Have you ever wondered why certain emails end up in your junk/spam folder whilst others make it into the inbox? This is largely dependent on the reputation of the IP address that was used to send the email. Internet Service Providers (ISPs) gather data on all IP addresses and rank their trustworthiness. If an IP address sends out many emails without first establishing a good reputation with ISPs, it’s likely that the emails will be sent to the junk folder.

Warming an IP address is the name given to the process that is used to build a good reputation for an IP address. The process involves sending regular but small email campaigns over a period, and gradually increasing the volume of emails as ISPs begin to form a positive reputation for the IP address. The warmup process demonstrates to the ISPs that the email is wanted and not malicious or spam. Once a solid reputation has been gained, the hotel will be able to send out much larger and more regular email campaigns from the IP without ISPs getting in the way.

The purpose of the warmup is to make sure that you kick off your email marketing efforts with a good IP reputation.

IP reputations can be:

• Good: Mailbox providers are familiar with the IP address, and their users react positively to emails from the IP by opening and clicking. Emails will land in the inbox.
• Bad: Mailbox providers are familiar with the IP address, and their users react negatively to emails from the IP. Users may log spam complaints or simply not engage with emails. Emails will land in the spam folder or will be blocked.
• Unknown: Mailbox providers are not familiar with the IP address and will treat emails from the IP suspiciously. Mailbox providers will have a much lower tolerance for large volume spikes, spam complaints, spam trap activity, or lack of engagement from the IP.

All new dedicated IP/domain customers start in the “unknown” category.