The Importance of IP Warming in Email Deliverability

Mar 18, 2025

Now, before we go on to the topic, just assume you are at a party where no one knows you.

And then you start to give them your business cards here and there to everyone.

Now being new to them and giving business cards directly at the very first meeting would make you sound like a spammer to them. That's exactly what happens when you blast emails from cold IPs without saying a proper "hello" first.

This is where IP warming struts in like the cool friend who introduces you to everyone…gradually.

IP warming is the practice of slowly increasing the volume of emails sent from a brand-new IP address. It’s basically building trust with internet service providers (ISPs). And trust me, your email sending reputation depends on it.

When done right, IP warming can skyrocket your email sending reputation and ensure your emails land where they belong in the inbox, not the spam folder.

IP Warming's Crucial Function in Email Deliverability

IP warming is often overlooked, but it’s the secret sauce behind successful email campaigns.

Picture this: You buy a shiny, new sports car (your IP) and try to hit top speed right off the lot. What happens? The engine stalls, and your reputation as a "cool driver" tank. Same with cold IPs.

If you go from zero to a thousand emails overnight, ISPs throw you in the spam penalty box.

Real-Life Example:

Sarah, a digital marketer, launched an email campaign from cold IPs without IP warming. What happened? Only 10% of her emails got delivered.

After learning about IP warming, she packed her sends, and—voila! —her email sending reputation improved, and her open rates jumped to 60%.

Email Sending Reputation:

Your email sending reputation is like your credit score in the world of email deliverability. ISPs decide whether to trust you based on this reputation. And IP warming helps you build that trust.

What Influences Your Email Sending Reputation?

Spam complaints.
Bounce rates (bad addresses, bad vibes).
Engagement rates (opens and clicks!).
But without IP warming, your shiny new IP (aka cold IPs) looks suspicious.

Famous Words:

“Good email reputation is like good credit; you don’t realize its importance until you’ve lost it.”

– Anonymous Email Geek

Cold IPs: Why Do They Freeze Your Deliverability?

Let’s talk about cold IPs. A cold IP is a new IP address that’s never sent emails before. ISPs see it as a stranger in town. And we all know how small towns work—they don’t trust strangers!

If you start blasting emails from cold IPs without IP warming, ISPs treat you like spam. Your emails? Straight to the junk folder (or worse, blocked).

Pro Tip:

Warm up your cold IPs by starting with your most engaged subscribers. They’ll open, click, and show ISPs that you’re a trustworthy sender. Then, increase your volume slowly, and soon your email sending reputation will shine like a 5-star Yelp review.

How to Do IP Warming

1. Start Small

Send emails to your VIPs first—the people who actually want to hear from you.

2. Gradually Increase Volume

Think of it like going back to the gym. You don’t bench press 200 pounds on day one.

3. Monitor Like a Hawk

Watch those metrics! Engagement rates up? You’re golden. Bounces high? Stop and reassess.

4. Maintain Consistency

ISPs love consistency. Don’t ghost your subscribers or flood them suddenly.

Pro Insight:

“IP warming is like dating; show up consistently, bring value, and don’t overwhelm.”

– Lisa, CRM Specialist

The IP Warming Detective Checklist

✅ Are you starting slow?

✅ Are you emailing the right crowd first?

✅ Are you pacing your increases?

✅ Are you monitoring your email sending reputation?

✅ Are you keeping cold IPs warm and cozy?

Conclusion

Here’s the deal: skipping IP warming is like opening a fancy restaurant without letting anyone know you exist. Nobody shows up, and your reputation tanks.

But with IP warming, you build your email sending reputation slowly and steadily. ISPs trust you; your emails get delivered, and you get more opens, clicks, and conversions.

You can either treat cold IPs like a frozen wasteland, or you can warm them up and watch your email game heat up. The choice is yours—but we all know what smart marketers do!