Hi folks, need some advice on IP / domain warming.
From what I can see I'm getting some conflicting answers on this. I want to find out how important is it to undergo IP/Domain warming for a client who is on a shared IP for Marketing Cloud with new domains for email sending.
From what I can see IP warming is very important when you are on a dedicated IP to help with deliverability on ESP's & ISP's and overall sender reputation and I understand the theory and strict process required to implement.
However for Shared IP's, the guidance seems inconsistent. Some articles suggest you don't need to do any warming when on a SF Shared IP, however other articles suggest a low level of warming is still needed for a shared IP as you are registering a new domain which the ISP/ESP's don't recognise so a slow ramp up of communications is best practice.
My thinking is, to help with deliverability IP/Domain warming isn't required for a shared IP but it would help build the deliverability of the emails as the new domain is recognised.
Please do correct me if I am wrong in this understanding?
Michael Brown (SETGO Partners) 
Forum Ambassador
Hi Nathan,
That's my understanding as well, despite the lack of concrete information on this.
For comparison, the majority of Pardot/Marketing Engagement customers use a shared IP, and therefore don't have to go through traditional IP Warming strategies. I think with a new domain it can help build deliverability, but it's not required as it is with a dedicated IP.
On the Marketing Cloud side of things, a lot of customers have dedicated IP's and are also sending much higher volumes of emails, and that is when an IP warming strategy is needed.
Thanks,
Mikey
