‘Warming your way to a good reputation’ – Experian Marketing Forward
Sophia Jacobson says, “Whether you’re moving to a new Email Service Provider (ESP) or simply adding new IPs or domains to your current email program, ‘warming’ is one of the most important steps to establishing a good sender reputation with Internet Service Providers (ISPs) and maintaining strong email delivery performance. Warming a new IP or domain is the process of gradually increasing volume from each over a certain amount of time, based on total volume you plan to send daily – usually following a customized schedule developed by your ESP. The overall goal is to be considered a legitimate email sender by the ISPs, and to build a positive reputation.
Warming an IP or Domain
When you get a new IP or domain, it is known as ‘cold,’ meaning it has been dormant for some period of time, and no longer maintains a sender reputation. When campaigns are sent from new IPs or domains, the ISPs evaluate them more carefully in an effort to protect users. If they didn’t take these precautions, the “true” spammers would be able to get away with a lot more. During the evaluation process, ISPs pay close attention to volume, complaints, engagement, relevancy and list hygiene”.
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