IP warm-up: what, why and how?

[suchona.kani.z]

It would be great if every email we create and send to potential customers really got to where it was supposed to. But unfortunately, the reality is a little different. Usually, a significant part of the messages go straight to the trash because the mailbox provider considered them spam. And that's exactly what the so-called IP warm-up can help you with . In today's article, we'll explain what it is, why it's so important, and how to best apply this tactic.

Why is 100% email deliverability not the norm, but a complete exception? The sender's poor reputation is to blame . This is based on many factors, such as the number of messages sent, the average bounce rate, the number of unsubscribes, or the quality of IP addresses associated with the sender's domain. Therefore, it is necessary to pay attention to seemingly insignificant details, such as IP address care.

What is IP warm-up?
Every IP address is a tabula rasa – a blank slate. It has no message sending history, open rates, click-through rates or other variables that could prove that someone truly trustworthy is sending mail from it. It is simply cold . And that is why internet providers often consider it so untrustworthy that they evaluate messages from it as spam .

IP warm-up is a process that increases your credibility in the vietnam email list eyes of internet providers, who will then deliver your messages to your inbox more often – and not to the trash. It is a similar principle to link building in SEO .

Why IP warm-up is important
We have already outlined the reason above - internet providers automatically consider new, unknown and unverified IP addresses as untrustworthy. If you suddenly sent a mass message to 100 thousand recipients, only 5 thousand of them would receive it.

Of the five thousand delivered emails, based on an analysis of the opening, click-through, unsubscribe or spam rate, it would evaluate the actual credibility of your IP address, which would then determine the deliverability of other emails.

You will almost always use IP warm-up. The only exception is when you are using a shared IP address.