Summary
To effectively target mailbox providers during an email warmup, both marketing experts and documentation recommend a phased approach. Start with a segment of your most engaged subscribers (those who regularly open and click emails) from an existing opt-in list, sending small volumes and gradually increasing over time. Avoid sending to unengaged contacts or made-up addresses. Examine client data to understand the breakdown by mailbox provider domain and target accordingly. Utilize seed addresses at different ISPs to monitor inbox placement. The overarching goal is to build a positive sender reputation, improving deliverability by demonstrating that your emails are wanted and relevant.
Key findings
- Engaged Subscribers: Targeting highly engaged subscribers is essential for a successful warmup.
- Phased Approach: Start with small volumes and gradually increase sending over time.
- Opt-in Lists: Use existing, opted-in email lists, not made-up addresses.
- Positive Reputation: The goal is to build a positive sender reputation with mailbox providers.
- Monitor Inbox Placement: Use seed addresses to monitor how different ISPs are treating your mail.
Key considerations
- Data Analysis: Examine client data to understand the distribution of subscribers across different mailbox provider domains and geos.
- Gradual Growth: Ensure a slow and steady growth in sending volume to avoid triggering spam filters.
- Subscriber Segmentation: Segment your list based on engagement levels, starting with the most active subscribers.
- Avoid Inactive Addresses: Avoid sending to inactive, bounced, or spam trap addresses during the initial warmup phase.
- Engagement Metrics: Monitor delivery rates and engagement metrics to adjust your strategy as needed.
What email marketers say
11 marketer opinions
When warming up an IP address or domain, experts and marketers overwhelmingly recommend targeting your most engaged subscribers first. This involves segmenting your email list based on activity (opens and clicks) and gradually increasing the volume sent over time. Avoid sending to unengaged or old addresses during the initial phase. By focusing on engaged users, you build a positive sender reputation with mailbox providers, ultimately improving deliverability.
Key opinions
- Segment by Engagement: Start by sending to your most active openers and clickers, then gradually expand to less engaged segments.
- Gradual Volume Increase: Increase sending volume slowly and steadily over time.
- Avoid Unengaged Contacts: Do not send to unengaged, inactive, or old email addresses during the warmup phase.
- Monitor Inbox Placement: Use seed addresses at different ISPs to monitor inbox placement during your warmup.
- Focus on Opt-in Lists: Use segments of an existing opted-in email list.
Key considerations
- Client Data: Start with the client's list, sort by domain frequency, and identify which domains map to which geos.
- Positive Signals: Focus on recipients who regularly open and click your emails, as positive engagement signals to mailbox providers that your emails are wanted.
- Reputation Building: The primary goal is to establish a good sending reputation with mailbox providers.
- Deliverability Monitoring: Monitor deliverability rates and engagement metrics to ensure the strategy is effective.
Marketer view
Marketer from Email Geeks advises to start with the client's list, sort by domain frequency, and identify which domains map to which geos.
26 Jan 2023 - Email Geeks
Marketer view
Email marketer from Reddit shares that when warming up, segment your list by engagement. Start with your most active openers and clickers, then expand to less engaged segments. This approach helps build a positive sending reputation with mailbox providers.
20 Jul 2024 - Reddit
What the experts say
4 expert opinions
Experts advise targeting mailbox providers during an email warmup by using a representative sample of opt-in lists, sending slowly with gradual growth. Examining client data to determine the breakdown by mailbox provider domain is essential when targeting. Using seed addresses at different ISPs to monitor inbox placement provides feedback on how different mailbox providers are treating your mail. Segmenting your best subscribers ensures that emails are sent to recipients most likely to engage, improving inbox placement.
Key opinions
- Sample Opt-in Lists: Use a representative sample of opt-in lists for the initial warmup.
- Gradual Growth: Send emails slowly and increase the volume gradually over several weeks.
- Client Data Analysis: Examine client data to understand the distribution across different mailbox provider domains.
- Seed Address Monitoring: Monitor inbox placement using seed addresses at various ISPs to assess deliverability.
- Subscriber Segmentation: Segment your best subscribers for the warmup to ensure high engagement.
Key considerations
- Data-Driven Approach: Base your targeting strategy on actual client data to align with mailbox provider domains.
- Engagement Focus: Prioritize subscribers who are most likely to engage with your emails to improve inbox placement.
- Reputation Building: Warming up helps to build a positive sender reputation with mailbox providers.
- Real-time Feedback: Regularly check seed addresses to get real-time feedback on how different ISPs are handling your mail.
Expert view
Expert from Word to the Wise suggests using seed addresses at different ISPs to monitor inbox placement during your warmup. This provides direct feedback on how different mailbox providers are treating your mail.
13 Feb 2023 - Word to the Wise
Expert view
Expert from Email Geeks adds that most people examine the client's data to determine breakdown by mailbox provider domain when targeting by MBP/domain.
12 Jan 2022 - Email Geeks
What the documentation says
5 technical articles
Email deliverability documentation from Google, Microsoft, SparkPost, Postmark and AWS all converge on the importance of targeting engaged users during the email warmup phase. Sending to recipients who have recently opened or clicked on your emails is crucial. Avoiding unengaged, inactive, bounced addresses, and spam traps is equally important for improving sender reputation and ensuring emails reach the inbox. A strategy of initially targeting the most responsive subscribers and gradually increasing volume while monitoring metrics is key.
Key findings
- Engaged User Focus: Primarily target subscribers who have recently opened or clicked on your emails.
- Sender Reputation: Improving sender reputation is critical for email deliverability.
- Avoid Unengaged: Avoid sending to unengaged, inactive, and bounced addresses.
- Gradual Increase: Increase sending volume gradually while monitoring delivery and engagement metrics.
Key considerations
- Spam Traps: Avoid sending to spam trap addresses to maintain a positive sender reputation.
- Metric Monitoring: Regularly monitor delivery and engagement metrics to optimize the warmup process.
- Responsiveness: Initially target your most responsive subscribers to build a solid foundation.
- Deliverability Improvement: The goal is to improve overall email deliverability and inbox placement.
Technical article
Documentation from Google Postmaster Tools explains that sender reputation is a critical factor in email deliverability. They specify that sending emails to engaged users and avoiding sending to unengaged or spam trap addresses improves sender reputation and helps ensure emails reach the inbox.
8 May 2024 - Google Postmaster Tools
Technical article
Documentation from Microsoft details that to improve deliverability, it's crucial to target active and engaged subscribers during the warmup phase. Focus on sending to users who have recently interacted with your emails and avoid sending to inactive or bounced addresses to build a positive sender reputation.
19 Aug 2024 - Microsoft
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