HubSpot – 7 Expert Email Marketing Tips You’re Probably Missing Out On
You’ve conquered the click-through. You’re sultan of the subject line. And you know how to deliver great content. But there may be a few tips you haven’t mastered yet. Here are a few more advanced tips for marketers looking to kick their email expertise up a notch.
How to Warm Up an IP Address
When you move to a new IP address for sending your emails, it’s very important not to send emails to your whole list all at once. Instead, you should “warm up” your IP by slowly building up your send totals over time.
Here’s why: spammers are known for moving quickly through IP addresses because they think it will give them the best shot at avoiding filters and other blockers. They will typically use one IP address, send out thousands of unwanted emails, and then move on before their IP address can get blacklisted. It’s destructive (and we always imagine they do so with an evil laugh). Because of this practice, a number of companies have automatic blockers set up to limit or reject large-scale email sends coming from brand new IP addresses.
Steps for Warming Up a New IP:
- First, determine whether warming up your IP is necessary. If you have been sending emails from your IP address for a while, it’s already stretched out and ready to go. Here’s a great article on the difference between dedicated and shared IP addresses that explains this further.
- Next, make sure your email list is healthy. This means no purchased lists or emails from people who haven’t opted in allowed!
- Divide your list into smaller groups. For example, if you have a list of 10,000 names, break it down into several segmented sends.
- Email your most active subscribers first. This group is less likely to have bounces and more likely to open your emails, both of which are important for warming up your IP.
- While some companies have done it in less time, we suggest warming up your IP slowly by sending smaller sends over the course of 2 to 3 months to be safe. If you’re sending quality content to a healthy list, it only helps your email deliverability — and your Sender Score!
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