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What is an IP and Why Warm It Up?

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10 Sep. 2020

IP is a dedicated internet address that is used to send out emails. IP warm-up is a process of sending a small volume of emails initially and increasing the volume gradually. This process is essential to build a reputation with ISPs.

Internet service providers and email service providers have developed a routine to stop mass spamming. ISPs keep an eye on the IP address from where specific emails are generated.

How Does It Work?

Email sender develops a strategy and starts sending emails from new IP in a smaller volume. Let’s say they used to send 50,000 emails per week, instead of going all out. They begin by sending a lower volume to selected recipients. Then keep increasing the volume. This allows them to gain the trust of ISPs and become reputable.

Once the ISP notices that emails are being received well and there are no alarming trends of users marking them as spams or hard bounce. They start to consider the IP as a legit source. Email service providers also know make a note and don’t use the IP as spam in their header filter.

When Is It Needed?

Warming up is a strategy used by people sending mass business emails.It keeps them safe from being listed as spammers. This is used in two scenarios. If an IP address needs to be changed. Or, if it has not been used for some time and needs to be activated again.

What Is the Need to Warm up IP?

You may wonder what’s the harm in switching IP as one goes. It can cause unrepairable damage to a well-established email campaign. Imagine an email marketing team is sending thousands of emails using a dedicated and established IP and has an excellent success rate.

For some reason, they switch their IP and start sending the same quality of email to the same subscribers. Their delivery rate suddenly drops, the reason is that the ISPs didn’t recognize the new IP and considered it spam generator.

In this scenario, everything goes for a toss. It will be tough to recover from this situation.

What Is ISPs Role During Warm-Up?

ISPs act as a referee and always keep an eye on the email sending IP addresses activity.

During the warm-up, it notices if the sender is behaving responsibly or not. If you keep sending emails to undeliverable addresses, it can do a lot of harm. Whereas, managing the opt-outs and removing the undeliverable email addresses would mean that you are doing your job diligently.

Over a while, ISPs will start trusting you and, that would mean that the warm-up is over. As soon as you have built a good sender reputation. It will be absolutely safe to go all out and start sending at full volume.

Critical Aspects of Sender’s Reputation?

Few things play a significant role in managing the sender’s reputation. Always ensure to have a game plan to address these vital areas.

Make sure you develop a sound strategy that takes care of all critical aspects that affect sender reputation. Let’s look at another vital factor that affects sender credibility.

Don’t Fall Into Spam Trap

Always use a quality mailing list. Make sure your data partner is trustworthy and doing the basics right. If not, chances are you will start accumulating email addresses that were either not real or never subscribed. That will make your bounce rate super high, and you will start seeing a spike in your emails being marked as spam by recipients.

Make sure you keep the mailing list clean by following some hygiene. These will help you not only have a sorted-out mailing listbut also rate you higher among email service providers.


Warming up is crucial for building your sender reputation while switching IP. Make sure you follow the basic and warm up gradually. Once you have the required trust with ISPs, you are 100% back in action.


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