IP Warming with Braze: A Step-by-Step Deliverability Guide

At the heart of digital marketing lies email campaigns. But even the most creative content is wasted if it never reaches the inbox. This is where IP warming comes into play.

When you start sending emails from a new IP address, that address must be recognized as trustworthy by Internet Service Providers (ISPs). Otherwise, your messages may land in the spam folder or be blocked entirely.

At this very point, Omtera, an official Braze Solution Partner, helps brands manage IP warming processes with the right strategies. Thanks to Omtera’s Braze expertise, companies not only become reliable senders but also consistently improve deliverability rates for long-term success.

In this article, we will explore:

• What IP warming is,
• How to implement it step by step with Braze,
• And how brands can flawlessly manage the process with Omtera’s strategic support.

What Is IP Warming?

IP warming is the process of gradually increasing the volume of emails sent from a new IP address. The goal is to prove to ISPs that this IP is a trustworthy sender.

If you start by sending thousands of emails on day one:

• Your spam risk increases,
• Deliverability performance drops,
• Your brand reputation gets damaged.

Instead, by following a gradual sending plan, the IP is “warmed up.”

Why Do IP Warming with Braze?

As a customer engagement platform, Braze not only manages campaigns but also provides advanced deliverability optimization.

Braze advantages include:

• Advanced Deliverability Tools: See in real time which domains have low open/click rates.
• Dynamic Segmentation: Start warming with your most engaged users.
• Real-Time Analytics: Monitor deliverability reports and quickly take actions to strengthen your IP reputation.
• Omtera Support: For teams in Turkey, Omtera helps design the right IP warming strategies directly on Braze.

Common Issues in IP Warming

The most frequent problems brands face include:

• High bounce rates
• Emails landing in spam
• Low open rates
• Wrong audience segmentation

Omtera prevents these issues by providing custom deliverability guides and IP optimization strategies within Braze.

Step-by-Step IP Warming Guide with Braze

1. Audience Selection

Start only with your most engaged users. With Braze segmentation, you can select:

• Users who opened an email in the last 30 days,
• Users who clicked links,
• Active app users.

This way, ISPs see that your emails are genuinely engaging.

2. Create a Sending Plan

On Braze’s Canvas Flow or Campaign interface, you can plan your sending volumes.

Sample Warming Plan (per day/sent emails):

• Day 1: 500
• Day 2: 1,000
• Day 3: 2,500
• Day 4: 5,000
• Day 5: 10,000

Note: These numbers vary based on total brand volume. Omtera customizes the plan for your needs.

3. Optimize Sending Content

With Braze AI, your content is:

• Subject lines tested,
• Cleared of spam-triggering keywords,
• Personalized per user.

This ensures higher open and click-through rates.

4. Monitor Performance

On Braze’s Real-Time Analytics dashboard, you can instantly monitor:

• Bounce rates,
• Spam complaints,
• Opens and clicks.

Omtera consultants analyze this data and recommend actions to protect your IP reputation.

5. Gradual Volume Increase

As daily sending volumes increase, if issues arise, the plan can be slowed down. This flexibility is enabled by Braze’s powerful reporting infrastructure.

Best Practices in IP Warming

• Always set up SPF, DKIM, and DMARC authentication.
• Personalize subject lines → e.g., “John, special offers just for you!”
• Start with engaged users, then move to passive ones.
• Don’t send everything under a single domain—diversify brand trust.

Omtera and Braze Partnership: Strategic Advantages

As an official Braze Solution Partner, Omtera:

• Designs IP warming processes for you,
• Continuously monitors deliverability rates,
• Helps your marketing team apply best practices on Braze.

In short, with Omtera you unlock Braze’s full potential and position your brand as a reliable email sender.

Strong Deliverability, Strong Brand

IP warming is a critical step for brands to achieve long-term success in email marketing. With Braze’s robust infrastructure and Omtera’s local expertise, you can:

• Minimize deliverability issues,
• Increase brand reputation,
• Build sustainable communication with your audience.

Want to improve your deliverability and manage IP warming with Braze seamlessly? Get in touch with Omtera today.

FAQs

How long does IP warming take?
Typically 2–4 weeks, depending on sending volume.

Can IP warming be done without Braze?
Yes, but Braze’s segmentation, reporting, and AI-powered optimization make the process safer and faster.

What is Omtera’s role?
Omtera develops the right IP warming strategies on Braze to reduce spam risks for your brand.