Summary
Warming up a new dedicated IP for an insurance website requires a strategic, phased approach due to potential spam concerns in the industry. Experts recommend starting with shared IPs to build a subscriber base before transitioning to a dedicated IP. The process involves gradually increasing sending volume to engaged users, focusing on high-quality content, authenticating emails, and monitoring deliverability metrics. Confirmed opt-in (COI) helps build a higher-quality list, while frequency capping helps balance engagement and potential spam issues. A well-defined plan with consistent sending volumes is crucial for establishing a positive sender reputation and avoiding deliverability problems.
Key findings
- IP Start: Begin with shared IPs initially, then transition to dedicated.
- Volume Increase: Gradually increase sending volume to engaged users.
- Content Focus: Send high-quality, relevant content.
- Authentication: Implement SPF, DKIM, and DMARC authentication.
- Metrics Tracking: Monitor deliverability, open rates, and spam complaints.
- Confirmed Opt-In: Use confirmed opt-in to improve list quality.
- Consistent Volume: Maintain consistent sending volumes.
- Frequency capping: Control how many emails users receive.
Key considerations
- Insurance Sensitivity: Insurance industry requires extra caution due to spam concerns.
- Subscriber Engagement: Prioritize engaged subscribers for warm-up.
- IP Plan: Develop a well-defined warm-up plan with milestones.
- Organic Growth: Focus on organic signups and domain reputation.
- Lead Magnets: Can be valuable, but should be of good quality to ensure positive engagement
What email marketers say
10 marketer opinions
Warming up a new dedicated IP for an insurance website requires a strategic approach, given the industry's potential for spam complaints. Experts advise against starting with a dedicated IP immediately, suggesting leveraging shared IPs initially to build a subscriber base. Key strategies include: gradual volume increases, focusing on sending relevant content to engaged users, lead magnets for signup, authenticating emails (SPF, DKIM, DMARC), and close monitoring of deliverability metrics. It is crucial to segment subscribers by engagement and have a detailed plan for scaling email volume. Frequency capping can also lower risks.
Key opinions
- Initial IP Choice: Avoid starting with a dedicated IP due to potential spam issues; use shared IPs to build a base.
- Content Relevance: Focus on sending relevant content recipients want to receive to establish sender reputation.
- Engagement Metrics: Monitor deliverability, open, click-through, bounce rates, and spam complaints closely.
- Authentication: Implement SPF, DKIM, and DMARC authentication to improve deliverability.
- Segmentation: Segment subscribers by engagement, sending to the most engaged first.
- Volume Scaling: Increase sending volume gradually, following a detailed schedule.
- Lead Magnets: Consider using lead magnets (e.g., FAQs, tips) to encourage sign-ups.
Key considerations
- Industry Sensitivity: Insurance may face higher spam complaints; plan accordingly.
- Data Quality: Prioritize building a high-quality list of engaged subscribers.
- Welcome Series: Leverage the welcome series to benchmark future email performance and engagement.
- Frequency capping: Ensure frequency capping is considered to avoid over-mailing subscribers.
Marketer view
Email marketer from Email Geeks advises against using a dedicated IP address for a new insurance website out of the gate, especially if the process involves an application. They anticipate spam issues due to the nature of the industry and suggest using pools until a sufficient subscriber base is established.
8 May 2025 - Email Geeks
Marketer view
Email marketer from NeilPatel.com shares that establishing a good sender reputation is crucial for IP warm-up. Focus on sending relevant content that recipients want to receive. Monitor bounce rates, spam complaints, and unsubscribe rates to maintain a healthy list and positive reputation.
17 Nov 2022 - NeilPatel.com
What the experts say
4 expert opinions
Warming up a new dedicated IP effectively involves organic growth by focusing on users who actively sign up, 'priming' with initial service-related emails, and consistently monitoring the growth. Maintaining stable email volumes during the warm-up, along with implementing confirmed opt-in (COI) processes, are crucial for deliverability and reducing spam complaints. In addition, it is also important to cap the frequency of emails sent to each user, to avoid sending too many emails and decreasing email performance.
Key opinions
- Organic Warmup: Prioritize organic growth by focusing on users who sign up and monitoring growth.
- Consistent Volume: Maintain stable email sending volumes to avoid negatively impacting sender reputation.
- Confirmed Opt-In: Implementing confirmed opt-in (COI) improves list quality and reduces complaints.
- Frequency capping: Controlling the number of emails each user receives per week/month increases deliverability and lowers risk.
Key considerations
- Domain Reputation: Start with 'priming' emails to establish domain reputation.
- Impact of Erratic Volumes: Avoid erratic spikes or drops in volume to maintain a healthy sending reputation.
- List Quality: A higher-quality list can positively affect deliverability and reduce complaints.
- Revenue objective: Frequency capping is important to achieving the revenue objective of the marketing campaigns.
Expert view
Expert from SpamResource.com explains that maintaining consistent sending volumes throughout the IP warm-up process is crucial. Avoid erratic spikes or drops in volume, as this can negatively impact your sender reputation. Gradual, predictable increases are preferred.
11 Jul 2022 - SpamResource.com
Expert view
Expert from SpamResource.com explains that implementing confirmed opt-in (COI) can positively affect deliverability and reduce complaints, especially during IP warm-up. By ensuring that subscribers genuinely want to receive your emails, you're building a higher-quality list.
27 Mar 2023 - SpamResource.com
What the documentation says
4 technical articles
Warming up a dedicated IP involves a gradual process focused on building a strong sender reputation. Key steps include: starting with low email volumes and gradually increasing them, sending primarily to the most engaged users, and continuously monitoring sender reputation to avoid spam filters. Essential technical practices include authenticating emails with SPF, DKIM, and DMARC, sending consistent volumes, and maintaining low complaint rates.
Key findings
- Gradual Volume: Gradually increase email sending volumes over time.
- Engaged Users: Start by sending emails to your most engaged subscribers.
- Sender Reputation: Closely monitor your sender reputation and adjust strategies accordingly.
- Email Authentication: Implement SPF, DKIM, and DMARC to authenticate your emails.
- Consistent IP: Use a consistent sending IP address.
- Low Complaints: Keep complaint rates low to maintain deliverability.
Key considerations
- Performance Metrics: Continuously monitor performance metrics to avoid deliverability issues.
- List Segmentation: Segment your email list to target engaged subscribers effectively.
- Content Quality: Focus on high-quality content to minimize spam complaints.
- Unsolicited Email: Avoid sending unsolicited emails to maintain deliverability.
Technical article
Documentation from Mailjet explains that warming up a dedicated IP involves gradually increasing sending volume. Start with your most engaged users and monitor your sender reputation closely. They recommend focusing on sending high-quality content to avoid spam complaints and maintain a good sender score.
4 Sep 2022 - Mailjet
Technical article
Documentation from Google explains that it is important to authenticate your sending email with SPF, DKIM, and DMARC. Also use a consistent sending IP address, keep complaint rates low, and don't send unsolicited email.
13 Sep 2021 - Google
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