IP Warming Feature: Phase vs Run

[JeffBa4]

Hello,

I read through the available documentation on the new IP warming feature. I understand a user can have multiple phases in an IP warming plan. Each phase can have multiple runs. Also, a user can split runs.

What are the benefits of having both phases and runs?

When building my IP warming plan, why not just use 1 run per phase or 1 phase with all runs?

Thank you in advance for any insight you can provide. 

Jeff

[SatheeskannaK · Accepted solution]

@JeffBa4 From the IP warming feature documentation, phase corresponds to weeks, and run corresponds to days. For example, phase1 (Week1) uses one campaign and creative. It all depends on the plan prepared by the deliverability consultant. Usually, the ipwarming schedule will be more than a week if that's the case then you may have more than one phase and runs.

[Anuhya-Y]

@JeffBa4 

Risk with one run per phase: Sending too many emails in a single phase, even with just one run, poses a risk of ISPs flagging the IP as suspicious. This could result in emails being routed to spam folders or blocked entirely, damaging the sender's reputation.

Risk with one phase with all runs: A successful IP warming plan requires not only consistent sending but also monitoring audience engagement. Dividing the process into multiple phases allows the sender to target the most engaged users first, which helps establish a positive reputation with ISPs. Sending all emails at once without proper segmentation can lead to lower engagement rates and a weaker overall impact.

Overall, adopting a phased approach with multiple runs brings trust, improves engagement, and ensures better deliverability as email volume gradually increases.