Planning a New IP or Domain? Here’s How To Do an Email Warm-Up

Yay! Youve got (or are getting) a new e-mail domain or IP address to send out emails from– however wait. Is it warm?
Before you go complete throttle, you have to make certain you do a proper e-mail warm-up or else danger being seen as a spammer and ending up in individualss scrap folders rather. Yikes. Not the fresh start you desire for your email marketing program.
And there are lots of reasons that you might desire or require to begin anew. Perhaps youre changing to another email provider (ESP) or starting with one for the very first time. Or possibly youre going or rebranding through an acquisition or merger. Perhaps youve decided to go from a shared IP to a devoted IP or from your moms and dad domain to a subdomain simply for e-mails.
Even big spikes in email volume that differ your standard– like Black Friday and Cyber Monday– should be approached with a warm-up. Or worst-case circumstance? Youre seeing enormous deliverability problems and need to begin over.

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Make it to the inbox– not the junk folder.
Identify problems that may land your emails in the spam folder– with contextual advice to repair deliverability problems before you send out.
Find out how

Whats an IP or domain warm-up?
Email IP or domain warming is gradually sending out emails from a brand-new IP address or domain name and gradually increasing send out volume gradually.
As you do this, internet service companies (ISPs) like Hotmail and Gmail determine whether they must deliver your e-mails to the inbox or the spam folder. This is based on numerous elements, among which is favorable email engagement as a signal that youre not a spammer.
The more trust you construct with them and your receivers, the most likely ISPs will place your e-mails in the inbox. You begin an IP or domain warm-up by sending a limited variety of e-mails to develop the credibility.
As you build trust, you can increase your normal send out volume. Then your deliverability has a strong structure progressing, as long as you maintain positive sending out standards.
Do you need to heat up if …
Since e-mail warming takes some time and coordination, its not something many people wish to do simply for fun. Heres how to examine whether or not you need to do an IP or domain warm-up.
Youre on a new shared IP address? Probably not. If its completely new, then yes, itll need to be heated up. However possibilities are, your shared IP is currently warm, thanks to the other brands utilizing it previously.
You have a brand-new dedicated IP with a brand-new domain? Definitely! With both your IP and domain being brand-new, you do not desire to take any possibilities of damaging either credibility.
You have a brand-new devoted IP address with the exact same domain? Yes. Lots of ISPs primarily look at your IP, so youll be seen as an unidentified sender even if youre using a relied on domain.
You have a new domain with the very same IP? Yep– particularly if you have a large Gmail audience (including Google Suite).
You have a brand-new subdomain from a warm domain? Yes. ISPs see new subdomains as unidentified senders.
You have the same IP and the exact same domain? Only if your credibility and deliverability are entirely trashed.

” When heating up, we kept sending out email from our old IP address, too, and didnt see any impact– got ta keep that aircraft flying! Do have a cut-off date when youll stop sending email from your old IP or sending out domain.”.
— Jaina Mistry, Senior Manager of Email Marketing at Litmus
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You may not have a cut-off date like you would if you were altering ESPs if youre warming up a new subdomain on the very same IP and domain.
Do display e-mail performance like a hawk.
After each send on your new IP or domain, check email performance. Keeping a close eye on opens and click-through rates to ensure theyre in line with what you anticipate lets you catch any deliverability issues early.
If you see a dip in engagement, utilize your next send out to sharpen in on an even smaller sized, highest-engaged audience. If youre changing ESPs, your brand-new service may have a deliverability partner to help you monitor your warm-up.
Do not just look at total efficiency.
Beyond taking a look at open and click rates for warm-up sends out, investigate performance on a per-ISP basis. Inspect performance in between ISPs to make certain one client isnt showing deliverability issues.
Isolate e-mail addresses for that ISP for the subsequent sends if you spy something fishy with a particular ISP. If you observe a problem with Gmail, get rid of all Gmail users from the next batch of warm-up e-mails you prepare to send out.
Evaluate your list of Gmail customers to find the most active of the lot, and attempt once again with those customers. Start with small volumes and work your way up till engagement is as expected.

Get insights into your audience.
Step much deeper email insights such as read rates and email customer usage. So you can determine your most engaged subscribers for an effective e-mail warm-up.
Find out how

Do plan a timeline for your IP/domain warming.
Setting a timeline for how long you have to heat up an IP lets you work backward to identify your sending plan. 4-8 weeks is a standard migration timeframe, and more time lets you send out more gradually and pay very close attention to performance before moving on. We have a warm-up plan below to help you decide precisely how to invest those 4-8 warm-up weeks.
Dont rush it.
Steady and slow wins the domain and IP warming race. Youll most likely have a date when you need to leave your previous ESP, domain, or IP, but youll want to permit a long time for any missteps that might emerge.
If possible, continue to send the rest of your arranged messages from your old IP or domain. Having an already warm location to send emails is a convenient alternative while youre developing your new IP or domain. You will have to jump from the old to the brand-new ultimately, however.

For how long does it take to warm up emails?
You ought to plan to invest 4-8 weeks (or more) warming up a new IP or domain before totally cutting off the old one. When Jaina just recently altered ESPs for Litmus, she worked in a tighter 4-week timeframe. But, she shared that 8 weeks is more standard for an IP or domain warm-up.
Youll send your most popular material to a progressively bigger portion of your most engaged subscribers during e-mail warm-up. During the first week, only utilize your new domain or IP to email 1% of your finest customers. You can double receivers each week (to 2% of subscribers, then 4%, and so on). At week eight, youll send your most popular material to all of your top customers. Assuming all is working out, you can reduce into sending out messages to the rest of your subscribers after that.
Heres a sample 8-week warm-up strategy of which emails to send out on your brand-new domain or IP:.

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Whatever the case, you need to heat up your brand-new IP, domain, or subdomain. And you need to do it.
Weve got you covered. In this post, youll discover:.

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The Litmus Weekly newsletter.
Activated follow-ups after material downloads.
Premium content announcements, like reports and ebooks.

Do determine your most engaged audience.
Send your finest emails to your most engaged subscribers to stack the chances even more in your favor. Choosing the sections and individuals who regularly open and click through signals ISPs that you have an active audience.
For Litmus, Jaina discovered the very best customers for IP or domain warming by looking at the previous 3 months of information. How far back you look will depend on your sending cadence. :.

The dos and do nts of IP/domain warming for e-mail.
The very best IP and domain warming techniques make their list and inspect it two times. It does not hurt to get expert recommendations, either. Thats why we asked our very own Senior Manager of Email Marketing, Jaina Mistry for insights. Shes gone through quite a few warm-ups and shared tips for implementing a smooth domain or IP shift.
Do identify your best-performing e-mails.
IP and domain warm-ups are your possibility to make a great impression with ISPs, so put your finest foot forward. Jaina recommends:.
” The first e-mails youll send from your new area ought to be messages with the highest open rates and click-to-open rate (CTOR). Pick message types from the last 6-9 months that carry out best, whether theyre one-off marketing sends out or triggered e-mails.”.
When we at Litmus went about warming up a new IP, we led with a mix of top-performing emails:.

Dont sweat the opt-outs.
Notification a few unsubscribes from e-mails you sent out with your new IP or domain? No worries. Some unsubscribes will not affect your deliverability throughout an IP warm-up, particularly if positive engagement signals are higher.
Do keep monitoring email engagement later.
While the very first year on a new domain or IP is particularly essential for developing deliverability, your track record is continuous. You should always monitor e-mail engagement and your sender reputation, given that it might only take one slip up to ruin your inbox positioning. Even the finest of warm-up techniques cant make your deliverability error-proof.
Do be prepared to stop sending if engagement drops.
Its handy to keep your old domain or IP while heating up another if something goes awry. Plan to keep your previous one for a minimum of a month, but up to three months if possible. That method, you can pause sending out from the brand-new IP or domain to investigate dips in engagement without halting your email program completely.
You may need to stop at least some of your messages if you discover a problem throughout warm up if you do not have your old IP or domain for backup.
Do not send out big spikes in e-mail volume.
As you advance on your e-mail warming plan, youll slowly send out more e-mails from the new domain or IP. We have suggestions on what percent of e-mails to send out throughout heat up, but the most crucial thing is to prevent spikes in send out volume. You can even divide up your typical big batches of emails into sublists to use a constant, smaller sized day-to-day send volume.
Do constantly test for spam filters.
In addition to monitoring email efficiency on your new domain or IP, look for spam filters. Utilizing a tool like Litmus Spam Testing lets you find any blocklists or spam filters that might be getting in the method of your new sending out.

If youre only sending one email per month, youll want to take a look at customers whove opened and clicked on your last three e-mails.
If youre sending out one e-mail each week, it might be a great concept to take a look at subscribers whove opened and clicked at least three e-mails each month for the last 3 months.

Who should I send my popular content to during a domain or IP warm-up?

During today …
Send to this percent of the majority of engaged customers.

1.
1%.

2.
2%.

3.
4%.

4.
8%.

5.
16%.

6.
32%.

7.
64%.

8.
100%.

Youve got (or are getting) a brand-new e-mail domain or IP address to send e-mails from– however wait. Possibly youve decided to go from a shared IP to a dedicated IP or from your moms and dad domain to a subdomain just for e-mails.
Having a currently warm location to send e-mails is a hassle-free fallback while youre building up your brand-new IP or domain. That way, you can stop briefly sending out from the new IP or domain to investigate dips in engagement without stopping your email program entirely.
As you advance on your email warming strategy, youll slowly send out more e-mails from the new domain or IP.

Determine deliverability concerns with Litmus Spam Testing.
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Of course, your perfect e-mail warming strategy might differ this.
You may pick to reduce into the new domain or IP more slowly if you have a longer runway with your old one, are developing to a high send volume, just send out e-mails a few times a month, or have low engagement. If you have a low send out volume or extremely interesting e-mail marketing program, you could also ramp up more rapidly.
We would not advise granting less than 4 weeks to email warming.
Warming up Domains and ips is critical for email deliverability.
Email warming is not something you ought to avoid or take gently. ISPs use complex algorithms that consist of taking a look at your IP, domain, and e-mail engagement. If youre a recognized brand– they see you as a brand-new sender, when you have a new IP, domain, or subdomain– even. And you understand who changes IPs typically? Spammers.
That suggests ISPs are (truly) skeptical. If you gradually send more e-mails from your new IP or domain and keep a close eye on engagement, deliverability, and spam filters, youll be on your way to high deliverability.

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