Warm Up

A new domain or IP has no sending reputation, and sending a full day of volume on its first day is what gets it filtered or blocklisted. A warm-up raises the daily volume gradually instead, on a schedule you set while creating a Scheduled Email.

Instructions

1. Explain why warm-up is important: new domains and IPs have no sending reputation. Sending high volume immediately triggers spam filters and blocklisting. Warm-up gradually builds reputation with mailbox providers.
2. Create a warm-up schedule: navigate to Schedule > Create Scheduled Email > select content, segments, and send integration > under Schedule Recurring, select Warm-up frequency.
3. Configure warm-up settings:
   • Start Date — when to begin the warm-up
   • Number of Days — total warm-up duration (typically 14-30 days)
   • Start Time / End Time — daily sending window
   • Base Volume — starting number of emails per day
   • Strategy — choose from Linear, Exponential, or Custom
4. Warm-up strategies:
   • Linear — increase by a fixed number each day (e.g., start at 100, add 100/day: 100, 200, 300...)
   • Exponential — increase by a percentage each day (e.g., start at 100, grow 50%: 100, 150, 225, 337...)
   • Custom — manually set the volume for each day of the warm-up
5. View/Edit the warm-up plan: click View/Edit Warm-up Plan to see the day-by-day schedule with volume caps and growth rates. Adjust individual days if needed.
6. Warm-up prioritization: warm-up sends prioritize contacts who have not been emailed in the last 60 days to maximize engagement signals.
7. Monitor during warm-up: check Delivery Events daily for bounce and complaint rates. If either spikes, pause the warm-up and investigate before continuing.
8. Volume Caps: ensure the Send Integration has appropriate Volume Caps set to control hourly and daily send rates during warm-up.

Related pages

• Warm-Up Best Practices Guide — New sending domains and IPs have no reputation history