How to Warm Up a New IP Address for Email Campaigns

You’ve done everything right. Your email list is clean, your message is clear, and you’re excited to start reaching your audience. But here’s something a lot new business owners don’t realize: if you’re sending from a brand-new IP address, inboxes don’t know whether to trust you yet.

That means even your best emails could be flagged as spam, not because of what you're saying, but because you haven’t built a reputation with email providers like Gmail or Outlook.

That’s where warming up your IP comes in. And no, it’s not technical or overwhelming once you understand the basics.

WHAT IP WARMING ACTUALLY IS

Think of it like making a first impression. Imagine walking into a room full of strangers and shouting your message to everyone all at once. It would catch people off guard, right? That’s how email providers feel when a brand-new IP suddenly sends thousands of emails in a day.

IP warming is simply the process of easing in, sending small batches of emails over time to build trust. As you gradually increase the volume, inboxes start to recognize you as a credible sender.

When done right, it helps you reach more people and avoid being mistaken for spam.

HOW TO WARM UP YOUR NEW IP ADDRESS

The first step is reaching out to the people most likely to engage with your emails. This could be loyal customers, recent leads, or subscribers who regularly open your content. Why? Because engagement (like opens and clicks) tells inboxes you’re sending wanted content.

From there, you’ll want to increase your email volume gradually. Start with a few hundred emails a day, then slowly double that number every few days. It’s not about blasting your whole list overnight, it’s about scaling smart. Consistency is key here. Emailing at the same time every day builds a predictable pattern inbox providers can learn to trust.

And while you’re doing all this, keep a close eye on your metrics. If open rates dip or bounce rates rise, that’s a sign to slow down and investigate. Maybe your list isn’t as clean as you thought, or maybe your content needs a tweak.

One more thing, make sure your email platform is set up for success. Tools like ActiveCampaign or Mailgun can help manage this process, and some even automate parts of the warmup for you.

WHAT TO AVOID

It’s tempting to skip the warmup and just “get the word out.” But if you blast a large list from a cold IP, you’re almost guaranteed to hit spam folders.

Another common misstep? Buying a list or using contacts who never opted in. It might feel like a shortcut, but it can quickly damage your sender reputation.

And don’t forget about the technical side, authenticating your domain with SPF, DKIM, and DMARC settings adds another layer of trust. If that sounds like alphabet soup, don’t worry, we can help with that part.

If you’re sending cold outreach emails instead of marketing to opted-in contacts, you’ll want to approach things differently. 

WHAT SUCCESS LOOKS LIKE

When you warm up your IP properly, everything gets easier. Your emails start showing up where they should. Your open rates climb. And your list actually drives revenue instead of frustration.

More importantly, you build long-term deliverability you can count on. That means every future campaign performs better, because you took the time to set it up right from the start.

NEED A HAND?

Warming up a new IP might sound technical, but it’s really just about trust, and that’s something every business, big or small, can build.

If you're getting ready to launch a new campaign, switch platforms, or grow your list, let’s talk. We’ll walk you through a warmup strategy that fits your goals and helps you avoid costly mistakes.

Schedule a free consult with our team!