Summary
Improving IP warmup with AT&T and resolving low open rates requires a comprehensive strategy. Initial focus should be on avoiding blocks and temporary failures during IP warming. Gradual increase of sending volume and consistent cadence helps build trust. Monitoring IP reputation via Google Postmaster Tools and avoiding blocklists and spam traps is essential. Implement proper email authentication (SPF, DKIM, DMARC) and validate subscriber lists to reduce bounce rates. Segment AT&T subscribers based on engagement, and check for AT&T-specific guidelines. Utilize inbox placement testing and postmaster loops. High "recipient does not exist" bounces may indicate suppression list issues. Driving engagement through valuable content and focusing on engagement metrics are critical for enhancing sender reputation, especially given AT&T's potential reliance on Yahoo's infrastructure. Continuously monitor and analyze sender reputation metrics like bounce and complaint rates.
Key findings
- Warming Focus: IP warming is primarily about avoiding blocks and temporary failures, not immediate high open rates.
- Consistent Volume: Gradually increasing sending volume and maintaining consistent cadence builds trust.
- Reputation Monitoring: Monitor IP reputation via Google Postmaster Tools and avoid blocklists/spam traps.
- Authentication: Implement SPF, DKIM, and DMARC for proper email authentication.
- List Validation: Validate subscriber lists to reduce bounce rates and improve deliverability.
- Engagement Focus: Driving engagement with valuable content and focusing on open/click rates improves sender reputation.
- AT&T Segmentation: Segment AT&T subscribers based on engagement levels.
- Suppression Lists: High 'recipient does not exist' bounces may indicate missing suppression lists.
- Inbox Placement: Utilize inbox placement testing to determine where emails land (inbox vs. spam).
- Postmaster Loops: Feedback loops can improve delivery rates.
- Engagement is Key: Focus on encouraging users to click/open content as this improves deliverability.
Key considerations
- AT&T Specifics: Check for AT&T-specific guidelines, filtering mechanisms, and infrastructure dependencies (e.g., Yahoo).
- Metric Analysis: Continuously monitor and analyze sender reputation metrics like bounce/complaint rates.
- Reporting Consistency: Ensure consistent reporting between old and new ESPs to accurately assess progress.
- Content Relevance: Create relevant and valuable content to drive subscriber engagement.
- Proactive Issue Resolution: Promptly address any identified deliverability issues.
What email marketers say
10 marketer opinions
Improving IP warmup with AT&T and resolving low open rates involves a multi-faceted approach. Key strategies include maintaining consistent sending volume, segmenting email lists based on engagement (particularly for AT&T subscribers), validating subscriber lists to remove invalid addresses, and implementing proper email authentication. Additionally, checking AT&T's specific guidelines, conducting inbox placement testing, and using postmaster loops are recommended. Addressing issues like missing suppression lists and focusing on engaging content are also crucial for optimizing deliverability and open rates.
Key opinions
- Consistent Volume: Maintaining a consistent and gradually increasing sending volume during IP warmup helps build trust with mailbox providers.
- Engagement Segmentation: Segmenting AT&T subscribers based on engagement levels ensures that only active users receive emails initially, improving sender reputation.
- List Validation: Validating subscriber lists removes invalid addresses, reducing bounce rates and improving deliverability.
- AT&T Guidelines: Checking AT&T's specific requirements and filtering mechanisms helps tailor strategies for optimal deliverability.
- Suppression Lists: Failing to import suppression lists from previous ESPs can lead to a high number of "recipient does not exist" bounces.
- Email Authentication: Implementing proper email authentication helps improve deliverability.
- Inbox Placement Testing: Determining where emails are landing can help identify if the emails are going into the inbox or spam.
- Postmaster Loops: Feedback loops with AT&T can help improve deliverability.
Key considerations
- Engagement Focus: Prioritize sending engaging and valuable content to encourage opens and clicks, improving sender reputation with AT&T.
- Volume Incrementing: Start with a low sending volume and gradually increase it over time to establish a positive sending reputation.
- Monitoring Metrics: Continuously monitor engagement metrics and address any deliverability issues promptly.
- AT&T-Specific Issues: Be aware of AT&T's unique filtering mechanisms and thresholds that might differ from other major ISPs.
- List Hygiene: Regularly clean and maintain your email list to ensure high deliverability.
Marketer view
Email marketer from Reddit suggests checking AT&T's specific requirements or guidelines for new senders. They share that AT&T might have unique filtering mechanisms or thresholds that differ from other major ISPs.
29 Mar 2025 - Reddit
Marketer view
Email marketer from Email Geeks suggests that a high number of "recipient does not exist" bounces could indicate a failure to import the suppression list from the old ESP.
12 Apr 2024 - Email Geeks
What the experts say
6 expert opinions
Improving IP warmup with AT&T and resolving low open rates involves understanding AT&T's infrastructure and focusing on engagement. IP warming primarily aims to avoid blocks and temporary failures, with less emphasis on smaller providers if rates are reasonable. AT&T may use Yahoo's infrastructure, so good Yahoo inboxing often indicates similar AT&T inboxing. High bounces due to 'recipient does not exist' may signal issues beyond deliverability or warmup. Avoiding blocklists and spam traps is crucial, as is prioritizing engagement metrics like opens and clicks to improve sender reputation.
Key opinions
- Focus on Avoiding Blocks: IP warming is mainly about avoiding blocks and temporary failures, not solely about achieving high open rates during the initial phase.
- Engagement Matters: Prioritize engagement metrics, especially opens and clicks, as they significantly impact sender reputation with providers like AT&T.
- Yahoo Infrastructure: AT&T potentially leverages Yahoo's infrastructure, making good Yahoo inboxing a positive indicator for AT&T deliverability.
- Beyond Deliverability: High bounce rates due to 'recipient does not exist' may indicate list quality or MX record issues, rather than deliverability problems.
- Blocklist Impact: Being on blocklists significantly impacts deliverability to AT&T; monitor your IP's reputation diligently.
Key considerations
- ESP Reporting: Ensure consistency in how old and new ESPs report open rates to accurately assess warmup progress.
- Client-Side Issues: Consider potential issues with mail clients if deliverability problems persist despite proper IP warming and authentication.
- Reasonable Rates: Don't over-focus on smaller providers during warmup as long as rates are reasonable; prioritize major mailbox providers.
- Proactive Monitoring: Monitor IP reputation and engagement metrics to identify and address any deliverability issues promptly.
- Content Quality: Drive engagement by creating relevant content and incentivizing opens and clicks to boost sender reputation.
Expert view
Expert from Email Geeks suggests that AT&T might use Yahoo's infrastructure. If Yahoo inboxing is good, AT&T inboxing is likely similar. She believes AT&T accepts mail, filters malicious content, and then passes it to Yahoo for inboxing.
25 Feb 2024 - Email Geeks
Expert view
Expert from Email Geeks shares that IP warming is more about avoiding blocks or temporary failures. As long as these aren't happening, you're on the right track. She suggests checking if the old and new ESPs report opens the same way and considering that it might not be a deliverability problem but a mail client issue.
1 Feb 2025 - Email Geeks
What the documentation says
4 technical articles
Improving IP warmup and deliverability involves diligent monitoring and authentication practices. Leveraging Google Postmaster Tools provides insights into spam rates, IP reputation, and authentication status, aiding in identifying deliverability issues. Implementing SPF, DKIM, and DMARC protocols verifies sender identity and prevents spoofing. Monitoring DMARC reports helps address authentication issues. Tracking sender reputation metrics like bounce and complaint rates is essential for assessing sending practice quality and subscriber engagement.
Key findings
- Google Postmaster Tools: Google Postmaster Tools provide essential insights into spam rates, IP reputation, and authentication status.
- Email Authentication: SPF, DKIM, and DMARC are crucial for verifying sender identity and preventing email spoofing.
- DMARC Reporting: Monitoring DMARC reports aids in identifying and resolving authentication issues.
- Sender Reputation Metrics: Bounce rates and complaint rates are vital metrics for monitoring sender reputation and subscriber engagement.
Key considerations
- Proactive Monitoring: Regularly monitor Google Postmaster Tools for any signs of deliverability issues or reputation problems.
- Authentication Implementation: Ensure correct implementation of SPF, DKIM, and DMARC protocols to improve sender authentication.
- DMARC Configuration: Set up and actively monitor DMARC reports to understand how email receivers handle messages from your domain.
- Metric Analysis: Analyze sender reputation metrics to identify areas for improvement in your sending practices.
Technical article
Documentation from DMARC.org explains the importance of setting up and monitoring DMARC reports to identify and address any authentication issues. They share that DMARC provides insights into how email receivers handle messages from your domain.
8 Feb 2023 - DMARC.org
Technical article
Documentation from Google explains the necessity of using Google Postmaster Tools to monitor IP reputation and identify potential deliverability issues. They share that these tools provide insights into spam rates, IP reputation, and authentication status.
30 Jul 2024 - Google
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