Many businesses fail in their email marketing campaigns because the emails end up in the junk folder. In most cases, this happens because the new email servers haven’t been warmed up. If the given email is warmed up, a good deliverability is highly likely.
What is Email Warm-up?
This means establishing a good reputation for the email id, and slowly increasing the sending limit; it’s important to start small. Every new email account has daily sending limits – but even that cannot be used up entirely from day 1. To reach maximum deliverability, you’ll need around 8 to 12 weeks, and longer if there is little or poor engagement from the receivers.
So let’s see how you can warm up your email account.
This is the first step that guards your account against SPAM filters. This is achieved through:
- SPF – sender policy framework creates a record in the domain name system which notes all servers approved for sending emails on its behalf. When the recipient ESP sees the SPF authentication, it approves the sender domain.
- DKIM – this appends a digital signature with your domain, preventing email spoofing, and helping delivery of the email to inbox.
- DMARC – DMARC records use your DKIM and SPF records to convey to the recipient ESP that the email is not a threat
- Adding a custom domain – helps make your emails, links and docs appear genuine, and reassures the recipient that the email is from a proper source.
Send Personal Emails
Send emails to your near ones, and ask them to respond, so that there’s engagement; ideally, you should have a personalized subject line too. Start with a few emails a day, and gradually increase the volume. The more conversations you have, the higher the chances of convincing your email provider that your activities are genuine. Send emails to different email services and build a reputation among all of them.
Maintain Conversation Threads
Email accounts are meant to receive responses also. Send emails from other email accounts, and respond to those from your new account. Display the new email id on your website for incoming emails; replying quickly to those messages will ensure a good conversation rate. This shows your email provider that your email activities are genuine.
Subscribe to Newsletters
Numerous sites send newsletters on a weekly or monthly basis. Subscribe to a good number of them and give them your new email id. Confirm the subscription from your inbox – this helps validate your account and enhance the inflow of emails.
Delay Between Emails
Email service algorithms check how often you send emails. Maintain a reasonable interval between two emails; by sending too many at a time, you could trigger the spam filters and your account may be suspended or blocked.
Test the Automated Campaign
Once you have warmed up your new account for 12 weeks, you’ll be able to use it for automated email campaigns. Still, we recommend that you start small – send emails to around 25 friends, and ask them to respond.
Your email account is now warmed up and ready for email campaigns.