Email Warm-Up
What is Email Warm-Up?
A new mailbox has no reputation — its first sends are evaluated harshly by inbox providers. Warm-up solves this by mimicking a real user's growth curve over weeks: a few sends per day at first, gradually rising, with high engagement signals along the way (opens, replies, marks-as-not-spam). Most warm-up is automated through dedicated providers that participate in conversation networks — your warming mailbox sends to other warming mailboxes, all of which reply, mark-as-not-spam, and otherwise produce positive engagement signals. The standard window is 2-4 weeks of warm-up before a mailbox is ready for real cold outreach, and ongoing low-level warm-up continues alongside production sends to maintain reputation.
Why it matters
- Skipping warm-up sends new mailboxes straight to spam — production campaigns fail before they start.
- Required at scale — multi-mailbox outbound depends on every mailbox being warmed.
- Cheap relative to the cost of recovering a damaged mailbox reputation.
Use cases
- New-mailbox onboarding. 2-4 weeks of warm-up before any real campaign sends.
- Ongoing maintenance warm-up. Low-volume warm-up alongside production to keep reputation high.
- Recovery warm-up. Increased warm-up activity after a deliverability incident.
How turgo helps
turgo handles warm-up automatically through integrated providers — new sending mailboxes ramp through the standard curve, and ongoing warming runs in the background of production sends.
See turgo in action →
