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IP Warming, also known as IP Preconditioning, is the process of gradually increasing the volume of email sent to a particular IP address. The goal is to avoid potential deliverability problems when sending to a new or previously inactive IP address.
When done properly, IP Warming can help improve your deliverability and ensure your emails reach the inbox. However, there are a lot of myths and misconceptions about IP Warming. In this article, we’ll dispel some of the myths and help you understand the truths about IP Warming.
Myth #1: Is an exact science based on duplicate volume sending each week
Myth #2: An IP Warming Plan can be infallible
False, since there is no consensus about a perfect IP warming plan, the volumes of sending, the data bases and quantity of touch to each customer can vary, is a qualitative and quantitative process that needs to be monitored following metrics like deliverability, bounce, click and open rates.
Myth #3: You can reach ISPs (Microsoft, Google, Yahoo) to remediate reputation issues
This myth is half true, because in certain moments, Microsoft allows you to send a ticket to check the current reputation of the IP, but is not a process in which you can simply contact them to have good IP scores.
And for Google and Yahoo, there is not a point of contact from the both companies, in case you fall into a reputation issue, the only mitigation you can do is start sending a few emails to the best engaged possible audiences.
Truth #1: IP Warming can help improve your deliverability
One of the truths about IP Warming is that it can help improve your deliverability. When done properly, IP Warming can help ensure that your emails reach the inbox.
Truth #2: IP Warming can take some time
Another truth about IP Warming is that it can take some time. Depending on the volume of email you’re sending, IP Warming can take anywhere from a few days to a few weeks.
It’s important to be patient when doing IP Warming. Don’t be tempted to increase the volume of email too quickly. Doing so could result in deliverability problems.
The Bottom Line
Ip warming is a process that can be addressed in different ways, it relies on 3 pillars:
1.The size and of the database
2.The quality of the data base
3.The current engagement of the data base and the opt in methods used previously to acquire this customers
More
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- Why should you move from a contact database to an Identity graph?
- How to Calculate Customer Lifetime Value and Increase Your Bottom Line?
