Email Set Up

So you want to send email campaigns, huh? We can help you with that! Either follow our guide below or check out our LAB course on deliverability.


Before you start sending emails, there are some things you need. Refer to the basic chart below to learn more.

Requirement Description Acquirement
A Dedicated IP (Internet Protocol) A dedicated IP is a unique Internet address provided exclusively to a single hosting account. Braze gives its customers dedicated IPs, to ensure control of your email sender reputation. We will set this up for you.
Whitelabeled Domains These consist of a domain and a subdomain. Whitelabling ensures you pass email authentication checks for DKIM and SPF. We will generate these domains for you, but you must choose their names.
Subdomains This is a subdivision of a domain and typically looks like: within your email address. Having a subdomain will prevent any errors that could damage your company’s official email reputation. We will generate this for you, but you must decide the name of the subdomain. You cannot use subdomains that are currently being used outside of Braze.
IP Pools These are an optional configuration used to separate out the reputation of different types of email (for example: “promotional” vs. “transactional”) to prevent the reputation of one from impacting the other and ensure higher deliverability. We will set up the pools for you; then, when composing your email, choose your email’s IP pool from the IP Pool dropdown on the Target Users page.

IP Warming

IP Warmup is when you send a relatively small number of emails out in your first batch, then slightly increase the volume in the next batch, and so on, until you reach your typical daily volume. This is done at the very end of your email set up process.

By starting with smaller volumes of email, you are establishing a level of trust with your mailbox provider, showing you are only sending emails to relevant users.

Send your first batch of emails to your most engaged users. This will help you gain trust faster with your provider.

After you’re done with your IP Warmup, feel free to start creating and sending emails!

New Stuff!