Email marketing has marked itself as an important source of connecting to prospects, especially in the case of cold outreach. But what if they are not getting the true recognition they deserve?
No matter how great your subject line, content, or CTA is, everything is in vain if your emails are not delivered right. Not only the deliverability but the open rate, click-through rate, and conversion should also be increased for the outreach success.
So, what is the solution for all this?
The answer is email warm-up.
Let’s learn more about this and address it by knowing what it takes for an effective warm-up and making sure your efforts bear fruits.
What is Email Warm Up, and Why is it Crucial?
Landing in the spam, promotions folder, or being unread or unseen is the worst nightmare of any outreach campaign, but if email warm-up comes into play at the right time, things can be prevented beforehand.
But touching base, why is warm-up so significant before sending the email?
Like the warm-up in sports and other physical exercise can do wonders, similar is the case with email.
Email warm-up is the process of gradually increasing the number of emails you send to your contacts over time while monitoring the essential deliverability metrics. You ought to build a good email reputation for your email domain to help reach your emails to the recipient’s primary inbox. Furthermore, with email warm up, you are practically building trust with the ESPs and ISPs as a legitimate domain name.
Hence, email warm-up helps in preventing the email from getting blacklisted, along with improving the deliverability rate. Moreover, there are various tools available in the market that help in the warm-up process to enhance email deliverability.
Importance of Email Warm-Up
Your email marketing success can be dependent on the email warm-up and its benefits. No doubt other factors too come into play, but email warm-up still holds one of the primary positions. Here is what you can gain from a good email warm-up:
Enhance Sender’s Reputation
Yes, it’s crucial to prove to ESPs that you are sending relevant and engaging emails. You must show that there are real people in the audience who wish to hear from you else you will be flagged as a spammer or fraudster. This is where the sender’s reputation comes in to maintain a good relationship with the ESPs and the recipients.
Now, this high score on which ESPs mark you is based on your sending behavior and the feedback you have received from your recipients. Hence, if your score is high, you will be identified as a trusted sender. Lastly, this will prove beneficial in the long run to build, maintain, and repair your sender’s reputation.
In the end, all your outreach campaign focuses on how much your emails have been seen and how much the actual actions have been taken resulting from your email content. This becomes easy when the email has been sent from a warm IP address. The emails from these IP addresses are more likely to reach the primary inbox, substantially boosting their visibility. So, if you’re looking to increase email deliverability and ensure your messages reach their intended audience, sending from a warm IP address is a strategic move worth considering.
Better Response and Open Rates
Response rate is the official percentage of the recipients who actually replied to the emails out of the total number of actual recipients, while open rate refers to how much your emails have been opened. Well, this is not something to be ignored or looked upon, as the response rate is one clear indicator of how effective and persuasive your emails have been.
This directly implies how much conversation or conversion has been made of your email outreach campaign.
Reduction in Bounce Rate
A bounce is a temporary or permanent delivery failure. In many cases, the email may fail to be delivered to the recipient’s inbox. For instance, if the email address is invalid, the mailbox is full, or if there are any server issues, your email will not reach its intended audience. All in all, a high bounce rate damages the reputation of the sender and the deliverability as it directly indicates that the email list was not updated or clean.
Here again, warming up helps to clean and verify the email list. You can get rid of all the invalid or inactive contacts, which will further help in reducing the bounce rates.
Bear that email warm-up is not a sprint but a constant marathon that requires consistent adjustments and monitoring. Hence, email warm-up is your one-stop-all solution to increase email deliverability to land you directly into your recipient’s inbox.
Know that email warmup is especially crucial when you are sending cold emails to people who don’t know about your brand. This will increase your chances of getting a positive reply from the recipient and prevent you from being marked as spam.
To prevent your emails from being blocked, bounced, or filtered out by the ESPs, follow the above-given steps to enhance your sender’s reputation and achieve better results from the email campaigns to grow your business.