IP Warm-Up: From Zero to Full Volume

What Is IP Warm-Up?

When you start sending from a new IP address, inbox providers have no history to judge you by. IP warm-up is the process of gradually increasing your sending volume so providers can build a reputation profile for your IP.

The Warm-Up Schedule

Start with your most engaged subscribers — people who have opened or clicked in the last 30 days. Begin with 50-100 emails per day and double every 2-3 days. A typical warm-up takes 2-4 weeks to reach full volume.

Week 1: Foundation

Days 1-2: 100 emails/day. Days 3-4: 250 emails/day. Days 5-7: 500 emails/day. Send only to your most engaged segment.

Week 2: Growth

Increase to 1,000-5,000/day. Expand to subscribers who engaged in the last 60 days. Monitor bounce rates and spam complaints closely.

Week 3-4: Scale

Ramp to 10,000-50,000+/day. Include your broader list but still exclude unengaged subscribers. Maintain consistent daily volume.

Warning Signs

If bounce rates exceed 3% or spam complaints exceed 0.1%, slow down immediately. These are signals that you're moving too fast or your list quality has issues.

Shared vs. Dedicated IPs

Shared IPs don't require warm-up (the ESP manages reputation), but you share reputation with other senders. Dedicated IPs give you full control but require careful warm-up.