An email database warm-up also known as email warming is a process for establishing trust and credibility with your email service provider (ESP) when sending cold emails. When you launch a new email account or domain, it starts with a “cold” reputation. If you bombard recipients with too many emails too quickly, your messages might end up in spam folders, and your deliverability rates could plummet, as such behaviour can be considered spammy.

Email warming involves gradually increasing the volume of emails sent from a new email address. The idea is to avoid triggering spam filters by simulating normal email activity.

How does email warm-up work?

1. Simulating normal activity:
   • There are email warm-up services and tools that simulate legitimate conversations by sending and receiving automatic emails with other addresses in their network.
   • This activity tricks email services providers (ESP) into thinking you’re engaging in normal, everyday email exchanges.
   • Over time, this builds trust with your ESP.
2. Natural gradual increase in volume:
   • Start by sending a smaller number of emails from your new account.
   • Gradually increase the volume each day.
   • This gradual approach helps your account gain credibility.

Are email warm-up tools safe to use?

The safety of email warm-up tools depends on various factors.

• Google’s Stance. Gmail, one of the most widely used email providers, explicitly prohibits the use of warm-up tools. If detected, Gmail may blacklist your email address. Using warm-up tools violates Google’s terms of service.
• Effectiveness and Evidence. While some companies offer email warm-up tools promising improved deliverability, there’s little evidence to support their effectiveness. Artificially manipulating your email sender reputation score through warm-up tools can backfire. ESPs may blacklist your email and domain, resulting in poor deliverability.

Does email warm-up work?

There are certain benefits that can be achieved by using a “warmed-up” email. You get better deliverability, as warm-up ensures your emails land in recipients’ inboxes, not spam folders. Gradual warming also helps prevent bounces. A positive reputation leads to better overall email performance.

However, overall, email warm-up is often promoted by the companies selling these services as the key to success, whilst in reality there are many more factors affecting the performance of your campaigns, with the email domain reputation being only one of them.

Natural Warm-Up vs. Tools:

Natural warm-up involves gradual, authentic interactions, such as reaching out to engaged contacts and simulating regular email activity. Warm-up tools automate the process but lack substantial proof of positive results.

Given the risks and lack of clear benefits, we’d advise against using email warm-up tools. Successful email delivery relies on a holistic strategy, not just warm-up tricks.

Let’s explore some natural ways to warm up your email domain:

• Sender Reputation: ESPs consider your sender reputation score, but warm-up tools alone won’t guarantee success.
• Engagement Metrics: Focus on genuine engagement (opens, clicks, replies) rather than relying solely on warm-up tactics.

• Total Sending Volume: If you usually don’t use the email address at all, avoid sending multiple cold email campaigns in a short period of time.
• Send Emails to Engaged Recipients: First, reach out to friends, colleagues, or other engaged contacts. Consistent frequency (preferably daily) helps build credibility. Gradually increase the sending volume².
• Implement Email Authentication: Set up SPF, DKIM, and DMARC records to authenticate your domain. Authentication enhances your domain’s credibility³.
• Clean Your Email Lists: Regularly remove inactive or invalid email addresses. A clean list improves deliverability³.

Remember, natural warm-up focuses on gradual, authentic interactions. Prioritize engagement over shortcuts!

Other things to consider when warming up your email.

Domain Warm-Up: Linked to Brand Reputation

• Domain reputation is influenced by factors like spam complaints, engagement metrics, blacklist status, and more.
• Unlike IPs, domains are unlikely to change frequently.

IP Warm-Up: Convincing ISPs You’re Not a Bad Actor

• IP reputation can also be critical, especially when ISPs identify spam.
• If you have a new dedicated IP, warming it up involves convincing ISPs that you aren’t a bad actor.
• Shared IPs link your reputation to other domains using the same IP.

Dynamic vs. Static IPs

As IP can affect your email campaign and its performance, it is also important to understand the differences between dynamic, static and dedicated IPs.

• Dynamic IPs:
  • Change frequently (typically used by home users).
  • Not suitable for consistent email delivery due to frequent IP changes.
  • Often associated with residential ISPs.
• Static IPs:
  • Remain constant (commonly used by businesses, servers, and email services).
  • Ideal for maintaining a consistent sender reputation.
  • Associated with professional email delivery.
  • Can be shared across a business entity.
• Dedicated IPs
  • An IP that is used only by you.
  • Perfect for building your own sender reputation.