Deliverability: Post IP Warm Up Tasks (Doc ID 2239485.1)

Last updated on DECEMBER 23, 2022

Applies to:

Goal

There are several considerations for the marketer to take into account when migrating from one ESP to the next. This includes a "warm-up" for your new sending IP by carefully rolling out traffic, paying extra close attention to list hygiene, limiting message volume to very small numbers, and decreasing frequency of mailings. After a successful IP warm-up period, you will have formed a baseline of good sender reputation on which to build your program.

At this critical juncture, mailing strategy naturally shifts and you will begin to steer the program toward full plan and increased message volume. Deliverability is very vulnerable at this point as more subscriber data is introduced yet the mailing history referenced by ISPs is minimal.

Solution

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