IP Warming is necessary anytime a sender is getting started with a new IP or adding an additional IP to their current infrastructure. The warm-up period is essentially a “probationary” period, during which time the ISPs (Internet Service Provider) are evaluating your content and the performance of your audience, which results in “rating.” Very simply put, ISPs will not respect your traffic if you overwhelm them with large sends without first building rapport with them.

IP Warming is necessary anytime a sender is getting started with a new IP or adding an additional IP to their current infrastructure. The warm-up period is essentially a “probationary” period, during which time the ISPs (Internet Service Provider) are evaluating your content and the performance of your audience, which results in “rating.” Very simply put, ISPs will not respect your traffic if you overwhelm them with large sends without first building rapport with them.