IP Warming
01 Definition
IP Warming meaning: Gradually increasing send volume on a new IP to build trust with mailbox providers.
IP warming is the practice of slowly ramping up email volume from a new or dormant sending IP address over days or weeks. Mailbox providers distrust sudden large volumes from unknown IPs, so a gradual schedule aimed at your most engaged recipients builds positive reputation and avoids blocks or spam foldering.
Also called
Why it matters
How IP Warming fits the work
A brand new IP has no reputation, and blasting full volume immediately looks like spam, so warming establishes trust and protects inbox placement from the start.
In context
The team warmed a new dedicated IP over four weeks, starting at 500 emails a day and roughly doubling the volume every few days.
Practical note
Warming works best when you send to your most engaged subscribers first, since their opens and low complaints signal to providers that your mail is wanted.