---
title: "Email Must-Knows: What’s IP Cooling?"
description: "Having a good reputation is important. Being a trusted member of society makes it possible to do everything from borrowing money to finding a babysitter. Marked with a bad reputation, you’re not likely to receive much positive attention or to be invited to many dinner parties."
canonical_url: "https://www.braze.com/resources/articles/ip-cooling"
language: "en-US"
datePublished: "2019-12-06T11:00:00-05:00"
publisher: "Braze"
authors:
  - "Team Braze"
tags:
  - "Email Must-Knows"
  - "Email"
---

# Email Must-Knows: What’s IP Cooling?

Internet Service Providers (ISPs) [also value reputation](https://www.braze.com/resources/glossary/email-reputation---deliverability), taking into account the behavior of an email sender when a message arrives. An email’s deliverability can depend on the trust and reputation of a specific IP address or domain. When branded with a [poor sender reputation](https://www.braze.com/resources/glossary/ip-warming), emails can be marked as spam or altogether undeliverable, designating legitimate messages as low quality. In cases where an IP address has been flagged as disreputable, an act known as [IP cooling](https://youtu.be/7gwvvl8J46w) can be used as a last resort to restore its credibility.

IP cooling—which is the process of letting an IP address sit for 30 to 45 days without activity—allows the IP address to establish a neutral reputation. Once at least 30 days have passed, your brand can begin gradually resurrecting that IP address for future sends through the process of [IP warming](https://www.braze.com/resources/glossary/ip-warming), which allows senders to begin increasing the volume of outgoing messages to establish a positive reputation.

IP cooling isn’t a common occurrence—it’s only necessary when major reputation issues are preventing emails from being delivered. But for senders who may have practiced [poor email list hygiene](https://www.braze.com/resources/articles/email-list-hygiene), IP cooling presents an opportunity to rebuild a good sender reputation by ensuring all email lists are squeaky clean and up-to-date.

## Anything Else?

Braze’s [email marketing platform](https://www.braze.com/product/cross-channel-personalization/channels-platforms/email) makes it easy for organizations to send high-quality messages that stand out in crowded inboxes. Explore how Braze can lead to an 8x increase in email engagement on the [Braze Email Product Page](https://www.braze.com/product/cross-channel-personalization/channels-platforms/email).

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*Published 2019-12-06T11:00:00-05:00 · canonical lives at https://www.braze.com/resources/articles/ip-cooling*