If you are a marketer or a business owner who relies heavily on email marketing to reach out to potential customers, you may have encountered the issue of low inbox deliverability. This problem can be frustrating, as it prevents your emails from reaching their intended recipients, resulting in lower engagement rates and ultimately, reduced revenue. One solution to this problem is email warm-up, a technique that can help improve your inbox deliverability rates. In this article, we will discuss what email warm-up is, how it works, and the benefits it can provide for your email marketing campaigns.
What is Email Warm-Up and Why is it Important?
Email warm-up is the process of gradually increasing the volume of emails sent from a new or dormant email account to establish a positive reputation with email service providers (ESPs). The goal of email warm-up is to build trust with ESPs by sending a low volume of emails at first, then gradually increasing the volume over time. This technique is important because ESPs use sophisticated algorithms to filter out spam and other unwanted emails, and if they detect any suspicious activity from a new or dormant email account, they may block or flag the account, resulting in low inbox deliverability rates.
Email warm-up is essential for businesses that are just starting their email marketing campaigns or those that have not sent emails from a particular account for an extended period. By gradually increasing the volume of emails sent from a new or dormant email account, email warm-up can help establish a positive reputation with ESPs, which can improve inbox deliverability rates.
How Email Warm-Up Works
The process of email warm-up involves gradually increasing the volume of emails sent from a new or dormant email account over a period of time. The duration of email warm-up can vary, depending on the volume of emails sent and the reputation of the sender’s domain. The following steps outline the general process of email warm-up:
- Identify the sending domain and establish a sender policy framework (SPF) and domain keys identified mail (DKIM).
- Begin sending low-volume emails to a small list of engaged subscribers.
- Gradually increase the volume of emails sent over time, while monitoring inbox deliverability rates.
- Continue to increase the volume of emails sent until the desired volume is reached, while maintaining high inbox deliverability rates.
The key to a successful email warm-up process is to send emails to engaged subscribers who have opted in to receive emails from the sender. ESPs monitor engagement rates, such as open rates, click-through rates, and spam complaints, to determine the reputation of the sender’s domain. By sending emails to engaged subscribers, the sender can establish a positive reputation with ESPs, which can improve inbox deliverability rates.