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What Is and What Isn't An IP Warm-Up
This article is basically for beginners who do not know what an IP warm-up is and why it is essential.
What Is IP Address
An IP, short for Internet Protocol address, is a numerical code dedicated to each network connected with a computer device. In simple words, it is designed to allow one computer to use a system to communicate with another device over a network.
Its function is to identify and differentiate between the locations of each device using the network.
You can say that it is like a home or a business address that tells where your device is located. Just like every human has a different fingerprint, each IP is different.
Why IP Warm-Up is important
Suppose you have discovered the importance of email marketing recently. In that case, you must be thinking of setting a new Internet Protocol address to send bulk emails to your customers to increase your sales.
Wait! Let us bring this to your knowledge that you need to warm-up your IP (internet protocol) address to reach your potential customers' inbox before you hit the send button.
Email providers like Microsoft outlook and Gmail keep a close eye on server activities on the email's sender. If they find any suspicious activity, they stop the email from reaching the customer's inbox by either blocking it or putting it in the recipient's spam folder.
You cannot take a chance as many people do not check their spam folder regularly. To avoid landing in the spam folder or being blacklisted, you need to warm-up your IP.
What is IP Warm-Up
IP warm-up is a process of improving the IP reputation to ensure the deliverability of the email. The main aim is to build a good reputation by using different techniques.
Many businesses do not warm-up their IP; instead, they work on building domain first, which is essential but not on the email providers' priority list. According to an estimate, domain and IP will have equal importance, but right now, that's not the case. So spend your capital and time on IP building first.
IP warm-up is essential for new IP or IP that is in-active for a very long time. It is said that your email is blocked by email providers when they see many emails coming from an unknown IP address, and to protect their customers, they block the emails.
Undoubtedly a new IP must start with a small number of emails, gradually increasing the number of daily sent emails, but that's not how you build your IP reputation.
Here you need to understand the importance of click and open rate. We all know that email providers test emails coming from new IPs by putting them purposely in the spam folder to check if the customer comes looking for an email from you in the spam folder or not. Suppose the customer moves your email from the spam folder to their inbox, your IP gain plus points. But if your emails are landing in the inbox folder and still the customer is not responding or frequently marking your email spam, then you are in big trouble.
Several factors generate an excellent click and open rate, such as subject line, content, email time and day, etc. Instead of spending time and energy deciding the frequency of the emails, try to work on the factors mentioned above, which are most helpful for IP warm-up.
Let me remind you again; we are not discouraging you from increasing the number of emails sent each day gradually. Instead, we are trying to realize that this method cannot help you build a good IP reputation if your emails do not attractcustomers.
What Isn't An IP Warm-up
When you search for content on how to warm up your email address, you will find most of the blogs and articles telling you to send out a small volume of emails first. In short, I will recommend you to focus more on email sending frequency than any other thing, to let the email providers recognize you and check customer response before you blast it out.
Though this technique is not entirely wrong, it's not the right approach for IP warm-up.
IP Warm-Up Plan
Step 1: The first and essential thing you need to do is send out a few emails to your subscribers to gather data to proceed further. These are to check who your subscribers are and what kind of email can work best.
Step 2: The second step will be the analysis of the response. This is the most crucial step for you because if you make a mistake here, your next email campaign based on this data will also fail.
You need to closely check what type of subject line generated more open and click. The email content that increased your response rate, which subscription box design and the color motivated website visitor to subscribe to the subscription list,which offer increased forward and sale rates. The giveaway which helped you increase traffic on your website?
Don't forget to remove unsubscribed people from your email because sending emails to dead recipients is harmful to the IP reputation.
Step 3: Send out more emails, this time having different approaches for more testing. You can try the A/B testing subject line.
If you see a positive change in your subscription, it means your plan is working. And if, for some reason, you see no progress or downfall in subscription or response rate, make a new IP warm-up plan.
To test emails and gather the data which can be analyzed, you can use CBT Mass Email Sender. It helps you send bulk emails at once while helping you stay whitelisted through its features.