When you use a new dedicated IP address to send emails you need to warm it up. Warming up the IP allows you to gradually send more emails on your new IP to establish a good sender reputation.
IP warm-up is the practice of gradually increasing the volume of mail sent with a dedicated IP address according to a predetermined schedule. This step-by-step process helps establish a better reputation as a legitimate email sender. The IP heating therefore allows you to be able to send high volumes of mail with high levels of achievement of the recipient's INBOX.
When an ISP (recipient) sees an email suddenly coming from a new or "cold" IP address, they notice it and immediately start evaluating the traffic coming from that IP. Since ISPs treat email volume as a major factor in spam detection, it's best to start sending low to moderate volume, then work your way up to larger volumes. This gives receiving email providers the ability to closely observe your sending habits and record how your recipients interact with your mail.
A gradual warm-up does not always guarantee a perfect sending reputation but it is still important to follow "best practices" to get good results.
It is much easier to establish a positive reputation as a new sender than it is to repair an existing reputation.
Utixo manages the warm up of its IPs for SMTP and PULSE marketing platform services.