Domain Warm-up
The goal of warm-up is to be recognized as a legitimate sender and build a positive reputation with Internet Service Providers (ISPs). It matters whether you are moving to Gupshup from another Email Service Provider (ESP) or adding new domains to an existing program.
Why it matters
A new or dormant domain is cold — it has no sender reputation. ISPs scrutinize mail from cold domains more closely to protect their users, watching:
- Volume
- Complaints
- Engagement
- Relevancy
- List hygiene
How to warm up
- Start with low volumes and send to your most engaged recipients first.
- Increase volume gradually toward your planned maximum daily volume, usually following a schedule tailored by your ESP.
- Be patient — building a strong reputation takes time.
Updated about 12 hours ago
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