, and slowly increasing the volume as your reputation grows. Monitoring deliverability metrics, bounce rates, spam complaints, and feedback loops is essential to ensure emails reach the inbox and avoid being marked as spam. High-quality content is also recommended to maintain engagement.

Key findings

  • Gradual Volume Increase: The volume of emails should be increased gradually.
  • Reputation Building: The goal is to establish a positive sending reputation with ISPs.
  • Engaged Users: Start by sending to highly engaged users.
  • Importance: Process is key to avoid spam detection

Key considerations

  • Deliverability Monitoring: Regularly monitor deliverability metrics.
  • Content Quality: Send high-quality content that recipients want.
  • Feedback Loop: Pay attention to bounce rates, spam complaints, and feedback loops.
Technical article

Documentation from Amazon Web Services explains that IP warm-up involves gradually increasing the volume of email sent from a dedicated IP address to establish a positive reputation with ISPs. They recommend starting with small volumes and gradually increasing over time, monitoring deliverability metrics to ensure emails are reaching the inbox.

September 2021 - Amazon Web Services
Technical article

Documentation from SparkPost details IP warming as a method for establishing a sending reputation. They recommend beginning with low volumes to engaged users and slowly increasing as reputation grows, paying close attention to bounce rates and feedback loops.

January 2025 - SparkPost
Technical article

Documentation from Postmark explains IP warm up requires to send emails in small batches to avoid being detected as spam and shares it is important to get the process just right. Postmark recommends that you start by sending to only your best subscribers who want to receive and interact with the emails.

May 2024 - Postmark
Technical article

Documentation from Google Workspace Admin Help explains IP warming as a process for new IPs sending email to Gmail users. It emphasizes gradually increasing volume, sending high-quality content that recipients want, and monitoring spam complaints to ensure good deliverability.

January 2024 - Google