IP Warming: What You Need To Know

IP Warming is the process of systematically adding email volume to a new IP address at a gradual pace in order to establish a positive sending reputation with Mailbox Providers. Sending activity from a new IP address can seem suspicious. Depending on the size of your sending list, warming can take an average of four to eight weeks. Warming could also take longer if providers do not perceive your mail is “wanted” by recipients. Some providers limit senders to specific thresholds until a stable reputation is established. 

Inbox Rev recommends starting off with your best-performing campaigns. You should focus on warming your most engaged subscribers while adding older segments as you progress. Older components should be added in bundles of 15% of your existing volume. The goal is to send to subscribers who are least likely to complain or bounce. This will include those who opted-in most recently and are consistently opening your mail and clicking. During your warmup phase, the more consistent you are with volume, frequency, complaints, and bounce levels, the faster you will establish a positive sending reputation.

An example of an IP warming outline would look something like this: During the first two weeks, send campaigns to your MOST ACTIVE subscribers – those who have opened/clicked in the past thirty days. During the next two weeks, extend to the subscribers who opened/clicked in the past sixty days. Follow this pattern until you have incorporated your entire sending list. During the first six weeks, DO NOT send to subscribers who have not opened or clicked in the last ninety days. 

Furthermore, once you begin warming your IP, you can expect some bulking and blocking to occur. Bulking at Yahoo!, AOL, and Gmail typically clear up after a few campaigns are sent with positive metrics. Delays at AOL, Comcast, and Microsoft (“421” Bounces) will typically retry for seventy-two hours. These delays are normal and will diminish as your reputation develops. However, if they are timing out in large quantities, you should back down your volumes to that provider by tightening up your engagement metrics. 

Possible blocking can also occur if your list isn’t engaged enough. Segment carefully and tighten up engagement. It is important to monitor your metrics and adjust the plan accordingly. Remember that engagement and consistency are key to a successful IP warm-up. If you are still unsure of the next steps or would like expert guidance during this process, contact Inbox Rev for assistance.

• Category: Best Practices, Deliverability, Google Postmaster, Reputation