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New IP or Domain? Here's How To Do an Email Warm Up
litmus.com
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Of course, your ideal email warming plan could deviate from this. “You may choose to ease into the new domain or IP more slowly if you have a longer runway with your old one, are working up to a high send volume, only send emails a few times a month, or have low engagement. You could also ramp up more quickly if you have a low send volume or highly engaging email marketing program.” We wouldn’t recommend granting less than four weeks to email warming.
Don’t send large spikes in email volume “We have advice on what percent of emails to send during warm up, but the most important thing is to avoid spikes in send volume.” Do continually test for spam filters
Do monitor email 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 they’re in line with what you expect lets you catch any deliverability issues (like an email deliverability audit) early.” If you notice a dip in engagement, use your next send to hone in on an even smaller, highest-engaged audience. If you’re switching ESPs, your new service may have a deliverability partner to help you monitor your warm-up.
Don’t just look at overall performance “Beyond looking at open and click rates for warm-up sends, investigate performance on a per-ISP basis. Check performance between ISPs to make sure one client isn’t showing deliverability concerns.” If you spy something fishy with a particular ISP, isolate email addresses for that ISP for the subsequent sends. For example, if you notice an issue with Gmail, remove all Gmail users from the next batch of warm-up emails you plan to send.