Email Warmup

How Does Email Domain Warm Up Work?

Make sure your recipients see your emails


Anam Jalil


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Have you been sending emails for a while and getting no replies? Maybe you have written a blog post with no luck and you have sent them a number of follow-ups without getting many opens?

It can be because of your reputation (if your recipients don't trust you), or it may also mean that your email domain does not have a good reputation causing your emails to land in the spam folder.

This also happens when you have a new domain or subdomain and your accounts have not gone through domain warm-ups yet.

So how do you improve your domain reputation? How do you bypass spam filters?

Litmus says that email or IP warm-up is critical for email deliverability.

The domain warm-up process helps you improve your email reputation and once an email service provider starts to trust your email domain, your deliverability gradually improves.

In other words, the gates to the Priority Inbox open.

Also Read7 Factors to Focus on to Improve Email Deliverability

The email warm-up process used to be really extensive when it was manual and it would usually take forever to improve your reputation and get your emails to land in the recipient's inbox.

The number of messages landing in the inbox would gradually increase if you kept at it, but manual warm-up is never reliable and you can't wait months until your domain is properly warmed for email outreach - especially if email marketing is a core component of your marketing strategy.

Considering all of this, now your email marketing campaigns can flourish without being flagged as spam with automated domain warm-up. All you have to do is choose a warm-up plan.

Before we talk about that, let's talk about why you would need to warm up your email domain in detail.

Why do you need to warm up your email domain?

There are several reasons for you to warm up your email domain regardless of which email program you use or even if you send small volumes of emails.

1. If you have a new domain or new IP you need to establish your sender reputation. Email providers don't know whether you are a trustworthy source or whether you will be spamming your recipients. Therefore, you must opt for domain warming if you want your recipients to see your emails and you want them to bypass the spam filters. Once your new domain goes through email warm-up, many of your emails will begin to land in the Priority folder.

2. If your parent domain reputation has been compromised or taken a hit, you will need to go through the warm-up process to improve your reputation.

Until you have a good reputation, your emails will not receive the protocol of being put in the Priority folder. This is because email providers may consider an email account that sends spammy emails or has a bad sending reputation among fake accounts or simply as a nuisance- and no email provider, whether Gmail, Outlook, or AOL wants to ruin their user experience.

Your sender reputation may have taken a hit if :

factors that affect sender reputation

All these factors can affect your sender's reputation, which then affects your email deliverability and gets most of your emails in spam. This consequently means a low open rate and very few conversions.

3. If you engage in mass emailing campaigns and want to send emails to thousands of recipients, it is a good idea to warm up your domain so your daily volume of emails that successfully land in the inbox can keep gradually increasing. Without warming up your domain, a large percentage of your emails may land in spam causing your email marketing efforts to be futile.

4. If you have a shared IP address and other users are affecting your reputation or email deliverability. You may want to opt for a new dedicated IP address. When you have a new IP address, you need to engage in IP warm up before sending emails.

Now that we have discussed the reasons to opt for email warm-up, let's talk about the process. Here is how the process works.

How does warm-up work?

To improve your sender's reputation you need to demonstrate to your inbox providers that you are engaging in several positive interactions with other email domains and doing so regularly.

When the domain warm-up process starts, emails are automatically sent to and from your domain from other email domains.

These other email domains may belong to Gmail, Outlook, AOL, Yahoo, or other email providers and are usually well-established and old inboxes that your email warm-up service owns. These domains send emails to interact with your new domain or subdomain from their domains- exchanging real human-written messages and automatically sending replies from your email account.

Regular emails are sent to ensure that you increase interaction with your most engaged recipients. Your emails are then automatically unmarked as spam, some are marked as important, and sent to bypass the spam folder and land where they can be seen.

The more positive interactions your domain goes through, the higher your daily sending limits become and the more emails bypass the spam folder.

You start scoring steady wins as more of your emails start landing in the Priority Inbox and your open rates start slowly increasing (and sometimes more rapidly).

The warm-up process takes a couple of weeks and your spam rate can go from as high as 80%+ to as low as 3-4% - a big feat for those who are actively engaging in cold emailing.

Here is a step-by-step guide explaining the GoCustomer warm-up process.

GoCustomer warm up process

What do you need to do to automate the warm-up process?

A manually warm email domain would probably not perform as well as an automatically warmed up email domain because it takes thousands of emails and a couple of months (manually) before a domain is warmed up. So, you need to go for the auto route.

You should look for email warm up tools that help you elevate your reputation with all mailbox providers whether it is Gmail, Outlook, AOL, or other brands. Just landing in the inboxes of recipients on Gmail isn't going to do you much good if many of your prospects have email accounts on other platforms.

Spend time reviewing different services and the plans they offer to warm up emails and how much they cost - also consider the features offered, how many emails you can send, and whether you get any loyalty discounts.

Features of email warm up tools

GoCustomer has three convenient packages for email marketing & domain warm up.

You can choose how many inboxes you need to warm up and we take it from there. Our network of email accounts that positively interact with your email domain is wide and well trusted - ensuring faster and more efficient warm up.

Check out GoCustomer Pricing.

That's a wrap!

An image to showcase the email warmup feature

Reach more customers with your cold emails

Table of Contents

    In a nutshell

    You need to warm up your email domain to establish a positive reputation with email providers, improve email deliverability, and avoid being marked as spam.
    If you don't warm up your email domain, your emails may end up in the spam folder or even get blocked by email providers.
    The factors that can affect your sender's reputation include email engagement (opens, clicks, replies), email content, email frequency, and email list quality.
    It's a good idea to warm up your domain when you're sending a large volume of emails for the first time or switching to a new email service provider.
    Yes, you can manually warm up your email domain by gradually increasing the volume of emails you send, using high-quality email content, and engaging with your email list.
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