What Is IP Warming? How to Build Email Reputation in Salesforce Marketing Cloud

Are you new to Salesforce Marketing Cloud or adding a new IP to your existing account? IP warming is the process of gradually increasing email volume from a new IP address to establish your sender reputation with internet service providers (ISPs).

📊 Key Stat: Salesforce Marketing Cloud recommends a 15-20% volume increase per week during IP warming, reaching full sending volume in 4-6 weeks.

Without proper IP warming, ISPs may block your emails or route them to spam folders—damaging your domain reputation and undermining your email marketing efforts. This comprehensive guide covers everything you need to know about IP warming in Salesforce Marketing Cloud.

What Is IP Warming and Why Does It Matter for Email Deliverability?

IP warming is the process of building your email sender reputation from scratch. When you start sending emails from a new IP address, ISPs have no history to evaluate whether your emails are trustworthy or spam.

Here's why IP warming is essential for email marketers:

• Establishes sender reputation — Creates trust with ISPs like Gmail, Outlook, and Yahoo
• Increases email deliverability rates — Ensures emails reach inboxes, not spam folders
• Builds credibility — Proves legitimacy to both ISPs and your target audience
• Protects domain reputation — Prevents long-term damage from early email blocks

What Should You Consider Before Starting IP Warming in Salesforce Marketing Cloud?

Before implementing IP warming, prepare your infrastructure and strategy with these key considerations:

Preparation Area	Action Required
Email Audience	Understand your audience segments and optimal sending frequency
Marketing Plan	Develop a comprehensive email marketing strategy before warming
Content Preparation	Prepare email content and format in advance
Suppression Lists	Create lists for bounced and unsubscribed contacts
IP Warming Strategy	Define your gradual volume increase approach
Monitoring Plan	Set up tracking for deliverability metrics and reputation

What Are the 20 Essential IP Warming Facts Every Email Marketer Should Know?

Regardless of which email service provider (ESP) you use, these IP warming fundamentals apply to every marketing automation platform:

1. Reputation is earned, not given — IP warming is necessary for establishing good sender reputation
2. New IPs require warming — Essential when starting campaigns from any new IP address
3. Gradual volume increase is key — Slowly increase sending volume while monitoring reputation
4. Deliverability depends on reputation — These are critical metrics in email marketing success
5. Good reputation = good deliverability — The most important factor for inbox placement
6. Poor reputation = blocked emails — ISPs will reject emails from untrusted senders
7. Multiple factors affect reputation — IP reputation, domain reputation, content quality, frequency, and engagement all matter
8. Aggressive sending backfires — High-volume campaigns too early damage your reputation
9. Compliance is mandatory — Follow CAN-SPAM, GDPR, and other regulations to avoid legal issues
10. Dedicated IPs offer control — Better than shared IPs for managing your own reputation
11. List hygiene is essential — Maintain healthy lists and remove inactive subscribers
12. Double opt-in builds quality — Use for new subscribers to ensure engagement
13. Authentication matters — DKIM, SPF, and DMARC are vital for sender verification
14. External factors apply — Spam traps, abuse reports, and ISP reputation influence your success
15. Monitoring tools help — Use email validation, feedback loops, and blacklist monitoring
16. Avoid purchased lists — Never use rented or purchased email lists
17. Warm before high-volume sends — Complete IP warming before major campaigns
18. Slow and steady wins — The best strategy is gradual, consistent volume increases
19. Set realistic KPIs — Define achievable goals for your email campaigns
20. Analytics drive optimization — Use data to monitor and improve campaign performance

What Makes IP Warming Different in Salesforce Marketing Cloud?

Salesforce Marketing Cloud has specific IP warming features and recommendations that set it apart from other platforms:

📊 Key Stat: Marketing Cloud recommends outbound volumes should not double more frequently than every two weeks during the IP warming process.

1. Built-in IP warming support — Marketing Cloud offers IP warming for new customers or users adding new IP addresses
2. Pardot integration — Now part of Marketing Cloud, Pardot also offers IP warming capabilities
3. B2B vs B2C differences — Different marketing automation needs require different IP warming strategies
4. Email reputation feature — Provides overall email sender reputation scoring
5. Email Studio tools — Includes deliverability dashboard, reputation dashboard, and test send features
6. Comprehensive metrics — Track open rates, click-through rates, bounce rates, complaint rates, and deliverability
7. Suppression list management — Built-in functionality for managing bounced and unsubscribed addresses
8. Email validation integration — Validate addresses before sending to avoid bounces
9. Slow and steady approach — Marketing Cloud recommends gradual volume increases
10. 15-20% weekly increase — The recommended volume ramp-up rate
11. Volume doubling limits — Don't double send volume more than every two weeks
12. 4-6 week timeline — Expected time to reach full sending volume
13. No one-size-fits-all — Customize your approach based on list size and engagement
14. Deliverability consulting — Professional services available for IP warming assistance
15. Segmentation and personalization — Better engagement improves deliverability
16. Content best practices — Avoid spam triggers, fake headers, and broken links
17. Pre-built IP warming segment — Email Studio includes a template to get started
18. Third-party validation tools — Integration with BriteVerify and Kickbox
19. Mobile optimization — Test and optimize email content for mobile devices
20. Comprehensive deliverability guide — Marketing Cloud provides documentation to help with IP warming

How Do You Implement IP Warming in Salesforce Marketing Cloud Step-by-Step?

Follow this comprehensive guide to successfully warm your IP in Salesforce Marketing Cloud:

Step 1: How Do You Plan Your IP Warming Strategy?

• Determine email frequency — Decide how often you'll send and segment your email list accordingly
• Define email content — Prepare your content templates and format standards
• Create suppression lists — Set up lists for bounced and unsubscribed addresses
• Configure authentication — Implement DKIM, SPF, and DMARC protocols

Step 2: How Do You Begin the IP Warming Process?

• Set up sending domain — Configure your domain in Marketing Cloud
• Create IP warming segment — Use Email Studio's pre-built segment or create your own
• Define initial volume — Start with a small, engaged segment of your list
• Establish baseline metrics — Monitor deliverability and sender reputation from day one

Step 3: How Do You Increase Sending Volume Safely?

• Increase by 15-20% weekly — Follow Marketing Cloud's recommended ramp-up rate
• Monitor continuously — Track deliverability metrics and reputation scores
• Adjust as needed — Modify segments and frequency based on performance data

Step 4: How Do You Reach Full Sending Volume?

• Gradual completion — Reach full volume in 4-6 weeks depending on list size
• Maintain vigilance — Continue monitoring deliverability and reputation
• Fine-tune approach — Adjust segments and frequency based on results

Step 5: How Do You Maintain Sender Reputation Long-Term?

• Ongoing monitoring — Track deliverability and engagement rates continuously
• List hygiene — Regularly remove inactive subscribers
• Validation and feedback — Use email validation tools and monitor feedback loops
• Content discipline — Avoid aggressive campaigns and spam-triggering content

What Is Different About IP Warming for Salesforce Marketing Cloud Account Engagement (Pardot)?

If you're using Salesforce Marketing Cloud Account Engagement (formerly Pardot), there are specific considerations for IP warming:

Feature	Account Engagement Specifics
IP Infrastructure	Uses a shared IP pool; dedicated IP assigned based on volume and reputation
Warming Timeline	May take up to 12 weeks depending on email volume
Monitoring Tool	Engagement Studio tracks email engagement rates and adjusts frequency

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References

1. IP Address Warming for Email Studio - Salesforce Help