Are your emails going to SPAM or not arriving?
Don't worry about it

It is very common for emails to land in the spam folder for a new sender with a new SMTP server (Email Server), a new IP address and a new domain.

Even if all the technical aspects such as SPF, DKIM, DMARC, RDNS, No Blacklists and 10/10 Score on are in place.
Your e-mails may end up in spam.

When you create a new SMTP server With a new dedicated IP address like we provide, before you can start sending email marketing campaigns, you need to "warm up" your IP address.

In addition, you have to "warm it up" if you have left your IP address without sending an e-mail for more than about 30 days.

Thus, SMTP preheating is a sort of continuous process.

What is "warming up" an IP address

When you have a new IP address for your SMTP, that IP address will have no reputation on the Internet and ISPs (Internet Service Providers) will not know that IP address. IP warming is the practice of building your reputation on the Internet by gradually increasing the volume of mail sent with your IP address on a predetermined schedule.

When an ISP notices an e-mail suddenly coming from a new IP address, it immediately starts evaluating traffic from that IP address.

Since ISPs consider email volume as a key to determining spam, it is best to start sending a low volume of email and then gradually increase to larger amounts.

This gives email providers a chance to carefully observe and analyse your sending habits and volumes and record how your recipients interact with your email.

In general, the warm-up takes between 1 and a few weeks depending on your scenario and the number of emails you want to send per day.

How do ISPs rate your emails and reputation?

When you start the warm-up process, ISPs will assess your reputation based on three main factors:

  • Bounce rate: When you send an e-mail campaign, you need to make sure that your e-mails are valid. A high bounce rate will destroy your reputation.
  • Spam traps: even a very small percentage of spam traps can blacklist you!
  • Spam content: the content of your message is essential; ISPs will check if you use spam keywords or blacklisted links.
  • User interaction: how do recipients interact with your emails, if they report you as spam, then it's a real problem!

Volume of e-mails and chronology

The number of emails you send depends on your own total volume of emails, some may need to send 100 emails per day, and others may need 1 million per day!

You need to send out enough e-mails with sufficient frequency so that your e-mail reputation can be monitored.

Also, you should know something very important: most reputation systems only store data for 30 days, so you should not go 30 days or more without sending an IP address. If you do, you will have to heat it up again.

The simplest approach is to estimate your total monthly email volume and divide this number by 30.

Then try to spread your sending evenly over the first 30 days, based on this calculation. For example: if you send 90,000 emails/month, you should start by sending 3,000 per day for the first month, and so on.

Maintain warm-up on ALL ISPs

It is important to remember that you must maintain a constant volume throughout the warm-up period for each ISP.

So remember to divide your warm-up schedule so that each ISP receives a comparable amount of mail each day. Don't pre-warm Gmail on Monday, Yahoo! on Tuesday, etc.-distribute your mail evenly to each ISP each warm-up day).

Otherwise, your mailing activity seems sporadic and you will not be able to build a solid reputation.

Tips for your SMTP server

There are a few crucial tips you should follow when preheating the PI:

  • Never start until you have a high sending score: ensure this by setting up SPF, DKIM, rDNS etc.
  • Never send promotional emails during the warm-up period. You need the highest engagement rates, so send transactional emails or perhaps valuable information.
  • First send an e-mail only to your most important active subscribers. Guarantee a bounce rate close to 0%.
  • Do not rotate or change IP addresses during warm-up. Rotation is a sign of spam.
  • In your emails, add a clear link for people to unsubscribe.
  • Add an electronic signature that makes your emails look trusted.
  • Send to your friends list and ask them to flag you as non-spam and tell them to reply.
  • Do your best to create an audience and warm up with that audience. In this way you will get the best interaction with the user and make the "warm-up process" much easier.
  • Monitor your campaigns accurately and make sure you keep your bounce rate below 2% by validating your emails (e.g. use the service )

How to monitor reputation?

Having the right tools to check IP reputation is halfway to success. Here are some tools and services you can use:

  • by Return Path The score ranges from 0 to 100, with 100 being the best. It tells you how well you are doing. recommended to keep your sender score at 90 or above.
  • by Cisco It tells you how your reputation is across all Cisco managed network providers. The reputation score is grouped into Good, Neutral and Bad.
  • com Microsoft's intelligent network data services provide you information about the traffic coming from your IP address such as the volume of emails sent, complaint rates and spam traps hits.
  • com Provides access to your domain data on Google Search Console.
  • com Check your IP reputation and rate it as "bad", "neutral" and "good".

IP warming is about sending emails gradually to build a good reputation and reach the inbox of the recipient. So be careful, follow the guidelines and tips listed above, to get the best results.


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