IP warming
Gradually ramping volume on a new IP to build reputation.
Mailbox providers (Gmail, Outlook, Yahoo) treat brand-new IPs with suspicion. Warming means sending small volumes for the first weeks, ramping up gradually, and prioritizing engaged recipients. Required for dedicated IPs and self-hosted setups.
reading this as growth and lifecycle teams
Growth work lives or dies on targeting and measurement. What matters is whether behavioral triggers can be built without engineering time, whether the event stream supports attribution past the open, and whether deliverability holds when broadcast volume shares a reputation with product email.
Applied to ip warming, that means weighing scheduling, event stream, deliverability, and operating track record ahead of the rest, against behavior-triggered journeys, broadcasts, and winback campaigns measured on revenue.