I'm currently using Amazon SES to run email campaigns targeting new addresses. I'm curious if I need to do any email warming, considering AWS verifies the emails. Will my messages still end up in spam if I don't?
3 Answers
It depends on whether you’re using shared or dedicated IPs. With SES, if you have a dedicated IP, they automatically warm it up for you by gradually increasing your traffic. But if you’re on a shared IP, you don’t need to worry about warming up since it manages that for you. Check out their documentation for more info!
Since early 2024, it’s more about DKIM domains than IP addresses when it comes to reputation. If you’re sending high volumes—over 5000 a day—without a well-established DKIM, it can look suspicious and might get throttled or rejected. If this is the first time you're sending from your domain, then yes, you should warm it up! Just remember that spam placement varies, so your own experiences might not reflect what others see.
Have you actually tested to see if your emails are landing in spam? It might be worth a shot to see how they perform.
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