When launching a new brand or sending email from a new domain or IP, it is recommended that you gradually increase sending volume before sending large campaigns.

This process—often called brand ramping or IP warming—helps mailbox providers recognize your sending patterns and build trust in your email program.

If you are working with the PostUp Deliverability team, you will receive a personalized ramp plan that outlines the recommended volume to send each day.

A typical ramp plan specifies the maximum number of emails that should be sent per day as you gradually increase volume.

Ramp Strategies

Depending on your content and audience, you may choose one of the following approaches.

Send only to new recipients

You may send a mailing each day to a group of recipients who have recently joined your list.

Send the same mailing to different segments

You may send the same content over multiple days, targeting a different group of recipients each time.

When sending the same content across multiple days, it is important to ensure that each send targets a unique group of recipients.

Sending the Same Mailing to Different Recipients

Follow these steps to resend the same mailing to a new group of recipients.

1. Send the initial mailing

Create and send your first mailing following the normal sending process.

2. Clone the mailing

1. Navigate to the Reports tab.

2. Locate the mailing you want to resend.

3. Click Clone to create a copy of the mailing.

3. Update the targeting

Open the cloned mailing and select the Targeting tab.

In the Mailing Size Limit section, enter the number of recipients allowed for that day according to your ramp plan.

This ensures the mailing will not exceed the maximum volume for the ramp stage.

4. Suppress recipients who already received the mailing

To prevent sending to the same recipients again:

1. Scroll to the Suppression Criteria section.

2. Select Edit next to Previous Mailings.

3. Select the mailings that should be excluded.

4. Click OK to save the suppression settings.

This ensures the mailing is sent only to recipients who did not receive the previous sends.

5. Schedule the mailing

Navigate to the Schedule tab.

Update the send time by either:

• selecting Send Immediately, or

• choosing a new date and time.

6. Send the mailing

Navigate to the Preview and Send tab and click Send to schedule the mailing.

Repeat this process for each day in your ramp plan until your full sending volume is reached.

Best Practices

When ramping a new brand:

• Start with your most engaged recipients

• Gradually increase volume each day

• Avoid large spikes in sending volume

• Monitor bounce, complaint, and engagement metrics

Following a structured ramp plan helps establish a strong sender reputation and improves long-term deliverability.