Successful email deliverability can seem like a tricky task. With so many factors affecting your sender reputation, such as content quality and subscriber list health, getting your email to the right inbox can feel harder than ever.

In this article, you'll learn how to warm-up with Omnisend to reach better email deliverability rates for your newsletters.


Before you start
Warm-up process
Benefits of warm-up
Key points

Before you start

Warm-up is a process of gradually increasing send volumes over a number of days or weeks. Note, it could take longer if receivers do not perceive your email as an opt-in. Warming-up slowly builds up your sender reputation and improves email deliverability.

When switching from one email marketing platform to another, the server used for sending your emails will change as well. Your new email servers are not allowed to send large numbers of emails in one go, so to make sure your emails get delivered to the right inboxes, sending volumes should be increased in increments over time. The warm-up process plays a significant part in email deliverability skipping it can result in a lot of emails not being delivered.

While the warm-up plan will work for most users, there are many factors that can influence the process. For example, if ISPs’ scripts determine that the quality of generated traffic is below their expectations, part of your emails might get blocked or sent to junk folders. Moreover, if you are migrating from one service provider to another, be prepared for a few little bumps in your metrics. Large ISPs like Gmail, Yahoo, and Microsoft may need a little more time to adjust their metrics. These ISPs update their records based on current and previous interactions with your mail or domain.

Warm-up process

 A few steps you need to follow to get the best results:

  1. Import your subscribers from the previous marketing automation platform to Omnisend.

  2. Segment your contacts and start sending to the most engaged ones.

  3. Follow the warm-up plan sending volumes and segmentation recommendations.

  4. During your warm-up, send not more than 1 campaign per day, 3 times a week.

Keep track of your campaign metrics. If you notice that something went wrong, do not go to the next step, send it to the same amount of subscribers once again. It’s possible that with a new batch of subscribers you will get more complaints and it may affect your results drastically. 

If you see many spam complaints, unsubscribe, or bounces in your campaign reports, check your subscribers' list one more time. Are those subscribers collected organically? Or maybe this list is purchased? You need to keep the best practices, otherwise, your deliverability reputation might be damaged permanently and your account might get suspended. The bounce rate cannot exceed 3% and spam complaints - 0.08%.

Benefits of warm-up

Warming up your reputation provides a unique opportunity to monitor and optimize your entire email campaign. Using our segmentation recommendations, you'll be able to find out your most engaged audiences and adjust your campaigns to get more benefits. The good reputation that you build during the warm-up period will make your life much easier - instead of chasing problems, you will have time to focus on your business.

During warm-up, ISPs will evaluate your sending behavior, content, and your recipient engagement to see how well you manage your lists’ health and how willing you are to send relevant information to responsive users. It is also a perfect time to reassess your content - identify which emails are generating the most (or least) engagement and find out why. Disengaged subscribers cause complaints, spam traps, and hard bounces which can affect deliverability/inbox placement to your engaged subscribers as well. You can expect a lower ROI when including disengaged subscribers in your campaigns. If the message you send is never opened - that cost is wasted!

Keep in mind:

  • If people do not want your mail, your reputation suffers

  • Opt-ins are a must

  • ISPs trust the metrics from their users. No brand will get special treatment over another

  • The reputation of your own signed domain can follow you, however — ISPs like Gmail use the reputation of the domain combined with the reputation of the IP. Follow the warm-up process to ensure a good sender reputation!

And remember, if a subscriber is with you for many years it does not mean that he/she is engaged with the content you send. Recently opted-in subscribers are the ones most interested in your content!

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