← Glossary
Reputation
What is IP warm-up?
Gradually raising the sending volume of a new IP so providers can build trust in it.
How it works in practice
Start with small volumes to your most engaged recipients and increase over days or weeks while watching bounces, deferrals and complaints. Throttling at a provider means slow down, not push harder.
The common mistake
Sending a full list on day one, which gets the IP throttled or listed before it has any history.
Check it yourself
Related terms
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