Any IP warming strategies required for Event based Journey ?

[NGD_762]

Hi All,

We have our first journey in AJO which is an event based one but the email communication is like a Welcome email mainly for marketing purpose. In this case do we need to have any IP warming strategies or throttling in place ?

[SatheeskannaK]

@NGD_762 The necessity of IP warming or implementing controlled throttling is not exclusive to large-scale promotional or broadcast campaigns; it can also be a critical factor for event-triggered email journeys, such as a Welcome email series. The decision ultimately hinges on the expected sending volume for that specific journey.

• When is IP Warming or Throttling Necessary?
  • High-Volume Events: If the expected number of new sign-ups, transactions, or other triggering events is very high, especially within a short period (e.g., daily or hourly), the volume of emails sent could be large enough to trigger spam filters or deliverability issues with major Internet Service Providers (ISPs) and mailbox providers (like Gmail, Outlook, Yahoo).
  • Controlled Throttling: This involves strategically limiting the number of emails sent per hour or per day to a specific domain (e.g., sending no more than 10,000 emails per hour to Gmail addresses). This gradual ramp-up allows ISPs to monitor the engagement rates and gradually build a positive sending reputation for the IP.
• When IP Warming May Not Be Necessary
  • Low-Volume Events: If the anticipated volume of triggering events is consistently small and spread out (e.g., a few hundred emails per day), the IP warming process may be unnecessary. Small, steady volumes naturally build a good reputation over time without needing a formal, structured warming schedule.

Given the nuances of email deliverability—which involves factors like sender reputation, content quality, recipient engagement, and ISP-specific policies—it is highly recommended to consult with an Adobe deliverability consultant to make an informed decision.