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Definition, Advantages & How To Do It Right » Small Business Bonfire

Nowadays, email providers moderate emails with meticulous attention. They carefully monitor the outgoing emails from new IP addresses. Generally, they consider moderating emails when they find a high volume of outgoing emails from a brand new IP address.

In technical terms, this action of email moderation is called IP warming.

What Is IP Warming?

IP warming is a technique to gradually enhance the reputation of an IP address by increasing the volume of outgoing emails over many days or weeks. It is essential for email marketing.

Email service providers (ESPs) strive to establish the reputation of emails from new IP addresses over time. Whether you think about Yahoo or Gmail, all ESPs consider it as a major objective. It helps them verify if the emails from a newly created IP address are useful or engaging to users.

Email service providers put into their good books the emails that their subscribers open and read. Also, ESPs monitor the frequency with which their subscribers respond to such emails. They reward IP addresses with a good sender reputation if emails from them prove to be users.

A good sender reputation minimizes the bounce rate of emails and the possibility of the blacklisting of IP addresses by ESPs. IP warming plays a vital role in ensuring these outcomes by helping the sender reputation of an IP address.

Why Should You Do IP Warming? – The Advantages

ESPs generally view emails from every new IP address with suspicion and caution. They do it until an IP address gets an acceptable level of sender reputation as per their standards.

Due to poor sender reputation, emails from most senders do not reach the inboxes of recipients. When it happens to digital or email marketers, it impacts the outcomes of their marketing campaign.

IP warming is one of the viable strategies for boosting the rate of email marketing conversions. The whole point of sending emails to the inboxes of your target audience makes no sense when those emails are marked as spam. When an email gets the tag of “spam,” it goes to the spam folder of a recipient’s email inbox. 

As a result, the business prospect does not get to read your marketing email. This way, your effort of sending marketing emails to your target audience goes to waste.

This is precisely where IP warming can make a big difference. It helps create a positive image of your reputation as a sender in the mind of an email service provider.

By focusing on IP reputation, you can improve the reputation of your IP address. To an ESP, a good sender reputation indicates the approved behavior of an email sender. It makes your email activities look credible to an ESP, due to which they neither blacklist your IP nor mark your emails as spam. Your emails are systematically delivered to recipients’ email inboxes or the target audience based on these factors.

This can be of great significance if you are an email marketer. It can play a key role in steering your email marketing strategy through to success.

How To Do IP Warming?

For your success in IP warming, you need to work with a systematic plan in mind. Your idea should be to increase the volume of outgoing emails gradually. You can begin by planning a schedule for sending emails to the email addresses of your target audience.

Suppose you wish to send 5 million emails to your business prospects. To ensure that do so based on IP warming, you can work out a 14-day plan for it. Accordingly, you can follow the following pattern given below.

Day Number of emails
1 200
2 500
3 1000
4 2000
5 5,000
6 10,000
7 20,000
8 40,000
9 100,000
10 250,000
11 500,000
12 1,000,000
13 2,000,000
14 5,000,000

As you can see, the above table shows a pattern of sending 5 million emails based on an IP warming strategy over 14 days. You can choose a similar two-week schedule even if you send a lesser number of emails.

Additionally, you can also consider adding certain other aspects to your strategy. Try including the following elements in your scheme of things:

  • Make a list of subscribers who have opened your emails in a month. They are your active subscribers. Send your marketing emails to such subscribers for the first two weeks.
  • Now, follow the same tactics and compile a list of subscribers who opened your emails in the last two months. You can send marketing emails to such subscribers in the third and fourth weeks.
  • You might feel the temptation of doing the same for prospects who opened your emails in the last three to four months. This is where you need to be cautious. You’d be better off sending them your marketing emails in the seventh or eighth week.

Implementing these steps for IP warming will benefit your business in the long run by providing you with desired outcomes. Make sure that you follow this strategy systematically without any hesitation.


Most email marketers attach importance to email hygiene for the success of their email marketing campaign. Yes, it is essential to ensure that you send marketing emails to interested recipients. But would your emails get to the email inboxes of such recipients if your IP address has a poor sender reputation? No, not at all!

A poor sender reputation will make email service providers view your emails with suspicion and prevent them from landing on users’ email inboxes. Moreover, they can blacklist your IP based on your negative image as an email sender. By focusing on IP warming along with email hygiene, you can send your marketing emails to interested business prospects without any roadblocks and steer your digital marketing campaign through to success.

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