How do I warm up a new sending domain?
Short answer
Start a new domain with small, engaged sends and increase volume gradually over several weeks. Send to your most active contacts first so opens and clicks are high, which builds the reputation that lets you scale up safely.
Before you start
- A newly verified sending domain.
- A segment of highly engaged contacts to start with.
- A multi-week send schedule you can commit to.
- A way to track opens, clicks, and bounces per send.
Step by step
- 1
Confirm domain verification first
Make sure authentication is complete before sending a single message.
Warming up an unverified domain wastes the entire ramp period.
- 2
Start with your most engaged contacts
Send the first sends to people who consistently open and click.
Early engagement signals tell mailbox providers this domain sends wanted mail.
- 3
Set a weekly volume schedule
Plan a gradual increase over four to six weeks rather than a fixed jump.
Steady growth reads as normal behavior, not a sudden campaign blast.
- 4
Keep content consistent
Send similar message types and frequency during the ramp period.
Erratic content and timing during warmup makes reputation harder to build.
- 5
Watch engagement daily during ramp
Check opens, clicks, bounces, and complaints after every send.
A dip during warmup needs a slower pace, not a bigger push.
- 6
Expand to broader segments slowly
Add less-engaged contacts only after the domain shows a stable pattern.
Adding weak engagement too early undoes the reputation you just built.
- 7
Hold volume steady once ramped
Keep sending regularly after warmup instead of going quiet.
Long gaps followed by a big send look the same as starting over.
What good looks like
- A new domain earns a strong sending reputation without setbacks.
- Deliverability stays high as volume scales up.
- The team has a repeatable process for any future domain change.
- Engagement data guides pacing instead of guesswork.
Common mistakes
The ways this goes wrong in communication, and what to do instead.
Sending full volume on day one›
A brand-new domain blasting thousands of messages gets throttled or blocked.
Do this instead: Ramp volume gradually over several weeks starting with a small daily cap.
Starting with a cold list›
Low engagement on the first sends damages reputation before it forms.
Do this instead: Begin the warmup with contacts who reliably open and click your mail.
Going silent mid-ramp›
Stopping sends for a week or two resets the progress made so far.
Do this instead: Keep a consistent send cadence throughout the entire warmup period.
Frequently asked
5 questions about warm up a new sending domainRelated guides
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