IP warm-up plan

Before you start sending at full-volume in WordFly, it’s important to gradually built up to your highest volume to help establish your sender reputation with internet service providers (ISPs). We call this an IP warm up plan. Each WordFly sender has an assigned IP for sending and ISP filters calculate some of your sender reputation by IP address. Gradually building up to your highest volumes helps ISPs see how you are following email best practices and how subscribers are engaged with your emails



IP warm up plan

We’ve put together a winning plan to help your organization have great results as you start sending emails from WordFly. This process applies to both small and large volume senders.


We recommend reviewing these helpful support posts as part of getting started:


Clean your list

It almost goes without saying, if you start with a bad list you should be prepared to deal with delivery issues such as delays, blocks, and blacklists. Before sending any emails, review your list. Remove any subscriber addresses you know have opted-out, hard bounced, or clicked the “Spam” button (these responses are called abuse complaints).


It's also important to suppress inactive subscribers. Any subscribers that haven't opened or clicked your emails in the past 6 months should be considered inactive and should be sent emails after you have established your sender reputation following a warm up plan.


Follow the warm-up plan

Let’s start by setting expectations. Warming your new IP address is going to take time. Plan on the process taking 30-45 days. Be prepared to send to fewer subscribers in the beginning. Trust us on this one. Following the plan will go a long way to ensuring your emails will make it to the inbox.


Note: If you are signed up for the Dedicated IP Plan, please schedule a time to review your IP warm up plan with WordFly support.


Week 1: Send to your best subscribers first.

The first email campaign you send on a new IP is the most important email. We recommend sending to your most engaged opted in subscribers for the first email send. Engagement is calculated differently across email service providers. Typically highly engaged subscribers are those that have opened or clicked on an email in the last 30-90 days.


Review your list and pull out all of your engaged subscribers who have clicked or opened in the last 30-90 days. Your first email campaign from a new IP address should be sent to these subscribers. This helps send a message to the ISPs that you are a new sender (from WordFly), but you have a great network of subscribers. It's ideal to send to your engaged subscribers for a minimum of one week before increasing your subscriber list further.  


Week 1-Week 6: Gradually build your list volumes.


We put together two sending plans that you can use as an example to help establish your warm up plan based on your organization's list and timeline. Regardless of your organization's list size, the key is to gradually build up to your highest list volume. For illustration purposes, our examples are based on a total list size of 60,000 subscribers. Smaller organizations with fewer subscribers can use the percentages to determine how many subscribers to send to.


The example timelines provided below are meant to act as a guide in conjunction with all the provided best practices. Each timeline will be unique and will largely depend on list size and number of engaged subscribers for the first send.


As a general rule: Your first email can be sent to around 15,000-20,000 engaged subscribers. More than this could lead to throttling at ISPs.


If you have 30-45 days, follow Plan 1 for the best results.

If you’re in a time crunch, follow Plan 2.



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