At Brevo, new dedicated IPs start with a neutral reputation. Sending large volumes immediately can hurt deliverability. To build a strong reputation with Internet Service Providers (ISPs), you need to gradually increase your email volume through a process called dedicated IP warm-up.
On the Professional plan, you can activate automatic warm-up with a single click, so you don’t have to plan the warm-up manually.
Before you start
Before warming up a dedicated IP, you need to purchase it from the My plan page and set it up. To learn more, check our dedicated article Set up your dedicated IP in Brevo.
How the automatic warm-up works
During the automatic warm-up:
- Your emails continue to be sent through shared IPs.
- Part of your traffic is gradually redirected to your dedicated IP.
- The volume sent from your dedicated IP doubles each day until it reaches full capacity.
This gradual increase allows your new IP to build a positive reputation with mailbox providers while your campaigns continue to send as usual.
The warm-up process then ends when your IP address is trusted by Gmail, Outlook, and other providers.
Warm up your dedicated IP
To start the automatic warm-up process:
- Click the account dropdown and select Settings > Senders, Domains, IPs > Dedicated IPs.
- Next to a dedicated IP, click Start automatic warmup.
- Continue following the usual best practices for managing a dedicated IP.
Brevo automatically handles the warm-up process, and your emails gradually shift to your dedicated IP.
We do not recommend suspending and requeuing a campaign during the warm-up process for two reasons:
- Requeuing restarts the warm-up process and resets your sending quota.
- It can cause two batches of emails to be sent on the same day.
Stop the automatic warm-up
If needed, you can stop the automatic warm-up process:
- Click the account dropdown and select Settings > Senders, Domains, IPs > Dedicated IPs.
- Next to a dedicated IP, click Stop automatic warmup.
- Click Stop automatic warmup to confirm.
❓ FAQs
The automatic warm-up process ends when your IP address is trusted by Gmail, Outlook, and other providers. The exact duration depends on your sending volume and engagement rates.
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 IP reputation, which may take months to recover.
No, the warm-up process cannot be rushed. It ends when your IP address is trusted by Gmail, Outlook, and other providers.
No. Your emails continue to send normally through shared IPs while traffic gradually shifts to your dedicated IP. Your campaigns will not experience any interruption.
You should warm up your dedicated IP when you first start using it.
If you don’t send any emails from your dedicated IP for 30 days, we recommend you contact our deliverability strategists from the My plan page to restart the warm-up process. Note that this will use deliverability support credits.
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