IP Warming: A Complete Guide - Nummero

A smart email marketing approach can aid in customer retention and productive engagement. 

However, establishing a respectable reputation for the IP address that will be used to send the emails is a requirement for developing an email marketing strategy.

Have you noticed that a large percentage of emails you receive end up in your junk or spam folder, while others reach your inbox? 

A negative IP reputation is to blame for those emails ending up in your spam folder.

In today’s world, where data privacy is so crucial, organizations all over the world are taking steps to guarantee that they don’t spam their customers, and if you’re new to email marketing, you should do the same. 

IP warming is a crucial step for anyone new to email marketing who wants to improve their email deliverability and client engagement. 

Sending high volumes of emails to your subscribers without first building a positive reputation with Internet Service Providers (ISPs) will limit your ability to reach your subscribers.

Do you require it?


The requirement to warm your IP address determined by two factors:

Email volume – If you send fewer than 10,000 emails every month, an IP warming exercise may not be necessary. 

ISPs typically target businesses that send significant volumes of emails to their clients on a monthly basis. 

Even if the volumes are low, it is a good practice to warm up your IP address because it helps develop credibility for your company.

Only if a brand is using a dedicated IP address does IP warming become necessary. 

There are technologies on the market that allow brands to send emails using shared IP addresses without having to warm up the IP address. 

Brands that send huge volumes of the email should acquire their own IP address because their reputation is totally dependent on them. 

Depending on previous campaigns and the IP’s reputation, using shared IPs can be damaging.

What exactly is IP Warming?


The process of establishing credibility for a fresh

IP Address or one that hasn’t been used in a while is known as IP Warming. 

Sending emails from the new IP Address associated with the email account in small batches

and progressively increasing the number of emails sent each day or week, depending on the timetable, is part of the process. 

The goal to establish trust with ISPs (Internet Service Providers) by ensuring that emails are delivered to customers’ inboxes.

According to data, the majority of connections from new IP addresses are spam or unwanted email attempts.

To avoid landing in your subscribers’ SPAM folders, it’s critical to establish history when sending from a new IP address. 

To develop a good reputation for your , steadily raise the volume of desirable mail you send to your subscribers. 

You can begin sending massive volumes of emails to your subscribers once your brand has established a solid reputation.

What role does IP Warming play in email marketing for brands?


Let’s look at how the IP Warming exercise can help brands communicate with their customers through email marketing.

  • Email Deliverability – When it comes to email marketing, every company’s main concern is whether or not their message will reach their customers’ inboxes. This aided by IP warming. Brands can calculate the likelihood of emails reaching subscribers’ inboxes and change email volume accordingly.
  • Optimize campaign content– During IP warming, when only a small number of emails are delivered, it’s easier for companies to figure out what kind of content performs best and optimize future email campaigns for their whole database of subscribers.
  • Campaign Effectiveness – IP warming helps whitelist emails, which means brands don’t have to worry about deliverability after that. Instead of worrying about deliverability, they can focus on campaign efficacy – better understanding their consumers, crafting retention marketing emails, and focusing on customer engagement by looking at KPIs like Open Rate and Click-through-rate (CTR).

Best Practices for IP Warming


  • Establishing an identity and establishing a credible reputation with Internet Service Providers takes at least 3-4 weeks (ISPs)
  • Send cadence, email volume, complaints, bounces, and engagement are the primary aspects that determine this.
  • Brands should define volume thresholds per domain for each day of the week to follow, gradually increasing volume week after week.
  • To achieve suitable cadence and sending patterns, send cadence should be established at least three times per week.
  • Brands should concentrate on the most active members to reduce bounces and complaints.

Best Practices for Email Template Design for IP Warming


Here are some guidelines to keep in mind while creating an email template for an IP warming exercise:

The subject line should be no more than 60 characters long and free of SPAM phrases (e.g. offer/buy now).

Pre-header information should be

no more than 40-130 characters long and provide a snippet of the total communication to the subscriber.

Maintain a healthy text-to-image ratio; text should account for more than 60% of the entire design.

A single CTA button with a “Non-Selling” action should be on the first fold (e.g. Know more).

The use of external links in the email body  limited.



Reach out to us if you’re a company looking

to develop an email marketing strategy to engage customers or an SEO expert. 

Our team of specialists has extensive experience in developing email marketing campaigns,

and nummero is the best digital marketing company in Bangalore.