Deliverability
IP warm-up
The practice of gradually increasing send volume from a new domain or IP so mailbox providers build trust in your sending pattern before you reach full volume.
Why new senders need to warm up
A brand-new domain or IP has no history, and mailbox providers are wary of mail they know nothing about. Sending 100,000 emails on day one looks exactly like a spammer who just set up shop, so providers throttle, defer or filter that mail.
A typical warm-up plan
Start small and roughly double your daily volume every few days, as long as bounces and complaints stay low.
- Send to your most engaged recipients first: recent signups, active customers and transactional mail.
- Keep the schedule consistent. Avoid big gaps followed by bursts.
- If you see deferrals or a rise in complaints, hold volume steady until they clear.
- Expect a warm-up to take two to six weeks, depending on your target volume.
Warm-up on a shared platform
When you send from a platform’s shared IPs, the IP reputation already exists, but your domain still needs to earn its own. The same rule applies: build volume gradually and start with your best recipients.
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Full glossaryDeliverability
Domain warm-up
Gradually increasing how much email you send from a new or newly used domain, so mailbox providers can build a reputation for it before you send at full volume.
Deliverability
Sender reputation
A score mailbox providers maintain for a sending domain or IP based on engagement, complaints and bounces, which determines whether your mail reaches the inbox, spam, or gets rejected outright.
Deliverability
Dedicated IP
A sending IP address used only by your account, giving you full control over its reputation — as opposed to a shared IP, whose reputation depends on every sender using it.