IP Warming: Advantages and Disadvantages
IP warming is a process in which a new IP is gradually introduced to an existing contact list. It is said to "warm" the IP because it ensures that the IP's spam score is not affected and, therefore, the brand's email will not be blocked by the email service provider. Although the process may vary, the overall goal is to send an increasing number of emails to an existing contact list to increase the number of mailings that are delivered to the recipient's inbox.
There are many opinions as to whether IP warming is necessary or not. Some people say it is a recommended practice, while others say it is an ineffective or even harmful practice. Below, we will examine some of the pros and cons of IP warming to help you make an informed decision.
Advantages of IP warming
One of the main advantages of IP warming is that it can help ensure email deliverability. As mentioned earlier, the goal of IP warming is to send an increasing number of emails to an existing contact list to increase the number of mailings that are delivered to the recipient's inbox. By doing so, the risk of the branded email being blocked by the email service provider is reduced. This is because the email service provider sees a pattern of sends that indicates the IP is being used responsibly.
Another advantage of IP warming is that it can help improve email performance. By sending an increasing number of emails to an existing contact list, you increase the amount of data that can be used to measure email performance. This can be useful for identifying deliverability issues, as well as optimizing email to improve performance in the future.
Disadvantages of IP warming
One of the main disadvantages of IP warming is that it can be a long and tedious process. Depending on the size of the contact list, IP warming can take several weeks or even months. If the contact list is very large, the process can be even longer. This can be a problem if you need to send marketing emails urgently.
Another disadvantage of IP warming is that it can be costly. Depending on the size of the contact list, it may take several mailings to complete the process. This can be a problem for brands with limited budgets.
In short, IP warming is a process in which a new IP is gradually introduced to an existing contact list. While the process can be costly and tedious, it can help improve email performance and ensure brand email deliverability.
