How do you warm up a new dedicated sending domain for automated email flows with a welcome series?

Key findings

• Volume Considerations: A daily volume of 7-9k emails for a welcome series on a new dedicated domain is generally considered manageable during a warm-up, especially if the recipients are engaged opt-ins. This volume is often not deemed excessively high for gradual ramp-up. Klaviyo's guidance on warming your infrastructure often supports a phased approach tailored to existing engagement.
• Reputation Building: Moving to a dedicated sending domain means you are building a new sending reputation from scratch. Initial spam placement increases are common as filters adjust to the new sending patterns.
• Automated Flows: Welcome series are ideal for warming up a domain because they are triggered by user action, ensuring a highly engaged audience. This positive engagement helps establish a good sender reputation.
• Patience is Key: The warm-up process should be gradual. While some platforms might suggest a two-week period, extending it to 45 days or more can provide a smoother transition and minimize deliverability issues. This patience is crucial for establishing long-term trust with inbox providers.

Key considerations

• Existing Deliverability: If you are switching domains due to existing deliverability issues, a new dedicated domain is not a guaranteed fix. Underlying problems must be addressed alongside the warm-up. Consider reviewing your overall strategy for improving email deliverability.
• Throttling and Pacing: Even with small volumes, throttling (or pacing) your sends during the initial days of warming can be beneficial. Some ESPs offer backend throttling capabilities if it cannot be managed directly through the user interface.
• Engagement Prioritization: When throttling, prioritize sending to your most engaged segments first. This positive interaction signals to ISPs (Internet Service Providers) that your audience is active and responsive, aiding reputation building. This is especially important for warming up for Gmail and Microsoft.
• Monitoring Tools: Utilize tools like Google Postmaster Tools to monitor your new domain's performance. This provides crucial insights into your deliverability metrics, including spam rates and sender reputation.

Key opinions

• Volume Management: Marketers generally agree that 7-9k emails per week for a welcome series is a manageable volume for warming, especially if the IP address remains consistent. They suggest that this volume is not considered excessively high and can be gradually scaled.
• Engagement First: A common strategy is to direct the first warmed emails to the most engaged segments of the audience. This proactive approach helps signal positive sender behavior to internet service providers (ISPs).
• Gradual Workflow Transition: Some marketers have found success by gradually migrating their highest-engagement workflows to the new domain first, then slowly moving down to lower-engagement workflows. This ensures consistent positive feedback.
• Patience Over Speed: While an ESP might suggest a two-week warm-up, marketers often recommend taking a more extended period, such as 45 days, to ensure stability and avoid issues. This longer timeframe allows for a more robust reputation to be built.

Key considerations

• Throttling Options: Investigate if your ESP allows for backend throttling or pacing of email volume, especially if direct UI controls are limited. This granular control can be crucial for a smooth warm-up.
• IP Consistency: The impact of warming up a new domain can be less severe if the underlying dedicated IP address is not changing. If the IP is new, expect a more pronounced warm-up phase, as discussed in best practices for dedicated IP warm-up.
• Welcome Series Suitability: The welcome series is an excellent candidate for initial warming, as it targets new subscribers who have just opted in, indicating high engagement. This type of automated flow is highlighted in guides on writing killer welcome email series.
• Long-term Strategy: When switching to a new sending domain, view the warm-up as part of a broader strategy to establish a positive sender reputation. Don't expect a quick fix for pre-existing deliverability issues. Review best practices for switching domains.

Key opinions

• Reputation Reset: Experts affirm that moving from a shared domain to a dedicated one fundamentally means building a new sending reputation. This process often involves a temporary increase in spam folder placement while inbox filters learn to trust the new domain.
• Small Volumes are Easier: For volumes like 7-9k emails per week, experts typically believe the warm-up is relatively straightforward. This volume is considered small enough not to require overly complex planning beyond standard ESP recommendations for warming a new email sender address.
• Not a Magic Bullet: It's crucial not to assume that a dedicated sending domain will automatically solve underlying deliverability issues. Experts advise diagnosing and addressing root causes before or during the transition.
• Engaged Sends are Key: Sending to highly engaged audiences, such as those receiving a welcome series, is paramount during warm-up. This positive interaction helps train the ISPs and build a favorable sending reputation for the domain.

Key considerations

• ESP Guidance: Experts recommend consulting your ESP's support for specific guidance on domain warming tailored to their infrastructure and your sending patterns. They possess unique insights into their network's dynamics.
• Monitoring is Essential: Setting up and actively monitoring Google Postmaster Tools (and other similar services) for your new domain is non-negotiable. These tools provide critical feedback on your domain reputation and help identify issues early.
• Slow and Deliberate Scaling: While 7-9k emails/week is small, a slow and deliberate ramp-up, perhaps throttling initial sends, can mitigate risks. This applies even more when considering warming a dedicated IP without interrupting campaigns.
• Consistency Over Volume: Maintaining consistent sending patterns and positive engagement is more critical than rushing to high volumes. Regular, anticipated mail from a welcome series is beneficial because it builds a consistent history.

Key findings

• Gradual Volume Increase: Documentation frequently advises starting with low volumes and steadily increasing them over time. This approach trains inbox providers to recognize your sending domain as legitimate and trustworthy, preventing emails from being filtered to spam.
• Engagement-Based Strategy: When warming, focus on sending to highly engaged subscribers first. Welcome series emails, which are sent to new opt-ins, fit this criterion perfectly as they typically generate high open and click rates, reinforcing a positive sender reputation.
• Infrastructure Training: The core purpose of warming is to 'train' inbox providers to view you as a good sender. This involves demonstrating consistent, desired sending behavior over a period, which is crucial for new dedicated domains.
• Authentication is Key: Before starting any warm-up, ensure your email authentication protocols like SPF, DKIM, and DMARC are properly configured. This foundational step is critical for deliverability and reputation.

Key considerations

• Monitor Reputation: Continuously monitor your sender reputation using tools like Google Postmaster Tools. This allows you to identify and react quickly to any potential issues, such as increased spam complaints or low inbox rates. Understanding your spam rate dashboard is vital.
• Opt-in Lists Only: When beginning to warm up your domain, only send to emails that have actively opted in. This ensures initial sends are to recipients who expect and want your emails, minimizing negative feedback.
• Provider-Specific Guidelines: While general principles apply, specific ESPs (e.g., Klaviyo) may have their own detailed guidelines or recommendations for warming their infrastructure. Always refer to their email sending guides for best practices.
• Long-Term Health: Warming is an investment in your long-term email program health. Consistent engagement, good list hygiene, and adherence to best practices should continue even after the initial warm-up period.