In this article, we explain the importance of having your IP address and/or domain warmed up before you send a significant volume of emails. The main goal is to establish a good domain and IP reputation by gradually increasing your sending volume, to avoid an email being flagged as spam and maximize the chance of reaching an inbox. Everything that we just mentioned, combined with good delivery practices means consistent, uninterrupted email delivery.

Before you send your first campaign, make sure you have a proper email authentication set up: DKIM, SPF, DMARC.

The first few campaigns should be sent to a small audience, which is around 50-200 emails. Make sure you send it to engaged users who are most likely to open an email. This allows your new domain and cold IP to start gathering a positive reputation slowly. Monitor your campaign performance to address potential delivery issues as fast as possible.

We suggest doubling the volume every 2-3 days and start adding new recipients to your campaign. Be consistent with an increase and avoid sudden volume spikes. High engagement and no bounces mean you should continue with a gradual increase. Always remember to monitor your delivery performance and address issues accordingly.

Continue until you reach the desired volume. The next step is to maintain your good domain/IP address reputation, by further monitoring your delivery performance

Monitor you contact lists.

Make sure your contact lists are up to date - sending emails to invalid contacts will harm your domain and IP reputation. Email bounce starting with “No mailbox” means you sent an email to invalid or non-existing email addresses.