We all know how important it is to keep our email from landing in the spam folder and get high engagement rates in order to maintain a good sender reputation. One key factor in building and maintaining your sender reputation is warming up your email domain.
What does it mean to warm a domain?
Email domain warming is the process of gradually increasing the volume of emails you send from a new or dormant email subdomain over time, in order to establish a positive sender reputation with mailbox providers like Gmail, Yahoo, and Outlook.
This process involves sending small batches of emails at first and then gradually increasing the volume over a period of several weeks or months.
Why is email domain warming important?
Warming up your email domain is important for several reasons:
- Establishing trust: Warming up your email domain helps mailbox providers establish trust in your sending practices. By gradually increasing your email volume, you demonstrate that you are a legitimate sender and not a spammer.
- Improving deliverability: A good sender reputation is critical to ensuring that your emails land in the inbox instead of the spam folder. By warming up your email domain, you can improve your deliverability and ensure that your emails reach your subscribers.
- Avoiding blacklists: If you send a large volume of emails from a new or dormant email domain all at once, mailbox providers may view this as suspicious and blacklist your domain. Warming up your domain can help you avoid this fate.
How do I warm up my email domain?
Warming up your email domain requires a strategic approach.
Here are some steps you can follow:
- Start with a small volume of emails: Begin by sending a small volume of emails, perhaps to a small segment of your list or to subscribers who have engaged with your emails in the past. This will help you establish a positive sender reputation with mailbox providers and ensure the quality of contacts to whom the IP/domain is sending messages to.
- Gradually increase your email volume: Once you have successfully sent a small volume of emails without issue, gradually increase the volume over time. The exact timeline will depend on your sending practices and the specific mailbox providers you are targeting, but generally, you should plan on warming up your domain for several weeks or even months.
- Monitor your deliverability: As you increase your email volume, keep a close eye on your deliverability rates. If you notice a drop in deliverability, it may be a sign that you are sending too many emails too quickly, and you may need to slow down your warm-up process. The level of engagement that the recipients show for emails is gauged based on open rate, click rate, unsubscribe rate, and complaint rates.
- Follow best practices: Make sure you are following best practices for email marketing, such as sending relevant and engaging content, using a clean list, and avoiding spam triggers like all-caps subject lines and excessive punctuation. The quality of content the recipient receives will contribute to the overall success of the warm-up process as well as the ongoing sender reputation.
- Avoid spam trigger words: Stay away from words and phrases such as "free", "limited time offer", "act now", excessive punctuation, symbols, and emojis. Ensure the email content comes across as legitimate in order to ensure it lands in the inbox.
What could happen if I don't warm up my email domain?
If you don't warm up your email domain, you could run into several issues:
- Poor deliverability: Sending a large volume of emails from a new or dormant email domain all at once can damage your sender's reputation and result in poor deliverability rates.
- Blacklisting: If mailbox providers view your sudden surge in email volume as suspicious, they may blacklist your domain, preventing your emails from reaching your subscribers' inboxes.
- Low engagement rates: If your emails consistently land in the spam folder, your engagement rates will suffer, as fewer subscribers will see and interact with your content.
Warming up your email domain is an essential step in building and maintaining a good sender reputation. By gradually increasing your email volume over time, you can establish trust with mailbox providers and improve your deliverability rates.
If you fail to warm up your domain, you run the risk of damaging your sender's reputation, running into blacklisting issues, and experiencing low engagement rates.
It's important to remember that email domain warming is not a one-time event but an ongoing process. Even if you have an established sender reputation, any significant changes to your sending practices, such as switching email service providers or changing the type of email you send, can require a warm-up process.
By following these simple steps, you'll be able to gradually warm up your email domain and establish a trustworthy reputation with email service providers. This means that your emails will have a better chance of landing in your subscribers' inboxes and not in the dreaded spam folder, resulting in improved engagement rates and better overall results for your email marketing campaigns.
So, make sure to follow these steps and take your email marketing to the next level!