Summary
During a new subdomain warmup, open rates are initially high due to sending to engaged users, but may decline as volume increases and engagement varies. Rate throttling is crucial at the start to protect IP/subdomain reputation and should be gradually reduced. Mailbox providers monitor new senders closely. Recipient engagement is key: focus on sending to highly engaged subscribers and creating quality content. Monitoring feedback loops, bounces, complaints, and sender reputation (using tools like Google Postmaster Tools and Microsoft SNDS) is essential. Manage send rates per mailbox provider, adhering to SMTP standards and respecting sending limits. The length of the warmup depends on list size and current reputation.
Key findings
- High Initial Open Rates: Open rates start high due to sending to highly engaged users.
- Open Rate Fluctuation: Open rates may stabilize or decline as volume increases and engagement varies.
- Importance of Throttling: Rate throttling is crucial at the start to protect sender reputation.
- Recipient Engagement is Key: Focus on sending to highly engaged subscribers and creating quality content.
- Monitoring is Essential: Monitoring feedback loops, bounces, complaints, and sender reputation is essential.
- Mailbox Provider Scrutiny: Mailbox providers are carefully watching new senders, especially IPs and Subdomains.
Key considerations
- Gradual Increase: Gradually increase sending volume over several weeks or months.
- Manage Send Rates: Manage send rates per mailbox provider, adjusting based on feedback.
- Adhere to SMTP Standards: Adhere to SMTP standards to avoid being flagged as spam.
- Monitor Sending Limits: Be aware of sending limits imposed by email service providers.
- Use Feedback Loops: Monitor feedback loops, bounces, and complaints to identify and address issues.
- Existing Reputation: Consider your existing sender reputation, as this will impact the length of the warm-up process.
What email marketers say
10 marketer opinions
During a new subdomain warmup, open rates typically start high due to initial sends targeting highly engaged users. As the warmup progresses and volume increases, open rates may stabilize or decline as less engaged recipients are included. Send rate throttling is crucial at the beginning to protect sender reputation and should be gradually reduced as reputation improves. Monitoring feedback loops, bounce rates, complaints, and Google Postmaster Tools is essential. A granular approach to send rate management per mailbox provider, sending engaging content, and considering existing sender reputation are also vital for a successful warmup.
Key opinions
- Initial High Open Rates: Open rates are initially high because early sends target highly engaged users.
- Open Rate Stabilization/Decline: As volume increases, open rates may stabilize or decline due to the inclusion of less engaged recipients.
- Importance of Throttling: Send rate throttling is crucial at the start to protect sender reputation.
- Gradual Throttling Reduction: Throttling should be gradually reduced as sender reputation improves.
- Engagement is Key: Sending to highly engaged users is crucial in the early stages.
- Metrics Decline Over Time: Metrics tend to decline as you send to less engaged users.
Key considerations
- Monitor Feedback Loops: Monitor feedback loops, bounce rates, and complaints closely for deliverability issues.
- Monitor Postmaster Tools: Monitor Google Postmaster Tools to assess reputation and spam rates, especially for Gmail.
- Granular Send Rate Management: Manage send rates per mailbox provider, adjusting based on SMTP responses and feedback.
- Content Quality: Send high-quality, engaging content to maintain positive engagement signals.
- Existing Reputation: Consider existing sender reputation, as warming may take longer for senders with a poor history.
- List Segmentation: Only send to engaged users to improve reputation and deliverability.
Marketer view
Email marketer from Litmus shares that open rates will naturally be higher when you initially start as you're only sending to the most engaged segment of your list. Over time, these should normalise and you need to send high quality and engaging content to keep them up.
1 Sep 2024 - Litmus
Marketer view
Email marketer from Email on Acid shares that as you introduce new IPs or subdomains, mailbox providers will be carefully watching your sending behavior, and it takes time to build up a positive sending reputation. Don't rush the process and always monitor metrics and feedback loops.
9 Feb 2024 - Email on Acid
What the experts say
2 expert opinions
When warming up new IPs or subdomains, following best practices is crucial because mailbox providers closely monitor senders. Recipient engagement is paramount, requiring sending to the most engaged users and utilizing rate throttling to allow mailbox providers to learn sending patterns. Monitoring feedback loops and domain reputation is essential for maintaining a good sending reputation. Focusing on quality content encourages recipients to mark emails as important, further enhancing deliverability.
Key opinions
- Monitoring: Mailbox providers closely monitor senders during IP/subdomain warmup.
- Recipient Engagement: Recipient engagement is the most important factor during IP warmup.
- Rate Throttling: Rate throttling helps mailbox providers learn sending patterns.
- Quality Content: Quality content encourages recipients to mark emails as important.
Key considerations
- Best Practices: Follow best practices for warming new IPs/subdomains.
- Feedback Loops: Monitor feedback loops to maintain a good sending reputation.
- Domain Reputation: Ensure a good domain reputation by carefully managing sending.
- Target Engaged Users: Prioritize sending to engaged recipients to enhance deliverability.
Expert view
Expert from Word to the Wise explains that during IP Warmup, the recipient engagement is the most important factor. Send to your most engaged recipients and use rate throttling to allow the mailbox providers to learn your sending patterns. Focus on quality content so the recipients mark as important.
23 Dec 2023 - Word to the Wise
Expert view
Expert from Spam Resource explains that with new IPs/Subdomains, it is important to follow best practices for warming as the mailbox providers are carefully watching the sender. Be careful to monitor feedback loops and domain reputation to ensure a good sending reputation.
1 Aug 2022 - Spam Resource
What the documentation says
6 technical articles
During IP or subdomain warmup, open rates are initially high due to sending to engaged users, but stabilize or decrease as volume grows. Rate throttling starts conservatively, gradually increasing while monitoring deliverability issues. It's essential to monitor spam rates and IP/sender reputation using tools like Google Postmaster Tools and Microsoft's SNDS program. Adhering to SMTP standards and respecting sending limits (AWS, Microsoft) is crucial to avoid being flagged as spam and damaging sender reputation. Sender reputation directly influences inbox placement, so following best practices is essential for successful delivery.
Key findings
- Initial High Open Rates: Open rates are initially high because of sending to highly engaged users.
- Open Rate Stabilization: Open rates stabilize or decrease as volume increases and less engaged users are included.
- Conservative Throttling: Rate throttling starts conservatively and increases gradually.
- Importance of Reputation: Sender reputation directly impacts inbox placement and deliverability.
- Account limits: New accounts have sending limits to prevent spam and abuse.
Key considerations
- Monitor Deliverability: Monitor deliverability issues (bounces, blocks) closely.
- Use Postmaster Tools: Use tools like Google Postmaster Tools and Microsoft's SNDS to monitor reputation.
- Adhere to Standards: Adhere to SMTP standards to avoid being flagged as spam.
- Respect Sending Limits: Respect sending limits and gradually increase volume.
- Best Practices: Follow best practices during warm-up to protect sender reputation.
Technical article
Documentation from Google explains that using Google Postmaster Tools, you will be able to see your spam rate and IP reputation. These should both be monitored when warming up an IP or Subdomain and if either goes into the red, you should reduce your volume and increase throttling.
12 Sep 2021 - Google
Technical article
Documentation from ReturnPath explains the importance of sender reputation, as it directly influences the likelihood of your emails reaching the inbox. By following best practices during the warm-up process, you protect your reputation and increase the chances of successful delivery.
19 Feb 2024 - ReturnPath
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