Email service providers are cautious when it comes to email activity from new IP addresses. Spammers often create new IP addresses and immediately start sending large volumes of emails. Additionally, email service providers continually develop and refine their anti-spam mechanisms.
Adopting an overly aggressive approach to sending large volumes of emails from a new IP address or a new provider can result in a loss of trust and placement on a blacklist, leading to low deliverability.
Warming up an IP address is a gradual process of increasing the number and frequency of emails sent from a specific IP address.
The aim is to build the reputation of this address in the eyes of email service providers. New IP addresses, especially those used for bulk email sending, may initially be treated as suspicious by spam filters. Warming up helps alleviate this effect, allowing for a gradual adjustment to the norms and expectations of anti-spam systems.
Why does it matter?
If you are changing tools, for example, transitioning to edrone, and your subscriber base exceeds 10,000 contacts, you must properly warm up your sending infrastructure to ensure the deliverability of your emails. The same principle applies if you opt for sending through a dedicated IP.
New edrone customers, both on shared and dedicated domains, should adhere to recommendations and undergo the warming-up process. The same process should be considered if you have recently registered your domain.
How to warm up IP?
The IP address warming process is a carefully planned sequence of actions aimed at gradually building the sender's reputation before sending a large volume of emails. Warming up infrastructure is a gradual process that can be divided into several stages:
1. Start with low-volume
Initially, limit the number of emails sent. Choose a small segment of subscribers or the most active ones.
Send high-value content that you anticipate will receive a positive response.
2. Gradual volume increase
Gradually increase the number of emails sent over time.
Avoid making a sudden increase; instead, gradually increase the quantity.
Monitor subscriber activity, reactions to emails, and delivery metrics.
The first campaign is recommended to be sent to fewer than 10,000 recipients. In subsequent campaigns, slowly increase the number of emails sent. Double the number of sent messages every three to four days until you reach the maximum daily quantity.
3. Focus on subscriber engagement
Concentrate on maintaining a high level of subscriber engagement, including opens, clicks, and avoiding spam markings.
Avoid sending to subscribers who do not react to your emails to prevent a negative impact on sender's reputation.
4. Monitoring Metrics and Reputation
Regularly check delivery metrics, such as % deliverability, bounces, and spam complaints.
5. Adjusting pace based on results
If you notice deliverability issues or negative subscriber reactions, adjust the growth pace.
Take corrective steps if needed, such as identifying and removing problematic subscribers.
6. Quality of email content
Ensure high-quality email content. Avoid using words and phrases often associated with spam.
Make sure the content is personalized and tailored to subscribers' expectations.
7. Consultation with Specialists
It is advisable to consult with implementation specialists or a Customer Success Manager to tailor the warming strategy to your needs.
8. Optimize Content for Mailboxes
Ensure email content is optimized for display in various mailboxes from different providers. Consistency in content can positively impact the quality rating of your sending.
9. Plan the warming process
The warming process will likely take around 30 days but may vary depending on the volume of emails sent, the quality of the subscriber list, and the frequency of sending.
AOL, Outlook.com, and Gmail usually require a more extended warming period.
10. Be prepared for initial challenges
In the first week or two, there may be some deliverability issues as the new sending infrastructure builds its reputation. This will depend on the quality of subscribers, email marketing practices, and your sending history.
Some providers may check if subscribers are receiving and marking emails as "not spam." Subscribers marking email messages as "not spam" are a positive indicator used by mailbox providers to perceive you as a legitimate sender, so sending engaging email messages to those who want them is essential.
11. Adjust expectations for initial results
During the first week or two, you may experience some deliverability challenges as your new sending infrastructure builds its reputation. This will depend on the quality of your subscribers, your email marketing practices, and your sending history.
Some providers may check if subscribers are receiving and marking emails as "not spam." Subscribers marking email messages as "not spam" are a positive indicator used by mailbox providers to perceive you as a legitimate sender, so sending engaging email messages to those who want them is essential.
Need additional help?
If you have questions about the deliverability of your emails, please contact us at hello@edrone.me