Start of main content

Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

IP Warming

IP warming is the process of gradually increasing email volume from a new IP address to build a positive sending reputation with mailbox providers before sending at full scale.

Also known as: IP warmup, warming a sending IP

A brand-new sending IP has no reputation, and mailbox providers are wary of unknown senders that suddenly blast high volume. IP warming eases you in, building trust step by step.

How does IP warming work?

You start with a small volume of your most engaged subscribers, then increase sends gradually over days or weeks. Strong early engagement teaches providers your mail is wanted.

Why is IP warming necessary?

Sending high volume from a cold IP looks like spammer behavior and can get your mail throttled or blocked. Warming establishes a track record first.

IP warming best practices

Begin with your most engaged segments, ramp volume steadily, keep content consistent, and monitor complaints, bounces, and reputation as you scale.

Related terms

Email Deliverability Sender Reputation SPF DKIM DMARC Hard Bounce

Related reading from Drip

Why Emails Go to Spam and What to Do About It Ecommerce Email Deliverability: 9 Ways to Reach the Inbox

Frequently asked questions

What is IP warming?
IP warming is the practice of gradually increasing email volume from a new sending IP address to build a positive reputation with mailbox providers before sending at full scale.
Why is IP warming necessary?
A new IP has no reputation, and sending high volume from it looks like spammer behavior, which can get your mail throttled or blocked. Warming establishes a trustworthy track record first.
How long does IP warming take?
It typically takes a few weeks, depending on your target volume. You start small with engaged subscribers and increase sends gradually each day, monitoring reputation as you scale.
What are IP warming best practices?
Begin with your most engaged segments, ramp volume steadily rather than all at once, keep your content and sending patterns consistent, and closely monitor complaints, bounces, and reputation.
An illustration of a an envelope with a thumbs up.
An illustration of an envelope with an arrow.

Come for the automated marketing. Stay for the endless revenue growth.

Start a 14-day free trial, no credit card required.

Try Drip today