IP warm-up plan

Before you start sending on a new IP, it’s important to gradually send to your highest volume to help establish  your sender reputation with internet service providers (ISPs). This helps ISPs see how you are following email best practices and how subscribers are engaged with your emails.

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


Warming your IP address

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


Clean your list

Before sending any emails, review your list. Remove any subscriber addresses you know have opted-out of your email marketing, hard bounced, or clicked the “This is spam” button (these responses are called abuse complaints). 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.


It's also important to suppress inactive subscribers. Any subscribers that haven't been 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.


Follow the warm-up plan

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


Week 1: Send to your best subscribers.


Review your list and pull out all of your subscribers who have clicked or opened in the last 30-90 days. We call these your engaged subscribers. Your first email campaign from a new IP address should only be sent to these subscribers. This effectively sends a message to the ISPs that you are new but you have a great network of subscribers. We suggest sending 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.


The key to building your reputation is consistency. This involves sending to consistent lists on consistent send days, using consistent From/Reply names and addresses. We put together two build-up plans that you can use to build your reputation based on your organization's timeline. For illustration purposes, our examples are based on a total list size of 60,000 subscribers. Smaller organizations with fewer subscribers can discuss the best plan to follow with WordFly support.


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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