National Faith-Based Organization Dedicated IP Warm-Up & Deliverability Strategy

Organization type: National faith-based nonprofit

Email Audience: 145,000+ subscribers

Primary goal: Safely transition to HubSpot with dedicated marketing and transactional IPs

Strategic focus: Deliverability protection, IP warm-up sequencing, and engagement reconstruction

Platform: HubSpot Marketing Pro + Dedicated IP

After migrating to HubSpot, the organization faced a high-risk deliverability environment:

• A 145,000-contact database without accessible historical engagement data
• A proprietary legacy email system with limited reporting transparency
• Daily devotional sends requiring consistent volume
• Two weekly newsletters
• A transition to both dedicated marketing and transactional IP addresses
• Internal operational barriers to rebuilding engagement segmentation

Without careful sequencing, a sudden high-volume send could:

• Damage sender reputation
• Trigger spam filtering
• Throttle inbox placement
• Undermine long-term deliverability

They needed a structured, staged warm-up strategy — not guesswork.

Dedicated IP Transition Planning

Coordinated with HubSpot to:

• Authenticate DNS
• Configure separate transactional and marketing IPs
• Align sending cadence with HubSpot’s 40-day automated warm-up

Warm-Up Strategy Design

Developed a staged send plan based on:

• Highly engaged segments first
• Gradual volume ramping
• Controlled weekly scaling
• Avoiding volume spikes

Created a phased send schedule aligned with:

• HubSpot’s automated IP shift
• Daily devotional cadence
• Engagement stabilization thresholds

Engagement Reconstruction Without Historical Data

Because historical engagement signals were inaccessible, we:

• Identified “superfan” segments manually
• Built engagement-based segmentation inside HubSpot
• Structured graymail suppression guidelines
• Established complaint, bounce, and open-rate benchmarks

Daily Devotional Strategy

Repositioned the daily devotional as a deliverability “heartbeat”:

• Leveraged consistent daily sending to build IP trust
• Sequenced engaged audiences first
• Structured gradual expansion

Operational Infrastructure Alignment

Resolved:

• Double opt-in conflicts for legacy subscribers
• Shared mailbox routing within HubSpot Conversations
• Reply-to governance
• API-driven devotional automation compatibility
• Cross-system revenue tracking considerations

Safe Dedicated IP transition without deliverability collapse

Structured engagement framework built inside HubSpot

Stabilized daily high-frequency sending

Clear internal warm-up plan aligned with HubSpot deliverability standards

Operational clarity for marketing and IT teams

Reduced risk during large-scale email relaunch

This approach works well for organizations that:

Maintain large legacy email databases
Send high-frequency communications (daily/weekly)
Are transitioning to dedicated IPs
Lack clean historical engagement data
Operate with proprietary or complex legacy systems
Need enterprise-level deliverability strategy before scaling