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How to Warm up an IP Address and Improve Email Inbox Rate

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07 Jan 2021

How to Warm up an IP Address and Improve Email Inbox Rate

Ensuring successful email delivery is important for your business and might seem like a tricky task. Several factors affect sender reputation, like quality content, email list health, and the way of delivery.

One of the major factors that affect sender reputation is the IP address. If you’re sending emails using a new IP address, then this might play an important role in your success. If the new IP is not warmed properly, different Internet Service Providers might not deliver your emails.

Let’s take a look at what is an IP address and how it can be warmed up to improve the email inbox rate.

What is an IP Address?

An Internet Protocol address is a unique number, assigned to each device connected to a network that is used to identify your email domain. Internet Service Providers (ISPs) identify a sender using his IP address and domain along with his sending behavior to allocate an IP reputation score. The better the sending behavior, the higher the score, and the higher the delivery rates.

Why Do I Need A New IP Address?

As a load of emails increases, new IP addresses are needed to handle the load. These new IP addresses are cold and do not have a reputation score associated with them. In order to get your mail delivered using an IP address with no reputation score, you have to warm it up.

An IP can be systematically warmed by sending a small number of emails to your dedicated IP and then slowly increasing the number of emails so that the ISP can identify the sending behavior and set up a good reputation score which will allow sending emails to different recipients.

What’s The Point Of IP Warming?

The point of IP warming is to slowly increase your email count up to the point where the amount of email being sent daily is close to the number of emails you’ll be sending out to your customers daily. This makes the ISP learn your daily sending routine and get used to it. This is done so that your emails are not identified as spam because usually spammers keep switching to new IPs and start sending spam emails without any warm-up.

The ISP judges your sending behavior, engagement, and content quality during the warm-up period. The better the engagement and the better the content, the more the ISP will favor you.

How To Warm Up An IP Address?

Warming up your IP requires quite some consideration as every sender has different needs and requirements.


The first step is to decide where to start. It is usually a good practice to select a small portion of your email list to warm up. It is recommended that the recipients are from the same domain and are personal accounts. This will be beneficial if you’re trying to build a reputation from scratch. Some of your emails will end up in the spam folder, so you should move them to the primary inbox. You can also reply to the emails as they’ll help build up a good reputation. This is the reason why IP warm-up should be started with personal accounts.

Step 2:

The next step is to start sending to your contact list, especially those who are active and engage well. You can keep sending emails to users who engage with your emails in order to gain the trust of ISPs. A good idea is to start with a welcome message, which will not only help in warming up the IP but will also provide a head start to your business.

If engagement data is unavailable, a good choice will be to start with the most recent subscribers as people who just recently subscribed or signed up tend to engage more. After some time you can expand the recipient list to older subscribers, slowly working your way up to the complete list, adding the least engaged users at the last.

Step 3:

If the new IP doesn’t perform well, that is, you don’t get a lot of opens and several users block your emails then a good idea might be to slow down the sending process and decrease the number of recipients for some time while the reputation builds up again. This can be done by removing the inactive users from the list and sending the emails only to the active and engaging users.

Make sure that the content you’re sending is up to the mark and can get the reader's attention. Evaluate whether:

If your email content has all the above-mentioned qualities, then it is good to go and will most definitely help you in building a good reputation. If the content lacks any one of them, you should try working on it because you might end up facing some backlashes sooner or later.

Maintain a steady sending volume and prepare a schedule for sending out emails at regular intervals. If all these things go well and you keep sending out emails at designated intervals, slowly moving from a lower volume of emails to a larger volume, your IP will be warmed up in no time and you’ll be able to target a larger number of audience.

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