Which aspect of email marketing is improved by IP warming?

IP warming plays a crucial role in building a sending reputation with Internet Service Providers (ISPs). When a new IP address is introduced to an email marketing campaign, it starts with a low reputation because the ISPs have yet to observe any sending patterns or recipient interactions. Through the process of IP warming, marketers gradually increase their email sending volume over time, allowing ISPs to recognize that the emails are being sent from a legitimate source.

By sending emails to engaged recipients who are likely to interact positively with the content, marketers demonstrate their commitment to compliance with best practices. This gradual approach helps to establish trust between the sender and the ISPs, leading to better inbox placement rather than being filtered into spam folders. A strong reputation is essential as it directly influences how emails are treated by ISPs and can affect overall campaign success.

Although factors such as unsubscribe rates, engagement rates, and open rates may improve as a result of good practices tied to IP warming and sending reputation, the primary focus of IP warming is to ensure that the email sender is recognized as reputable by the ISPs.