What is the best practice for warming up a new email sending domain for a small list of cold contacts?

Summary

Warming up a new email sending domain for a small list of cold contacts involves a multi-faceted approach centered around establishing a positive sender reputation. Key actions include: starting with small batches of emails (e.g., 10), gradually increasing volume daily while batching by recipient domain; ensuring the domain is not newly registered (ideally 30-90 days old) and has a website (even a redirect); being transparent about address acquisition; prioritizing Gmail's best practices given its sensitivity; maintaining a consistent IP address; and linking sub-brand hostnames to appropriate websites. Essential technical aspects include: setting up proper email authentication (SPF, DKIM, DMARC); monitoring feedback loops; tracking domain/IP reputation via tools like Google Postmaster Tools and Sender Score; and immediately addressing blacklist issues. Critical strategic elements are: consistent sending volume/frequency; engagement focus through valuable content; list segmentation to prioritize engaged contacts; thorough list validation to remove bounces/spam traps; personalization to boost interaction; and a planned warm-up process spanning several weeks, with significant engagement needed within the first 30 days. Considering Gmail as a benchmark is suggested, as it's highly sensitive.

Key findings

  • Gradual Ramp-Up: Start with small batches of emails and gradually increase sending volume to build a positive reputation.
  • Domain Age & Website: Ensure the domain is not new (30-90 days old) and has a website for verification.
  • Transparency & Content: Be clear about address acquisition and provide valuable, engaging content.
  • Gmail Priority: Prioritize Gmail's best practices due to its sensitivity.
  • Authentication & Monitoring: Set up SPF, DKIM, DMARC and monitor feedback loops & reputation scores.
  • List Hygiene & Segmentation: Validate email lists and segment to prioritize engaged contacts.
  • Consistency & Personalization: Maintain consistent sending and personalize emails to encourage engagement.
  • Engagement Timeline: Focus on increasing engagement in the first 30 days to improve deliverability.

Key considerations

  • Starting Volume: Determine the appropriate initial email volume based on list size and ISP guidelines.
  • Authentication Configuration: Ensure SPF, DKIM, and DMARC are properly configured for authentication.
  • FBL Integration: Integrate with feedback loops to receive and process spam complaints.
  • Reputation Tracking: Regularly monitor domain and IP reputation.
  • Blacklist Protocols: Have a plan to address blacklisting issues.
  • Engagement Strategy: Develop a strategy to encourage recipient engagement from the start.
  • Content Relevance: Ensure content is relevant and valuable to the recipients.
  • Sending Schedule: Establish a consistent sending schedule for pattern recognition.

What email marketers say
9Marketer opinions

Warming up a new email sending domain for a small list of cold contacts requires a strategic approach focused on building a positive sender reputation. Key elements include maintaining consistent sending volumes and frequency, sending valuable and relevant content to encourage recipient engagement (opens and clicks), segmenting the list to start with the most engaged contacts, validating the email list to remove bounces and spam traps, personalizing emails to increase engagement, and planning a well-thought-out warm-up process that could take several weeks. Increasing engagement in the first 30 days is critical to avoiding the spam folder.

Key opinions

  • Consistent Sending: Maintaining consistent sending volumes and frequency helps ISPs recognize and trust the sending patterns.
  • Engagement Focus: Sending valuable and relevant content encourages recipient engagement, signaling a positive sender reputation to ISPs.
  • List Segmentation: Starting with the most engaged contacts builds a positive sender reputation quickly.
  • Warm-up Duration: A well-thought-out warm-up plan should be implemented over several weeks to build a solid reputation.
  • List Hygiene: Validating the email list and removing bounces and spam traps increases deliverability and avoids blacklisting.
  • Personalization: Personalizing initial warm-up emails encourages engagement through relevant content and dynamic addressing.
  • Engagement Period: Increasing engagement in the first 30 days is critical to getting out of the spam folder.

Key considerations

  • Engagement Metrics: Actively monitor open and click rates to gauge recipient engagement and adjust strategy accordingly.
  • List Validation Tools: Utilize email validation tools to identify and remove invalid emails and spam traps from the contact list.
  • Content Relevance: Ensure the content sent is relevant and valuable to the recipients to encourage interaction and avoid being marked as spam.
  • Sending Schedule: Establish a consistent sending schedule to maintain a predictable sending pattern that ISPs can recognize and trust.
  • Personalization Strategy: Develop a personalization strategy using dynamic content and addressing by name to increase engagement and avoid spam filters.
  • Reputation Building: Focus on building positive reputation over the long term, not just on initial campaign success.
Marketer view

Email marketer from Woodpecker recommends that during domain warm up you should send personalized emails to people who you know and who will engage, this helps to build positive engagement with your domain.

November 2024 - Woodpecker
Marketer view

Email marketer from Hunter.io says prior to email warm-up you should ensure that your email list is validated, check for bounces, spam traps or invalid emails and remove these to increase deliverability.

April 2023 - Hunter.io
Marketer view

Email marketer from Mailerlite recommends the importance of personalization during warm-up emails to encourage engagement, use dynamic content, address by name etc.

June 2022 - Mailerlite
Marketer view

Email marketer from Reddit emphasizes the importance of a well thought out warm-up plan that could take several weeks in order to build up a solid reputation.

March 2021 - Reddit
Marketer view

Email marketer from Reply.io shares the need to increase engagement during the first 30 days to get the domain to be highly engaged to get out of the spam folder and that this is one of the key factors to success.

September 2022 - Reply.io
Marketer view

Email marketer from Email Marketing Forum shares the importance of checking email lists for spam traps that have been setup by blacklist companies and email providers. Sending emails to these can lead to domain black listing.

April 2023 - Email Marketing Forum
Marketer view

Email marketer from Mailjet suggests maintaining consistent sending volumes and frequency during the warm-up period. This helps establish a predictable sending pattern that ISPs can recognize and trust.

March 2023 - Mailjet
Marketer view

Email marketer from GMass advises segmenting your list and starting with your most engaged contacts for the initial warm-up sends. This helps build positive sender reputation quickly.

June 2021 - GMass
Marketer view

Email marketer from Reddit recommends focusing on recipient engagement by sending valuable and relevant content. High engagement rates (opens, clicks) signal positive sender reputation to ISPs.

February 2025 - Reddit

What the experts say
8Expert opinions

Warming up a new email sending domain for a small list of cold contacts involves several key steps. It's crucial to start with small batches of emails, gradually increasing the volume daily while batching per recipient domain. Ensure the domain isn't brand new, ideally registered for at least 30-90 days, and has a website, even a simple redirect, to establish legitimacy. Be transparent about how you obtained email addresses in initial messages. Given Gmail's sensitivity, prioritize their best practices. Maintaining a consistent IP address is also vital. In the case of sub-brand emails, the hostnames should link to an appropriate website to reassure postmasters.

Key opinions

  • Gradual Ramp-Up: Start with small batches of emails (e.g., 10) and gradually increase the sending volume daily.
  • Domain Age: Ensure the domain is not newly registered; ideally, it should be at least 30-90 days old.
  • Website Presence: Having a website associated with the domain, even a simple redirect, is crucial for legitimacy.
  • Transparency: Be clear about how email addresses were obtained in initial communications.
  • Gmail Sensitivity: Gmail is highly sensitive, so following their best practices is essential.
  • Consistent IP: Maintaining a consistent IP address during warm-up is important.
  • Sub-brand Hostnames: Sub-brand email hostnames should link to an appropriate website to reassure postmasters.

Key considerations

  • Batch Size: Carefully manage the size of email batches and increase them gradually to avoid triggering spam filters.
  • Domain Verification: Verify domain registration details and ensure they are accurate and up-to-date.
  • Website Content: While the website content can be basic, ensure it provides enough information to verify the legitimacy of the sender.
  • Email Content: Be mindful of the content of initial emails and avoid using spam trigger words or phrases.
  • ISPs: Understand the specific requirements and sensitivities of different ISPs, especially Gmail.
  • IP Reputation: Monitor the IP address reputation and take steps to address any issues promptly.
  • Recipient Engagement: Focus on obtaining engagement from the beginning in order to build reputation.
Expert view

Expert from Email Geeks shares Google's suggestion to start with a batch of 10 emails, wait a few hours, and repeat a few times when warming up a domain.

February 2023 - Email Geeks
Expert view

Expert from Word to the Wise explains that Gmail is among the most sensitive ISPs during domain warm-up, so following best practices for Gmail often translates well to other providers, allowing for a potentially more aggressive approach elsewhere.

August 2023 - Word to the Wise
Expert view

Expert from Email Geeks recommends ensuring the domain is not a brand new registration and advises putting up a website, even if it's just a redirect to the main website, for email warm-up.

December 2021 - Email Geeks
Expert view

Expert from Email Geeks explains that sub-brand hostnames should ideally link to an appropriate website. The content doesn't matter much, as long as it identifies the company for postmasters verifying email legitimacy.

July 2023 - Email Geeks
Expert view

Expert from Email Geeks mentions the domain should not be brand new and should be registered for at least 30 days or 7 depending on who you ask, Ken O'Driscoll suggests 90 days to rule out registration issues

September 2022 - Email Geeks
Expert view

Expert from Spam Resource emphasizes the importance of maintaining a consistent IP address during the domain warm-up process to establish a reliable sending reputation with ISPs.

November 2021 - Spam Resource
Expert view

Expert from Email Geeks suggests being clear about where the address was obtained in the first messages, such as mentioning a conference booth.

August 2024 - Email Geeks
Expert view

Expert from Email Geeks advises doubling the batch size each subsequent day and batching per recipient domain during domain warm-up.

October 2024 - Email Geeks

What the documentation says
5Technical articles

Warming up a new email sending domain involves gradually increasing email volume to build a positive reputation, implementing email authentication (SPF, DKIM, DMARC) for identity verification, monitoring feedback loops to address deliverability issues, tracking domain and IP reputation using tools like Google Postmaster Tools and Sender Score, and immediately stopping sending and contacting the blacklist if blacklisted.

Key findings

  • Gradual Ramp-Up: Gradually increase email volume to build a positive reputation and avoid being flagged as spam.
  • Email Authentication: Implement SPF, DKIM, and DMARC to verify sender identity and improve deliverability.
  • Feedback Loops: Monitor feedback loops (FBLs) to identify and address deliverability issues.
  • Reputation Monitoring: Track domain and IP reputation using tools like Google Postmaster Tools and Sender Score.
  • Blacklist Response: Immediately stop sending and contact the blacklist if blacklisted.

Key considerations

  • Initial Volume: Determine the appropriate initial email volume based on list size and ISP guidelines.
  • Authentication Setup: Properly configure SPF, DKIM, and DMARC records to ensure email authentication.
  • FBL Integration: Integrate with feedback loops to receive and process spam complaints.
  • Monitoring Tools: Regularly monitor domain and IP reputation using appropriate tools.
  • Blacklist Removal: Have a plan in place to address blacklisting issues promptly, including contacting the blacklist.
Technical article

Documentation from Microsoft suggests monitoring feedback loops (FBLs) to identify and address any deliverability issues promptly. FBLs provide insights into spam complaints and other negative signals.

August 2022 - Microsoft
Technical article

Documentation from Google Postmaster Tools recommends gradually increasing the volume of emails sent from a new domain to build a positive reputation with email providers. This gradual ramp-up helps to avoid being flagged as spam.

April 2022 - Google Postmaster Tools
Technical article

Documentation from Sparkpost shares the importance of monitoring your domain and IP reputation throughout the warm-up process. Use tools like Google Postmaster Tools and Sender Score to track your progress and identify any issues.

February 2023 - Sparkpost
Technical article

Documentation from Sendgrid emphasizes setting up proper email authentication (SPF, DKIM, DMARC) before starting the warm-up process. This verifies the sender's identity and improves deliverability.

April 2024 - Sendgrid
Technical article

Documentation from Postmark shares that if you get blacklisted during warm-up you should immediately stop sending and contact the blacklist to get removed.

May 2022 - Postmark