What does it actually mean to “warm up” an IP address?
New IP addresses that have never been used have no sending history and need to earn their reputation with ISPs (Internet Service Providers). AOL, Yahoo!, Gmail or Hotmail need to see that you are sending relevant, permission-based emails before they begin to allow your bulk
mailings through to inbox folders. ). When an ISP observes email suddenly coming from a new or “cold” (ie, recently dormant) IP address, they will take notice of it and immediately begin evaluating the traffic coming from that IP.
ISPs have complex algorithms in place that analyze the quality of your emails and assign a particular rating to each and every sending IP address. In order to ensure the highest deliverability and IPR (inbox placement rate), official documents released by their Postmaster Teams encourage bulk senders to always start at lower volumes and gradually increase the traffic. In the meantime, they scrutinize the number of factors that your emails generate (e.g. spam complaints, user-unknown bounces, opens, clicks)
Since volume is perhaps the most telling factor in the eyes of ISP SPAM filters, it is best to begin sending low to moderate volume and to follow a Sending Plan where you gradually ramp up volume over time. This gives the ISP’s ” a chance to closely observe your sending habits and the way your customers treat the emails they receive from you. Of course, just warming up IP’s is not the only key to success. It remains very important to follow all other email best practices – send matching content that your subscribers want to read, perform list management to protect the quality of your lists and send your emails on a consistent basis.
Follow a recommended sending plan
Your sending reputation will determine whether or not your emails will get past their SPAM filters, it’s obviously pretty important to aim for an excellent sender reputation. You should make the warmup process a priority in order to start off on the right foot. When commencing the IP warm-up process, you should follow a sending plan which is designed specifically with an eye on building your sending reputation over time. The email addresses you are selecting for the implementation of the sending plan should follow these guidelines
→ It is essential that the first batch you import is carefully selected. You should import only those subscribers who have been recently active, i.e. opened your last emails and/or clicked on the links. It is vitally important that there are no bad addresses (non-existent
emails) on this list.
→ Route fresh leads from your site
→ Double opt-in mode Recommended!
When commencing the IP warm-up process, it is always best to start sending emails to high-quality active subscribers, best would be routing the fresh traffic from your websites to your new SmtpCart account (through the sign-up forms). Organic list growth is highly recommended during the warming up the process as it generates more responsive and active subscribers.
How do I create my sending plan?
Since we realize that IP warm-up is crucial for your ongoing bulk mailing success, we have optimized a sending schedule and highly recommend that you follow it during the first few days of mailing to subscribers.
- Here is a breakdown of an import batch that you should be importing daily during the first 5 days:
→ 450 Yahoo addresses
→ 500 Hotmail addresses
→ 650 AOL addresses
→ 1,000 other ESPs
TOTAL: 2,600 subscribers
The day-by-day schedule should have the following shape:
DAY 1: Email sent to ~ 2,600 subscribers
DAY 2: Email sent to ~ 5,200 subscribers
DAY 3: Email sent to ~ 7,800 subscribers
DAY 4: Email sent to ~ 10,400 subscribers
DAY 5: Email sent to ~ 13,000 subscribers
DAY 6: Email sent to ~ 20,000 subscribers
DAY 7: Email sent to ~ 25,000 subscribers
DAY 8: Email sent to ~ 30,000 subscribers
DAY 9: Email sent to ~ 45,000 subscribers
DAY 10: Email sent to ~ 60,000 subscribers
DAY 11: Email sent to ~ 80,000 subscribers
DAY 12: Email sent to ~ 100,000 subscribers
Furthermore, it’s recommended to throttle the number of emails evenly over the day instead of sending them all as fast as possible. You should be able to gradually increase your outbound traffic from about 1,000 emails/hour (at the outset) up to 10-20,000 emails/hour when the process is complete. The IP warming schedule above is recommended by us, however, there are also alternative warming up methods that are commonly used like:
→ Conservative Approach:
Estimate your total monthly email volume and divide that number by 30 and then try to spread your sending evenly over the first 30 days, based on that calculation.
Example: if you will send 90,000 emails/month, you should start off sending 3,000 per day over the first month.
→ Aggressive Approach:
Instead of dividing the total monthly volume by 30, divide it by 15.
Example: say you still need to send the same 90,000 email/month,
but you need the emails to reach your recipients in half as long of a time frame, send 6,000 per day for the first 15 days.
Can I skip the IP warm-up process?
Your SmtpCart dedicated account is technically capable of sending the number of purchased emails from day one. The sending schedule which we recommend is not obligatory yet, based on our experience, we know that sending e.g. 100,000 emails without building the IP reputation first frequently results in an IP block and temporary inability to deliver any emails to a particular ISP. The IP warm-up is a necessary process in today’s email marketing reality and managing it the right way – with our ongoing assistance – can help
you reap more benefits from email marketing in both the short and long runs.
ISPs keep monthly histories of all the emails being sent to their systems. Therefore, you can expect to accomplish a sufficient warmup within about 30 days. You should be able to gradually increase your outbound traffic from about 1,000 emails/hour (at the outset) up to 10-20,000 emails/hour when the process is complete.