A new domain or subdomain has no reputation yet with Gmail, Outlook and other mailbox providers. If you send large volumes right away, your emails risk landing in spam or being blocked. Warming up the domain means increasing your sends gradually, over six to seven weeks.
After creating a sending subdomain, even if your main domain is already in use.
After buying a domain name with Sarbacane.
When you resume sending after a long period without campaigns.
Important: after buying a domain, you can only send tests for 48 hours. Then wait about a week before starting the warm-up.
Start by sending to your most engaged contacts, those who open and click regularly.
Increase your volumes every week, using the schedule below.
After each send, check the open, click and complaint rates in the campaign statistics.
If these rates get worse, keep your volumes stable or reduce them for a few days before increasing again.
Week | Emails per day |
|---|---|
1 | 500 |
2 | 1,000 |
3 | 2,000 |
4 | 5,000 |
5 | 10,000 |
6 | 20,000 |
7 | 30,000 |
After six to seven weeks, your domain has an established reputation. You can send to your whole contact base, while continuing to increase gradually based on your results.
Reduce your volumes and send only to your most engaged contacts for a few days. Also check the points in the article Why do my emails end up in spam?.
