Avoid the Spam Trap: How Warming Up Your Email Can Help You Boost Your Online Sales

Avoid the Spam Trap: How Warming Up Your Email Can Help You Boost Your Online Sales

Let’s be honest, many online merchants and marketers tend to skip over email warm-up, and this little oversight can seriously mess up their sales.

Jumping into sending marketing emails from a brand-new domain without a proper warm-up?

Total disaster.

Sending many emails from a new domain may make Internet and email providers suspicious. As a result, your emails could be seen as spam or blocked, and your work will be wasted.

In this article, we will look at good ways to prevent this problem and prepare your email domain for the best results.

In this article, Omnisend, a nopCommerce Technology Partner, collected all the best ways to prevent this problem and prepare your email domain for the best results.

Omnisend as a popular email and SMS marketing platform for e-commerce knows all the insider information to help your emails avoid getting blocked by Internet providers and your customers.

Now, let's ensure those emails reach your clients' inboxes.

Email domain warm-up in a nutshell

What is email domain warm-up? It is the process of gradually sending emails from a new domain to build a positive sender reputation before launching full-scale email campaigns. Warming up email can let merchants avoid their messages getting lost in spam traps & missing out on potential customers.

So, why is email warm-up so important?

It is all just about email deliverability. Our goal is to make ISPs and ESPs trust us so our emails reach customers' inboxes. If we send lots of emails from a new domain too fast, ISPs might think it's strange and mark them as spam.

The solution is pretty simple: you have to properly warm up your email domain. Here are some ways how you can do that.

How to successfully warm up your email

Here’s a brief overview: Begin by gradually increasing the number of emails you send each day while keeping an eye on performance metrics.

As your emails get positive responses, ISPs will start to trust your domain more. Meanwhile, ESPs will lift their sending limits. As a result, your emails will be more likely to reach their intended recipients, enhancing the success of your campaigns. Ultimately, establishing a solid sender reputation will boost your inbox placement, open rates, click-through rates, and conversions.

With all that said, let's dive into the best practices for email domain warming.

1. You need a warm-up strategy

The first step before launching any campaigns from a new domain is to create an email warm-up strategy.

Here's what you should consider:

  • Who are your most engaged customers? Compile an email list of recipients who are most likely to open and interact with your emails. These engaged users can help you establish a positive sender reputation.
  • Which of your emails perform the best? Use your best-performing emails right at the start. This will boost your chances of good engagement and signal to ESPs that you’re sending high-quality messages.
  • What’s your timeline? You need a schedule that details how many emails you’ll send and how often. Think through how you plan to increase the volume and frequency over time. You might start by sending no more than one campaign per day, three times a week.

By planning ahead and considering these factors, you'll set a solid foundation for your email domain warming process.

2. Segment your audience

If you want to optimize your domain warm-up campaigns, segmenting your email list is a must. Personalization and targeting can significantly improve your email deliverability and overall performance.

For instance, you can split your email list into specific groups based on shared characteristics.

Here are some ways you can segment your list:

  • Purchase history. Send emails that relate to what your customers have bought before.
  • Customer behavior. Target emails based on how customers interact with your website or app.
  • Preferences. Tailor your emails to what your customers like.
  • Geographics. Customize your messages based on where your customers are located.
  • Demographics. Consider age, gender, and other demographic details to make your emails more relevant.
  • Engagement levels. Focus on those who actively engage with your emails and handle inactive subscribers differently.
  • Active/inactive subscribers. Divide your audience based on whether subscribers are active or inactive.

By segmenting your list in this way, you'll be sure that your emails are relevant to each group. This will help you build a positive sender reputation and boost your sales.

3. Clean your subscriber lists

Keeping your subscriber lists clean is incredibly important. In fact, regularly removing inactive or invalid email addresses can make the biggest difference. After all, you want your messages to reach the people who actually want to hear from you.

Utilize specialized tools for email verification or cleanup to identify and eliminate spam traps, hard bounces, and other problematic addresses. This approach ensures you maintain an engaged and effective email list. It’s a simple step, but it’s important for warming up your email domain and boosting your overall email marketing results.

4. Start with a low send volume

When warming up an email domain, it's best to start with a low volume of emails and gradually increase it. This helps you build a positive sender reputation.

Consistency is key here. Inconsistent email warm-ups can annoy ISPs and hurt your sender reputation. Stick to a steady plan, and you’ll see much better results.

Here’s a graph that shows how maintaining consistency can positively impact your sender reputation:

Start with a low send volume

5. Target your engaged customers first

Start by focusing on your most engaged recipients. These are the people who already love hearing from you — existing customers, recent subscribers, or website visitors who are super active.

Begin with this group and then gradually expand your outreach in batches. These engaged recipients have shown a clear interest in your emails, and they’re more likely to open, click through, and have fewer complaints. This will help your new domain build a strong reputation quickly.

6. Authenticate Your Email Address

When warming up your email domain, make sure that your email address is properly authenticated. This helps protect your domain from spoofing or forgery by fraudsters and hackers.

To do this, you’ll have to implement email authentication protocols. You need three important things. The first is DMARC (Domain-based Message Authentication, Reporting, and Conformance). It helps you set rules for how emails are dealt with by ESPs and ISPs if they fail verification. Then there's DKIM (DomainKeys Identified Mail). DKIM allows you to sign emails with a secure digital signature to prove they are real. Lastly, there's SPF (Sender Policy Framework). It helps you choose which IP addresses can send emails from your domain.

By authenticating your email address with these protocols, your email address is protected and your emails are more likely to be delivered successfully.

7. Steer clear of spam triggers

When warming up your email domain, avoid using spam triggers in your email content. Different ESPs and ISPs may have varying triggers, but here are some general tips:

  • Clean up your email content:
    • Avoid overly promotional or exaggerated language, like “risk-free” or “guaranteed.”
    • Don’t use excessive capitalization, punctuation, or symbols, such as “LIMITED TIME OFFER!!!,” “BUY NOW!!!,” or “$$$.”
    • Use personalized sender names instead of generic ones like “noreply,” “support,” or “admin.”
  • Keep your email list engaged:
    • Only send emails to recipients who have given consent.
    • Avoid sending emails to inactive or dormant addresses.
    • Steer clear of sending emails to spam traps or honeypots.
  • Keep your email frequency consistent:
    • Don’t send too many emails.
    • Maintain a consistent sending schedule.
    • Avoid sending emails at irregular or inappropriate times.

8. Improve your IP Reputation

The reputation of your email plays a significant role in email deliverability, and, what’s more important, it is closely connected with the reputation of the associated IP address.

There are two types of IP addresses:

  • Shared IP addresses: Used by multiple senders, typically provided by your email service provider. Think of it like a shared office space where several companies use the same address.
  • Dedicated IP addresses: Used exclusively by you and typically purchased by the sender.

9. Keep your content high-quality

Last but not least, the way your recipients perceive and respond to your emails depends heavily on the content. So, you want to make sure it impresses and converts.

To make your email domain warming as successful as possible, your email content should be:

  • Relevant: Ensure the information you’re sharing is useful and timely for your audience.
  • Clear: Keep your messages straightforward and easy to understand.
  • Personalized: Make your emails feel special and relevant to each recipient.
  • Engaging: Create content that captures attention and encourages interaction.

Bottom line

To get into your customer's email folders and make them like your emails, you must warm up your email address the right way. If you do all the things and tips in this post, you'll be set to have good email marketing. The main things in warming up are: start with a small number of emails and the people who the most are engaged. Make a plan and keep at it, and see your emails go to more and more inboxes.

About the author

Edvardas Mikalauskas

Edvardas is a Senior Content Marketing Manager at Omnisend, the all-in-one email & SMS platform built for online merchants who want to increase their audience and sales via marketing automation. Besides writing and editing all things marketing by day, Edvardas is also an avid tech geek and history buff by night.

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