On the other hand, if you go a few times alone or as a couple and say a friendly hello to Tony, within a few weeks your new best friend will give you a kiss and be happy to roll out the red carpet for your dance floor mates.
We're talking about email marketing, but you get the idea... Your friends are the campaign and Tony... the ISPs!
Optimal deliverability relies on a good sender reputation, and reputations are built. When a new general manager email lists domain/subdomain is used to route an email campaign and is therefore associated with a new IP address, or when you haven't sent anything for over a month, your sender score (which reflects your good reputation) is at its lowest. Sending a large number of emails under these conditions is likely to cause ISPs to reject them en masse and place them in SPAM folders, or even block them altogether.
To avoid being rejected in this way, it is essential to "warm up" your IP addresses. of a series of limited sendings to build up your reputation with ISPs. Kill two birds with one stone by taking advantage of these "sample" sendings to perform A/B testing of your campaigns. Improve the effectiveness of your campaigns while optimizing your deliverability in the medium and long term.
Here are 4 factors to consider for efficient warming up
Be careful with the technical configuration
Once you have configured the DKIM (Domain Key Identified Mail) and SPF (Sender Policy Framework) protocols developed to reassure ISPs, put in place all the unsubscribe options for Internet users, as well as the alerts in response to spam complaints.
You will be able to effectively eliminate addresses that do not wish to be included in your mailing process, an operation to which ISPs are particularly sensitive.
Prioritise sending to subscribers who are familiar with your campaigns
Send your first campaigns to subscribers who have already opened emails in your previous campaigns (at 30 or 90 days). This proportion of subscribers who open your emails will guarantee you better engagement, which will help you quickly improve your sender score and your reputation with ISPs.
Adapt the content of your first campaigns
As we have shown in previous articles, some types of campaign have much higher engagement rates than others. ISPs will appreciate a high opening rate and will take it into account to improve your reputation.
