How to warm up you sender domain - Online Help | Zoho Campaigns

How to warm up your sender domain


An email delivery's performance comes with several factors, such as content quality, mailing list health, contact engagement, and, most importantly, sender domain/IP reputation. Mailbox providers such as Gmail, Yahoo!, and Outlook give significant weightage for domain reputation.

You might have started a new business, be new to email marketing, going through a branding shift, or using your sender domain rarely. In these cases, you may have a newly purchased domain or an old domain that has a low reputation score among mailbox providers. Such domains with low reputation score among mailbox providers and anti-spam services are considered cold. Due to low sender reputation, the domains are prone to lower email delivery rates.

In this article, we'll take you through some of the hacks to warm up your domain and increase its reputation.

Here is a comparison of Cold and warm sender domains

Cold sender domain
Warm sender domain
Domains with low reputation score and newly purchased domains are said to be cold.
A warm sender domain has a good reputation score with anti-spam services and mailbox providers.
Newly purchased domains don't have previous conversation history with recipients. So, mailbox providers have more filters for emails from such domains to observe if the sender is genuine.
Domains with good reputation score and positive responses from contacts for previous emails are considered safe by mailbox providers. Such domains have more inbox placement rates.
Poor email deliverability and more chances of getting blacklisted with anti-spam services.
Higher email deliverability than a cold domain.
A cold domain can eventually be converted into a warm domain, with good email sending practices and hygienic mailing list.
A warm domain can also become cold, if the sender's email practices and mailing list maintenance are compromised at any point of time.

Before warming up

If you think your domain needs a warmup, follow these best practices for better impact in your warmup process.
  1. Authenticate your sender domain with Zoho Campaigns. To learn how to set up SPF and DKIM text records, click here.
  1. Maintain proper 'whois' information for your domain.
  1. Make sure you have a business domain and not a public sender domain.
  1. Make sure your mailing list has only permission based contacts.
  1. Remove email addresses with typos, expired addresses, and role/group addresses from your mailing list.
  1. Set up tools to check your spam complaints, delivery errors, etc. For example, if your contact base has significant Gmail users, you can use Gmail's Postmaster Tool.

How to warm up your cold domain

Warming up a sender domain means regularly sending limited emails for several days, until your email delivery is ensured and the domain reputation is built.
  1. Start with contacts who have recently engaged, and those who are more likely to open your emails. This will result in more open rates, and will create a good rapport with the recipient systems. Later, you can gradually add the contacts who are less likely to give a positive response to your emails. For example, contacts who signed up recently are more likely to give positive responses.
  1. You can segment your mailing list and target contacts who are more interested in your emails.
  1. Zoho Campaigns recommends you to start with an average count of 5 - 10% of recipients per day from a sender domain and avoid sending hundreds of emails in the beginning. Once you're sure that your emails are getting good responses from the recipients and has a good delivery rate, gradually increase your email count by 5% of contacts per day. If you have a high contact volume, you can start sending emails with 50 - 100 contacts and increase by 50 contacts per day.
  1. If your email gets undelivered or has unsubscribes and spam complaints, you can slow down and reduce your emails-per-day to the count in the beginning of warm up again. Follow a similar pattern by observing your contact response and email delivery, and then increase your email count by five emails per day. This will help your domain warm up.
Tips

If you have a high volume of contacts in a single recipient domain, you can:
  1. First, send test emails and check delivery rate.
  1. Split and add them to various lists having other recipient domains as well. Distribute the concentrated crowd.
  1. For example, if you have more Gmail contacts, then distribute them into various lists. You can send them marketing emails with a gap of a few days for every list. By doing this, you can avoid email delays and throttles.
  1. While you warm up your domain, pay close attention to your open-click rates, spam complaintsbouncesunsubscribes, low domain reputation, and spam traps.
  1. For contacts with a communication gap of more than one year, avoid sending marketing emails. Know their interest through a winback campaign (re-engagement email).
  1. Recommend that your recipients add your email address to their contacts or safe senders' list. This ensures better inbox placement rate. To learn how to whitelist a sender domain, click here.

After warm up

Domain warmup is not a single day workout but a regular practice with which you can ensure good email delivery. It may seem quite complex in the beginning, but once you've started warming up a domain, you'll easily learn how to improve your open-click rates and how to avoid email delivery issues. This understanding of the email deliverability basics will help you build your email marketing stronger.

    Zoho DataPrep Personalized Demo

    If you'd like a personalized walk-through of our data preparation tool, please request a demo and we'll be happy to show you how to get the best out of Zoho DataPrep.

    Zoho CRM Training

      Create, share, and deliver

      beautiful slides from anywhere.

      Get Started Now





              Zoho CRM Training Programs

              Learn how to use the best tools for sales force automation and better customer engagement from Zoho's implementation specialists.

              Zoho CRM Training

                Zoho SalesIQ Resources



                    Zoho TeamInbox Resources




                              Zoho DataPrep Resources

                                Zoho DataPrep Demo

                                Get a personalized demo or POC

                                REGISTER NOW


                                  Design. Discuss. Deliver.

                                  Create visually engaging stories with Zoho Show.

                                  Get Started Now











                                                        • Related Articles

                                                        • Why you should warm up a new sender domain

                                                          Marketers often use a new sender domain under the following circumstances: They purchase a secondary sender domain to send more emails Their company is completely new to email marketing They've planned to use a sender domain that was used sparsely ...
                                                        • How do I monitor my sender domain's reputation? How can I improve the reputation?

                                                          If most of your contacts use Gmail, you can use the Google postmaster tool to check your sender domain's reputation. If your contacts use other mailbox providers, you can use services like BarracudaCentral, ReputationAuthority, Trustedsource, etc to ...
                                                        • How to handle a blacklisted sender domain

                                                          Blacklists are lists of email senders who are known to send spam. These lists are maintained by internet service providers, anti-spam services, and mailbox providers. When it comes to offering inbox placement, mailbox providers give preference to ...
                                                        • Steps to authenticate your sender domain

                                                          At Zoho Campaigns, we strongly urge you to authenticate your domain by implementing SPF and DKIM.   SPF Sender Policy Framework is an authentication technique that helps receiving email servers identify legitimate email senders and prevent spam ...
                                                        • How a public domain sender address affects email deliverability

                                                          Whenever you send campaigns, they will be delivered to the receiving server of the respective mailbox provider. The receiving server will offer inbox placement after carefully scrutinizing the email. If the emails are from a source that the mailbox ...

                                                        Resources

                                                        Videos

                                                        Watch comprehensive videos on features and other important topics that will help you master Zoho CRM.



                                                        eBooks

                                                        Download free eBooks and access a range of topics to get deeper insight on successfully using Zoho CRM.



                                                        Webinars

                                                        Sign up for our webinars and learn the Zoho CRM basics, from customization to sales force automation and more.



                                                        CRM Tips

                                                        Make the most of Zoho CRM with these useful tips.



                                                          Zoho Show Resources