All Zaius accounts use dedicated IP addresses to send email campaigns. To ensure these campaigns are properly received by your customers, a process called IP warming is used. 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, which determines whether or not your emails get marked as spam. A low sender reputation typically means your emails won’t 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. You have the power to choose your adventure since you solely determine the reputation and deliverability of your IP.
What is IP warming?
IP warming is the practice of gradually increasing the volume of mail sent with a dedicated IP address according to a predetermined schedule. This gradual process helps to establish a reputation with ISPs (Internet Service Providers) as a legitimate email sender. Moving from a low sender reputation to a high sender reputation helps ensure that your emails get to your customers.
Why is IP warming required?
When an ISP identifies a new or "cold" IP address, it will begin evaluating the traffic to determine its legitimacy. A key factor used by the ISPs to detect spam during this evaluation is the sending volume associated with the new IP. This aspect of their consideration is why it is best to begin sending at a lower amount before eventually working your way up to higher volumes. This gradual buildup gives the ISPs a chance to carefully observe your sending habits and record how your recipients engage with your email. Increasing positive engagement will result in an improved reputation.
When do I need to IP warm?
This process typically happens during your Zaius onboarding period and does not need to be repeated. That said, you should go through another round of IP warming if you'd like to drastically increase (e.g., more than double) your current sending volume. This additional warming can help ensure the proper delivery of these other emails.
To review your recent email volume and determine if a new warming round is needed based on your future desired quantity:
- Navigate to Campaigns > Reports.
- In the upper left, select New Report.
- Click the All Traffic dropdown menu and select the Email Send option.
- Click the date dropdown menus and update them, so they reflect the previous 30 day period.
- Select Apply. The report results will update below the report filters.
If you would like to save this report for additional review, then select the Save option. This action will allow you to 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. Typically you can send daily. If you are concerned about deliverability based on your domain reputation, we recommend leaving one day in between sends. This delay will allow performance metrics to be collected 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.