Email Warm-up

What is it?

What is it?

Email warm-up is a process similar to IP warm-up but focuses on establishing a positive reputation for a new or dormant email domain instead of an IP address. It involves gradually increasing email sending volume and engagement activities from the domain to build trust with ISPs and email providers, improving deliverability and inbox placement for future email campaigns.

Key points to remember

Key points to remember

  • Domain Reputation: Like IP addresses, email domains also have reputations that influence inbox delivery and spam filtering decisions by ISPs. New or inactive domains lack sending history and reputation data, making them more likely to encounter deliverability challenges.

  • Gradual Engagement: During the email warm-up process, senders gradually increase engagement activities, such as sending promotional emails, transactional messages, or subscriber interactions from the new or dormant domain. This gradual engagement allows ISPs to assess sender behavior and reputation.


  • Authentication and Monitoring: Senders authenticate email traffic from the new domain using SPF, DKIM, and DMARC protocols to establish domain ownership and enhance deliverability. They closely monitor engagement metrics, spam complaints, and bounce rates to gauge domain reputation and adjust sending practices accordingly.


  • Targeted Audience Segmentation: To minimize the risk of spam complaints and negative engagement signals during warm-up, senders focus on targeting engaged and opted-in subscribers with relevant and valuable content. This targeted approach helps build positive engagement and reputation for the domain.


  • Deliverability Optimization: Successful email warm-up results in improved deliverability and inbox placement for future email campaigns from the domain. A positive domain reputation ensures that emails reach recipients' inboxes consistently, maximizing the effectiveness of email marketing efforts.

Example of Use

Example of Use

  1. Brand Relaunch: A company undergoing a brand relaunch or domain migration initiates an email warm-up process to establish a positive sending reputation for the new email domain. This ensures that promotional and transactional emails reach customers' inboxes without deliverability issues.


  2. New Business Ventures: A startup launching a new product or service utilizes email warm-up strategies to gradually introduce the new brand and domain to subscribers. Focusing on engagement and reputation-building activities ensures successful inbox delivery and customer interaction from the outset.

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