Building reputation gradually.
THE PROBLEM
A domain with no sending history that suddenly sends to five thousand addresses looks like a compromised account.
Receiving providers respond accordingly.
WHAT WARMING UP MEANS
Starting with small volumes to your most engaged subscribers, and increasing gradually over weeks.
Positive engagement early establishes reputation.
A PRACTICAL APPROACH
First send: your most engaged subscribers, a small number
Increase over several sends Reach full volume after a few weeks
FOR A SMALL BUSINESS
If your list is a few hundred, this matters less. The volumes are not large enough to alarm anyone.
Send to your whole list and watch the results.
WHEN IT MATTERS
Moving a large established list to a new platform or domain Starting to send at volume for the first time
WHAT HELPS
Sending to people who will open, first Content that generates replies Removing inactive addresses before starting
WHAT HARMS
A first send to a purchased or very old list. That is the fastest way to establish a poor reputation.
