How to warm-up your email for winning campaigns

What is Email Warm-Up?

Email warm-up is a process used to establish a positive reputation for a new email account or domain, helping ensure that your emails are delivered to recipients' inboxes rather than spam folders.

Email reputation can be improved in two main ways, each focusing on a different part of your email system:

- Domain Warm-Up: This is about gradually sending more emails from your email domain (like your company's name in an email address) to build trust.
- IP Warm-Up: This involves slowly increasing the number of emails sent from a new or unused IP address to establish a good reputation for it.

This is achieved by gradually increasing the volume of emails sent over time, which helps email service providers recognize your account as legitimate and trustworthy.

💡 It typically requires between 8 to 12 weeks to fully optimize an email account for maximum deliverability.

This practice is crucial when setting up new email accounts intended for bulk or cold emailing, as it helps to avoid spam filters and improves overall deliverability

Why We Need Email Warm-Up

To ensure your email campaigns are effective and reach their target audience, it's crucial to understand the importance of the email warm-up process.

- Essential for Engagement: Email warm-up is crucial to maintain high engagement rates, ensuring emails reach their intended audience.
- Avoids Spam Filters: Without proper warm-up, emails risk being marked as spam, significantly reducing open and response rates.
- Prevents Deliverability Drops: Regular warm-up helps avoid sudden drops in deliverability, especially when increasing email volumes or making setup changes.
- Important for Marketers: This process is vital for marketers and businesses relying on email for outreach, impacting the success of their campaigns significantly.

What to Notice When Warming Up Email

When engaging in the email warm-up process, several key factors should be considered to ensure its effectiveness:

Start Slowly: Begin by sending a small number of emails and gradually increase the volume. This mimics natural interaction patterns and helps establish a foundation of trust with email service providers
Engage with High-Quality Content: Make sure the content of your emails encourages interaction (e.g., opens and replies). Emails that engage recipients are less likely to be marked as spam and more likely to improve your sender reputation
Monitor Engagement and Adapt: Use tools to monitor how your emails are performing in terms of deliverability and engagement. Adjust your strategies based on the feedback and data you collect to optimize the warm-up process
Use Automation Wisely: While manual warm-up gives you more control and potentially higher quality engagement, automated tools can save time and effort, especially when managing multiple accounts. Choose the method that best fits your capacity and needs
Keep Consistent: Consistency in sending frequency and content quality during the warm-up phase is crucial. Sudden changes can trigger spam filters and negatively impact your email reputation

By paying attention to these aspects, you can effectively warm up your email account, ensuring better deliverability and engagement for your future email campaigns.

The Process of Sending Warm-Up with Avada

In Avada, we provide a warm-up plan snippet as shown below:

Before you start, please remember these essential notes:

- You can only start the warm-up process if you have about 5k subscribers in your Avada audience
- Once the Warm-up process has started, you can send 1 campaign per day
- Create new emails for each campaign to avoid sending duplicate emails to subscribers
- Once Warmup has started, you won't be able to send to All contacts or another segment under Campaigns
- Emails from your enabled automations are not included in the daily limit count, so they will be sent as usual
- Segments for warm-up campaigns are prepared automatically. The segments are based on subscription date (new subscribers first) for now

Now, let's start implementing your warm-up plan in Avada:

Step 1: Please access App > Campaigns > Click on Start warm-up at the banner

Or you can click New campaign and then click Start warm-up

The system will display a list of stages. The number of stages displayed during warm-up will depend on the number of contacts in your app.

Step 2: Click on stage 1 to start creating your warm-up

The system will display the stage 1 screen so you can set up your campaign

- Campaign name: You can enter the campaign name. If you leave the Campaign name blank, the system will automatically update the Campaign name to be the Template name when you Change template.
- Campaign template: Click change template and the system will display a pop-up to select a template. Choose a template > Click Select template > Setting template

- Click save: After "Save" the email template, the system automatically creates a record outside the Campaign list.
- Click “Save & Exit”: the system saves the email template and returns to the warm-up screen.

- Tags: Click Add tags > Create new tags or choose Tags already available in the system.

Click Manage Tags to select Tags or remove added tags

- When to send:
- Send now: Click send now to send immediately

- Schedule: Schedule to send the campaign. You need to set send at and time zone

- Button Save: To save the campaign
- Button Go live: to make the campaign live

After you Go live with stage 1, you can Go live with stage 2 after 24 hours, and each stage is 24 hours apart. You can set up the following stages, schedule the campaign sending, and click Go live. The system will automatically send the stage when it's time to send.

Repeat this for the following stages until the system displays an overlap warning banner. At this point, you need to change the campaign template to continue sending the stage. Repeat the stages until the end.

Updated on: 14/05/2024

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