How to Warm Up an IP Address

Whether you are just starting to send your first deployment or are increasing your email volume, there will come a time when you need to add a new IP address. Email delivery is based on reputation, but unfortunately, new IP addresses don’t come bundled with a reputation score. When you unwrap your new IP address, your first step is to establish a positive reputation to let the ISPs know you are a legitimate sender. So how do you successfully get delivered with an IP with zero reputation? The answer is—warm it up!

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What's inside the Guide?

How warming up an IP benefits you from both an ISP and a sending perspective

"We're now enjoying email delivery rates of 96% and have saved thousands of dollars in engineering resources."

Jon Hoffman
Head of Infrastructure at foursquare

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How much email to send and when, including sample schedules

Tricks for avoiding spam traps

The right questions to ask your ESP to ensure the process is done right