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The first important key is to improve the brand name of your domain. If you have a big brand, this will give your reach instant credibility. But in most cases, the age of the domain is important. And new brands have nothing to do with it. So when you create a new domain, spam filters tend to see it as suspicious. So, once you register a domain to send emails, you'll have to wait. At least for three months.
During those three months, you do everything you can to warm up your new domain.
This is a very important question. Is it a good idea to use your company's domain to send cold messages? The answer is simple. The brand value of your company's domain is always a plus. But finding new customers is a risky business. So when you use your company's domain, you may also be putting your brand at risk.
That's why your cold outreach needs to be modified according to the entire workflow. Let's say it starts with a new warm-up domain.
Email newsletters are emails that a company sends in bulk to users.
Users receive the mailing list voluntarily and give their consent to it in paper forms or subscription forms on the website.
Spam is a mailing without the user's permission.
Spam and an email that ends up in the spam folder are not the same thing. A legitimate newsletter can end up in the trash because of complaints from subscribers. For example, if they didn't find the "unsubscribe" button in the email.
Cold and hot addresses
The period over which you collected addresses is important. If the database has been built up over the years, prepare for the fact that some of the addresses are no longer valid. People have forgotten their password, changed their mail address, or had their box hacked.
Sending an email to an abandoned box and getting a cold silence is not the worst consequence of an outdated base. Addresses are taken over by email services and become spam traps.
A conscientious sender is considered to keep the database clean: it collects addresses with users' permission and promptly deletes non-existent contacts. Spammers do things differently: their goal is to send as many emails as possible without wasting time and effort on user permissions. They send to the whole database, which is why a spam trap is a sure way to identify the offender.
The more spam traps in your database, the stricter the ISPs will monitor your domain. The end result is blocking.
Validation is a way to verify the authenticity of an address. Validation doesn't find spam traps or identify abandoned mailboxes. Validation is needed to cut off misspelled addresses.
Domain warming is another process which shows the ISPs that you are a bona fide sender. It is an algorithm for sending emails that needs to be executed when you start mailing from a new domain. If you violate the algorithm, email services will blacklist the domain.
The algorithm looks like this:
Divide the database of email addresses into groups. Addresses with yandex.ru domains should be included in one group, with gmail.com in another, with mail.ru in the third. There can be separate groups with rambler.ru, yahoo.com or corporate domains. The principle is the same: each group should have addresses with the same domain.
Write the first letter. Send it to a minimum number of users. Each group has its own number of addresses to which you can send the first newsletter. Mail.ru - 25 addresses, gmail.com - 50, yandex.ru - 100.
The next day send the same letter to other users, but not all. Increase the number of addresses by 30%.
Send the letter to the remaining addresses every day, increasing their number by 30%. Do this until you have sent one email to the entire base.
Compose a second email. Send it to the same number of users that you sent it to last time, and also increase the number of addresses by 30%.
Repeat this algorithm until you can send the letter to the whole database at once. Then the domain will warm up.
Keep track of how messages arrive in special services - postmasters. They display statistics about the number of the delivered and opened emails, as well as the messages about which users complained.
Why do you need to warm up a domain?
Mail service providers block new IP from which a big stream of mails starts to arrive - that is a signal for them that a mail is spamming from such IP. The logic behind that is the following: e.g. 20 000 emails per day cannot be sent from a new IP. The simple reason is that recruiting subscribers is a gradual process and it takes time to build up such a base.
Plus this is what spammers usually do - they take a new server, send millions of emails from it, "kill" the server and IP in a month, then take the next server - and so on. Therefore your Domain first needs to earn a good reputation.
Because of this, it is better to limit the speed of mailing at the initial stage to not more than 300 letters per hour (you can do it even less). We understand that this is not much, but it is better to work slowly and gradually increase the number of letters by increasing the reputation of your Domain. If you are just beginning to build up your subscriber base, this rate will be quite enough for you at the initial stage.
But if you want to quickly enough to go on a good turnover, the gradual increase in the base of subscribers, you can force the warming of the domain.
Warming up the domain is artificially increase the reputation of your domain, by sending messages to their mailboxes and their further opening and clicking on links.
This method guarantees you 100% loyalty from fake mailboxes. But Spam Filters will see this picture somewhat differently. A large number of users receive emails from your domain, they open them, click on the links, get them out of spam inbox, it means they trust you and your reputation is starting to improve. Spam filters begin to forgive you small mistakes and contribute to the inbox of your emails themselves.
