Implementing a warm-up strategy for Moosend
Information on the relevant elements in a warm-up strategy for your email marketing campaign in Moosend.
IP (Internet Protocol) warm-up is the process of gradually increasing the number of emails sent from a new IP address (or an address that has not been used for a long time) over several days and weeks to establish a positive sending reputation. When you migrate to Moosend from another system, or when you use a dedicated IP pool, you must follow an IP warm-up plan to protect the reputation of the domain name.
Warm-up summary
Warming a new IP address instead of starting out sending at full volume lets you build up a good sender reputation. Email/Internet Services Providers (ESPs/ISPs) view email messages from your domain and from a new IP address as suspicious until they can determine a positive sending reputation. It takes several weeks to achieve maximum deliverability (depending on targeted volume and engagement). Warming might take longer if your email campaigns appear to be targeted at recipients who have not given their consent.
Dedicated IP address
For high volume senders, a dedicated IP address allows you to have full control of email campaigns sent from your own IP, and optimize your IP reputation to help ensure your email messages are delivered.
New domain name
If you use a new domain name for your email marketing campaigns, you must make sure that:
Your recipients recognize you.
All recipients on the list have provided their consent to receive messages from your domain names.
Email authentication is set up: the Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting and Conformance (DMARC) help protect email senders and recipients from spam, spoofing, and phishing. Moosend lets you set up SPF and DKIM and verify DMARC on your sender accounts. I order to set up SPF and DKIM, you must share a public key in your domain’s DNS records.
Split the traffic for each mail client: because ISPs do not accept receiving many email messages from a new domain name or IP from day one, you must implement a gradual warm-up to help your reputation to grow steadily as you increase volume. In order to decide whether to increase your sending volume or not, look carefully at:
Rejected messages
Delays
Reasons for email messages bouncing
Recommended warm-up plan
A good warm-up plan helps you ensure that both your domain name and the IP build a healthy relationship with the email providers, build trust among your subscribers, and increases your chances of successful delivery. At first, you can send only a small number of email messages, but you can increase volume gradually if you detect no deliverability or engagement issues.
The following table displays the daily volumes to consider when planning your warm-up. You must manually implement the warm-up plan.
Day | Daily volume | Day | Daily volume |
|---|---|---|---|
1 | 480 | 15 | 40000 |
2 | 720 | 16 | 51000 |
3 | 1100 | 17 | 75000 |
4 | 1500 | 18 | 90000 |
5 | 2300 | 19 | 120000 |
6 | 3500 | 20 | 180000 |
7 | 4800 | 21 | 250000 |
8 | 6000 | 22 | 300800 |
9 | 7200 | 23 | 370000 |
10 | 10000 | 24 | 420000 |
11 | 14000 | 25 | 480000 |
12 | 18000 | 26 | 550000 |
13 | 22000 | 27 | 600000 |
14 | 31000 | 28 | 700000 |