How to warm up and why

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I’m sure you heard this before: ‘Warm up before sending cold emails’.
Well, warming up an email address / domain / ip is not as simple as warming the disel engine – by turning a key. However it is not rocket science, but let’s see why you need to warm up before sending emails.

Today’s sophisticated spam filters will not only check if you are a good sender in general (with a good sender score on your sending IP), but also evaluate the previous messaging relationship between sender and recipient. Spam filters score your interaction, check your links and make a decision weather your message is wanted or not.

If you send a bunch of cold business emails, you can have zero inboxing with a top score Amazon SES IP address.

If you are a spammer, and just want to send to a purchased list, then warming up will be a tidious process. But if you are a legit sender, who just want to reach out to more businesses, who might be really interested in your services, than it’s not that hard.

Proper warm up should follow on these simple guidelines:

  1. Wake interest
    Send something relevant / interesting non-offer content. This can be a study, article, short introduction. A content with the possible least spam words.
  2. Engagement
    Build engagement with your audience – try to get them answer you anything. A reply is a guarantee to inboxing.
  3. Send the Offer
    This is when you can close in. The recipient should be expecting emails from you.

One more thing. You need to warm slow and keep the engagement levels up in order to inbox.

Start slow – with just 100-200 emails at the time, build interest, see what works, what doesn’t. When you manage to get some engagement, you can raise the number of cold emails you are sending. Once you have around 500-800 emails inboxing, you can send the offers to the first 100 and raise this number slowly.

Keeping your ip/email/domain warm is a continous job, you can never switch to cold offers only mode.