Summary
Experts, marketers, and official documentation across various platforms are in strong agreement that using an internal audience to artificially inflate engagement during IP warming is not a recommended practice. While it might offer a short-term perceived benefit, it leads to inaccurate data, skewed results, and potential long-term damage to sender reputation. ISPs are increasingly sophisticated in detecting such tactics, and genuine engagement from real subscribers is crucial for building a positive and sustainable sender reputation. Engaging in such practices can be viewed similarly to spamming and even carry legal risks. The consensus emphasizes focusing on ethical practices, valuable content, and organic growth over short-term manipulation.
Key findings
- ISP Detection Capabilities: ISPs, including Google, are increasingly adept at detecting artificially inflated engagement.
- Inaccurate and Skewed Data: Artificial engagement leads to inaccurate data and skewed results, hindering accurate performance assessment.
- Detrimental to Sender Reputation: Such tactics can harm your long-term sender reputation and negatively impact deliverability.
- Unsustainable Long-Term: While a short-term boost may be observed, the effects are temporary, and it is not a sustainable strategy.
- Resembles Spammer Tactics: The practice is viewed unfavorably and likened to tactics used by spammers.
- Legal Risks: Past lawsuits, like Yahoo's, suggest potential legal risks associated with artificially inflating engagement.
Key considerations
- Focus on Organic Engagement: Prioritize building a list of engaged subscribers who genuinely want to receive your emails.
- Ethical Email Marketing: Commit to ethical email marketing practices rather than attempting to manipulate engagement metrics.
- Provide Valuable Content: Focus on providing valuable and engaging content to attract and retain subscribers.
- Transparency and Authenticity: Maintain transparency and authenticity in your email marketing efforts.
- Proper IP Warming: Employ a gradual and legitimate IP warming strategy with real subscribers.
What email marketers say
11 marketer opinions
The overwhelming consensus is that using an internal audience to artificially inflate engagement during IP warming is not a good practice. While it might offer a short-term boost, it ultimately leads to inaccurate data, skewed results, and potential damage to sender reputation. ISPs are increasingly sophisticated at detecting these tactics, and focusing on genuine engagement with real subscribers is a more sustainable and effective approach to building a positive sender reputation and achieving long-term deliverability success.
Key opinions
- Inaccurate Data: Artificially inflated engagement metrics lead to inaccurate data, making it difficult to assess the true performance of campaigns and identify areas for improvement.
- Skewed Results: Inflating engagement will lead to skewed results, rather than building a reputation through organic engagement.
- Negative Impact on Reputation: ISPs are getting smarter at identifying artificial engagement, and using these tactics can negatively impact sender reputation and lead to deliverability issues.
- Unsustainable: The positive effects of artificial engagement are temporary and do not translate into a sustainable, real-world positive impact on sender reputation.
- Legal Risks: There have been legal precedents, such as Yahoo's lawsuit against companies offering artificial engagement services, highlighting the potential legal risks associated with these practices.
Key considerations
- Focus on Organic Growth: Instead of artificial inflation, focus on building a list of engaged subscribers who genuinely want to receive your emails.
- Proper IP Warming: Implement a gradual IP warming strategy with real subscribers to build a healthy sender reputation over time.
- Valuable Content: Send content that people actually want and engage with, providing value to your subscribers.
- Monitor Engagement: Closely monitor engagement metrics to understand what resonates with your audience and optimize your email campaigns accordingly.
- Comply with Best Practices: Adhere to email marketing best practices and guidelines to maintain a positive sender reputation and ensure optimal deliverability.
Marketer view
Email marketer from ActiveCampaign Blog explains that while the idea of using internal audiences seems helpful, artificial data doesn't translate into a sustainable, real-world positive impact on sender reputation.
21 Oct 2023 - ActiveCampaign Blog
Marketer view
Email marketer from Quora user Jane Doe responds that manipulating engagement metrics with an internal audience is a risky strategy. It might provide a short-term boost, but it can lead to long-term deliverability issues as ISPs become aware of the artificial activity.
17 May 2024 - Quora
What the experts say
4 expert opinions
Experts across various platforms strongly advise against using an internal audience to artificially inflate engagement during IP warming. While it might seem like a quick solution, it's a tactic commonly employed by spammers and easily detectable by ISPs like Google. Although monitoring external mail visibility for employees is acceptable, actively trying to game spam filters is not recommended and ultimately unsustainable, as inbox providers view it unfavorably.
Key opinions
- Spammer Tactic: Artificially inflating engagement is a tactic often used by spammers.
- ISP Detection: ISPs, including Google, have sophisticated methods for detecting artificial engagement.
- Short-Term Gain, Long-Term Pain: While seemingly effective in the short term, artificially inflated engagement is unsustainable and frowned upon by inbox providers.
- Harms Reputation: Deceptive tactics like artificial engagement can harm your long-term sender reputation.
Key considerations
- Ethical Practices: Focus on ethical email marketing practices rather than trying to game the system.
- Transparency: Be transparent with your email practices and avoid any deceptive tactics.
- Long-Term Sustainability: Prioritize long-term sustainability and a positive sender reputation over short-term gains.
- Internal Monitoring vs. Manipulation: Encouraging employees to monitor external mail for visibility is acceptable, but avoid actively trying to manipulate spam filters.
Expert view
Expert from Email Geeks explains that many spammers use similar tactics and that Google has access to the data and understands these methods.
8 Mar 2025 - Email Geeks
Expert view
Expert from Word to the Wise, Laura Atkins explains that this practice, while potentially effective in the short term, is unsustainable. Inbox providers frown upon this and the effects are temporary.
16 Feb 2025 - Word to the Wise
What the documentation says
3 technical articles
Official documentation from Google Postmaster Tools, Microsoft SNDS, and the RFC Editor all agree that using an internal audience to artificially inflate engagement during IP warming is detrimental to email deliverability. Genuine engagement is crucial for building a positive sender reputation. Artificially inflated engagement can be easily detected as suspicious activity, leading to penalties, negative impacts on sender reputation, and emails being filtered as spam. Prioritizing consistent, valuable content is emphasized over artificial tactics.
Key findings
- Detection of Artificial Engagement: Artificially inflating engagement metrics can be easily detected by ISPs.
- Negative Impact on Sender Reputation: Artificial traffic patterns, including inflated engagement, negatively impact sender reputation.
- Penalization and Spam Filtering: Artificial engagement can lead to penalization and emails being filtered as spam.
- Importance of Genuine Engagement: Consistent and genuine engagement is a key factor in establishing a positive sender reputation.
Key considerations
- Focus on Valuable Content: Prioritize creating consistent and valuable email content.
- Build a Genuine Sender Reputation: Focus on building a genuine sender reputation through legitimate engagement.
- Avoid Suspicious Activity: Avoid any activity that could be identified as suspicious or artificial.
- Comply with Email Best Practices: Adhere to established email deliverability best practices.
Technical article
Documentation from RFC Editor about best practices for email deliverability emphasizes the importance of building a genuine sender reputation through consistent and valuable email content, rather than resorting to artificial engagement tactics during IP warming.
10 Nov 2021 - RFC Editor
Technical article
Documentation from Google Postmaster Tools explains that consistent and genuine engagement is a key factor in establishing a positive sender reputation. Artificially inflating engagement metrics can be easily detected and may lead to penalization, negatively impacting deliverability.
27 Jan 2025 - Google
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