• by Ray Schultz , Columnist, 9 hours ago

A recent study found that 43% of global businesses fail to reach the inbox at least part of the time. The problem may be that they are sending too many emails too fast.  

There is one way around this, according to Daniel Schneider, co-founder and CEO of Warmy.io, an email deliverability startup: Brands need to conduct a domain warmup. 

Schneider reports in a post that when “a new domain, or one that has been dormant, begins sending emails in high volumes, providers like Gmail or Outlook view it with suspicion. “Their algorithms inspect every email, scanning for suspicious behavioral patterns,” he writes. 

This is a particular problem for small businesses. 

However, the issue can be prevented with gradual and correct warmup, Schneider continues. 

“As the first emails are received and opened, the likelihood that subsequent campaigns will land in the primary inbox increases. Avoiding a sharp spike in activity also protects against the danger of being added to international blacklists—a situation that can require a long and complex recovery process.”

Your email can also end up in Gmail’s “Promotions” tab. 

This can be avoided with gradual and correct warm-up.

“As the first emails are received and opened, the likelihood that subsequent campaigns will land in the primary inbox increases. Avoiding a sharp spike in activity also protects against the danger of being added to international blacklists—a situation that can require a long and complex recovery process.

What does this entail? Gradual and correct warm-up.

“As the first emails are received and opened, the likelihood that subsequent campaigns will land in the primary inbox increases,” Schneider explains. 

The warm-up process signals to email providers that this is a reliable business communicating with real recipients, not a spammer.

How does this work?

Schneider reports that when “a new domain, or one that has been dormant, begins sending emails in high volumes, providers like Gmail or Outlook view it with suspicion. “Their algorithms inspect every email, scanning for suspicious behavioral patterns.”

Gradual and correct warm-up prevents this issue. As the first emails are received and opened, the likelihood that subsequent campaigns will land in the primary inbox increases. Avoiding a sharp spike in activity also protects against the danger of being added to international blacklists—a situation that can require a long and complex recovery process.

This entails gradual and correct warm-up.

“As the first emails are received and opened, the likelihood that subsequent campaigns will land in the primary inbox increases,” Schneider explains

Start with a small volume—as few as five to ten emails a day to responsive addresses. From there, you can increase the number, adding more addresses to the list every few days. 

But make sure you integrate these warm-up emails with real campaigns. 

Finally, monitor the metrics. “A drop in open rates or a high number of bounces are signs to stop and slow down,” Schneider warns.