Email Warmup. How does it work?

What is the warm-up?

Warm-up is essential for emails sent from a new IP and/or a new domain name (both are equivalent). Instead of a massive cold send. It is better to start small and work up to larger volumes.

If a domain name is new, Internet service providers (e.g. Gmail, Outlook) do not yet know its address. No reputation means a probable risk of being considered as spam and therefore of being placed in the junk folder when your goal is to reach the inbox of your recipients.

Thus, sending a massive mailing all at once is not the right strategy and could do more damage than anything else.

The solution is therefore to start quietly with small volumes, then increase them as you go along to give your reputation as a sender time to build up. This is the warm up.

Then, the more your emails are opened, the more engagement (responses) they generate, the more trust is established between you and your recipients, the more you can send large volumes.

The campaigns will automatically be launched from the 15thᵉ warm-up day.

From then on, they will go from the status: "Preparing", to "Active"


How does the warm-up work at OliverList?


At OliverList, we have created our own warm-up system called Owarm. It connects all the email addresses in our network (only those email addresses used to prospect on behalf of our clients) and automatically generates interactions between them.

As soon as a new e-mail address is connected to OliverList, it is integrated into the warm-up network and starts sending/receiving dummy e-mails from our other e-mail accounts.

This procedure is systematically applied to all e-mail addresses that we purchase for a period of 15 days. During the warm-up period the email addresses do not prospect: they only send dummy emails with a high engagement rate to build up their credibility.




Evaluation of the spam rate through the warm-up process:

Spam is the bane of email marketing.

Although it is not technically possible to precisely evaluate the spam rate of a prospecting campaign on the sent e-mails, we can use the warm-up process to evaluate it continuously.

Indeed, having access to all the e-mail accounts linked to the warm-up process, we are able to identify for each e-mail sent those that fall into the spam category and those that fall into the inbox.

By extrapolating this information to the campaigns, we are able to obtain an approximation of the actual spam rate in the prospecting process.

This rate can then be used to identify email addresses that fall into spam and delete them if the phenomenon does not subside.