Independent of the type of IP pool you have, your ESP provides you, you should always warm up your IPs and sender domain when you move to a new ESP.
If you are allocated Shared IPs, it is recommended that:
- you take the first 2 weeks to send only to your most engaged contacts (your core engaged clients) to create a good reputation amongst the different providers.
- After these 2 weeks, you can smoothly increase volume still based on engagement (60/90/120 days) and, if the results are within the expected benchmark, keep on increasing the volume.
- During this period you should keep on monitoring the email deliverability and response rates and send valuable, relevant, and personalized content to the recipients to maintain a good engagement rate.
It is recommended that any contacts with no engagement for more than 270 days, should be added to a re-engagement campaign and not be added to the sends during the warm-up period.
If you are provided with Dedicated IPs, the process is the same, as for the shared IPs, however, the gradual volume increases should be more conservative, as these IPs will not benefit from any other reputation other than the one from your email campaigns.
- Start with a small number of emails sent per day (e.g. up to 10K per IP, if the data has quality) and gradually increase this number over time.
- Send emails to a smaller, engaged group of recipients first and gradually expand to a larger group.
- Monitor the email deliverability and response rates to make sure that the IP is not being flagged as spam.
- Continuously send valuable, relevant, and personalized content to the recipients to maintain a good engagement rate.
It's important to note that the process can take several weeks or even months, depending on the size of your email list and the volume of emails you need to send.
Related articles:
Insights: Shared vs Dedicated IPs