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Blog post By Paula Chiocchi on 2015-08-19
It seems that while familiarity can often breed contempt in people, the opposite is true when it comes to Internet service providers (ISPs) and your email campaigns.
In a recent blog post we covered some quick tips for improving the deliverability of emails. Another method, albeit one that is a somewhat more involved and takes a bit more time to implement, is known as “warming up” your IP (Internet Protocol) address.
An IP address is a numerical label assigned to each device or computer. The label can be used to identify the location from which emails were sent. For email marketers, warming up an IP address and familiarizing it with ISPs will fuel higher delivery rates and, ultimately, more effective campaigns and initiatives.
Due to the way ISPs work to minimize spam, if you start blasting emails from a new or “cold” IP address, such activity could raise some significant red flags, damage your mailing IP’s reputation, and start your campaigns in a hole from the get-go.
To increase delivery success and protect your investment in your IP address, consider implementing our top 10 “warm up” tips:
Warming up your IP address should be an important step in your email strategy. Starting small allows you to monitor for issues that arise from initial sends on cold IPs, without having all your emails bounce at once. From here, slowly increase sending volumes until you reach your goal. Doing so should set your email campaigns up for ongoing success.
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Image Credit: Copyright: copacool / 123RF Stock Photo
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