Warm up emails: why you shouldn’t start active email marketing without warming up emails

Active preparation for mailing a domain or email address is a must. This assertion is not subject to doubt. But is this warming up so important? And once the threshold is passed, is it worth it to engage in reputation maintenance? Or re-create a new mailbox and promote a new irrelevant but mass mailing on its behalf. After all, in the end it’s all about coverage! It is this indicator that often interests the management of the company or the mailing list customer.

This is not an outdated, but infinitely old and even malicious statement. The approach of mailers and their algorithms have begun to change rapidly. And now the cost of creating new mailboxes is not recouped if you “extinguish” their reputation in this way from the day they are opened.

This work will be especially thankless if everything is done manually. Working through an online service, such as Reply, is a salvation for someone who must perform numerous tasks to “warm up” an address. To see the functionality of such services, go to https://reply.io/email-warmup. They will help to perform such tasks:

• organize the start of mailings with optimal volumes, which are determined automatically;
• offer a fully automated mailing process based on a previously created algorithm;
• to use only commercial addresses for sending, with paid accounts;
• to perform automation of message processing, including their effective sorting – opening, reading, including from G Suite, Outlook accounts;
• support and consolidation of the positive reputation of the address in the mail service.

Such online helpers offer thorough tracking and full reporting on the results of work with clients: getting the mailing in the inbox, moving to other categories or being thrown into spam.

Why warming up and supporting it is so important

New trends – maximum usefulness. Mail services are flexible and constantly rebuilding their algorithms to track customer activity. If they notice a mass flow of emails from one address, this can lead to the inclusion of sanctions in the form of restrictions or even temporary blocking. All of this is related to the desire of email services not to be influenced by search engines and their restrictions. And also, not to get caught up in the whirlpool of user complaints.

Automated services do most of the work of creating a positive image of an email address. However, all of this can be done manually, if we are talking about the minimum amount of communication, covering 10-15 customers. Once the number crosses a few dozen, only the processing of messages can take several hours of working time every day. So here you should either create an email marketing department or rely on online services.