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Improve Email Deliverability with Email Warm Up
You crafted an email that you are sure your recipients will love and you happily press send, only to find out that your email never reached the inbox. Or worse yet, you ended up in the spam folder. You have the right email addresses, the sender information is correct, your email is legit, what is the problem?
Apparently, having your email reach its wanted destination is a little bit trickier than just the click of a button. However, there is this “secret tactic” you could do to help the email on its way: email warm-up.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_text_separator title_align=”separator_align_center” color=”grey”][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]
WHERE DID THE EMAIL GO?
[/vc_column_text][vc_column_text]We go back to the moment where you press “send” and the email leaves your server. In short, due to authentications and spam filters the email must pass through, there are three paths your email could take. It could be either white -, grey – or blacklisted.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][text-with-icon icon_type=”image_icon” icon=”icon-glass” color=”Accent-Color” icon_image=”10311″]Whitelisted–Your email address is already known to the recipients’ servers, meaning that they expect legitimate emails from you, and you may access their inbox. Of course, being the successful email marketer you are, you want and should belong to this category.[/text-with-icon][text-with-icon icon_type=”image_icon” icon=”icon-glass” color=”Accent-Color” icon_image=”10307″]Greylisted– yet another protection against spam. This means that your email is temporarily rejected to reach the inbox because your email or IP address is unknown to the recipient’s server. If the email is legit, it tries to enter the inbox several times. A spam email gives up after the first try, so you could say that the greylisting basically filters the “good” emails from the “bad.”[/text-with-icon][text-with-icon icon_type=”image_icon” icon=”icon-glass” color=”Accent-Color” icon_image=”10303″]Blacklisted– aka considered as spam. This could happen to a number of reasons, the most common one is to get caught in spam traps (= fake email addresses hidden in cyberspace where only spammers would find them. Since they are inactive addresses and didn’t opt-in to receive any emails, the emails they receive can only be spam), but it is also likely to happen if you send a huge amount of emails at the same time to addresses that don’t recognize your IP or email address. Eventually, being marked as blacklisted results in you being blocked from sending any emails at all.[/text-with-icon][/vc_column][/vc_row][vc_row][vc_column width=”1/1″ animation=”none” boxed=”true” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″][vc_column_text]
Increase you chances of reaching the inbox with our Cheat Sheet for Ultimate Email Deliverability. Download here.
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LET’S GET WARM
[/vc_column_text][vc_column_text]Now we’re getting to the main topic, how do we avoid these grey – and blacklists?
The problem: We can’t send a bunch of emails to unknown addresses at the same time (unknown addresses + large amount of send-outs = hey, blacklist!). A contact list where at least 10% of the addresses are unknown, only 44% of the total send-out will be delivered by Internet Service Providers (ISPs).
The key: Email warm up – gradually increase the number of sent emails. This is how you do it:[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]Let’s say that you have an email list of a few thousand new contacts, perhaps even more. By new we mean a contact that you have never emailed before using eMarketeer. So, instead of sending them information all at the same time, segment your contacts into different groups and send it to them at different times, and for each time you add more emails to the send-out.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_text_separator title_align=”separator_align_center” color=”grey”][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]
Example: You have a campaign that contains 24000 contacts, where 12000 of them are new.
Day 1: First send-out goes to 4000 of your new contacts, and to all 12000 of your old ones.
Day 2: Send to another 4000 of your new ones.
Day 3: You can now send to the rest of your new contacts, the 4000 that are left.
Also, if you happen to know who your most active subscribers are (for example the ones that show a lot of engagement with open rates and click-through rates etc.) start sending to those! It sets you off with greater open rates and a lower spam score.
[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_text_separator title_align=”separator_align_center” color=”grey”][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]Remember, this doesn’t mean that you can never send out a large number of emails at once, you just have to start off with a few at a time when you have many new contacts. After that, you can send large batches without problems.
And guess what? eMarketeer just added a warm-up feature where you don’t have to worry about this. The eMarketeer tool automatically handles this for you by sorting out the new contacts as well as scheduling when they shall receive the email. When the feature has been released to your account, activate it by having an admin log in; a notification will be shown with the option of switching on the feature. Once it’s activated, the status of the warm-up and the new scheduling is shown in the checklist right before you click send.
What tips do you have to improve your email deliverability?
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