A quick guide to IP warming to ensure better deliverability of emails
IP warming is a requirement for sending bulk emails. If you don’t use these for the first few days, you could be sabotaging your email marketing campaigns. There should always be an IP warm up period after adding a new IP address to your account. In simple terms, IP warming or warming up will systematically increase the number of emails sent from your new IP address over time and gradually build a sender reputation. In this article, we’re going to take a quick look at the need and methods of IP warming and tips on how to warm your IP address for better deliverability.
The need for IP warming
If you haven’t sent any emails or added a new dedicated IP address for 30 days in a row, you need to familiarize yourself with ISPs (Inbox Service Providers) so you don’t end up in the spam folders. You can also reach out to email developers if you are not familiar with these technical details. ISPs are vigilant when it comes to targeting unknown senders who cold-call bulk emails. To be accepted by ISPs, you need to develop a specific sender reputation to minimize deliverability issues. Mailbox providers will recognize you by their previous interactions with you, which happened to be your IP. Healthy email marketing metrics mean you can be trusted and inbox providers can trust you with their customers.
Don’t wait any longer, here is the quick guide to IP warming:
Methods for warming up your IP address
There are two ways to warm up your dedicated IP address. You can use these methods whether you have a completely new IP address or you are adding a new one. In this section we will look at both methods.
Manual IP warm up
According to the manual method, you have to send e-mails in small batches and constantly increase the sending frequency over predefined time intervals. While there is no hard and fast rule, it is advisable to double the number of emails sent with each new batch. This is a lengthy method that is not very popular in the industry.
API-based automation of IP warming
API-based automation tools use an existing IP address and couple it with the new one to send scheduled emails. The automation intelligently uses the warm and cold IP addresses to send e-mails. It also manages the batch size in relation to the schedule and redistributes the emails in case the limit runs out. Automatic throttling gives you complete control over the hourly limits and allows you to create a predictable pattern that mailbox providers can use to familiarize yourself with your IP address.
Step by step instructions for IP heating
- Create a hygienic email list that prioritizes the most engaged recipients.
- Set up PTR records in your reverse DNS and register your IP address for authentication with DKIM, DMARC and SPF. Also register for complaints with all ISPs.
- Include a click-to-unsubscribe link in all of your HTML email templates.
- Register on the Return Path platform for each newly added IP address.
- With 2000-4000 subscribers, start with the most engaged first.
- Double your transmission frequency every day or on different days.
According to Get Response,
- The average click rate is 3.43%
- The average open rate is 22.15%
- The average unsubscribe rate is 0.20%
- The average spam rate is only 0.02%
Tips for performing IP warming
- When you’re starting out, choose contacts you know personally for good open rates.
- Get a dedicated tool to manage and measure your sender reputation.
- If engagement rates drop halfway, reduce the number of emails sent and stop them if necessary.
- To ensure high deliverability, stick to organic email lists and avoid using paid email lists at all costs.
- Optimize your warm-up plan with adequate recipients from each ISP.
- Use A / B split tests to understand what works best for your subscribers. It helps in choosing the best email template and content structure for better results.
- Whenever you come across poor email metrics, think twice. Sometimes ISPs put you in the spam folder on purpose to check that you are marked “not spam”. This can improve your sender’s reputation by leaps and bounds. On the other hand, it saves you from hitting spam traps.
It is very advisable to seek professional help before creating an IP warm up plan. If not done properly, you may be blacklisted by ISPs. One piece of advice for our readers is that they should stop wasting time and effort on an IP address that has a negative reputation. Restarting the process with a new address is always easier and cheaper. It also saves you the risk of your IP addresses being warmed up.
Over to you
Despite your best efforts, the early stages are caused by problems. We recommend sticking to your plan and setting up a bounce processing log to identify any major issues. In most cases, you will need to change your strategy from time to time. However, if you follow the steps above with an organic email list, you are sure to get great results. We hope you find this quick guide on IP warming helpful in achieving better email deliverability.
Kevin George is the director of marketing at Email Uplers, one of the fastest growing PSD email encoding companies. He specializes in creating professional-quality email templates, designing and coding custom Mailchimp email templates, as well as email automation, campaign management and data integration. Migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.