Email deliverability is a significant concern when you are doing a cold email campaign. According to credible reports, more than 20% of emails fail to reach the inbox. Time and again, we see a new email account used for sending cold emails are blocked as soon as the campaign begins.
The problem is the new email accounts aren’t warmed up. With the Google spam update at the beginning of 2019, it’s becoming harder to reach the inbox as the majority of the emails are marked as spam. To avoid that before you start a serious cold email outreach, it is essential to warm up your new email account precisely.
In this blog, I will explain to you how to warm up an email account before sending cold emails so that your email delivers into the inbox rather than SPAM.
What is Email Warm-up?
The email warm-up is a way you establish a reputation for a new email account and increase the email sending limit. The warmup process includes sending emails from a new email account, starting with a smaller number, and gradually increasing the number of emails each day.
When a user creates a new email account, the email service provider gives daily sending limits. However, a fresh account can’t use it entirely. For Example, Google provides 2000 emails/day for a G Suite account. But from day one, you can’t send it all; you get a smaller limit. To use it to its full potential, you have to build a good reputation, which can be done by email warm up.
Ideally, it takes 8-12 weeks to accomplish maximum deliverability. Depending on email volume and the engagement in the warmup process, the email gets ready faster. The email warmup may take a longer time than anticipated if the recipient engagement level is too low.
Why is Email Warm-up Important?
Email warmup is a process required to build a reputation and have a higher delivery rate. It is essential when you are planning a large volume cold email campaign with a new account to make sure emails land in inboxes.
In a cold email campaign, the first thing you need is to reach the recipient’s inbox. Once you are there, having a good engagement will build a more significant relationship. If the email is very well warmed before sending cold emails, it will avoid the spam filter, deliver in the inbox, and have a higher open rate.
So without any further ado, let’s dive deep and find out how to warm up an email account before sending cold emails that make your email account more efficient, increases your sender reputation and improves your email deliverability.
How to Warm up an Email Account Before Sending a Cold Email?
1. Authenticate Your Account
With a new email account, the first thing required is account authentication. Authentication makes your account guarded against the SPAM filters and makes your emails delivered right in the inbox.
There is four essential email authentication:
SPF (Sender Policy Framework) is an authentication technique that creates a record in your DNS (Domain Name System), which lists down all the servers that are authorized to send emails on behalf of a domain. Whenever the recipients' ESP finds an SPF Authentication from the sender side, it provides a clean chit to the sender’s domain.
DKIM (Domain Keys Identified Mail) is an authentication method that adds a digital signature with your domain, which prevents email spoofing and makes your email reach the right place.
DMARC (Domain-based Message Authentication, Reporting & Conformance) records to use your SPF and DKIM records to assure the receiver’s ESP that no deceitful activities are associated with the email.
- Custom Domain
Adding a custom domain with your emails, make your links, and document more authentic by providing it with your domain. This makes the sender, as well as his ESP, assure that the links and documents are from an authentic source.
Watch this webinar to find out how to get your domain validated: https://stream.hqwebinar.com/playback/presentation/2.0/playback.html?meetingId=f2ddce2f83678c88ee5480f09d6c5cad71964acf-1618590844037
2. Send Individual Emails
The email warmup process starts by sending manual emails to your friends and colleagues to build a conversation. In the beginning, you should send 10-20 individual emails from the new email account. Make sure the initial emails have a consistent engagement, which is going to help you increase the volume of the emails. With the increase in conversation, your email service provider gets assured about your authentic activities and gradually makes your email account ready for email campaigns.
During this manual process, make sure you are sending emails to various email services like Gmail, Yahoo, Outlook, iCloud, Godaddy, Zoho, Aol, Exchange and Yandex. This will help you build a good reputation at all the top email services providers spam filters.
PS: Write a personalized subject line in the manual process to get a better response.
3. Maintain Conversation Threads
Email accounts are not meant just to send messages; you should get some response too. To achieve maximum deliverability, creating engagement in your warm-up emails is essential. So start the conversation by sending emails from your other email accounts and reply to those emails from the new one.
Here having some regular conversations is vital as it’s a continuous process of 8-12 weeks. So if possible, add your new email address on your website for inbound emails and swiftly reply to those to have a better conversation rate.
This simple process assures the email service provider about your authentic email activities. The continuous email conversation increases your email sending quota and gradually makes your account eligible for sending mass emails like 1000s of emails at once.
4. Subscribe to Newsletters
If you are in sales, marketing, recruitment or any other profession, there would be a lot of publications sending out weekly newsletters. Go out and subscribe to a minimum of 10-15 newsletters. Every newsletter needs a confirmation, get back to your inbox and confirm every subscription. It will validate your account and will increase the email inflow. Regularly receiving emails is equally important than sending to warm your new email account.
5. Maintain Time Gap Between Two Consecutive Emails
Every email service provider has distinct algorithms to check how the emails are sent and received. So make those algorithms realize that you are not a robot, avoid sending too many emails at once. If you send a lot of emails continuously, it will affect your domain reputation.
So the best way to avoid it is to keep a huge time interval between two emails while you are warming up your new account. Avoid sending too many emails at one go; such activities trigger spam filters, which may lead to blocking your account temporarily or permanently.
6. Setup a Personalized Test Campaign
After you have completed 12 weeks of manual warmup, your account will get prepared for automated email campaigns. However, it’s good to start small and simple. Begin the first campaign with a small list of 20-30 trusted recipients with friends and colleagues added so that you get a response.
- Personalize Your email
When your primary goal is warming up your email account, you need to make your recipients open your email and reply to it. Personalizing your email will do the trick for you.
Write a personalized email as much as possible, like a human. Along with that, create a personalized subject line to have the best open rate. The personalized message is critical to increasing the number of replies.
- Avoid Spammy Content
Including spam contents in your emails make your account more vulnerable to the SPAM filters. Avoid using words like FREE, GRAB, 50%, etc. in your emails, which attracts the attention of SPAM filters.
Avoid content that creates an adverse effect on your sender reputation. Keep the content clean, simple and plain with limited numbers of links to get the best delivery.
- Add Unsubscribe Link
Even though you are sending a test campaign to a small list, it’s advisable to include an unsubscribe link in your email. While warming up your email account, you should limit every possibility that the recipient gets to spam your emails. Even a single spam report against a new account can negatively affect your reputation.
Adding an unsubscribe link in your emails allows your recipients to choose if they want to receive your emails or not. This feature not only makes your recipients happy but also keeps your emails away from SPAM filters.
7. Best Bonus Practices
Following the above best practices to warm up an email account before sending cold emails will help you activate your account large list of cold email campaigns. Below, I’m listing some other bonus tips that will be helpful to you for maintaining your sender reputation and email deliverability.
- Write like a real human
- Use Limited Links in your email content
- Choose your Email Service provider wisely according to your need
- Use limited media files like images, videos and GIF
- Avoid automation while email warmups
The complete algorithm restrictions are to keep a hold on spammy contents. Following the best practice will help algorithms know that you are a real human being, not a spammer.
Last but not least, always remember; it’s easier to build a positive reputation as a sender, rather than improve the reputation of a spammer.
A bit like a real human, if we missed any step that can help overcome the email warmup challenges, please feel free to add in the comment section below.