Summary
Warming up a new dedicated sending domain for automated email flows involves gradually increasing email volume to build a positive sender reputation with ISPs and email clients. This process includes starting with a low volume of emails sent to the most engaged subscribers, and slowly increasing the volume over a period of weeks or months. Key elements involve implementing proper email authentication (SPF, DKIM, DMARC), maintaining a clean email list, sending valuable and engaging content, and carefully monitoring deliverability metrics like open rates, bounce rates, spam complaints, and inbox placement. Services such as Google Postmaster Tools provide insights into sender reputation, while tools like GlockApps track inbox placement. Email marketers are advised to adapt their strategy based on performance data, follow best practices, and ensure their email is 'wanted' by recipients. Some suggest throttling the welcome series volume, especially initially, while others emphasize that low volumes like 7-9k/week may not require special adjustments beyond an ESP's standard recommendations. It's also vital to recognize that a new domain won't automatically fix existing deliverability problems.
Key findings
- Gradual Warm-Up: Gradually increase sending volume over weeks or months to build a positive sender reputation.
- Engaged Subscribers First: Start by sending emails to your most engaged subscribers, who are most likely to open and interact.
- Monitor Deliverability: Closely monitor key deliverability metrics like open rates, bounce rates, spam complaints, and inbox placement.
- Authenticate Email: Properly authenticate your emails using SPF, DKIM, and DMARC to verify sender identity.
- Maintain List Hygiene: Keep your email list clean by removing invalid or disengaged addresses.
- Engaging Content: Create valuable, personalized, and engaging content to avoid spam filters and encourage interaction.
Key considerations
- Consult ESP: Consult your Email Service Provider (ESP) for specific guidance and throttling options based on your situation.
- Use Postmaster Tools: Utilize Google Postmaster Tools and other monitoring tools to track domain reputation and identify deliverability issues.
- Adapt Strategy: Continuously adapt your warm-up strategy based on performance data and feedback from ISPs.
- Address Underlying Issues: A new sending domain won't automatically resolve pre-existing deliverability problems; address them directly.
- Slow and Steady Approach: A slow and steady approach to warm-up is generally preferred for long-term deliverability success.
- Throttling Option: Consider throttling the volume of your welcome series, particularly in the initial days of the warm-up process.
What email marketers say
13 marketer opinions
Warming up a new dedicated sending domain for automated email flows involves gradually increasing email volume to build a positive sender reputation with ISPs and email clients. The key strategies include starting with highly engaged subscribers, segmenting audiences, and closely monitoring deliverability metrics like open rates, bounce rates, and spam complaints. Authentication (SPF, DKIM, DMARC), list hygiene, and valuable content are also vital. Some ESPs provide specific guidance and throttling options, while Google Postmaster Tools helps track reputation. Slow and steady progress, focusing on wanted email, is crucial for long-term deliverability.
Key opinions
- Gradual Increase: Gradually increase sending volume over several weeks to establish a positive sender reputation.
- Engaged Subscribers: Start by sending emails to your most engaged subscribers who are likely to open and interact with your messages.
- Monitor Metrics: Closely monitor key deliverability metrics such as open rates, bounce rates, spam complaints, and inbox placement.
- Authentication: Implement email authentication protocols (SPF, DKIM, DMARC) to verify your sender identity.
- List Hygiene: Maintain a clean email list by removing invalid or inactive email addresses.
- Content Quality: Create valuable and engaging content that your subscribers want to receive.
- Segmentation: Segmenting the audience based on engagement and gradually increasing volume for each segment.
Key considerations
- ESP Support: Consult with your Email Service Provider (ESP) for specific guidance and throttling options.
- Google Postmaster Tools: Utilize Google Postmaster Tools to monitor your domain's reputation and identify any deliverability issues.
- Slow and Steady: Adopt a slow and steady approach, as building a positive sending reputation takes time.
- Wanted Email: Focus on sending email that your subscribers want to receive to maintain high engagement rates.
- Existing Issues: A dedicated domain might not magically fix existing underlying deliverability issues; address them first.
- Adjust Strategy: Continuously monitor and adjust your warm-up strategy based on performance data and feedback from ISPs.
Marketer view
Email marketer from Email Geeks shares that slow and steady wins the race and recommends throttling and sending to the most engaged audiences first to signal to ISPs.
17 Apr 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks responds that the volume doesn't seem high, especially if the IP isn't changing. Suggests throttling the volume for the first few days if possible.
5 Sep 2023 - Email Geeks
What the experts say
2 expert opinions
Warming up a new sending domain requires strategically sending emails to engaged subscribers while gradually increasing volume. Essential components include proper authentication, maintaining a clean email list, and providing engaging content. Continuous monitoring of deliverability metrics such as inbox placement and spam complaints is crucial, along with adapting your strategy based on performance data.
Key opinions
- Strategic Sending: Strategically send emails to engaged subscribers.
- Gradual Increase: Gradually increase email volume over time.
- Authentication: Ensure proper email authentication (SPF, DKIM, DMARC).
- List Hygiene: Maintain a clean and up-to-date email list.
- Engaging Content: Provide valuable and engaging content to recipients.
- Monitor Metrics: Continuously monitor deliverability metrics.
Key considerations
- Adapt Strategy: Adapt your warm-up strategy based on performance data.
- Reputation Building: Focus on building a positive sending reputation.
Expert view
Expert from Spamresource responds that building domain reputation through proper authentication, list hygiene, and engaging content is key for a successful warm-up. They emphasize the importance of monitoring metrics and adapting strategies based on performance data during the warm-up process.
20 Jan 2025 - Spamresource
Expert view
Expert from Word to the Wise, Laura Atkins, explains that warming up a sending domain involves strategically sending emails to engaged subscribers, gradually increasing volume, and monitoring deliverability metrics like inbox placement and spam complaints to build a positive sending reputation.
20 Mar 2022 - Word to the Wise
What the documentation says
4 technical articles
Warming up a new sending domain involves gradually increasing sending volume to establish a positive sender reputation with ISPs. Key steps include implementing proper authentication (SPF, DKIM, DMARC), maintaining good list management practices, ensuring content quality, and monitoring sender reputation using tools like Google Postmaster Tools. Correctly configured SPF records are critical for verifying sender identity and preventing spoofing.
Key findings
- Gradual Volume Increase: Gradually increase sending volume over several weeks.
- Sender Reputation: Establish a positive sending reputation with ISPs.
- Authentication: Implement SPF, DKIM, and DMARC authentication.
- List Management: Maintain good list management practices.
- Content Quality: Ensure high-quality and engaging content.
- SPF Records: Correctly configure SPF records.
- Monitoring: Monitor sender reputation using tools like Google Postmaster Tools.
Key considerations
- Bulk Email Best Practices: Follow general bulk email best practices to improve domain reputation during warm-up.
- Address Issues: Use monitoring tools to identify and address any deliverability issues that arise.
Technical article
Documentation from Microsoft explains that following bulk email best practices, like authentication (SPF, DKIM, DMARC), list management, and content quality, helps improve domain reputation during warm-up. This ensures that your emails are more likely to reach the inbox.
1 Apr 2024 - Microsoft
Technical article
Documentation from SparkPost explains that IP warm-up is a gradual process of increasing sending volume to establish a positive sending reputation with ISPs. They recommend starting with low volumes and gradually increasing them over several weeks, while closely monitoring deliverability metrics.
24 Jul 2023 - SparkPost
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