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How to Warm Up an IP Address: Getting Started With a New IP Address

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06 Jan 2021

If you are a new startup or an old business switching to email marketing, you must’ve come across terms like email deliverability, IP address, ISP, and IP warming. Having a high email delivery rate is important for your business.

A number of factors affect email delivery rates like content, sender reputation, and the way of delivery, etc. One major factor is the IP address. If you’re new to email marketing and are having a hard time setting things up, we have covered all the important things in this article so that you do not face any problem while using your new IP address.

What Is An IP Address?

An IP address or Internet Protocol address is a unique number assigned to each device connected to the internet. Your IP address is somewhat like your real-world address as it is the address at which the device receives messages. The Internet Service Provider (ISP) uses an IP address to identify your domain, sending behavior, etc., and sets up a reputation score. The higher the reputation score, the more the chances of successful email delivery.

What Is IP Warming?

In order to tackle the increasing load of outgoing emails for your business, you might need to switch to a new IP address. After getting a new IP address, it should be warmed up first so that email delivery is smooth and efficient. A new IP address is ‘cold’ and has no reputation score attached to it. If we suddenly start sending out a lot of emails, for instance with CBT Mass Email Sender, the ISP might detect it as spam and the emails might not get delivered at all.

In order to ensure email deliverability, a new IP must be warmed up. An IP can be warmed up by sending small chunks of emails at first and then slowly increasing the number of emails so that the ISP can analyze the sending behavior and set up a good reputation score.

Why Should I Warm Up My IP?

The point of IP is to slowly increase the number of outgoing emails up to the point where the number of outgoing emails is near to the number of emails you will be sending out daily for your business marketing. This will help the ISP in judging your sending pattern and assigning a reputation score for your IP so that your emails do not end up in the spam section. Most of the spammers keep switching IP addresses and send huge chunks of spam emails from their new IPs, so in order to be identified as a genuine sender and not a spammer, IP warming is important.

How Do I Get A High Reputation Score?

A reputation score affects your email deliverability a lot. A low reputation will lead to emails ending up in the spam section or not getting delivered altogether and vice versa. Some of the factors that the ISP considers while setting up an IP score are the following:

How To Warm Up A New IP Address


The first step is to decide where to start. The best choice is to choose a small portion of the recipient's list, or even better, choose a small number of personal accounts from the same domain. This way if you’re trying to build a reputation from scratch, you’ll be able to engage with your own emails easily. If some emails end up in the spam folder, you can move them out to the primary inbox. You can engage with emails, reply to them, and open them frequently as all this will help in building a good sender reputation.


The next step is to slowly expand your reach and start emailing recipients from your email list who engage well and are active. This will help in gaining the trust of ISPs and by keeping the active user engaged, you’ll also build a ground for your business. A good idea can be to start with a welcome message and then proceed to attractive, well-crafted messages and offers to keep the recipients engaged. In case the engagement data is not available, you should start with people who subscribed recently or new customers as they are most likely to engage and show interest in your emails. You can then slowly expand to old subscribers, adding the least engaging recipients at the end.


Analyze the outcome. If the engagement is low and emails are being reported as spam then you should consider slowing down the sending process and limit yourself to engaging users for some time. You can work on improving the content by making it look more presentable, avoiding fillers, using user-friendly language, and other techniques.

Benefits Of Warming Up An IP

From The ISP Perspective:

As you slowly start sending out emails, the ISP judges your sending pattern and analyzes the content along with email performance like how many times it was opened, the number of spam reports, etc. The point is to make the ISP aware of your sending behavior so that your emails are not labeled as spam. Inbox providers like Gmail, and Yahoo etc. set up a sending limit. But if your reputation is good enough and the IP is warmed up, they can allow more and more emails to be sent depending upon your sending pattern.

From Sender Perspective:

The warm-up period can give you some time to analyze your content, select the target audience, and come up with more effective emails so that once you target a larger audience, your emails perform well and your marketing strategies are a success.

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