IP Warm Up

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IP Warm-up Definition

IP warming is the process of methodically adding campaign volume week-over-week to a new IP Address to establish a positive sending reputation with Internet Services Providers. (ISPs)

IP Warm-up Summary

ISPs view email from a new IP address as suspicious until they establish a positive sending reputation.

It takes 4-8 weeks to achieve maximum deliverability (depending on targeted volume and engagement). Warming could take longer if receivers don’t perceive an email as opt-in.

Certain receivers limit senders to thresholds until they build a sender reputation.

Rapid Response Mail recommends starting off on the right foot with the cleanest data first. Focus warming your most engaged subscribers and then add in the older segments as you progress.

Older segments should be added to the engaged segments in chunks of 15% of your existing volume as not to tip your reputation from good to bad.

 The goal during your warm-up process is to send to subscribers who are least likely to complain and bounce. This would include those that have opted-in most recently and are consistent openers/clickers.

During the Warm-up phase the more consistent you are with volume, frequency, complaint and bounce levels, the faster you will establish a positive sending reputation. If you send infrequently, anything less than weekly it will take more time to build a positive sender reputation.

What to Expect

Once you begin warming up your IPs you can expect some bulking and blocking to occur. It is key to stick with the plan. Below are details of what you can expect and actions to take.

Bulking at Yahoo, AOL, Gmail. Typically clears up after a few sends with solid positive metrics, but it can take time to get inbox delivery. The key is to keep sending to engaged subscribers.

Delays at AOL, Microsoft and Comcast. The delays (421 bounces) will retry for 72 hours and if not delivered will bounce as a 5XX with the original 421 errors in the bounce record. Delays are normal, and will lessen each day as reputation develops. If they are ultimately delivering there is no concern. However, if they are timing out in large quantities you should back down your volumes to that ISP by tightening up your engagement

Possible blocking by ISPs can occur if the list isn’t engaged enough. The key is to segment carefully and tighten up engagement Again the key is to keep sending.

It is important to monitor your metrics and adjust the plan accordingly during the Warm-up period.

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