Deliverability
IP Warmup
The process of gradually increasing sending volume from a new IP address to establish reputation.
Definition
IP warmup is the process of gradually increasing email sending volume on a new IP address to build positive reputation with mailbox providers. A typical warmup schedule starts with 50-100 emails per day to engaged recipients, doubling volume every few days over 4-8 weeks. Rushing warmup can trigger spam filters and damage the IP's reputation permanently.
Pro Tip
During warmup, monitor your metrics closely. Pause and investigate if you see unusual bounces or complaints.