Follow the below best practices for Ramp Up
- ISPs (Internet Service Providers) tend to have a low acceptance rate for emails from a new domain and IP. Hence, you need to start slow and steady to send emails to users who are likely to engage positively.
- Follow the warm-up plan.
- Send email campaigns to engaged users only, which include:
- Email openers of the last 90 days
- New users of the last 30 days
- App/site openers of the last 60 days
- Purchasers of the last 30 days
- Remaining users
- Follow the RPM recommendations as per the plan RPM (1k).
- Send personalized event-triggered campaigns.
- For the use cases for e-commerce lifecycle marketing campaigns, refer here.
- Go slow in the first 7-10 days of warm-up.
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If you see a drop in delivery rates, open rates, or reputation. Follow the below steps:
- Pause ramp-up immediately for 3 days
- Review the reputation
- Change the template and run tests
- Send only to email openers (has executed email opened at least two times in the last 60 days)
- Review the reputation and resume slowly.
- Don’t send the same email content repeatedly during the entire ramp-up process.
- Keep changing email content.
- Do not send the same email repeatedly to users.
- Increase the pace of ramp-up based on performance.
- Our standard ramp-up plan follows a medium pace. The volume increase is gradual which is not too fast or too slow.
- Test what pace of email sending increment works for your brand and stick to it.
- Don’t push more volume when there are negative signals (high spam complaints, rate-limiting, spam placement of emails, low delivery, drop in the opens, etc.)
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Let the reputation stabilize at your general sending volume and frequency for at least 2 months post-ramp-up before you experiment.
- Monitor very proactively during this period.
- A stable reputation means good delivery, no rate-limiting, good and steady opens, low hard bounces/complaints, and a High domain reputation.