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IP warming for email deliverability

What’s an IP address?

An IP address is also known as an Internet Protocol address. It’s a numerical tag or label assigned to a device that’s connected to the internet. An IP address is used for host or network interface identification and can also be used to determine a user’s location.

What is the IP address of an email?

Emails are sent via the internet. Each email carries the IP address of the device that is used to send the email. It’s stored in the email header, which the recipient receives along with the main message content.

What is IP warming?

IP warming in relation to email deliverability can help you build up a trusted reputation as an email sender. It’s a process that helps inbox providers (like aol, yahoo , and gmail) see that emails from you can be trusted and should go straight to the recipient’s inbox and not the junk folder. IP warming contributes to email deliverability success.

Why use IP warming?

IP warming helps your emails get past spam filters and increases deliverability. If some of your emails aren’t being delivered, you won’t be able to get an accurate measure of how well your email campaigns are performing. Undelivered emails also raise a red flag alert to inbox providers, who may assume that your future emails should also go undelivered too.

How do you warm up an IP address?

You can do this by sending emails out to your subscriber list in small batches, gradually increasing the number of emails each time. IP warming involves initially sending emails to active subscribers only, who are likely to open your emails.

When should I do IP warming?

You should carry out IP warming if you’re just starting out in email marketing, or you’re in the process of switching email providers. When you switch email providers, your emails contain a new IP address. IP warming is also recommended if you have a large subscriber list of more than 50,000 contacts.

What are email “bounces”?

There are two types of email bounces to consider. One is a soft bounce, which means that your email hasn’t been delivered to a subscriber for a temporary reason (e.g. the recipient’s inbox is full, or their server is down). A soft email bounce means that your emails stand a chance of being delivered in the future.

A hard bounce happens when an email address is invalid. This could be because the recipient has changed their email address or that it’s been inputted incorrectly. Hard bounces mean that your emails will never reach the affected subscriber, not now, nor in the future. Hard bounces should be “cleaned” from your subscriber list immediately.

Why should I clean my email list?

It’s important to clean your email list regularly. This means getting rid of bounced email addresses, correcting any errors and removing inactive subscribers - people who haven’t opened your emails in a long time. Cleaning your email list will produce better results for your campaigns and help inbox providers to see that your emails are being read.

Why should I remove inactive subscribers?

Inactive subscribers offer no value to you whatsoever. If a subscriber hasn’t interacted with your emails in more than six months, they’re unlikely to be interested in what you have to say. Don’t be afraid to delete inactive subscribers!

How often should I email my subscribers?

To avoid subscriber email fatigue (the chance of your emails going ignored), it’s best not to bombard your subscribers with marketing communications. Two to three times per week is usually a good frequency to adhere to.

What is cold email marketing?

A cold email is when you send an email to a subscriber who hasn’t willingly opted in to receive emails from you. It’s often seen as intrusive, much like cold-calling.

Can I email people who haven’t given me their permission?

In most countries, emailing people without their express or implied permission is illegal. This is also against Firepush policies. To ensure you carry out email marketing which complies with the law, it’s worth familiarizing yourself with the CAN-SPAM Act, the CASL, the GDPR , and the PECR.

Why are purchased email lists are bad to use?

Purchased email lists are a no-go for several reasons. Firstly, the contacts contained within a bought list are unlikely to have opted in, which violates several data privacy laws. Secondly, a reputable email provider won’t allow you to use purchased lists for that very reason. Finally, purchased lists usually contain poor contacts, with seldom-used or very old email addresses that are likely to bounce anyway. The best approach to email marketing is to grow your list organically; you’ll end up with a much more valuable subscriber list this way.

Why does it matter if I have a high complaint or spam rate?

Any of your subscribers have the ability to report your email as spam, or make a complaint if they think you’re emailing them outside of the law. If you want your email marketing messages to reach your subscribers, you’ll want to avoid complaints as much as possible and keep your spam rate low. An acceptable spam rate is 0.1%.

How do you warm up an email list?

Warming up your email list is entirely different to IP warming. This is the process of interacting with your subscribers, letting them get to know you, offering something of value and reminding them why they should remain a subscriber.

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