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    Deliverability

    IP Warm-up

    Gradually increasing send volume on a new IP or domain to build sender reputation.

    Sending 100,000 emails on day one from a brand-new sending IP is a guaranteed way to land in spam. A proper warm-up starts with a few hundred sends per day to your most engaged subscribers, doubling each day for 4–6 weeks. Most ESPs handle warm-up automatically when you join, but if you bring your own IP or migrate, plan for it.

    Related terms

    Sender Reputation

    A score inbox providers assign to your sending domain and IP based on engagement, complaints, and bounces.

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