Why can’t I send a large amount of traffic from a newly created domain?

The case

You’ve successfully registered your domain and prepared your recipient list—now you’re ready to launch your first email campaign. However, you’ve encountered limitations on the number of emails you can send and the number of campaigns you can run. Why is this happening?

This article will guide you through the domain warmup process, explaining the reasons behind these restrictions and how they are strategically designed to help you build a strong sending reputation.

Understanding this process will help you see how these limitations work in your favor, setting you up for long-term success in your email-sending efforts.

What is warmup in Email?

Every new domain added to your Infobip account must go through a warmup plan.
Email warmup is the gradual process of building the reputation of a new or dormant email address and its associated IP address by slowly increasing the volume and frequency of sent emails.

The purpose of gradually increasing email volume is to establish a positive reputation with recipient mail servers, reducing the chances of your emails being marked as spam or going undelivered. By slowly ramping up your sending activity, you build credibility with the Internet Service (ISPs) and Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook, ensuring your emails land in recipients’ inboxes.

Emails with a strong performance contribute to a positive sender reputation, which encourages mailbox providers to place more of your messages in inboxes and increases the volume they are willing to accept. Conversely, emails that perform poorly—such as those sent to invalid or unengaged recipients—can damage your reputation, leading to fewer emails reaching the inbox and reducing the allowed sending volume.

Properly warming up your domain is crucial to your long-term email success, ensuring that your messages consistently reach your audience and that you maintain a healthy sender reputation.

More information on the domain warmup process can be accessed on our documentation page.

How will you detect this limit?

Begin by logging into your Infobip account and navigating to Channels and Numbers → Channels → Email → Marketing and Transactional.
Here, you will find a list of your domains. Locate the “Warmup” column, where you’ll see the status of each domain.

If a domain is currently in the warmup phase, this column will display the daily sending limit allowed during the warmup process.

If the domain has completed the warmup process, it will be indicated as “Warmup Done,” confirming that the necessary steps were taken to establish its sending reputation.

The “Not in warmup” status means that the domain is too old to determine if it underwent warmup, or the warmup is being managed manually. 

Steps to resolve the issue

The domain warmup process cannot be skipped and should not be overlooked, as it plays a crucial role in protecting your domain, sender, and IP reputation. Below you will find an overview of why warmup is important, how it functions within your Infobip account, and best practices to maximize its benefits.

Why is email warmup important?

– Protects your sender reputation: Your sender reputation is key to your email success. ISPs and ESPs assess your reputation to decide whether your emails should land in the inbox, be marked as spam, or be blocked entirely.
A poor reputation can severely hinder your ability to reach your audience. Warming up your domain helps establish trust, demonstrating that you’re a legitimate sender rather than a source of spam or malicious content.

– Improves email deliverability: Ensuring that your messages reach your audience is essential. Without warmup, emails from new senders are more likely to end up in spam folders or be blocked altogether.
Gradually increasing your sending volume allows ISPs to develop trust in your email address, significantly boosting the likelihood of your emails landing in recipients’ inboxes and enhancing your overall outreach.

– Reduces bounce rates: High bounce rates can damage your reputation and discourage your efforts. During the warmup phase, you can clean your email lists by removing invalid or unengaged addresses, which helps keep your bounce rates low.
This ensures your messages are delivered to real, engaged recipients who are interested in your content.

– Establishes positive engagement metrics: ISPs closely monitor engagement metrics such as open rates, click-through rates, and replies to determine whether your emails are well-received. Warming up your domain allows you to start by sending emails to smaller, highly engaged segments of your audience and gradually expand to your full list.
This approach helps you build strong engagement metrics from the outset, setting you up for sustained success.

– Avoids spam traps and blocklists: Sending a large volume of emails too quickly can trigger spam traps—email addresses specifically designed to identify spammers—and result in your domain being blocklisted, which can severely impact future campaigns.
A controlled, gradual warmup process gives you the time to clean your email lists and ensure your messages reach genuine recipients, helping you avoid spam traps and maintain a positive reputation.

Best practices for email warmup

– Segment your audience: Start with your most engaged contacts and gradually work up to less engaged recipients. This approach boosts positive engagement signals early in the warmup process.

– Regularly clean your email list: Remove unresponsive or invalid email addresses regularly to maintain a clean list. This helps in maintaining high deliverability rates.

– Personalize emails: Personalized emails are more likely to be opened and engaged with, which is beneficial during the warmup process.

– Avoid sudden volume increases: Even if your initial warmup period is successful, avoid sudden spikes in sending volume. Consistency is key to maintaining a good sender reputation.

How to warmup your domain?

For every new domain added through your Infobip account, an automated warmup process will be put in place. It’s best to adhere to the recommended sending limits during this period.
If you are sending emails via SMTP or HTTP API, a manual warmup process is required. You can refer to this guide for detailed steps on manual warmup.

The warmup will continue until you reach the targeted daily sending volume, Send Threshold, that you set when adding your domain to the Infobip account . Once this volume is achieved in a 24-hour period, your domain will be considered fully warmed up.
Information on the set Send Threshold can be found under Channels and Numbers → Channels → Email → Marketing and Transactional, by locating the “Send Threshold” column.
 
In the example below, that is 50,000 emails in a day.

Contact Support

If you have followed the recommendations above and still have questions about the domain warmup process, please don’t hesitate to contact our Support team for further assistance.

You can reach our Support team via [email protected].


Please provide the following information:

– Domain Name: The specific domain undergoing the warm-up process.