Understand IP warming

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All Optimizely Data Platform (ODP) accounts use dedicated IP addresses to send email campaigns. The system uses a process called IP warming to ensure these campaigns are properly received by your customers. Find answers to common questions concerning this process below.

What is an IP address?

An IP address is a unique identifier used to communicate over a network. Every IP address has a reputation associated with it, determining if your emails get marked as spam. A low sender reputation often means your emails will not get to your target customers.

What is a dedicated IP address?

A dedicated IP address is for the exclusive use of one party. Instead of sharing an IP with multiple senders, your brand has full control to determine the reputation and deliverability of your IP.

IP_Comparison.pngWhat is IP warming?

IP warming is the process of gradually increasing the volume of mail sent with a dedicated IP address according to a predetermined schedule. This process helps to establish a reputation with ISPs (Internet Service Providers) as a legitimate email sender to help your emails get to your customers.

Why is IP warming required?

When an ISP identifies a new or "cold" IP address, it evaluates the traffic to determine the legitimacy, particularly the sending volume associated with the new IP. Sending emails at a lower amount before working your way up to higher volumes gives the ISPs a chance to carefully observe your sending habits and record how your recipients engage with your email. Increasing positive engagement results in an improved reputation. 

When do I need to IP warm?

IP warming happens during your ODP onboarding period and does not need to be repeated. You should go through another round of IP warming if you want to drastically increase (for example, more than double) your current sending volume. This additional warming can help ensure the proper delivery of these other emails.

Use these steps to review your recent email volume and determine if a new warming round is needed based on your future desired quantity:

  1. Go to Company > Reports > New Report.
  2. Click the All Traffic dropdown menu and select Email Send.
  3. Click the date dropdown menus and update them to reflect the previous 30-day period.
  4. Select Apply. The report results will update below the report filters.

If you would like to save this report for additional review, then click Save, name the report, and determine who can view it.

How often do I need to send during the IP warming process?

When you are IP warming, we recommend no more than 7 days between sends. If you are concerned about deliverability based on your domain reputation, we recommend leaving one day in between sends to collect performance metrics so that you can adjust your future sends if necessary.

How do I keep an IP warm?

Once you have warmed up your IP address, you will need to send emails consistently to ensure your IP stays warm. We recommend emailing all engaged customers at least once every 2 weeks for consistent deliverability performance.