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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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.<\/p>\n","protected":false},"excerpt":{"rendered":"
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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","meta":{"wds_primary_glossary-categories":0,"footnotes":""},"glossary-categories":[103],"glossary-tags":[],"class_list":["post-59023","glossary","type-glossary","status-publish","hentry","glossary-categories-display-programmatic-advertising"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary\/59023","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"author":[{"embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary\/59023\/revisions"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=59023"}],"wp:term":[{"taxonomy":"glossary-categories","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary-categories?post=59023"},{"taxonomy":"glossary-tags","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary-tags?post=59023"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}