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What is an IP and Why Warm It Up?
IP is a dedicated internet address that is used to send out emails. IP warm-up is a process of sending a small volume of emails initially and increasing the volume gradually. This process is essential to build a reputation with ISPs.
Internet service providers and email service providers have developed a routine to stop mass spamming. ISPs keep an eye on the IP address from where specific emails are generated.
How Does It Work?
Email sender develops a strategy and starts sending emails from new IP in a smaller volume. Let’s say they used to send 50,000 emails per week, instead of going all out. They begin by sending a lower volume to selected recipients. Then keep increasing the volume. This allows them to gain the trust of ISPs and become reputable.
Once the ISP notices that emails are being received well and there are no alarming trends of users marking them as spams or hard bounce. They start to consider the IP as a legit source. Email service providers also know make a note and don’t use the IP as spam in their header filter.
When Is It Needed?
Warming up is a strategy used by people sending mass business emails.It keeps them safe from being listed as spammers. This is used in two scenarios. If an IP address needs to be changed. Or, if it has not been used for some time and needs to be activated again.
What Is the Need to Warm up IP?
You may wonder what’s the harm in switching IP as one goes. It can cause unrepairable damage to a well-established email campaign. Imagine an email marketing team is sending thousands of emails using a dedicated and established IP and has an excellent success rate.
For some reason, they switch their IP and start sending the same quality of email to the same subscribers. Their delivery rate suddenly drops, the reason is that the ISPs didn’t recognize the new IP and considered it spam generator.
In this scenario, everything goes for a toss. It will be tough to recover from this situation.
What Is ISPs Role During Warm-Up?
ISPs act as a referee and always keep an eye on the email sending IP addresses activity.
During the warm-up, it notices if the sender is behaving responsibly or not. If you keep sending emails to undeliverable addresses, it can do a lot of harm. Whereas, managing the opt-outs and removing the undeliverable email addresses would mean that you are doing your job diligently.
Over a while, ISPs will start trusting you and, that would mean that the warm-up is over. As soon as you have built a good sender reputation. It will be absolutely safe to go all out and start sending at full volume.
Critical Aspects of Sender’s Reputation?
Few things play a significant role in managing the sender’s reputation. Always ensure to have a game plan to address these vital areas.
- Recipient’s permission is of utmost importance. You don’t want to send an email if the recipient has not subscribed to it.
- Always remember the sender’s reputation is not transferrable. If you are changing the IP, you will have to start afresh and build the reputation again.
- Warm-ups are a must, even if you are using the same domain and have only changed the IP. ESPs typically look at a combination of both IP and domain addresses and assigns weightage.
- Engagement is the key. If people don’t like your emails. It will harm your reputation. Eventually, it’s all about giving valuable content to subscribers.
- If you have a brand name, that doesn’t mean you can have a good reputation straight away. ESPs values the user’s input over any brand name. In fact, the brand name doesn’t have anything to do with the sender’s reputation.
- Quality always has the upper hand over quantity. It doesn’t matter how many times you are sending the email. If recipients don’t open them, it is of no use. On the other hand, if you send emails once in a month and a good chunk of subscribers read them. You are on the right path.
- Recipient’s positive actions define the metrics for ESPs. Decisive actions include people opening the emails, adding the email address in their address book, and subscribing to offers provided in the emails.
Make sure you develop a sound strategy that takes care of all critical aspects that affect sender reputation. Let’s look at another vital factor that affects sender credibility.
Don’t Fall Into Spam Trap
Always use a quality mailing list. Make sure your data partner is trustworthy and doing the basics right. If not, chances are you will start accumulating email addresses that were either not real or never subscribed. That will make your bounce rate super high, and you will start seeing a spike in your emails being marked as spam by recipients.
Make sure you keep the mailing list clean by following some hygiene. These will help you not only have a sorted-out mailing listbut also rate you higher among email service providers.
- Under no circumstance, buy or rent a mailing list. Most of the mailing list on sale is rehashed often; they don’t have the recipient’s permission. Using such a list can easily have you blacklisted.
- Keep an eye on hard bounces, remove them regularly to keep the list clean.
- Make a point to re-engage the inactive subscribers by providing them freshly created customized content. If you are still not able to attract them, it’s best to let them go.
Warming up is crucial for building your sender reputation while switching IP. Make sure you follow the basic and warm up gradually. Once you have the required trust with ISPs, you are 100% back in action.