Email Warm-Up
The process of gradually increasing sending volume from a new IP or domain to build sender reputation.
Why It Matters
Sending high volume from a cold IP triggers spam filters and can permanently damage your domain reputation.
How It Works
You start by sending small batches to your most engaged subscribers, then increase volume by 20-30% each day over 2-4 weeks. ISPs observe positive engagement signals and gradually trust your sending infrastructure.
Real-World Example
A new e-commerce brand starts by emailing 200 subscribers per day and scales to 20,000 over three weeks.
Common Mistakes
Rushing warm-up to meet a launch deadline
Warming up with unengaged or old list segments
Related Terms
A score assigned to your sending domain and IP by email providers that determines inbox placement.
The ability of your emails to successfully reach recipients' inboxes rather than spam folders or being blocked.
The practice of regularly cleaning your email list by removing invalid, inactive, and unengaged subscribers.
Email Warm-Up FAQs
How long does email warm-up take?
Typically 2-4 weeks, though larger lists or stricter ISPs may require 6-8 weeks of gradual scaling.
Do I need to warm up a new subdomain?
Yes, new subdomains have no reputation and must be warmed up just like a new domain or IP.
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