Email marketing can be one of the most cost-effective marketing techniques to help your business find leads if done correctly. Today, for every $1 spent on each email, you get about $42 in Return On Investment. However, with the rising popularity of sending promotional emails in bulk, there comes the risk of burning your domain reputation or being censored.
And so far, if you have been researching this marketing tactic, you may have also seen or heard people claiming 'it's a thing in the past.' However, while there are risks about cold emails, such as your mails ending up in your receiver's spam list, there are ways you can avoid that. Enter domain warm-up.
Domain warm-up is the process that ensures that your emails have a high deliverability rate, meaning your emails are reaching your customers and not their spam folder. Thus, this includes going through each measure that may make or break your domain reputation. So, if you want to learn about all the steps to warm up your domain manually, then keep on reading.
In this article, we will walk you through the following aspects,
- What Do You Mean by Domain Warm Up? And Why is it Necessary?
- Why is Domain Warm Up so Time Consuming?
- Warming Up Domain Before Cold Email Outreach: The Step by Step Process
- How to Know if the Warm-Up Worked? And What to Do Next?
- Final Takeaways
- Warming Up a Domain is the process through which you start sending emails little by little before gradually increasing the number with your new domain.
- This process ensures that your emails reach your target audience and protects your domain from getting burned out by Mailbox Providers or ISPs.
- The process of warming up a domain is lengthy because it takes time to build a domain reputation before you can start sending emails in bulk.
What Do You Mean by Domain Warm Up? And Why is it Necessary?
Email Warm-up refers to gradually sending well-crafted personalized emails to your targeted customers from a domain to build your reputation from the engagement. Email domain helps you maintain the deliverability of your emails by protecting and or improving your domain reputation so that your campaign reaches your target audience successfully. What is domain reputation, you ask? Domain reputation is what Mailbox Providers or ISPs use to identify spam texts.
As the number of B2B businesses using email outreach increased over the years, top email servers such as Gmail, Zoho, Yahoo, AOL felt the need to build spam detectors to identify and filter out the spam texters from the bunch. Remember the seemingly random emails you get now and then, even if you have never consented to it? The idea is to stop these spammers from flooding your inbox with unsolicited texts by keeping a score of how many emails you receive from them and how they perform.
And in 2022, maintaining domain reputation is becoming more challenging than ever, as you run the risk of a failed campaign if your emails do not get enough engagement as well. So even if you have a well-crafted email campaign, chances are your mails may never even reach your target audience. And in a worst-case scenario, your domain may get rendered useless.
While you can recover an email or control your copy and prospect base, a burned-out domain reputation is irrecoverable. But, on the bright side, warming up your domain will help you to not only get your emails delivered to the correct folder but protect your reputation as well. Result? A higher turnover rate and Return On Investment.
Why is Domain Warm Up so Time Consuming?
If you are familiar with email warm-up, you will find it quite similar to that of domain warm-up. However, warming up a domain is a lengthier process due to the restrictions that follow.
For starters, you should always start your email outreach campaign with a new domain. And remember that it should be a domain name that resembles your main account. Why? Because each email has a domain reputation. When you start using your main account for email outreach, the Mailbox Providers or ISPs may think of them as suspicious behaviour. In such a case, you risk losing your main account if they mark your account as spam and burn out your domain name.
Just as it takes decades for someone to build their reputation, domain reputation does not build up overnight as well. You need to use a new domain for at least two years to build up a good domain reputation, and it only increases over time.
And for this very reason why it is never a good idea to use your company's domain as your outreach program. Because even though your company may have a good reputation and email outreach records that shield it from getting burned out, marketers still advise that you follow the former rather than the latter.
Warming Up Domain Before Cold Email Outreach: The Step by Step Process Along with its Prerequisites
Many things may set you off on the wrong foot when it comes to email outreach, for instance, sending bulk emails through a domain that is yet to be warmed up, having a poor addressee list, sounding like a bot, setting up more than one email account before warm-up, and many more.
And although there are indeed no rule books available, the following approach can help you maintain the right frequency to warm up your domain. While in some cases, it may take up to 30 days to build a reputation, others may take up to 3 months or more than that, based on the number of emails sent per day, the volume of your bulk emails, and the quality of your addressee list.
Step 1. Setting Up an Email Account at a Time
Start by setting up one email at a time that you will be using for your email outreach. And note that to maintain consistency when it comes to your new domain name with the primary account. Because when you select a domain name that is different from your website, it may confuse your targeted consumer.
Now, learn the number of emails you are allowed per day according to your email provider. That way, you will know the number of mails you are authorized to send from each email address, which may be anything between 500 to 1000; for instance, for any G-Suite users, you are only allowed 500 emails per day unless you upgrade to premium. And always remember that it is always wise to start slow and wait at least 1 or 2 months before you set up another email.
Step 2. Customizing Your Email Outreach
The next step is to personalize your email to authenticate your account. So, this is where you set up a Mail Exchange record or MX for your new domain to collect replies. Now, how do you configure your emails so that it reaches each customer?
First, you need to set up the Front Line and the Email Signatures. Then you ought to create a Sender Policy Framework or SPF for Return Path Domain or RPD, which will help you authenticate your email address. Then, moving on, set up a DomainKeys Identified Mail or DKIM, which will work as an additional safety net to protect your emails from getting restricted and authenticate the messages you are sending in your email outreach. That said, some providers deliver pre-adjusted domains, in which case you will be able to skip this process.
The idea is not to sound like a bot, so when the Mailbox Providers or ISPs evaluate your emails, they do not list you as spam. However, it is pretty easy to lose the human touch when sending bulk emails at once. That is why you should continually formulate the mail like you would for your friend or colleague.
To not land on the red zone, you need to modify each email according to the recipient. Additionally, remember to not send all your emails at once and schedule them throughout the day using any email outreach tool.
Step 3. Sending a Few Emails Manually
Before initiating your outreach campaign, remember to wait for at least a week or two so that your domain is completely ready with the configurations. By the second week, when your domain is ready, you can now move on to warm it up manually.
Start by sending a handful of emails per day and gradually intensify the ratio. In such a case, you may want to start by sending 20 to 30 emails per day to your friends or colleagues first as a trial run and ask them to reply in return. This way, you are already off to a good start since your friends will not mark your texts as spam, and your domain will earn points by gaining email deliverability. And even better if they send you feedback to work on rectifying the mistakes.
While this process may be time-consuming, it poses few risks. And once your domain gets settled, you can start sending emails in bulk.
Step 4. Setting Up an Automated Test Campaign with Outreachbin
In this step, you need to first check your domain reputation with the help of tools such as Google Postmaster Tools to understand how your domain is precisely performing. Next, you can set up your outreach campaign using automation tools. And in this case, you can go for OutReachBin.
How to create a test campaign with OutReachBin? Once you sign up to OutReachBin, create a CSV, and warm up your email, you can move on to start the campaign. First, enable two ways of authentication factor for Google. Then click on Create Campaign on OutReachBin, name the campaign and select CSV to upload the file that you had created earlier.
Next, select the custom variables. Now, here you will have the option to verify your emails which will ensure that the emails you will be sending will not bounce back. Moving on, set up your customized emails and add follow-ups. Last but not least, adjust the schedule, including dates, frequency, and much more.
Finally, select the email, and the tool will automate the entire process. So this way, you can evaluate the performance of your campaign before you send out emails in bulk, which will save you from possible mistakes.
How to Know if the Warm-Up Worked? And What to Do Next?
Once your test run is successful, you can start with your campaign. Begin with sending emails in small amounts. Understand this, the more you are patient with the campaign, the more you will increase email deliverability and clicks.
Now, it all comes down to tracking your performance and readjusting and modifying your campaign to avoid minor setbacks. In this case, you can use the tracking tool by OutReachBin to monitor the activities of your email, for instance, the bounce rate, the clicks, and the reach.
And finally, always reply and follow up with your emails. With an email outreach campaign, almost 55% of the replies come from follow-ups since there is a high possibility of emails getting mixed up in the bunch during the first time. However, ensure that you are not sending duplicate emails to the same recipient each time. Remember to personalize your emails each time and schedule them at a healthy interval.
Domain Warm-Up may ask for a lot of patience, but the results are always worth the wait. So do not rush in and risk getting your domain fried up. And while you may accomplish this entire process manually, there is always a helping hand.
With OutReachBin, you get to automate your entire outreach campaign, including warming up your domain, tracking email performance, and much more. So sign-up today and get ahead with your email marketing.