Warming up a new IP address for email sending
When you start using a new dedicated IP address to send emails, it's essential to perform what's known as IP warm-up. This involves gradually increasing the volume of emails sent in order to build a solid sender reputation.
The IP warm-up process follows a predefined schedule that allows you to demonstrate your legitimacy as a sender to Internet Service Providers (ISPs) and helps ensure that your messages are delivered to the recipient's inbox, rather than being filtered as spam.
Why warming up matters
When an ISP suddenly detects email traffic from a brand-new or “cold” IP address, it immediately starts monitoring that traffic. ISPs treat sending volume and consistency as critical signals when identifying spam behavior.
That’s why it’s important to start by sending a low to moderate volume of emails and increase it gradually. This gives ISPs time to observe your sending patterns and measure how recipients engage with your emails (opens, clicks, spam complaints, etc.).
Recommendations and best practices
While warming up your IP doesn't guarantee a perfect reputation, it's a crucial step to achieving high deliverability rates. Following email sending best practices helps maintain a healthy reputation over time.
Remember: it’s much easier to build a good reputation from scratch than to fix a damaged one.
IP warm-up managed by Utixo
Utixo manages the entire IP warm-up process for its services, including:
- Professional SMTP
- PULSE Marketing Platform
Thanks to expert technical setup and customized warm-up plans, Utixo ensures high deliverability right from your very first campaigns.
