Definition
New IPs start cold and receive close scrutiny from filters. Reputation must be earned with gradual, engaged volume.
Best Practices
- Warm up a cold IP with low, increasing volume.
- Send only to your most engaged contacts first.
- Monitor placement closely during the first weeks.
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Related Glossary Terms
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AOL Mail for Email Marketers
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Email Authentication Protocols
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Bounce Management
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Frequently Asked Questions
An IP with no prior sending history and therefore little reputation.
Receivers have no trust data, so they filter conservatively.
Usually two to four weeks of consistent, engaged sending.