IP Warming

Definition: IP warming is the gradual process of increasing the volume of emails sent from a new IP address to build trust and ensure that the IP is not flagged as a spam sender by Internet Service Providers (ISPs). When you send emails from a new IP, it’s important to warm up the IP by starting with a low volume of emails and slowly increasing the volume over time. This allows the email-sending reputation of the IP address to develop organically. 

If you send too many emails too quickly from a new IP address, ISPs may consider it suspicious and block the emails, marking them as spam. This process is crucial for businesses that are transitioning to a new ESP or changing their sending infrastructure. Proper IP warming ensures good deliverability, improved sender reputation, and better inbox placement.

Analogy: IP warming is like opening a new retail store. If you immediately start inviting hundreds of people to your grand opening, the local community might get overwhelmed or suspicious. Instead, you start by inviting just a few people, then gradually increase the number of guests. By doing this, you build trust and get people comfortable with your presence before your store becomes fully operational.