Email marketing terms

Stay current and expand your digital marketing knowledge with our list of common email marketing terms.

IP warming

IP warming is the practice of sending emails from a new IP address to gain the trust of mailbox providers and avoid an inbox service provider (ISP) blocklist. An IP warming campaign starts at an easy pace and increases at certain intervals, demonstrating a sender’s validity and good reputation among ISPs.

Since email service providers (ESPs) are wary of spam, email marketers should use an IP warming calculator that allows them to schedule an entire email marketing campaign. This helps gauge a sender’s reputation and leaves marketers to rest assured that their marketing materials avoid spam filters and reach intended recipients.

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