Your emails deserve the inbox, not the spam folder. Learn how IP warmup can transform your email deliverability. But, first thing first.
What is IP Warmup?
IP warmup is a process during which an IP address gradually builds its reputation with Internet Service Providers (ISPs). This involves gradually increasing the volume of emails sent from a new or inactive IP address to show ISPs that the sender is legitimate and compliant with anti-spam rules.
What You Need to Know About IP Warmup
Why is IP Warmup Necessary?
ISPs, such as Google, Yahoo, and Microsoft, view messages from new IP addresses with suspicion. They need to see that emails are relevant and permission-based before they trust the IP to deliver bulk emails to inboxes.
When Do You Need IP Warmup?
You need to perform IP warmup in the following scenarios:
- New ESP: Starting with a new email service provider (ESP) on a dedicated IP.
- Re-starting: Resuming email sending after a break.
- New IP: Beginning to send emails from a new IP address.
- New Domain: Using a new sending or “from” domain, even if it’s paired with an existing IP address.
What to Expect During the Process of IP Warmup
- Starting Small: Begin by sending a small number of emails to engaged recipients who are likely to open and interact with them.
- Gradual Increase: Slowly increase the volume of emails sent over a period of days or weeks.
- Monitoring: Regularly monitor email deliverability metrics to ensure that the IP reputation is improving.
What to Expect After IP Warmup
- Increased Trust: ISPs will start to trust the IP, leading to better inbox placement.
- Higher Engagement: Expect higher open and click rates as more emails reach the intended recipients.
- Ongoing Monitoring: Continual monitoring and adjusting is necessary to maintain a good IP reputation.
When you need to warm up your IP
- New Business Email Campaigns: When a new business starts its first email marketing campaign.
- Switching Email Providers: A company switches to a new ESP and needs to establish a reputation for the new IP address.
- Re-engaging Customers: A business resumes email communications after a long break and needs to rebuild trust with ISPs.
How to Measure the State of IP Warmup
- Bounce Rate: Percentage of emails that were not delivered to the recipient’s inbox.
- Open Rate: Percentage of emails opened by recipients.
- Spam Complaints: Number of recipients marking emails as spam.
- Delivery Rate: Percentage of emails successfully delivered to inboxes.
So, IP warmup is essential for ensuring that emails sent from a new or unused IP address are trusted by ISPs and reach recipients’ inboxes. This process involves starting with small email volumes, gradually increasing them, and monitoring key metrics to build and maintain a good IP reputation.
Ready to supercharge your email deliverability? Don’t let your campaigns get lost in the spam folder. Start now and watch your open rates soar!
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