2. A bad reputation is due to various reasons like:<\/p>\n\n\n\n
- No initial IP warming was done.<\/li>
- There are inactive or dormant subscribers.<\/li>
- There are too many hard and soft bounces due to multiple reasons.<\/li><\/ul>\n\n\n\n
Now that you know the importance of an IP reputation<\/a> in email deliverability let\u2019s talk about one of the essential factors required to build IP reputation, i.e., IP Warming.<\/p>\n\n\n\n
Before introducing IP Warming, we will understand the concept of Dedicated IP and Shared IP, and the scenarios under which you should use them.<\/p>\n\n\n\n
- Dedicated IP is a single IP assigned to your organization, and your organization is required to maintain the IP address\u2019s IP reputation. You are responsible for conducting the IP warming exercise initially to build your dedicated IP address\u2019s reputation. <\/li>
- As the name suggests, Shared IP is an IP being shared by many customers simultaneously, and the IP reputation might be lowered because of someone else\u2019s deliverability issues. There is no feature or strategy for you to enhance the IP reputation in case of any deliverability issues. If the deliverability issue persists, then you might have to shift to a new IP address. <\/li><\/ul>\n\n\n\n
The message volume is an essential factor to consider while choosing between the two options. Dedicated IP should be selected in the scenario when your organization\u2019s message volume is more than 100k messages per month. However, if the message volume is more than 2 million messages, it is recommended to consider multiple dedicated IP addresses. This scenario is not covered as a part of this article. <\/p>\n\n\n
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<\/a><\/div><\/div>\n\n\n\nThe Power of IP Warming <\/strong><\/h2>\n\n\n\n
IP warming is an exercise done to increase the reputation of your dedicated IP address. It includes strategizing about the type of subscriber, email campaigns<\/a>, and email volume. IP warming ensures your emails are sent in a pattern of increasing volume over a period of time to your trusted set of customers or prospects. <\/p>\n\n\n\n
When a new IP address is purchased for sending emails, it is not warm enough to have a reputation; it has a zero reputation. Email clients like Gmail, Yahoo, Hotmail check the email sent history for the last 30 days of the IP address to deliver the emails to the relevant inbox. Since spammers frequently use new IP addresses to send spam emails, email clients are skeptical of IP addresses with no history. <\/p>\n\n\n\n
The period of IP warming exercise can be between 4-6 weeks, and it depends on multiple factors like subscriber list size, quality of subscriber, send frequency, subscriber engagement, etc.<\/p>\n\n\n\n
The below IP warming plan is for North American ISPs and should be adjusted for other regions. This plan shows the volume of email sends for 30 days for each ISP and domain in North America.<\/p>\n\n\n\n