How should I target mailbox providers during an email warmup?

Summary

To effectively target mailbox providers during an email warmup, both marketing experts and documentation recommend a phased approach. Start with a segment of your most engaged subscribers (those who regularly open and click emails) from an existing opt-in list, sending small volumes and gradually increasing over time. Avoid sending to unengaged contacts or made-up addresses. Examine client data to understand the breakdown by mailbox provider domain and target accordingly. Utilize seed addresses at different ISPs to monitor inbox placement. The overarching goal is to build a positive sender reputation, improving deliverability by demonstrating that your emails are wanted and relevant.

Key findings

  • Engaged Subscribers: Targeting highly engaged subscribers is essential for a successful warmup.
  • Phased Approach: Start with small volumes and gradually increase sending over time.
  • Opt-in Lists: Use existing, opted-in email lists, not made-up addresses.
  • Positive Reputation: The goal is to build a positive sender reputation with mailbox providers.
  • Monitor Inbox Placement: Use seed addresses to monitor how different ISPs are treating your mail.

Key considerations

  • Data Analysis: Examine client data to understand the distribution of subscribers across different mailbox provider domains and geos.
  • Gradual Growth: Ensure a slow and steady growth in sending volume to avoid triggering spam filters.
  • Subscriber Segmentation: Segment your list based on engagement levels, starting with the most active subscribers.
  • Avoid Inactive Addresses: Avoid sending to inactive, bounced, or spam trap addresses during the initial warmup phase.
  • Engagement Metrics: Monitor delivery rates and engagement metrics to adjust your strategy as needed.

What email marketers say
11Marketer opinions

When warming up an IP address or domain, experts and marketers overwhelmingly recommend targeting your most engaged subscribers first. This involves segmenting your email list based on activity (opens and clicks) and gradually increasing the volume sent over time. Avoid sending to unengaged or old addresses during the initial phase. By focusing on engaged users, you build a positive sender reputation with mailbox providers, ultimately improving deliverability.

Key opinions

  • Segment by Engagement: Start by sending to your most active openers and clickers, then gradually expand to less engaged segments.
  • Gradual Volume Increase: Increase sending volume slowly and steadily over time.
  • Avoid Unengaged Contacts: Do not send to unengaged, inactive, or old email addresses during the warmup phase.
  • Monitor Inbox Placement: Use seed addresses at different ISPs to monitor inbox placement during your warmup.
  • Focus on Opt-in Lists: Use segments of an existing opted-in email list.

Key considerations

  • Client Data: Start with the client's list, sort by domain frequency, and identify which domains map to which geos.
  • Positive Signals: Focus on recipients who regularly open and click your emails, as positive engagement signals to mailbox providers that your emails are wanted.
  • Reputation Building: The primary goal is to establish a good sending reputation with mailbox providers.
  • Deliverability Monitoring: Monitor deliverability rates and engagement metrics to ensure the strategy is effective.
Marketer view

Marketer from Email Geeks advises to start with the client's list, sort by domain frequency, and identify which domains map to which geos.

February 2024 - Email Geeks
Marketer view

Email marketer from Reddit shares that when warming up, segment your list by engagement. Start with your most active openers and clickers, then expand to less engaged segments. This approach helps build a positive sending reputation with mailbox providers.

August 2022 - Reddit
Marketer view

Email marketer from Mailjet explains that when warming up IP addresses, it's crucial to start by sending small volumes of emails to your most engaged subscribers, gradually increasing the volume over time. Focus on recipients who regularly open and click your emails, as positive engagement signals to mailbox providers that your emails are wanted.

July 2024 - Mailjet
Marketer view

Email marketer from Woodpecker.co shares that when warming up an IP address or domain, it's important to target recipients who are most likely to engage with your emails. This includes subscribers who have recently opened or clicked on your messages. By focusing on these engaged users, you can build a positive sending reputation with mailbox providers and improve deliverability rates.

October 2024 - Woodpecker.co
Marketer view

Email marketer from SendGrid shares that a good IP warmup strategy involves segmenting your email list and sending emails to the most active and engaged users first. This helps build a positive sender reputation by demonstrating that your emails are wanted and relevant. They suggest to avoid sending to unengaged or old addresses during the initial warmup phase.

April 2024 - SendGrid
Marketer view

Email marketer from Gmass recommends sending only to the most active and engaged subscribers when starting an email warmup. These recipients have shown interest in your emails and helps build sender reputation.

March 2023 - Gmass
Marketer view

Email marketer from GlockApps recommends starting the email warmup process by sending emails to a small group of your most engaged subscribers. It is important to increase the sending volume gradually, while monitoring deliverability rates and engagement metrics. This helps establish a good sending reputation with mailbox providers.

August 2022 - GlockApps
Marketer view

Email marketer from MailerLite shares that during the initial stages of warming up, sending to highly engaged users helps establish your credibility with ISPs. These are users who have opened or clicked on your emails in the past.

May 2024 - MailerLite
Marketer view

Marketer from Email Geeks explains that a warmup should be done using segments of an existing opted-in email list, sent to the mailbox provider domains on that list. Sending generic emails to multiple providers using made-up accounts is not advised.

January 2023 - Email Geeks
Marketer view

Email marketer from ActiveCampaign suggests focusing on your most engaged contacts during the warmup phase. These are people who've opened or clicked emails recently. This sends positive signals to ISPs and improves your deliverability rate.

January 2024 - ActiveCampaign
Marketer view

Email marketer from Email Marketing Forum suggests segmenting your email list based on subscriber activity and engagement levels. Start by sending emails to your most active subscribers and gradually expanding to less engaged users as your sending reputation improves. This strategy helps you avoid sending to inactive or spam trap addresses during the initial warmup phase.

August 2021 - Email Marketing Forum

What the experts say
4Expert opinions

Experts advise targeting mailbox providers during an email warmup by using a representative sample of opt-in lists, sending slowly with gradual growth. Examining client data to determine the breakdown by mailbox provider domain is essential when targeting. Using seed addresses at different ISPs to monitor inbox placement provides feedback on how different mailbox providers are treating your mail. Segmenting your best subscribers ensures that emails are sent to recipients most likely to engage, improving inbox placement.

Key opinions

  • Sample Opt-in Lists: Use a representative sample of opt-in lists for the initial warmup.
  • Gradual Growth: Send emails slowly and increase the volume gradually over several weeks.
  • Client Data Analysis: Examine client data to understand the distribution across different mailbox provider domains.
  • Seed Address Monitoring: Monitor inbox placement using seed addresses at various ISPs to assess deliverability.
  • Subscriber Segmentation: Segment your best subscribers for the warmup to ensure high engagement.

Key considerations

  • Data-Driven Approach: Base your targeting strategy on actual client data to align with mailbox provider domains.
  • Engagement Focus: Prioritize subscribers who are most likely to engage with your emails to improve inbox placement.
  • Reputation Building: Warming up helps to build a positive sender reputation with mailbox providers.
  • Real-time Feedback: Regularly check seed addresses to get real-time feedback on how different ISPs are handling your mail.
Expert view

Expert from Word to the Wise suggests using seed addresses at different ISPs to monitor inbox placement during your warmup. This provides direct feedback on how different mailbox providers are treating your mail.

October 2023 - Word to the Wise
Expert view

Expert from Email Geeks adds that most people examine the client's data to determine breakdown by mailbox provider domain when targeting by MBP/domain.

May 2024 - Email Geeks
Expert view

Expert from Email Geeks agrees with John, advising to take a representative sample of opt-in lists and send slowly with gradual growth over several weeks.

March 2022 - Email Geeks
Expert view

Expert from Spamresource.com recommends segmenting your best subscribers during the warmup process. This ensures that you target recipients who are most likely to engage with your emails, leading to better inbox placement.

April 2023 - Spamresource.com

What the documentation says
5Technical articles

Email deliverability documentation from Google, Microsoft, SparkPost, Postmark and AWS all converge on the importance of targeting engaged users during the email warmup phase. Sending to recipients who have recently opened or clicked on your emails is crucial. Avoiding unengaged, inactive, bounced addresses, and spam traps is equally important for improving sender reputation and ensuring emails reach the inbox. A strategy of initially targeting the most responsive subscribers and gradually increasing volume while monitoring metrics is key.

Key findings

  • Engaged User Focus: Primarily target subscribers who have recently opened or clicked on your emails.
  • Sender Reputation: Improving sender reputation is critical for email deliverability.
  • Avoid Unengaged: Avoid sending to unengaged, inactive, and bounced addresses.
  • Gradual Increase: Increase sending volume gradually while monitoring delivery and engagement metrics.

Key considerations

  • Spam Traps: Avoid sending to spam trap addresses to maintain a positive sender reputation.
  • Metric Monitoring: Regularly monitor delivery and engagement metrics to optimize the warmup process.
  • Responsiveness: Initially target your most responsive subscribers to build a solid foundation.
  • Deliverability Improvement: The goal is to improve overall email deliverability and inbox placement.
Technical article

Documentation from Google Postmaster Tools explains that sender reputation is a critical factor in email deliverability. They specify that sending emails to engaged users and avoiding sending to unengaged or spam trap addresses improves sender reputation and helps ensure emails reach the inbox.

February 2024 - Google Postmaster Tools
Technical article

Documentation from Microsoft details that to improve deliverability, it's crucial to target active and engaged subscribers during the warmup phase. Focus on sending to users who have recently interacted with your emails and avoid sending to inactive or bounced addresses to build a positive sender reputation.

November 2023 - Microsoft
Technical article

Documentation from SparkPost states that the key to warming up IP addresses effectively is to send emails to recipients who are most likely to engage with your messages. Target subscribers who have recently opened or clicked on your emails, as this demonstrates positive engagement to mailbox providers and improves your sending reputation.

April 2023 - SparkPost
Technical article

Documentation from AWS details the strategy of initially targeting your most responsive subscribers during IP warm-up, gradually increasing volume while monitoring delivery and engagement metrics to ensure positive reputation-building.

December 2023 - Amazon Web Services
Technical article

Documentation from Postmark states that targeting highly engaged users during warmup is critical. Focusing on those most likely to open and click helps establish positive sender reputation. Avoiding unengaged contacts is key.

October 2024 - Postmark