Email warming refers to the process of gradually increasing the volume of emails sent to a particular email address or domain in order to improve overall email deliverability.
This is done because sending numerous emails at once to or from a new email address or domain can trigger spam filters and cause the emails to be blocked or sent to the recipient's spam folder.
The process of email warming permits the email service provider (ESP) and the recipient's email server to become familiar with the sender's IP address and domain, reducing the likelihood of the emails being flagged as spam and increasing inbox deliverability.
When a company begins its email marketing campaign for the first time, it is customary to use a new email account, to send a well written email to potential clients asking for permission to follow up.
Criminal spammers, of course, just collect private email addresses and send bulk unverified “deals” for people to click on. As we know, these links may or may not open the door to fraud, viruses, and more.
Google (Gmail) has recently implemented stricter measures to combat email warming by removing the API capability that email warming services use to generate the automated messages. Most email warming services are sending out notifications they will no longer offer the service.
Here are a few things marketers can do to adapt to the changes:
Warm up your IP addresses manually by sending out a small amount of personalized email from your newer email account and of course sending those emails either to public email addresses or familiar private ones. Then fan out as you get more contacts.
Monitor your email sending practices: Keep track of your email sending practices, such as bounce rates, complaint rates, and spam trap hits. If any of these metrics start to increase, it could be an indication that your emails are being flagged as spam, and you will need to adjust your practices accordingly.
Improve your email content: Make sure your email content is relevant and valuable to your recipients. This will increase the chances of your emails being opened, clicked, and engaged with.
Get permission to email: Make sure you have permission from your recipients to send them emails. This will ensure that your emails are not marked as spam.
Make use of authentication protocols: Implementing protocols like SPF, DKIM, DMARC will help to authenticate your emails and decrease the chances of your emails being marked as spam.
If you are prospecting a company that you simply cannot reach out to by email, marketers have the option of calling this contact and asking for verbal permission to email.
Email Etiquette to live by:
- Double opt-in: Use a double opt-in process when collecting email addresses.
- Clear opt-in: Make sure that the opt-in process is clear and conspicuous.
- Unsubscribe Link: Include an unsubscribe link in every email.
- Monitor the list: Monitor the list for bounces and unsubscribes, and remove invalid or hard bounced email addresses promptly.
Bulk Email Collecting Vs Targeted Email Collecting
Email farming is a practice where large numbers of email addresses are collected and then used to get a business message out to a broad rather than targeted audience.
Email Farming is still a growing marketing initiative for small to mid-sized businesses but has long been the practice of large retailers.
Most websites now require that a visitor sign up with their email address before gaining access to the website itself.
Ethical ways to collect a lot of personal email addresses would be:
- Capture landing page
- Providing a free product or service through your website that in turn requires a sign-up.
- Social Media
- Content marketing
- Search engine optimization (SEO)
Please note that public email addresses in public directories are legally accessible and usually also include a phone number or address that you can contact.
In conclusion, e-mail farming is legal, ethical, and noticeably powerful for advertising purposes. What distinguishes efficacy is the exceptional factor of an offer, and the legitimacy of the enterprise.
Tip for new business people: Resist the tendency to give your message urgency just because you're trying to make a profit. Rather, be transparent with your business and keep working on your offer.
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