In Braze, IP warming is essential when sending which type of communication?

IP warming refers to the gradual increase of email sending volume from a new IP address to build its reputation with internet service providers (ISPs) and ensure that emails are delivered to inboxes rather than being filtered as spam. This process is particularly crucial for email communication because ISPs monitor sender behavior, and a consistent sending pattern from a new IP helps establish trust.

When launching email campaigns, it is vital to start by sending to a small, engaged audience and gradually increasing the volume. This strategy allows email senders to monitor engagement metrics such as open rates and click-through rates, which further solidify the IP's reputation. Successful IP warming helps avoid deliverability issues, maintains high engagement rates, and protects sender reputation in the long term.

In contrast, other communication types such as push notifications, in-app messages, and content cards do not rely on email services and therefore do not require the same IP warming procedures. These channels operate within applications or platforms where the delivery mechanisms differ significantly from the email ecosystem. As a result, the key focus in this question is the importance of IP warming specifically in the context of email campaigns.