Understand IP warming
Note
Email and SMS channels are legacy features and not offered to new customers.
Optimizely Data Platform (ODP) accounts use dedicated IP addresses to send email campaigns. Learn about IP warming in ODP to ensure your customers receive these campaigns properly.
What is an IP address?
An IP address is a unique identifier used to communicate over a network. Every IP address has a reputation associated with it, which determines whether your emails get marked as spam. A low sender reputation often means your emails are not sent to your target customers.
What is a dedicated IP address?
A dedicated IP address is used exclusively for one party. Instead of sharing an IP with multiple senders, your brand controls the reputation and deliverability of your IP. The following image displays the differences between a shared and a dedicated IP address:
What is IP warming?
IP warming is the process of gradually increasing the volume of mail sent with a dedicated IP address according to a predetermined schedule. It helps to establish a reputation with ISPs as a legitimate email sender to deliver your emails to your customers properly.
Why is IP warming required?
When an ISP identifies a new or cold IP address, it evaluates the traffic to determine its legitimacy, particularly the sending volume associated with the new IP. Sending emails at a lower amount before working your way up to higher volumes gives ISPs a chance to carefully observe your sending habits and record how your recipients engage with your emails. Increasing positive engagement results in an improved reputation.
When do I need to warm my IP?
IP warming occurs during your ODP onboarding period and is not repeated. However, if you want to drastically increase (for example, more than double) your current sending volume, you should go through another round of IP warming. This additional warming can help ensure the proper delivery of the latter emails.
Complete the following steps to review your recent email volume and determine if a new warming round is needed based on your future desired quantity:
- Go to Reports > Custom Reports > New Report.
- Click the All Traffic drop-down list and select Email Send.
- Update your date range to reflect the previous 30-day period.
- Click Apply to see the results.
- Click Save to enter a name, configure the visibility, and save the report.
How often do I need to send emails during the IP warming process?
When you are IP warming, do not keep a gap for more than seven days between sends. If you are concerned about deliverability based on your domain reputation, leave one day in between sends to collect performance metrics so you can adjust your future sends.
How do I keep an IP warm?
After you have warmed your IP address, you must send emails consistently to ensure it stays warm. Email engaged customers at least once every two weeks to maintain consistent deliverability.