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 regularly monitor your email deliverability along with the expertise and help of a reputable email service provider. While we provided sample warm up schedules in this blog post, each sender is different and will need email deliverability experts to help determine the right volume and frequency to get your email messages delivered as soon as possible.

Here are some questions you should ask your email service provider:

  1. Am I on a dedicated IP or shared IP? Shared IPs are shared between many brands so warming up an IP is only required for a dedicated IP. (At SendGrid, all Silver plans and higher have the option of either a dedicated IP or a shared IP pool. Make sure you are on a dedicated IP or contact support to switch your mail to the dedicated IP option.)
  2. Is warming up something I need to think about? A dedicated IP comes with no reputation. If your ESP tells you not to worry about warming up a new IP, then head in the other direction!
  3. How will you track my progress? Make sure that your email service provider has the tools to help monitor your warm up status and provides the critical metrics that will help determine success. These include bounce, delivered, clicks, opens, and unsubscribe and complaint rates.
  4. Who will tell me if it’s working? You should be able to rely on your email service provider for deliverability expertise. They should be well versed on the process, able to help analyze your reports, and make sound recommendations that will not only warm up your IP, but also solve and prevent problems that can cause poor reputation and long term delivery failures. While there is no bat phone to the ISPs, they should also be able to mitigate on your behalf if you’re having major issues.

To learn more about how to navigate IP warm up, download our free How to Warm Up An IP Guide to get started.

With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.