How to set up an IP warm up

An IP warm up is the process of slowly increasing the volume of email you send from a new IP address, which is typically needed when you switch email service providers, significantly increase your send volume, or restart sending after a long pause. The warm up signals to mailbox providers that you’re a legitimate sender who sends consistent, wanted messages. Without warming up, a sudden spike in volume can trigger spam filters and hurt deliverability.

The goal isn’t to send to your entire database right away. Instead, focus on your usual send volume, starting small and steadily building up over time.

Why IP warm up matters

• Builds sender reputation: Mailbox providers look at sending patterns to decide whether to deliver your emails to inbox or spam.

• Improves deliverability: A well-warmed IP reduces bounce rates, spam complaints, and inbox placement issues.

• Protects long-term performance: Taking the time to warm up now sets the foundation for strong deliverability in the future.

How to set up an IP warm up

1. Define your target volume
   You don’t need to warm up your entire list. Instead, warm up the volume you plan to send regularly. If your typical send is 50,000 emails, that’s the number you want to reach.
   
   

2. Start small
   Begin with a smaller group of highly engaged subscribers. Typically, these arepeople who frequently open and click your emails. This helps establish positive engagement signals right away.
   
   

3. Increase volume steadily
   Add more recipients every day or every few sends. A common approach is to double the volume every 3–4 days until you reach your target.
   
   

4. Organize your setup
   Keep track of which subscribers you’ve included at each stage of the warm up. Organizing your lists in advance helps avoid errors and ensures a smooth ramp-up.
   
   

5. Monitor performance
   Track key deliverability metrics like bounce rates, open rates, and spam complaints. If you see problems, pause and maintain your current volume until performance stabilizes.

Common mistakes to avoid

• Warming up your whole list at once: This signals suspicious behavior to mailbox providers and can lead to deliverability issues.

• Skipping organization: Without a clear plan, it’s easy to accidentally over-send or hit unengaged contacts too early.

• Ignoring engagement signals: If subscribers aren’t engaging during warm up, providers may flag your IP as risky.

Final thoughts

IP warm up is one of the most important steps when establishing a new sending IP. By focusing on your usual send volume, starting with your most engaged subscribers, and carefully tracking perfo2rmance, you’ll build a strong foundation for long-term deliverability success.

If you’d like help planning or executing an IP warm up, our team at Scalero can guide you through the process.