If you're on an Enterprise plan, contact your Customer Success Manager (CSM) or our Enterprise Customer Experience team for guidance on warming up your dedicated IP. They will collaborate with our Deliverability experts to create a customized sending plan.
At Brevo, we offer "fresh" dedicated IPs with neutral reputations. To build a positive reputation with Internet Service Providers (ISPs), you need to gradually increase the email volume sent from a new dedicated IP before using it to its full capacity. This process is known as warming up the dedicated IP.
How does warming up a dedicated IP work?
Warming up a dedicated IP means gradually increasing your email volume to help ISPs recognize and trust your IP before sending large volumes. We recommend starting with around 3,000 emails per day and then increasing the volume by 15% on the next day's send until your IP is fully warmed and ready to send your full email volume.
Additionally, when warming up a new dedicated IP, you should only send emails to your most active contacts to help keep your complaint rate low and build a positive reputation. Expand the following accordion to view some examples of how you can segment your most active contacts:
Level of engagement | Segment | Frequency |
---|---|---|
Engaged in the last 60 days |
Opened an email campaign at least 2 times in the last 2 months OR Clicked an email campaign at least 2 times in the last 2 months OR Placed an order at least 1 time in the last 2 months |
Send 2 emails per day at most |
Engaged in the last 90 days |
Opened an email campaign at least 1 time in the last 3 months AND Placed an order at least 1 time in the last 3 months OR Clicked an email campaign at least 1 time in the last 3 months AND Placed an order at least 1 time in the last 3 months |
Send 1 email per day at most |
➡️ To learn more about how to segment contacts, check our dedicated article Create a segment to filter your contacts.
What happens if I skip the warm up process?
Skipping the warm-up process and sending large volumes immediately can raise red flags with ISPs, leading to your emails being marked as spam or blocked. This can harm your dedicated IP’s reputation, potentially requiring months to recover.
Warm up your dedicated IP
To help you warm up your dedicated IP, a Dedicated IP warm-up option is available once your new dedicated IP is set up and you schedule your first email campaign.
- At the Schedule step of your email campaign, activate the Dedicated IP warm-up option.
💡 Good to knowThe Dedicated IP warm-up option is not available when A/B testing an email campaign. -
Enter the number of daily emails you plan to send and the desired daily increase percentage. We recommend starting with 3,000 emails per day and a 15% increase daily, but you can adjust these values based on your actual sending volume.
💡 Good to knowIf you want to send the same number of emails every day, enter 0 for the daily percentage increase. - Send your email campaign.
We do not recommend suspending and requeuing an email campaign during the warm-up process for two main reasons:
- Requeuing the campaign will restart the warm-up process from the beginning and reset the sending quota.
- It will result in two batches of emails being sent on the same day.
❓ FAQs
If you start by sending 3,000 emails per day and increase the volume by 15% each day, your sending volume will gradually grow. For example, if you send emails to 100,000 contacts, your daily email volume would reach over 10,554 emails after ten days.
Day no. | Number of emails sent per day | Total number of emails sent |
---|---|---|
1 | 3,000 | 3,000 |
2 | 3,450 | 6,450 |
3 | 3,968 | 10,418 |
4 | 4,563 | 14,980 |
5 | 5,247 | 20,227 |
6 | 6,034 | 26,261 |
7 | 6,939 | 33,200 |
8 | 7,980 | 41,180 |
9 | 9,177 | 50,358 |
10 | 10,554 | 60,911 |
No, the warm-up process can't be rushed.
You should warm up your dedicated IP when you first start using it. Additionally, if you do not send any emails from your dedicated IP for 30 days, you will need to restart the warm-up process.
Yes, you can warm up multiple dedicated IPs simultaneously by gradually adding them to your IP pool. Assign a weight percentage to each IP to control how much of your email volume is sent through each one during the warm-up process.
➡️ To learn more about how to assign a weight percentage to an IP, check our dedicated article Use a pool of dedicated IPs.
⏭️ What's next?
🤔 Have a question?
If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.
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