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 delivery failures you will experience (because low scores are indicators of poor sending practices).
A new IP address doesn’t have a reputation score since mail hasn’t been sent from it yet. So a new IP is considered “cold.” It needs to have mail sent through it in order to build its reputation. So, how do you successfully get inboxed with a cold IP with zero reputation? The answer is…warm it up!
Our goal at SendGrid is to ensure that you have all the tools and intelligence available to help your email get delivered, so our experts have created a new guide: How to Warm Up An IP that will show you how to start sending email over a new IP address without experiencing delays or delivery failures.