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What Is and What Isn’t an IP Warm Up?

Best Practices
IP warm up

As an email marketer, you’re most likely not a stranger to the term “IP warm up.” In this blog I’ll explain exactly what IP warm up is for those who are unfamiliar with the term, and I’ll explain exactly what it isn’t for those who are. Why do we warm up IPs? Unfortunately, the need to warm up IP addresses is mostly the result of a tremendous number of bad actors who abuse the medium of email to send recipients content and messages they didn’t agree to receive. The result of this is that inbox providers inherently (and necessarily) distrust unfamiliar senders. Because of this, IP warm up is necessary for anyone who wants their messages getting to the inbox. You are your Read More ›

Answers to Your Burning IP Warm Up Questions

Best Practices

We had a great turnout for our webcast ISPs Like It Hot: How to Warm Up an IP this past Tuesday! Our Senior Technical Account Managers, Katie and Aku led us through the benefits of IP warm up and the ugly consequences of not taking the time to do it. To start things off, check out our quick Webcast Byte that explains who needs to warm up their IP: We had a TON of questions and couldn’t quite get to them all- so here are the answers to a hand-picked bunch that we felt covered a variety of topics. Is there a tool or service to check the “temperature” of a new IP? Yes, is a free service that allows Read More ›

5 IP Warm Up Tips That Will Get You To The Inbox

Carly Brantz Best Practices

We’ve talked a lot about why it’s important to warm up your IP, tips on warm up timelines and sending volume, and top questions you should ask your ESP before getting started. At this point, you may be asking yourself…why not just jump in head first and see what happens? While it may be tempting to fast track your IP warm up process, remember, patience is a virtue. Recovering from a bad move can be more costly than taking the time to build a good reputation. If you keep these 5 tips in mind, you’ll be off to a great start: 1) Starting cautious is good. It’s very hard to repair a bad reputation. Oftentimes, senders need to be more Read More ›

4 Questions To Ask Your ESP When Warming Up Your IP

Carly Brantz Best Practices

Good deliverability experts will tell you that before deploying large amounts of email, you should warm up your new IP to allow the ISPs to get to know you as sender. However, getting started with a new IP address can be tricky business. That’s why we created a new guide, How To Warm Up An IP to help make the process more seamless. One of the keys to make sure that your IP warm up is successful is to ask your ESP the right questions. Asking the Right Questions Reputation is the key to maximum email deliverability. Therefore, when switching providers or moving from a shared IP to a dedicated IP, you must ensure that you have the tools to Read More ›

How to Warm Up an IP Address: How Much and When?

Carly Brantz Best Practices

Lately, we’ve been talking a lot about the importance of warming up an IP address. Now that you know that warming up an IP involves ramping up email volume over a specified period of time, how much should you be sending and when? Email Volume and Timeline For IP warm up, the volume of email and over what period of time is different for all senders. How many emails you send depends on your own total email volume, but in any case you must send enough email at enough frequency so that your email reputation can be tracked. As a general baseline, you should send at least 50,000 emails per month at least twice per month (for 100,000 emails total) Read More ›

How to Warm Up an IP Address: Getting Started With a New IP Address

Carly Brantz Best Practices

As we mentioned earlier this week, warming up your IP is an important part of maintaining strong email deliverability. But what are the distinct advantages and why will they matter to your email program? Let’s take a look… Benefits of Warming Up From the ISP Perspective Warming up an IP address means that you start sending low volumes of email on your dedicated IP and then systematically increase your email volume over a period of time. This gives ISPs the opportunity to recognize, identify, and evaluate your sending practices. During this period ISPs evaluate your sending behavior and content to see how healthy your list is and how committed you are to deploying relevant information to responsive users. They even Read More ›

How to Warm Up an IP Address: Introducing a New SendGrid Guide

Jillian Wohlfarth Best Practices
IP Warm Up Guide

A key to strong email deliverability is having a good sending reputation for your IP. Whether you are just starting to send your first deployment, or are increasing your email volume, there will come a time when you need to add a new IP address. As you know, an IP address is how the Internet Service Providers (ISPs) and other mailbox providers identify legitimate mail senders. Mailbox providers determine whether or not to deliver your mail to the inbox, spam, or junk folders based on your sending behavior and your IP’s reputation score. So, the better your sending practices, the higher your reputation score, and the more likely you are to be delivered. Conversely, the lower your score, the more Read More ›

How to Warm Up an IP

Best Practices

Updated and republished from 1/13/2011.

For more information on warming up IPs and setting up your email infrastructure, download SendGrid’s Ultimate Email Infrastructure Guide for free.

The New Hotness (err…Warmness) – What, Why, and How of the IP Warm-up Process

Whether you are new to the email game or an accomplished vet, you have probably run across the idea of warming up an IP (Internet Protocol) address to improve delivery performance. Since we often find ourselves explaining the ins and outs of the IP warm-up process to current and prospective customers, we figured we would write a post to explain the basics. Below, we ask and answer four basic questions to explore and explain the topic.

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Appboy and SendGrid Advance Email and Mobile Marketing Automation Solutions With Expanded Relationship


The following is a guest post from Matt McRoberts at Appboy. Learn more about Matt at the bottom of this post and learn more about Appboy at Over the past few years, Appboy has worked closely with premier email provider, SendGrid, to establish a seamless integration between our industry-leading Mobile Marketing Automation solution and SendGrid’s email delivery platform, providing Appboy users with powerful email capabilities. Partnership Benefits Because we recognize the importance and benefit of tying in email to your mobile marketing efforts, we’re pleased to announce the growth of our ongoing relationship with SendGrid, the leading delivery platform for email that matters. Relying on Appboy for email has never been a better decision—applying comprehensive customer data and behavior to Read More ›

12 Days of Holiday Sending: Build Up Your Volume While Staying Relevant

Best Practices
holiday email sending

Since we’ve talked about content the last two days with our posts on staying consistent with your branding and personalizing your messages, for day 3 of our 12 Days of Holiday Sending, we’re going to change gears and move on to our next topic, volume! We see a lot of our customers increase their sending volume over the holidays, which is great. We understand that during the holidays, you probably have more things to communicate to your customers. Whether it’s a sale over the weekend or a brand new product line that just screams “stocking stuffer,” the tricky part lies in keeping those messages valuable and relevant to your recipients. Take a look at your holiday email program (and the content in those Read More ›

Email Reputation 101: IP Reputation vs. Domain Reputation

Jillian Wohlfarth Best Practices
email reputation

Email deliverability is influenced by a lot of factors, including signing your mail, keeping clean lists, sending wanted content, having a good sending reputation, and much more. Your sending reputation is how ISPs identify you as a legitimate sender. Every time you deploy an email campaign, you are providing them with valuable data that says whether or not you follow proper sending practices. There are two types of email reputation—IP reputation and domain reputation. Let’s take a look at the difference between the two and why paying attention to both is important. IP Reputation Email is sent from IP addresses, which serve as unique identifiers of email streams. Some companies send from a shared IP, which means multiple companies use Read More ›