VW1
How to Re-Warm an IP Address
Hey Everyone!
I was reading the Litmus blog post; "*Tips for Email Agencies: How to Coach and Train Your Clients on Deliverability*" by Bettina Specht and I saw the section; "IF A CLIENT HAS DELIVERABILITY ISSUES, WHAT STEPS WOULD YOU RECOMMEND TO FIX THEM?". I was wondering if anyone knew where I could find the directions on how to re-warm an IP address?
I have been searching and I can find everything on warming a new IP address, but I wanted to know specifically for one that has already been used.
Thank you in advance for your assistance!
VW
Hi Veronica,
Just to clarify on my side, when you mentioned re-warm, is it because the IP has not been used in a long time or because you are trying to change the sending reputation associated with the existing IP?
In my past role at an ESP, we would take a similar approach on an old unused IP as we would on a brand new one, as long as there were no prior incidents with reputation. We would start off by sending small, highly engaged volume, this way the ISP would see that the messages have high opens. We would do so by funneling a portion of the most engaged subscribers, making sure that we have some sort of proportion across the different ISPs. Each week, we would increase the volume of the send, but again we kept it proportional (i.e. Week 1, you had 5k yahoo addresses in your list, W2 you would do 10k). The key is to monitor the reception of the ISPs, if your messages are not bouncing or if you are seeing high engagement keep adding volume. If your engagement is low or you are seeing high bounces, adjust it on an ISP-level.
I hope this is helpful!
Best,
Karina
Hey Karina - it is to change the sending reputation so your advice is very helpful - thank you!!!
Depends on the scenario - how long have they been inactive? Are they on any blacklists? Are they using the same ESP? Is it the same IP address as before? There are a lot of factors at play in a situation like this.