IP warm-up is the process of gradually increasing the volume of emails sent from a new IP address over a period of weeks, allowing receiving mail servers to assess the IP’s reputation before accepting high volumes. Starting with large sends from a cold IP almost always results in deliverability problems.
A typical warm-up schedule starts with 50-100 emails per day in week one, doubling volume each subsequent week, and reaching full sending volume after 6-8 weeks. Send only to your most engaged subscribers during warm-up, as high engagement signals build reputation faster.
Zoho Campaigns uses shared IP pools for most users, handling warm-up automatically. If you upgrade to a dedicated IP, Zoho provides guidance on the warm-up process. Never skip warm-up on a dedicated IP — sending at full volume immediately will result in widespread spam folder placement or blocking.
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