Are you planning to start your email marketing campaign with a new IP address? If yes, establishing its good sender reputation is of paramount importance for the success of your campaign. In other words, they need to make it look credible to Internet service providers (ISPs) and email service providers (ESPs).
Being a gradual and systematic process, it can take a few days or weeks. Or, it may even take a few months. In the course of it, you will need to manage and regulate the volume of outgoing emails from your IP address. This will enable it to gain the trust of both ISPs and ESPs. In technical terms, this procedure is called IP warming.
Why is IP Warming Important?
The ultimate objective of email marketers is to generate leads by personalizing marketing emails. As a part of it, they send personalized marketing emails to the email addresses of their business prospects. But for desired results, they need to deliver those emails to the email inboxes of recipients.
For this to happen, email marketers must make their IP addresses look credible to ESPs. That is to say, to accomplish this task, they need to establish a good sender reputation with their IP address. ISPs and ESPs user sender reputation to determine the email sending behavior of a user from an unknown IP address.
Upon getting this positive impression from such an IP address, ESPs do not hesitate to deliver emails from it to the inboxes of users. Otherwise, they may view it with suspicion. And as a result, they may either mark it as spam or even blacklist it.
Oftentimes, the lack of the deliverability of emails leads to email fatigue. Due to it, subscribers may stop interacting with marketing emails from an email marketer in their desired manner. As an email marketer, you would want to avoid it at all costs for the success of your email marketing campaign.
Fortunately, you can prevent it by adopting the best IP warming techniques.
Best IP Warming Techniques to Avoid Burn-Out
You can prevent email burnout by sending fewer emails from an unknown IP address at the initial stages. Later on, you can increase the volume of outgoing emails gradually as your sender reputation keeps growing.
This action will act as one of the best methods to deliver marketing emails in the long term. Try following the steps below to implement the best IP warming techniques.
1. Check with Your ESP for Issues with IP Warming
Sometimes you may detect a problem with IP warming, which may be temporary. Do not panic if you find the numbers taking a bit too long to populate. Such a problem may last only for a day. You can get to the bottom of the details about it by checking with your ESP.
2. ISP Rejecting Messages? Check for Issues with the Deployment Infrastructure
The rejection messages by your ISP can give you a hard time on any given day. It can happen when you make a change in the setting. Check the settings to verify if the rejection of messages by your ISP is due to this reason.
3. Check If the Email Addresses on Your Email List Are Fresh
While you may consider email personalization for targeted emails, you might also want to ensure that the email addresses on your email list are not obsolete. You would wish to get better results with IP warming.
Your best bet to ensure it is to make sure that your email list has new email addresses of business prospects. You are likely to generate a better response by sending emails to the email addresses of fresh leads.
Not sure how to go about cleaning your email list? Consider getting professional assistance from an email verification service.
4. Check the Practices of an Email verification Service before Collaborating with It
All email hygiene services are not the same. They differ in terms of the practices they adopt for checking the deliverability of marketing emails. Accordingly, they show up different results.
Most email hygiene providers send emails to different email addresses to check if they are deliverable. But this relying solely on this step may not be enough. This is due to the possibility of a wide range of issues with email deliverability.
Prominent ones among them include disposable addresses, heavy spam complainers, honeypots, and spam traps. Generally, these can make deliverable email addresses problematic. From an email marketing campaign standpoint, getting entangled in even one of these traps can open a Pandora’s Box of issues.
You can minimize the possibility of getting into one of the aforementioned email traps by ensuring that your email hygiene service is comprehensive. It should be able to detect these issues and guarantee the deliverability of emails.
5. Reduce the Number of Emails That You Send
Finally, you need to keep your basics of IP warming right. This process is all about increasing the volume of sending emails systematically. Keep your strategy flexible so that, if necessary, you can minimize the number of marketing emails that you send to your business prospects.
Final Thoughts
No doubt, IP warming is a critical component for the success of an email marketing campaign. It depends on inbox placement and the deliverability of emails. Try implementing the above practices to prevent email burnout and ensure the desired results by sending marketing emails to your business prospects. If necessary, do not hesitate to take professional help for this purpose.
