Natural pace, and why it isn't warm-up

Mail goes out at a natural pace: a steady drip, spread across the whole sending window. It never rushes. Every mailbox provider sees the same steady pace, from the moment the window opens until it closes.

Time not used is gone

Say a campaign pauses for two hours. When it carries on, it carries on at the same pace, and those two hours are gone. Nothing is sent to make up for them.

Catch-up would send the missed mail all at once. That's a burst, and providers notice bursts.

Why this isn't warm-up

Traditional warm-up is a schedule to keep: more mail each day, whatever the demand. Here, there's no schedule.

• A quota grows only when a domain has shown it carries the traffic.
• Every sending window starts fresh, with nothing carried over.

Traffic governance explains how the pace is worked out, and when a quota grows.

What providers see

• The same steady pace, all through the window.
• No sudden bursts.
• Nothing rushing to make up for lost time.

Each provider is paced on its own: The four mailbox providers.