What is email Warm-Up? – DemandScience - ReplyForce

Email warmup is the process of gradually increasing the number of emails sent from a new or recently changed email domain or IP address in order to build a positive sending reputation and improve deliverability. This is done to avoid being flagged as a spammer by email service providers (ESPs) or internet service providers (ISPs).

When a new email domain or IP address starts sending large volumes of email, ESPs and ISPs may flag it as suspicious and may block or filter a significant portion of the email being sent. To avoid this, email warmup involves sending a small number of emails at first and gradually increasing the volume over a period of time. This allows the ESPs and ISPs to see that the email is being sent from a legitimate source and to build a positive sending reputation.

The warm-up process usually starts with a low volume of emails (e.g. 50-100 per day) and increases gradually over a period of time until the desired sending volume is reached.

Example:

Let's say a small business owner, John, decides to launch a new email marketing campaign to promote his products to potential customers. John sets up a new email domain and begins sending out emails to a large list of recipients. However, since this is a new domain, email service providers (ESPs) and internet service providers (ISPs) might not recognize it as a legitimate source and may block or filter a significant portion of the emails being sent. This results in a low deliverability rate, which can harm the effectiveness of the marketing campaign.

To avoid this, John decides to follow the email warm-up process. He starts by sending a small number of emails to his list of recipients and gradually increases the volume over a period of time (e.g. 2-4 weeks) until he reaches the desired sending volume. During the warm-up process, John also sends a mix of transactional, marketing, and newsletter emails to show the ESPs and ISPs that his email domain is being used for multiple types of communication.

By gradually increasing the volume of emails sent, John is able to build a positive sending reputation with the ESPs and ISPs. As a result, the deliverability rate of his emails improves, and his marketing campaign is more effective in reaching potential customers. Email warm-up has helped John avoid being flagged as a spammer by ESPs and ISPs and has ensured the success of his marketing campaign.

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