subject: What is Email Warmup? [print this page]
Email marketing still remains one of the effective channels through which businesses can communicate with potential clients, nurture leads, and continue to have good relationships with current customers. However, with respect to email marketing, one of its biggest challenges is getting emails into the recipient's inbox rather than to their spam or promotions folder. And this is all possible through email warmup. In simple words, email warmup is the gradual process of setting up good reputation for your new email address or domain, with internet service providers.
Why Email Warm Up?
1. Avoid Spam Issue The biggest risk of sending emails from a new address is that it ends up in the spam folder. If your email campaigns get labeled as spam, it can really become an obstacle to your overall marketing campaign. It reduces this risk by helping to gradually build your reputation with other parties as a trusted sender.
2. Boosts Email Deliverability The goal of an effective email marketing plan is to put the email in the recipient's mailbox and not in the spam folder. A low delivery rate correlates with lost hours and resources. Warmup makes the recipient associate your emails with good reputation, meaning that your emails are not spam but seen.
3. Do not land on an email blacklist. There is also the risk that ESPs and ISPs flag lots of emails sent out from a new account without proper warmup. In the worst cases, it can even land your domain or IP address on an email blacklist. Being on such a list prevents your emails from getting to the intended recipient altogether. Warmup thus reduces this risk by making sure you build an email provider's healthy reputation gradually.
4. Better Engagement Warm up processes involve sending small numbers of email to engaged users who are likely to open, read, and engage with your emails. This good engagement further builds your sender reputation and may likely lead to better inbox placement and general campaign success.
5. Long-Term Benefit Once you email warm up, the benefits are gigantic in the long term. Your emails reach the inbox very consistently, and their engagement metrics tend to be open rates, click-through rates, and even conversions.
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