Step 4: Take the time to "warm up" your IP

❗️ Important
A dedicated IP is not adapted for small senders (< 3000 emails a day) and for irregular senders. You should only get a dedicated IP if you plan on sending at least 3 campaigns a week to a minimum of 3000 emails. That means, if you only plan on sending once a month, a dedicated IP is not right for you.

As mentioned previously, a new Sendinblue dedicated IP is “fresh” and its reputation is neutral. Once associated with your domain, your new IP needs to become known by ISPs (like Yahoo, Hotmail, etc.) before it is used to send large volumes of emails.

In order to build a positive reputation with ISPs, we highly recommend that you start by sending emails in small amounts and gradually increase these volumes over time to warm up your IP. This allows ISPs to recognize you as a sender and become more lenient with your messages.

A good and proper warm up is usually performed with at least 4 weeks of continuous sending with a daily volume increase. It means that you cannot warm up your IP with only one campaign, it takes weeks of regular, day to day sending with at least 3000 emails a day.

You can start by watching this video.

  • Please note that the interface of Sendinblue has changed but the principle is the same, you will still find this option in the advanced parameters when you create your campaign (step 1: Setup).
  • Please also note that the current recommendation is a daily increase of 15% instead of 30%. See below for more information.

❗️ Important
If you do not follow this process to “warm up” your IP (e.g., and instead send 100,000 emails from a fresh IP), ISPs will be surprised by this large sending volume from an unrecognized sender/IP address. When in doubt, ISPs may not deliver your messages to your recipients' inbox. Following the recommended process to gradually increase your sending volumes will enable ISPs to both recognize and trust you as a sender.

Warming up your IP

You'll find the option Dedicated IP warm up in Advanced Settings in the first step of creating your campaign to help you warm up your IP. When you select the option, you'll be asked to add an Initial quota and daily increase. We recommend a daily quota of 3,000 emails, with a daily increase of 15%.

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For example, if you send emails to 100k contacts using the values recommended by Sendinblue (initial quota of 3,000 with a daily increase of 15%), the results look like this:

Day no. Number of emails sent per day Total number of emails sent
1 3000 3000
2 3450 6450
3 3968 10418
4 4563 14980
5 5247 20227
6 6034 26261
7 6939 33200
8 7980 41180
9 9177 50358
10 10554 60911

If you want to send the same number of emails every day, just enter 0 for the daily percentage increase.

Please note that this recommendation is an example and should be adjusted according to your desired daily sending volume.

❗️ Important
It is not recommended to suspend and requeue an email campaign during the warm-up phase for two reasons:
- Upon being requeued, the campaign will restart the warm-up phase from the beginning and the sending quota will be reset, and
- Two batches of emails will be sent on that same day.