Best Practices to be Followed for Warm Up

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:
      1. Email openers of the last 90 days
      2. New users of the last 30 days
      3. App/site openers of the last 60 days
      4. Purchasers of the last 30 days
      5. 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.
  • If you see a drop in delivery rates, open rates, or reputation. Follow the below steps:
    1. Pause ramp-up immediately for 3 days
    2. Review the reputation
    3. Change the template and run tests
    4. Send only to email openers (has executed email opened at least two times in the last 60 days)
    5. 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.)
  • 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.


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