Blog post By Paula Chiocchi on 2018-05-30
When it comes to email marketing, there’s nothing more important than making sure your messages arrive in inboxes as planned. That’s a simple truth. But the process of ensuring delivery isn’t always so simple.
If you’re experiencing email delivery challenges with your campaigns, one of the first things to take a closer look at is your internet protocol (IP) address. Deliverability issues can arise if you have a new IP address – whether it’s because you recently switched email service providers, added a dedicated IP address for transactional emails, or decided to spread out your large subscriber list to multiple IP addresses. When you start emailing from a new or “cold” IP address, your activity could raise red flags among the spam filters of Internet service providers (ISPs, e.g. Google, Yahoo). This, in turn, leads to a damaged sender reputation, which creates all kinds of problems for your campaigns.
To increase email delivery success and protect the investment in your new IP address, I recommend “warming up” your IP address gradually over time to establish your identity as a legitimate email sender with the various Internet Service Providers (ISPs) who essentially control email delivery around the world. Here are 10 tips:
Begin your ascent: Assuming things are going well, you may begin to increase your email volumes slowly over time. But try not to go above doubling your number of sends from the previous month. In general, most email senders shouldn’t issue more than 100,000 messages in a single day. (At OMI, however, we send quite a bit more than that, but email is our business so we have warmed up our IP addresses accordingly.)
IP address warm-ups are a foundational part of the email marketing process. They might seem like a hassle, but they advance you toward your end goal, which is to ensure your messages reach your customers, prospects and stakeholders.
Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI by targeting your best prospects – including millennials and other generations -- and, ultimately, converting more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.