Know the Importance of Warm-Up for Sending Bulk Emails in Email Marketing

The warm up process for email marketing campaigns is an important step to get maximum results. If you are aware of the warm up process, then it is good, but it is important to know the exact process of warming up and how this can be used for email marketing as a whole process. At TLM, we are using a warm up process to warm up the email accounts, IP infrastructure, and email content. A lot of B2B lead generation agencies are not using this feature and hence are not able to get maximum results.

If we have to define a warm up process, then it is the process to train SMTPs to deliver the email in the Inbox and recipient server to accept the email in the Inbox folder and not in the Junk folder. When it is related to IP infrastructure, then it is to train the IPs to keep up a good reputation and then deliver the emails to the inbox. You can also train the email content to warm up by putting in the warm up system and making sure the emails are not marked as spam. Right now, there are very few systems available online to train the email content.

Email account Warm up

When we are using any email account to do email marketing, there are 1000 things, which can affect the deliverability and one of them is sender reputation. To keep up the reputation, you need to always start with a small amount of emails and then gradually increase the number of emails. You cannot send 100s of emails on Day 1 itself. There are some complaints which need to be there when you warm up the email account. This is not the only warm up method, one should use to make sure of the deliverability.This is one of the several methods which should be used. This is also not a one time process, instead this is a gradual process to optimize your email marketing strategies which takes sometime to make email delivery efficient.

‍“Email account warm up can make the emails go to the inbox more often”

IP Warm up

IP infrastructure is important when you are sending emails from subdomain or primary domain. Because if the email account is warmed up, but then IPs are listed somewhere in the blacklisting sites, then it would ruin the email account reputation too. So, IP infrastructure warming up is also an important process. You do not do any other activities with the IPs you are using to send out the emails. There’s a difference between spamming and bulk emailing. If you want to achieve bulk emailing, then you have to reachout to the companies in a sophisticated way and then make sure nothing goes at once. But if you are sending emails without any process and hitting the companies at once, then it would end up mostly in the Junk folder and it would be termed as spamming.

Email Content Warm up

Doing the email account warm up and IP warm up is great, but then to achieve the greater good, you need to warm up the email content as well. Right now there are not many solutions available which warms up the sales email content. Basically, if you are training the email content and warming it up, then most likely it will end up in Inbox. Spammy content is not encouraged though for email marketing. You really need to send the legit content and then make sure - not more than 1 link is used in the email. Also, keep the email short, keeping the email content long would not do good to any warm up process.

There are many warm up styles recommended by SMTPs or solutions. To make sure you are doing it right, always analyze the email delivery from Day 1. Sending email amounts is there, but analyzing what percentage of emails are getting delivered to Inbox is very important. We recommend starting with 10 emails on Day 1 and sending a maximum of 450 emails. This process is there to make sure the emails are getting delivered to the inbox.

Scenarios

If you observe the emails are getting delivered to Junk more often, then warm up is necessary. If you would like to use subdomain/domain to send out the marketing emails then warm up is necessary. If the emails are getting frequently blocked by ESPs, then warm up is necessary. Basically, if the email account is not performing the required way, then we should rely on the warm up process.

‍“Be it in small numbers, you should warm up”

Warm up is a gradual process and it should be done always when you are using your domain to send out the marketing emails. We recommend using the subdomain on the primary domain as it is generally warmed up using the internal emails or client emails. A lot of times, these emails end up warming up the domain. So, warming up the email account only one time is just a myth and nothing else.

We recommend seeking professional help when you do not possess the expertise required for warming up. At TLM, we do this as a part of our subscription model of B2B leads and appointment setting process.

To get started with our services, please click on GetStarted and schedule an appointment today.