IP Warming

Trusting a stranger isn't an easy thing right? However, every good friend was a stranger. And this is exactly what an ISP feels when a new IP interacts with its servers.
We at Recomind, understand the importance of email deliverability and its impact on email marketing campaigns. Understanding the sophisticated algorithms and rules which go into IP reputation can be a difficult process to grasp. However, to solve the purpose, Recomind’s Intelligent Campaign Platform makes it easy for you to understand - with automated IP warming based on the line of business, type of content and total email volume.

Background:

Have you ever wondered why certain emails end up in your junk/spam folder? This is primarily due to the reputation of the IP address. Internet Service Providers (ISPs) gather data regarding IPs and grade them depending on how legitimate those IPs are. So, naturally the ISPs won’t be in a good position to trust the new IP’s genuineness.

What’s in the name- Warming the IP?:

Warming an IP is the process of building a good reputation for your IP address. With Recomind’s Intelligent email metrics, we have developed a sophisticated method to simplify the entire process to make sure the ISP trusts your IP.

Who needs it?:

Any brand with a dedicated IP & with a large volumes of emails. With a dedicated IP you can send highly targeted campaigns with high deliverability. This in turn calls for warming up of IPs.

Solution:

To warm up an IP address, Recomind suggests to send low volume email campaigns over a period of time to start gaining the trust of the ISP. Over a period of time, the volume of email sending has to be increased gradually so that ISPs begin to form a positive reputation for your IPs.

The Approach:

  1. Internal team: First, choose a segment of known email list to warm up. It is recommended to start with the company’s internal addresses first, such as personal Gmail accounts. This is especially vital if you are building an entirely new reputation or trying to improve one that isn’t performing very well. Some messages will probably be in the SPAM folder. Drag the messages out of SPAM and add into your contacts/safe sender lists. Replies to the emails are also beneficial for your IP warmup.

  2. Engaged Customers: Start sending mails to your customers who have a history of pretty good engagement with you. These can be the customers who have opened your earlier campaigns or clicked a link inside your HTML or has engaged with you via your past campaigns via some medium. At this stage, it’s crucial to choose those recipients who intend and have wished to receive your communications.

  3. New Customers: After your campaigns have been sent out to your engaged customers, concentrate on the recipients who have recently signed up for your services or newsletter. This may be typically in the form of a welcome message. This is an important step for the multiple reasons, from reiterating your value proposition to generating open rates and click rates with their calls to action. The ISPs will definitely increase the trust score for your IPs in this step, if managed judiciously.

  4. Consolidation: After analyzing the results from the previous steps, and as your reputation settles & email volumes increase you must now add older and lesser engaged recipients. This is also the right time for you to clean up your emailing list, remove the ones who have marked you as spam or unsubscribed. Although Recomind does the filtering of the send out list before every campaign, this is an important exercise initially.

Sample Warm up Schedule: The advice and warmup schedule given below is intended to be a suggestion only. Every sender is different and you may need email deliverability expert service from Recomind to help you determine the right warmup volume and frequency for your email program.

  1. Conservative Approach: This is an approach which generally is followed by firms with higher volumes and looking forward to setup the reputation for the long. For example, if you expect to send 100,000 emails in a month, start with the initial 100 emails on your first day and increase volume day-over-day until you reach your desired volume.

  2. Aggressive Approach: Customers should follow this approach only when they are confident on the content they are sending as part of their campaigns. It’s important to still start with 100 emails on the first day. Increase your sending volume gradually day over day. From there, you can aggressively increase your volume as long as the results are as expected.

Sample Schedule

IP Warm UP Schedule
Day Daily Volume
1 50
2 500
3 5,000
4 10,000
5 20,000
6 50,000
7 80,000
8 100,000
9 150,000
10 250,000
11 400,000
12 800,000
13 1,000,000

Warming up of IP’s seem to be a simple process, however there are several technical steps to ensure your IP is warmed properly to avoid major errors. And most of this work needs to be done with a qualified email deliverability consultant. However, with Recomind’s Intelligent campaign platform- the entire process is automated. So trust us this is not something you want to go wrong. Taking the moves to ensure you have effectively warmed your IP to maximize email deliverability plays a vital role in the effectiveness of your email campaigns.

Whats holding you back, sign-up for the Recomind demo account today!