Warm-up is essential for emails sent from a new IP and/or a new domain name. Instead of a massive cold sending, it is better to start small and then tend towards the big one, go there quietly. A practice that will open the doors to the reception boxes rather than go to spam. Explanations.

What is IP address warm-up?

Warming-up IP address is to send emails gradually rather than a very large volume, while displaying a high engagement rate. This process is necessary when you get a new IP address or a new domain name for your email campaigns, if you want to build a positive sender reputation and obtain an optimal deliverability.

Why is the email warm-up important?

If the email server is new, Internet service providers (ISP) do not yet know its email address. No reputation is equivalent to a probable risk of being considered spam and therefore to have you placed in the unwanted while your goal is to reach the reception box of your recipients. Thus, performing a massive sending suddenly is not the right strategy and could do more damage than anything else. The solution is therefore to start quietly with small volumes, then increase as you go in order to give your reputation as a sender to build. This is the Warm Up. Then, the more your emails will be open, the more confidence between you and your recipients will be installed, the more important you can send.


Warm-up must be done in the event of a new IP and/or new domain. If your emails are sent from a shared IP address, in this case the warm -up phase will not be necessary. The warm-up can be set up manually (manual email sending to your friends and colleagues, one by one, in order to start a conversation), or automatically via a tool provided for this purpose.

Tips for your warm-up

  • Remember to establish a calendar with a specific plan for your warm-up period (count approximately 4 to 8 weeks)
  • For the first shipments, take example from emails that you have already sent and which have been particularly efficient in terms of opening rate.
  • Opt for regular shipments; The frequency is also important for warm-up.
  • Target subscribers on your list which appear to be the most committed (high opening rate and clicks) in order to show the ISP that you benefit from an active audience.
  • Watch with the greatest attention the evolution and performance of your IP/domain address preheating, what works and what does not work. For the addresses that seem to be walking, remove them from the sending list. On the other hand, keep the most active subscribers then try again with them.
  • Keep your previous domain/IP address for some time (one to three months), the time to see if the Warm-up is going well. If this is not the case, you can then use the old one while waiting to find the source of the problem.

Finally, do not worry too much if you notice unscrewed on the road, as long as the number remains reasonable, this should not affect your preheating.

The Warm-up of Email Addresses is an important procedure, essential even to guarantee the proper deliverability of your shipments from a new area and/or a new IP address. By going gradually and following the above advice, you should succeed in building solid bases for your future shipments.