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How to Warm Up an IP Address: How Much and When?

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05 Jan 2021

Warming up an IP address becomes essential when you are adding a new IP address. Moreover, you also need to warm up your IP when you have not sent an email forthe last 30 days. It is necessary to stop your IP from going into the blacklist.

The mailbox providers, before allowing mails,check the credibility of the email to authenticate the sender. New IP means you don't have any history, and hence mailbox providers don't find any data based on which they can authenticate the sender. Warming up IP allows the sender to build authenticity and send larger volumes of email with time. The more emails you would send, the warmer your IP would be, and better would be your sender's reputation.

IP warming up is a process that involves sending a large volume of emails gradually from a specific IP address. This is a gradual process as the sudden process may result in email blocking.

ISPs notice that emails coming suddenly from a new or cold email IP may detect such emails as spam. So, to build authentication, it is necessary to start from a small volume of emails. Sending small volumes will allow ISPs to track your email activity and engagement of recipients with them.

Why You Should Warm Up Your IP Address

It is the responsibility of ISPs to look for spam emails in the inbox. To stop spam emails, ISPs check the email sending behavior.

When you use new IP, the ISPs don't find any information based on which they can identify whether you are spam or not. Warming-upbuilds reputation and provides ISPs with data to identify you as authentic email senders.

Many factors influence the reputation of IP address and according to which ISPs define the authenticity and these factors are

From these factors, the quality of the email list is determined. These also show the relevancy of emails with recipients and the responsiveness of the audience to the emails. From all these, the reputation of the sender is built.

There is no reputation of a new IP address, and the ISPs degrade such IPs and may mention them to be spam or place them in blacklists. The practice of using a new IP address to send millions of IP address suddenly is detected to be malicious and result in getting blacklisted, which ultimately affects the deliverability of emails. Warming up IP is a practice through which you assure ISPs that you are not spammers and that your emails should get proper placement in the recipient's inbox. It also protects your inbox from getting hijacked. Because ISPs block unusual and strange emails.

Warming up IP is also an effective strategy that helps you run A/B testing to check for the best email marketing practices, and in this way, you can maximize the return on investment through email marketing.

Warming up an IP address

So, you want to warm up your IP address and don't know how to do it effectively. By using the guidelines that are being discussed, you can smoothly warm-up your IP.

Send the emails strategically during the warm-up period and check your warm-up practice progress through the inbox monitoring tools. Through the analytics obtained, you can devise an effective strategy that involves deciding the volume of email and recipients' numbers.

In the start, send low volume emails, i.e., not more than 5000 in a day.

When starting sending emails with new IP or some cold IP, send to those recipients who engage with your emails in the first move. Then gradually move towards those who don't engage well.

Increase your sending volume by two times every three to four days until you attain the point of maximum emails that you want to send.

It does not matter if you don't precisely match the threshold of sending emails. There can be fluctuations in email sending volume by 1500 to 2000 emails.

Check the email bounce rate and take measures accordingly to minimize it.

Different mailbox providers have different tolerance when it comes to warming up a new IP. But the easiest and most effective way is to use IP warm-up tools through your email service provider. You can take the services of CBT mass email sender to warm up your IP by increasing your send volume, which is appreciated by ISPs. You will have to manually do it, which is both times taking and effort-consuming.

The period of warming up an IP is from 15 days to 2 months. However, it depends upon the target email sending volume. For the first 15 days of doing IP warm-up, it is preferable to follow a linear warm-up process.

Ideally, it is suggested to double the volume of the emails every day. Your start-up email volume should be such that you achieve considerable volume in 15 days.

After 15 days, you can keep on doubling until you achieve the target volume. Try to achieve the target volume of emails in less than 30 days. However, you can drag the warm-up period to 60 days if your target audience is incredibly vast.

ISPs don't usually notify you if your sending volume is less than 100. So, start from 100 emails or more from the first day to hit near your target until 15.

If deliverability problems occur:

If you face issues with email deliverability during the IP warm-up process, then reduce the volume of emails. Don't send to those who block emails. Fix AOL issues ad stop sending emails for atleast an hour. Check the working of your bounce and complaint processing. Check if you have mistakenly sent to a suppression list, an entire email list, or a large volume of un-engaged subscribers.

Then, for a few days, hold email volumes and then start again from where you left off. Make sure to send engaging emailsto subscribers.

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