What CASL requires#
CASL requires express or implied consent before sending and identification of the sender in every message.
What email warm-up is#
Warm-up is the practice of gradually increasing sending volume from a new domain or IP so mailbox providers can build a positive reputation profile before you reach full volume.
Why it matters#
Providers throttle or reject sudden volume from unknown senders. Skipping warm-up is the most common way new domains end up in spam permanently.
How email warm-up supports CASL compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Email warm-up contributes by providers throttle or reject sudden volume from unknown senders. Skipping warm-up is the most common way new domains end up in spam permanently.
Implementation steps#
- Start with 20 to 50 messages per day per mailbox to your most engaged, opt-in contacts.
- Double volume every 2 to 3 days while complaint and bounce rates stay clean.
- Prioritize recipients likely to reply or click; positive engagement accelerates trust.
- Monitor Postmaster Tools daily and pause the ramp if reputation drops.
- Reach target volume over 4 to 6 weeks for a cold domain; faster if you have an established parent domain.
Frequently asked questions#
How long does email warm-up take?
Two to six weeks depending on target volume and whether the domain is brand new.
Do I need to warm up a shared IP?
The IP is already warm, but your domain is not. Domain warm-up still applies.