A good email marketing strategy can help retain customers and engage with them in a productive way. However, a prerequisite to building an email marketing strategy is building a credible reputation for the IP address that will be used to send the emails out. Have you noticed that a huge chunk of emails that are delivered to you end up in your junk or spam folder while some make it to your inbox? The reason why those emails land up in your spam folder is because of a bad IP reputation.
In today’s day and age when data privacy is so important, brands across the world are taking measures to ensure that they don’t spam their customers and if you are a brand that is new to email marketing, you need to ensure the same. IP warming is a very important activity that every brand new to email marketing must undertake to increase their email deliverability and customer engagement. Sending large volumes of emails to your subscribers without establishing a good reputation with Internet Service Providers (ISPs) will hamper your chances of reaching your customers.
Do you need it?
Whether you need to warm your IP address depends on two key factors-
The volume of Emails - If you are sending less than 10,000 emails a month, then you may not require an IP warming exercise. ISPs usually target brands that send large volumes of emails every month to their customers. However, it is a good practice to warm up your IP address even if the volumes are low as it helps build credibility for your business.
Dedicated IP Address - IP warming is required only if a brand is using a dedicated IP address. There are tools in the market that send emails via shared IP addresses and in those cases, brands don’t need to warm the IP address up. It is advisable for brands who send large email volumes to get their own IP address as the reputation depends solely on them. Using shared IPs can prove to be detrimental depending on the previous campaigns and reputation of the IP.
What is IP Warmup?
IP Warmup or IP Warming is the process of establishing credibility for a new IP Address or an IP that hasn’t been used in a while. The process includes sending emails from the new IP Address linked to the email account in small volumes and gradually increasing the number of emails each day or week depending on the schedule. The idea is to build credibility amongst ISPs ( Internet Service Providers) and ensure that the email is getting delivered to the subscribers’ inboxes.
Data shows that most connections from new IP addresses are attempts to deliver unsolicited spam or unwanted email. It’s important to build history when sending from a new IP Address to avoid landing in the SPAM folders of your subscribers. It’s highly recommended to gradually increase your volume of desirable mail to your subscribers to build a good reputation for your IP. Once a solid reputation has been built for your brand, you can start sending large volumes of emails to your subscribers.
How can IP Warmup help brands using email marketing?
Let’s look at how the IP Warmup exercise can help brands indulge in email marketing to engage with their customers.
IP warmup - Best Practices
Email Template Design for IP Warmup - Best practices
Here are some best practices to follow while designing an email template for an IP warming exercise -
If you are a brand that is looking to build an email marketing strategy to engage with your subscribers and need support in IP warming, reach out to us. Our team of experts have over 15 years of experience in creating robust email marketing strategies and have handled IP warm-ups for over 300 brands.