When setting up a new server to deliver email campaigns, it’s essential to perform what’s called an IP address “warm-up.” Because the server is new, its address isn’t yet listed by internet service providers (ISPs) and online email services, meaning it hasn’t yet established a reputation. This can lead to filtering by some ISPs or webmail providers if large volumes of emails are sent without proper precautions.
To mitigate this risk, it’s recommended to adopt a gradual approach to the volume of emails sent; this process is known as IP address “warm-up.” For example, a sender who sends a newsletter to 30,000 recipients every two weeks could spread this mailing over a 15-day period, limiting the daily send to 2,000 messages, or even splitting them into several daily mailings. Subsequently, sending volumes are gradually increased as the IP address builds a credible reputation.
This warm-up practice is relevant whether for a new in-house server or a new dedicated server at a service provider. A concrete example of this warm-up functionality can be seen on the Sendinblue platform.
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