IP warmup

IP warming, also known as IP conditioning, is the process of gradually increasing the volume of email sent from a particular IP address. This gives inbox providers time to observe sending patterns and assess engagement, helping establish a positive reputation. 

A sudden spike in volume can trigger throttling, spam filtering, or outright blocking – especially if recipients don’t engage positively with the messages. 

Successful IP warming includes: 

• Sending to your most engaged users first 
• Gradually increasing daily volume over days or weeks 
• Monitoring for bounces, complaints, and engagement trends 
• Using authentication protocols (SPF, DKIM, DMARC) and proper headers 
• Avoiding misleading content or poor list practices 

Note: IP warming only improves outcomes if the content is wanted, the list is clean, and sending behavior remains consistent.