First, let’s define what Warming up an Email actually means. Email warmup is the way you establish the reputation and credibility of a new email account so that you can potentially increase the daily sending limit as your account progresses.
When a new email account has been created, the service provider, (be it Google, Outlook, Yahoo, Zoho, etc), gives you a daily sending limit that cannot be entirely maximized at the beginning. For instance, Google provides its G-suit users with a limit of 2000 emails per day and outlook provides a limit of 1000 emails per day for non-relationship recipients.
Deliverability is the process of successfully getting into the recipient’s email Inbox and then ensuring a good engagement rate. An email will have no use for either you or the recipient if it sits in their spam folder. Therefore, during an email campaign, deliverability is the most important aspect when you hit send, and that’s the main reason why you need to warm up your email address before you start any campaign.
Ideally, it takes about 2-3 months to accomplish 100% deliverability on a newly created email account. However, your email might be ready sooner, depending on the warmup email volume and engagements you receive for your emails (i.e. open rate, reply rate, clickthrough rate, etc.).
So in a nutshell, email warming up is a process that is required to build a better email reputation and have a higher delivery rate. It is very vital when you are planning to send a large number of email volumes for any email campaign in a relatively new account.
So how to Warm up an email account before any emailing campaign?
(1) Authenticate your account – With a newly created email account, the first and foremost thing that needs to be done is the account authentication which guards your account against relevant spam filters and ensures that your emails are delivered right into their inbox. There are multiple authentication services that you could seek to implement on your email domain, some of which are:
- Domain Keys Identified Mail (DKIM) – this is an authentication method that adds a digital signature to your domain which prevents emails from being spoofed and reaching the right place which is the inbox.
- Sending Policy Framework (SPF) – This is an authentication technique that creates a record in your Domain Name System (DNS), which is used to list down all the servers that are authorized to send emails on behalf of that domain. In other words, the owner of the company domain can identify and specify exactly which mail servers are allowed to send from the SFP framework.
Setting up your DKIM and SPF differs for each email provider. You can look up the email provider’s help materials in this regard or contact technical support to help you. Either way, we must stress that this affects your email deliverability on a severe level so you should not be ignoring these even though it may sound a tad bit technical.
- Domain-based Message Authentication, Reporting & Conformance (DMARC) – This uses DKIM and SPF records to assure the receiver’s Email Service Provider that no spammy activities are associated with the sender’s email. DMARC mainly helps email administrators.
- Custom Domain – Adding your own custom domains to your emails make your documents, content and links more authentic by providing it with your domain. This makes you and your email service provider to be recognised as more authentic and safe.
(2) Send individual emails first – You can start warming up your email by sending emails manually to your colleagues and friends to build a gradual conversation. In theory, you should be sending 10-20 individual emails from the new email address and then you must ensure that your initial emails should have a consistent level of engagement which helps you gradually increase the volume of emails. Very importantly, make sure to engage in conversational threads rather than Single one-offs. With this increased level of engagement and conversations, your email provider gets ensured about your authenticity and your email address will eventually be ready for email campaigns.
One thing you should be aware of is that, during this manual emailing process, you should make sure that you send emails to various other email providers as well as your own such as Gmail, Yahoo, iCloud, Yandex, etc. This will ensure that your email is in good books with other email providers as much as yours.
(3) Subscribe to newsletters – If you are in any of the fields such as Marketing, Sales, Logistics, etc, there are a lot of public email newsletters that send you daily, weekly or even monthly newsletters that include industry news, tips, hacks and articles. Subscribe to about 5-10 newsletters and when the newsletters send you a confirmation email, go ahead and verify your email which will validate your account and increase the consistent email inflow when the newsletters begin to arrive. Receiving consistent emails is equally important as sending emails consistently.
(4) Maintain consistent time gaps between two consecutive emails – Every email provider has its own unique algorithms to determine how the emails are received and sent. So to make sure these algorithms don’t identify you as a bot, make sure you aren’t sending out too many emails at once.
Therefore, the best way to avoid this is to keep sufficient periodic time intervals between your emails while you are warming up your new email account. Therefore, avoid sending too many emails in one go to make sure your email doesn’t trigger the spam filters put in place by the email providers. Such an act will lead to your email account getting restricted, either temporarily or permanently.
(5) Set up your “From” line and email signature – It may seem like a relatively simple thing to do but regardless, it’s very crucial that you make this as right and as authentic as possible. Since you are a real person, there is no reason you should let your email service provider think otherwise. For instance, add your profile picture to Google and Outlook, that way the receiver will be able to see and put a face to the sender of that email. Therefore, you should use your actual data to fill your email profile.
(6) Other tips to up your deliverability:
- Personalize your email – In essence, the only way for your email address to get warmed up faster is to get opened and replied to. Best way to do that? Catch their attention by letting the recipients know that your email is indeed meant for them. For example, including the recipient’s name in the subject line is a good way to catch the eye of the reader.
- Avoid spammy wordings – Including content which are even remotely spam-like such as “Free, 50% off, it’s your lucky day”, etc is bound to trigger the spam filters of email providers. So make sure your content in the email body is clean, concise and with a limited amount of numerical figures to avoid triggering the spam filters.
- Be human and write like one – The spam filters have evolved with the help of machine learning and AI. Therefore, they have become much smarter in detecting spam-like content and bot-like email content. Make sure they are real messages and not just a string of random words. A tactic you can use is to ask them a question, and the reply would give you a much-needed advantage of engagement within your warmup period.
- Adding an unsubscribe link – Adding an unsubscribe link will allow any uninterested recipients to opt-out from any future emails from you. When executing an email campaign, you need to make sure you add an unsubscribe link so any recipient who isn’t interested can just unsubscribe and delete the email rather than marking all your emails as spam. If many users mark your emails as spam, it will be a huge blow to your email credibility and reputation.
- Ensuring the quality of your email list – it doesn’t matter for how long you warm up your email if you keep sending 100s of emails to people who aren’t at all interested in your products or services. Or much worse, if these email addresses are not valid or are full, then your emails will be automatically rejected which affects the deliverability and the reputation of your email address. To avoid this, make sure your prospecting is done right and get them verified with tools like Bouncer, Neverbounce or Hunter. In this way, you can make sure your prospect emails actually exist.
However, if manual email outreach is not something you can slot into your day to day calendar, and if you are not already using email marketing tools that have built-in email warmer like Woodpecker or Lemlist, then you might want to look at some automated software designed specifically for this purpose such as:
However, nothing good ever comes free, these tools are paid subscriptions, therefore some of you would prefer to do manual email warmup which is time-consuming but could save a couple of bucks which can go a long way in investing in your own business especially if you are a startup or a freelancer.
Furthermore, assume you have a new domain instead of a new email, the same principles can be applied here as well. Each domain has its own reputation, be it good, bad or neutral, however, any positive dents in your reputation can be only earned through time. Even though each new domain is starting off on a neutral reputation, the email hosts carefully monitor any suspicious activity right from the start even if you haven’t done anything remotely suspicious. Therefore, if you start sending mass emails from a new domain, you may confirm your email provider’s suspicion that you might be a dangerous user as in a phisher or a spammer. If hosts begin to judge you from that perspective, your email and your entire domain will be restricted permanently. So the main key for a new domain is to take some time to establish domain reputation.
You should note that the first email address that you create out of your domain has a tremendous weightage on the overall reputation of your email domain. The reputation of your first email account has the potential of affecting all the other email accounts’ reputations within the same domain. So if you’re planning on setting up more emails under the same domain, you should focus on warming up the first email account. However, the new accounts don’t have to be warmed up but if you are planning on sending any mass email campaigns from those newly created email addresses, it may put your whole domain reputation at risk. Please do remember that sending large campaigns, even if your domain is established and has a solid reputation, may result in the domain being banned. Therefore take it slow and you’ll be fine.
After all, this is read and done, your email address should be ready to start your email campaigns. However, you need to keep an eye on the quality of your content, the deliverability, the engagement, and the volume throughout which would alter your email reputation. This is valid throughout and not just during the warmup or the beginning of the period.
We, Team Rocket, have experience in writing hyper-personalised email cadences for high ticket value B2B’s across the globe. With over a decade of experience, and thousands of email campaigns under our belts we know what works best for whom and moreover, we know what is working right now and pitfalls to avoid.
Want us to take care of your email warmup to increase your deliverability and provide you with better email results? Then let’s talk, feel free to book a time at: calendly.com/lead-rocket