Historically, many savvy email marketing senders have known about "IP warming," the practice of appropriately building a positive sender reputation -- and maximizing your chances at inbox delivery -- by slowly building up their volume of mail sent, "introducing yourself" over time on your new sending IP address on your typical dedicated IP-utilizing email service provider or marketing automation platform.
But in this modern age, a lot of platforms have shared IP pools and a lot of senders have too little volume to even consider utilizing a dedicated sending IP address. So, you're given the keys to your new send platform, you upload your list of 30,000 and send your first marketing campaign and then you see the results: Poor. Bad. Spam folder. Low opens. Almost no clicks. Why? Because you're still a new sender on a new platform. In this case, you should have gone through "domain warming," breaking up your first few weeks of sends into chunks, perhaps over 3-4 days. Still limiting volume a bit and growing that volume over time, though without the hard and fast rules that typically apply to IP warming. Domain warming is a bit more hand wavy. A lot more hand wavy.
Back in 2022, the folks behind a cool new product, a tandem shower head called Boona, ran into this exact issue. They reached out to me, but I have to say, by the time I was engaged, they had already figured out that domain warming was likely the problem, and they were able to right the ship and solve those deliverability woes.
Historically, many savvy email marketing senders have known about "IP warming," the practice of appropriately building a positive sender reputation -- and maximizing your chances at inbox delivery -- by slowly building up their volume of mail sent, "introducing yourself" over time on your new sending IP address on your typical dedicated IP-utilizing email service provider or marketing automation platform.
But in this modern age, a lot of platforms have shared IP pools and a lot of senders have too little volume to even consider utilizing a dedicated sending IP address. So, you're given the keys to your new send platform, you upload your list of 30,000 and send your first marketing campaign and then you see the results: Poor. Bad. Spam folder. Low opens. Almost no clicks. Why? Because you're still a new sender on a new platform. In this case, you should have gone through "domain warming," breaking up your first few weeks of sends into chunks, perhaps over 3-4 days. Still limiting volume a bit and growing that volume over time, though without the hard and fast rules that typically apply to IP warming. Domain warming is a bit more hand wavy. A lot more hand wavy.
Back in 2022, the folks behind a cool new product, a tandem shower head called Boona, ran into this exact issue. They reached out to me, but I have to say, by the time I was engaged, they had already figured out that domain warming was likely the problem, and they were able to right the ship and solve those deliverability woes.
Click on through to read more about how they did that and learn more from this fantastic example of why domain warming matters. And then buy one of their cool dual shower heads.
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