Takeaway Tuesdays: Warming your way to a good reputation

Warming your IP is a crucial first step in establishing a successful ISP. Here are some great tips from Experian to help. Of course, you’re only warming your IP when you have a dedicated IP. Aren’t sure if you do? Reach out to us and we can help!

  1. 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.
  2. From there you can send to your most engaged users first at the recommended volume and then increase as metrics reveal ISPs building a positive reputation of your campaigns.
  3. The overall goal is to be considered a legitimate email sender by the ISPs, and to build a positive reputation.
  4. 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.
  5. This can take up to 60 days, and over this period, it’s also crucial to monitor other key performance indicators, such as bounce rates  and complaint rates, while continuing to follow email best practices.

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