You should never send mass or bulk email through a new IP address before you warm up that new IP address. Warming up an IP address is a critical step towards not only having good deliverability, but also to making sure that your email isn’t tagged as spam, or blocked. To illustrate the importance of warming up an IP address, we’re going to tell you a story.

Warming Up an IP Address: A Story in 3 Parts

Part 1: The Spammer

Once upon a time there was a spammer. And because she was sending out spam, her IP address got blocked.

So guess what she did.

She went out and got a new IP address.

[This info is provided by us. We get you to the inbox. Learn how here.]

And guess what she did with it.

That’s right, she started sending out more spam.

And guess what the inbox providers and ISPs did? Yep, they blocked that IP address too.

Wouldn’t you?

Now let us tell you another little story.

Part 2: The Email Marketer

Once upon a time there was an email marketer. And even though his mailing lists were all opt-in, his mailings generated a lot of complaints, and so his IP address got blocked.

So guess what he did.

He went out and got a new IP address.

And guess what he did with it.

That’s right, he started sending out the same email to the same mailing lists, and generating the same complaints.

And guess what the ISPs and inbox providers did? Yep, they blocked that IP address too.

Ok, one last story.

Part 3: The Smart Email Marketer Who Still Got Blocked

Once upon a time there was another email marketer. And because his business was doing so well, his email system was maxed, and he needed more capacity to be able to send out his mailings to his completely legitimate, confirmed (double) opt-in email lists that generated no complaints.

So guess what he did.

He went out and got a new IP address.

And guess what he did with it.

That’s right, he started sending out his mailings to his completely legitimate, confirmed opt-in email lists that generated no complaints.

And guess what the inbox providers did?

Yep, they blocked that IP address.

Because, you see, to the inbox providers and ISPs, the pattern of email marketer #2’s behavior was indistinguishable from email marketer #1’s behavior, which was indistinguishable from the spammer’s behavior. In each instance, what the ISP and spam filters see is a brand new IP address suddenly spewing massive amounts of bulk mail.

So they block it.

If you don’t want this to happen to you, then you need to plan ahead when you bring a new IP address online, and let it gradually build up a reputation over the course of a few weeks. Start out small – sending transactional 1-to-1 email and the maybe the occasional small bulk mailing. Work up to sending larger mailings with more frequency (of course, this doesn’t mean to change the frequency of your mailings, just have already-established IP addresses sending them while you are bringing the new IP address online. You can see our recommended IP address warmup schedule here. (To read about the perils of having an inconsistent mailing frequency, read The Top 5 Mistakes Email Senders Make in Scheduling Their Mailings.)

With a little forethought and planning, you can avoid this painful and costly mistake that legitimate email senders all too often make.

By the way, did you find the use of the pronouns “she” and “her” incongruent, or even jarring, when talking about a spammer? Most people think of spammers as being men, but there are plenty of female spammers too. Spamming is an equal-opportunity crime.

Prefer to listen to the podcast? Listen on Apple, Google, Amazon, Audible, Spotify, or Anchor or say "Alexa play the Everything Email Marketing podcast"

 

Full Post Archives


3 Responses

  1. Interesting, but this only aplies if you send a mass email based on a emali list?,I wonder because I have an aplicaion that sends mass email but it sends it one by one and I don’t know if I’ll have the same problem in this case.

Leave a Reply

Your email address will not be published. Required fields are marked *


We are ISIPP SuretyMail, the original certified sender program and email deliverability service. Learn more here
Search
Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
Search in posts
Search in pages
Filter by Categories
Blocklists and Blacklists
Content Issues
Deliverability
Email Authentication
Email List Building
Feedback Loops
Mailing List Hygiene
Monitoring and Tracking
Opt-in Practices
Our News
Privacy & Email Laws
Sending Practices
Spam Complaints
Technical Stuff
The Industry
Topics
Need Help Getting to the Inbox?
If you need help getting out of the spam folder and into the inbox, we're here for you. Our deliverability services come with a personal touch, and we get results. That combination has created customer loyalty that's nearly unheard of. (testimonials)
Read what we'll do for you here.

Join our email community and get
How to Stay Out of the Spam Folder 
& How to Grow Your Email List free!


 Get to the Inbox by SuretyMail
The Original Email Deliverability Company

Free stuff!
Close
Skip to content