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]

@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.

[sambhav-jain · Accepted solution]

When you run IP warming plan, generally its required to select few email templates that can be sent to IP Warming audiences.

As you need to achieve the peak volume in your IP Warming plan and the volume will grow gradually, there will be scenario, where we have to use same audience to send the email again, to reach the peak volume. For ex last few days when last day you send it to peak volume and days before will also need higher audience size. 

Hence, IP warming plan is required to be separated in to phases which would essentially need same email to be sent and Runs would mean the audience that it should be sent to without repeating it to same person.

So in a summary

All runs in a  phase can have same email creative and one person will only be a part of one run in that phase. i.e he receives only one email in a phase

Different Phases would usually have a different email creative and same person can be part of multiple phases and can receive email in all phases.

Using phases, system will automatically make sure, same person is not sent email more than once.

And it becomes easy during execution as well, in case you go into issues with ISPs, to break the phases.