What Is IP Re-Warming?

What Is IP Re-Warming?

What Is IP Re-Warming?

​When people talk about IP warming, there’s a tendency to discuss it like it’s a one-and-done sort of thing. Just slowly increase the number of emails you send until you’re at the level you intend to send regularly and—boom!—you’re done. But while some brands go through the warming process with few bumps and then continue sending steady volumes of email to their highly engaged customers, many companies find themselves having to do something that’s rarely discussed: Namely, the IP re-warming process.

What is IP warming?

it is the process of gradually increasing the volume of emails sent, establishing a good reputation with domains.
This is especially recommended for those who intend to fire large volumes of emails in a short period of time.

This process helps an ISP get acquainted with your sending patterns and ensure you’re a trusted sender. It’s one of the best practices for strong deliverability.

Under what circumstances do I need to start an IP Re-Warming?

First situation: You’ve just started the IP warming and your numbers are not good.

The IP warmup tends to be progressive, you will build your progress according to your last send. So if you’re early in the IP warming process and are finding that you just aren’t seeing the kind of engagement or metrics that you’re looking for, you may well be better off taking a breather and reassessing your approach.

Second situation: Do you want to increase your send numbers significantly.

This one is a little different, imagine that you currently send 500,000 emails a day, but tomorrow you want to send 2 million, IP rewarming is exactly what you need.

At the beggining you warmed up your IP when you first opened the list, so adding a million or more new users to your send list is not apropiated. When you have a significant increase in the number of customers you're shipping to, you must handle the rewarming process with care and consideration.

Failing to properly warm your IPs to those increased volumes can lead you to run into the same sorts of deliverability issues that plague any brand that doesn’t warm their IPs: That is, suspicious ISPs, messages that go right to spam, and an email marketing strategy that just doesn’t live up to what it’s capable of.

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