The 7 Things You Need to Know About IP Warming
To grow a business successfully, the owner must first establish a reputation of trustworthiness. That means starting slow, providing quality and honest service, and protecting customers’ interests through secure transactions.
It’s the same with email marketing. But instead of doing all the aforementioned things individually, they can be done altogether through IP warming. This is the practice of sending low volumes of email campaigns and gradually increasing the volume over time.
There are more things you need to know about email marketing. Keep on reading to find out what these essential things are.
1. You should start by sending a few emails
To do IP warming right, the first step is to let the internet and email service providers (ISPs and ESPs) recognize that your accounts and addresses are to be used for email marketing. This is done by sending low volumes of emails and gradually increasing sending volume over time.
During the process, ISPs and ESPs will monitor your engagement rates and determine if you are trustworthy enough to have your emails delivered to your recipients’ mailbox. Sending large volumes of emails out of nowhere without an established reputation is highly suspicious, and skipping IP warming will cause all your campaigns to be sent to the spam box.
2. Having a dedicated IP is best for sending high volumes of emails
Cybercriminals such as spammers, phishers, or hackers use different internet protocol (IP) addresses to stay untraceable and unrecognizable. As a security measure, ISPs and ESPs only allow the sending and receiving emails from IP addresses with a built and trusted reputation.
That means if you want to do email marketing right, you must choose a single IP address like your home or office’s internet connection for warming. When that specific address has been warmed, you must use that address only when sending large volumes of campaigns.
3. Authentication protocols are extremely important
To bypass the need to do IP warming to send malicious emails, cybercriminals spoof legitimate businesses’ emails to victimize innocent consumers. Spoofing means sending nefarious emails claiming it was sent by the business entity a customer interacts with.
This led to the creation of another security measure called email authentication protocols. Although following these protocols isn’t mandatory for email marketers, they are still a massive help in getting campaigns to reach customer inboxes. These protocols also help build a sender’s reputation.
Although these protocols keep your customers safe, you should also protect your data from being stolen by using basic cybersecurity essentials, primarily if you work in a remote environment.
4. Monitoring your metrics is a must
Doing IP warming isn’t enough to build a trustworthy marketer’s reputation. You must also see that the content you send is engaging, relevant, well-timed, and has a good subject line. That is why you should monitor how well your campaigns fare and make adjustments to appease ISP and ESPs.
Warming up your IP through sending campaigns that are ignored or reported will significantly affect your reputation score and would cause you to get blacklisted permanently. Not only will you get blacklisted to the service providers of your customers, but other service providers also blacklist you.
Internet service companies are very keen when it comes to protecting their clients. They work together and share information on who’s dangerous and who’s not. If you happen to be a part of the former, you’ll need another account and IP address.
5. Warming up your IP can take time
As mentioned, to do IP warming, you need to increase the sending volume of your campaigns gradually. This could take days to months, depending on how many subscribers you have. The more customers you need to send campaigns to, the longer it would take for you to complete the IP warming process.
The key here is to be patient and choose carefully who you should send emails to during IP warming. Send campaigns to customers that have high rates of opening your campaigns on any day.
6. IP warming increases email deliverability
Once you have done IP warming right, plus setting up email authentication protocols in place, you will have a credible email sender’s reputation. Instead of your campaigns needing to be reviewed whether they are ignored, rejected, bounced, quarantined, or to be kept out of the spam box, they go straight into the customers’ inboxes.
7. IP warming is crucial to the success of an email marketer
To continue on the topic of email deliverability, email campaigns that a reputable email marketer sends have an increased chance of engagement and lead conversion. Trusted email marketers also have the power to send more emails to prospects without undergoing a lot of hassle.
This means staying in touch with your current customers while being able to earn more. But standard email services put a limit to how much an email marketer sends at a given time. To fix this problem, one must know how to use SMTP relay services.
IP warming is a process that email marketers should not skip. It’s an essential process that builds a sender’s reputation and allows a marketer to do high-volume marketing successfully in the future. It also teaches a marketer the importance of security, other vulnerabilities, and the need to create quality content.