IP warming: How to not burn out

IP warming is an important part of sending emails with any service provider. Its purpose is to help you establish a positive reputation with Internet Service Providers (ISP). ISPs systematically check emails sent from new IP addresses to ensure that they are not being used to deliver spam to users. This is where the process of IP warming comes in.

Without IP warm-up, your emails may not reach their intended destination. Let’s break down how IP warming works and how to do it successfully.

Why do you need to warm your IP

ISPs are responsible for preventing spam and fraudulent emails from reaching your mailbox. This means that ISPs have mechanisms in place to evaluate email-sending activity. Your email marketing is directly affected by an ISP’s response to your warm-up strategy. Warming up a new dedicated IP address allows ISPs to gather information about your email activities and determine whether or not you’re a spammer.

A number of variables can have an impact on your IP reputation. ISPs will consider how users interact with your emails, such as whether they open them or transfer them to other folders, as well as your send volume and spam complaints.

Be careful, don’t burn out!

IP Warming is necessary. If you do not properly warm IPs, and your email pattern raises suspicion, you may face the following setbacks.

Blacklisted – If your domain or IP address is banned by ISPs, all of your emails will be routed to the spam folder in your users’ inbox. This could result in your subscribers not opening your communications at all.

Throttled – If you do not warm your IP, your email delivery speed may be drastically hindered or throttled. When there is a suspicion of spam, ISPs restrict email delivery to protect their customers. For instance, if you send an email to 10,000 people, your ISP may only deliver it to half of them during the first hour. The ISP then measures engagement metrics such as open rates, click-through rates, and spam complaints.

Dedicated versus Shared IP

When it comes to selecting an IP address, email senders have two alternatives. They have the option of using a shared IP or a dedicated IP. Choosing between the two is dependent on the size of your email list and the number of emails you eventually intend to send out.


A shared IP is an address that supports a handful of different email marketers. A shared IP is ideal for senders with smaller lists that require fewer emails to be delivered. However, there are several disadvantages to adopting this sort of IP. If the shared IP is exploited by bad email marketing operators, there is the possibility that your sender’s reputation will fall. On the plus side, a shared IP is usually more financially sustainable.


A dedicated IP address is one that you have complete control over. Your deliverability and sender reputation lies in your hands. This option is more expensive, but email marketers who send more than 2,500 emails per day should consider purchasing a dedicated IP address. Because ISPs are wary of large email volumes, you must first establish your reputation. This is accomplished by warming up your IP.

Igniting the flame

The methods for an IP warm-up are straightforward but take time. Let’s go over the best practices for implementing an IP warm-up plan.

  • Start small – Begin by sending tiny amounts of emails and progressively increase the amount you send each day. ISPs are the most skeptical about sudden, high-volume email campaigns. As a result, you should begin by sending small quantities of emails and progressively increase the volume of emails you intend to send.
  • Content – Sending out emails with quality content is vital in creating trust and increasing subscriber interest. Great content can also help you boost your sender reputation.
  • List – Ensure that your email lists are comprised of interested and engaged clients to ensure optimal deliverability results. It is also less probable for your emails to be reported as spam if you expand your list organically.
  • Consistency – Slow and steady wins the race. Being consistent and following a strategy that enables you to progressively increase your sending volume is the most essential best practice when it comes to IP warm-up.
  • Feedback – When receiving feedback from ISPs, it is critical to follow their instructions and demonstrate a willingness to collaborate. This helps to build your reputation and enhances email delivery.


Warming your IP is essential in gaining the turnover and consistency your business needs through email marketing. Failure to roll out a steady strategy for IP warming could result in your IP being blacklisted by ISPs and your emails sent straight to spam folders. Avoid being burned out by following the best practices for successful IP warming.

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