Tired of cold results from your email marketing campaigns? So, it may be time to warm up your email. In this guide, we’ll explore what email warming is, why it’s important, and how you can do it yourself, or enlist the help of professional email warming solutions.
What is the email warm-up?
Email warmup refers to the process of building your email reputation with email service providers (ESPs) and mailbox systems. The procedure is followed by sending emails to small groups, slowly increasing email send volumes, and engaging with your subscribers to make sure they are receiving messages. This is in contrast to using a cold domain that hasn’t been established with ESPs and sending large volumes of email right away.
The process is done to ensure that ESPs recognize your domain as legitimate, identify your messages as spam, and send them to your inbox instead of your spam folder. ISPs look at a variety of factors when evaluating an email domain’s deliverability, including the quality of the email content and the reputation of the domains that send those messages.
Why should I care about email heating?
This is an essential practice if you plan to use your domain for marketing purposes. Today’s ESPs and online servers actively seek to block unwanted content, such as promotional messages and spam. If your domain isn’t recognized as legitimate, or if you send too many emails at once, they won’t reach your inbox and your efforts will be wasted.
Cold domains are also more likely to be blacklisted, which can seriously damage your sender’s reputation and make future email delivery difficult or impossible. Email warmups help you avoid this scenario by slowly building your reputation and engaging with your subscribers to ensure they are happy with the messages they receive.
How to warm up your email address list
Unfortunately, warming up your emails isn’t as easy as throwing a blanket over your server or setting it next to a cozy fire. The process is very methodical and requires both advance planning and patience to make it work effectively. Read the following sections for a breakdown of what goes into building an email address list.
Setting up your domain for warm-up
The first step to warming up an email is to set up your domain with an email service provider and set it up correctly. This involves setting up an SPF and DKIM record, as well as adding an unsubscribe link to your messages. You’ll also want to make sure your messages follow the guidelines outlined in the CAN-SPAM Act. Doing so will ensure that your first messages get through and serve as the foundation on which you can gradually increase your email sending volumes.
Segmentation of your email list
Once your domain is set up for the warmup, the next step is to segment your list. This refers to breaking your entire list into smaller, more manageable parts that can be sent out in a controlled manner. Depending on the size of your list, you may need to segment your list multiple times to send messages to the entire list without overwhelming your ISP or mailbox.
start the conversation
The next step in the warm-up process is to interact with your subscribers for the first time. This is where you will begin to build relationships and trust with your recipients. Use your first message as an opportunity to introduce yourself and the type of content you will send. Be sure to structure your emails in a way that is non-intrusive and friendly, while also giving users a means to opt-in or out of receiving future messages.
Remember, starting small here is key. While the ideal volume may depend on the type of email you’re sending and who your recipients are, a safe rule of thumb is to start with no more than a few per day. It’s best to write these messages by hand and choose recipients you know are likely to open and engage with them.
Gradually increase your shipping volumes
Once you’ve established a base of subscribers who have opened your messages, you can start gradually increasing the number of emails you send. This step is one of the most important parts of the email warm-up and should be done with caution. Start by increasing shipping volumes by no more than 10-20% per day until you reach your desired volume. Doing so will ensure that your messages reach your inbox and are not marked as spam.
Maintain your reputation
It is essential to know that the email warm-up process can take several months. You will need to commit to maintaining these practices to see results. This means submitting relevant and engaging content, monitoring your open rates, and adjusting your strategies if necessary.
Sounds like a lot of work? Try email preparation services
Many outbound marketers need more time, or patience, to plan and implement an email warm-up strategy. And that’s okay!
In most cases, it’s best to use a dedicated email warmup tool to automate this process. You just need to connect your email account to the warming service and watch your sender reputation grow. Today, the respective services provide an all-in-one solution that includes the following:
- Setting up your domain with an email service provider
- Segmentation and sending of your emails in a controlled way
- Monitor open rates, engagement, and deliverability
Ready to start? Growbots offers a comprehensive email warm-up service that can have you up and running in no time.
Read more Author: Manpreet Kaur Sandhu An ardent follower of Neil Patel, Rand Fishkin and Jay Baer, Manpreet works as an editor and proofreader, with a total of 7 years of experience in multiple niches. She reviews and evaluates writers’ submissions prior to publication and makes the article easy to read.
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