Every time that a new email marketing project with dedicated IP addresses starts, the same concept comes up as a base to begin to build a good relationship between the sender and the different ISPs: the warm up period. It is repeatedly referenced but what exactly is it?
When a new group of IP addresses (or just one) has no records of deliverability over it, there is not such a “reputation” that can tell to the ISPs whether they should trust or not in the sender who is using these addresses. Thus, we can say that the warm up period is the time that takes to reach certain level of confidence on the ISPs side from which the reputation score is set as good.
As you might picture, this period is a must: you cannot avoid it. Nevertheless, you can make it painless and not longer than necessary just by following a few good practices that, moreover, will have a good impact to the success of your email marketing program:
Maybe a last one advice would be to apply common sense. You work in email marketing. You know what’s wrong and what’s a good practice. Avoid wrong ones especially in this period!