A Quick Guide To IP Warming To Ensure Better Email Deliverability

September 28, 2020

By Anthony Piwarun

IP warming is a prerequisite to sending out bulk emails, and missing on it during the initial days can sabotage your email marketing campaigns. Adding a new IP address to your account should always be followed up by an IP warm-up. In simple words, IP warming or warm-up is the process of systematically increasing the number of emails sent from your new IP address with time and gradually establishing a sender reputation. In this article, we will have a quick look at the need and methods of IP warming along with tips on warming up your IP address for better deliverability.

The Need Of IP Warming

If you have not sent any mail for 30 consecutive days or adding a new dedicated IP address, you will need to familiarize yourself with the ISPs (Inbox Service Providers) so that you don’t end up in the spam folders. You can also take help of email developers if you are not familiar with these technicalities. ISPs are vigilant when it comes to targeting unknown senders shooting bulk emails as a form of cold calling. To get accepted by ISPs, you need to develop a concrete sender reputation to minimize the deliverability issues. Mailbox providers recognize you based on their previous interactions with you, which happens to be your IP. Healthy email marketing metrics mean that you are trustworthy and inbox providers can trust you with their clients.

Wait no more, here’s the quick guide on IP warming:

Methods To Warm Up Your IP Address

There are two ways to warm up your dedicated IP address, and you can apply these methods regardless of whether you have a completely new IP address or adding a new one. In this section, we will have a look at both methods.

Manual IP Warm-Up

Going by the manual method, you will have to send emails in small batches and constantly increase sending frequency over predefined time intervals. While there is no fixed rule, it is advisable to double the number of emails sent with each new batch. This is a tedious method, and it isn’t very popular in the industry.

API-Based IP Warming Automation

API-based automation tools use an existing IP address and couple it with the new one to send out scheduled emails. Automation smartly uses the warm and cold IPs for sending out emails. It also manages the batch size with respect to the schedule and redistributes the emails in case of limit expiration. Automated throttling gives you complete control over the hourly limits and builds a predictable pattern for the mailbox providers to familiarise your IP.

Step By Step Instructions For IP Warming

  • Create a hygienic email list that keeps the most engaged recipients at the top priority.
  • Set up PTR records in your reverse DNS, register your IP address with DKIM, DMARC, and SPF for authentication. Also, register for complaints with all ISPs.
  • Place a “click to unsubscribe” link in all your HTML email templates.
  • Register yourself on the Return Path platform …read more

    Source:: Social Media Explorer

          

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