If you’ve got a significant size subscriber base and have had to migrate to a new email service provider (ESP), you have probably been through the pain of ramping up your new reputation. Or worse… you didn’t prepare for it and instantly found yourself in trouble with one of a few problems:
- Your new Email Service Provider received a complaint and instantly blocked you from sending additional email until you resolved the issue.
- An Internet Service Provider or reputation-monitoring service doesn’t recognize your IP address and blocks your bulk campaign.
- An Internet Service Provider doesn’t have a reputation for your new IP address and routes all of your email to the junk folder.
Starting on the right foot with an IP Warming strategy is critical when migrating to a new email service provider. Most Email Service Providers don’t make too big a deal about it… they just remind you to warm up your new IP address. For superior results, though, it’s not a simple task:
- You don’t want to take any risks in your first sends, so segmenting your subscriber base to your most engaged subscribers is critical. If someone never opened nor clicked on an email in months… you probably don’t want to have them on your IP Warming campaigns.
- Almost every subscriber database has bad email addresses and spam trap email addresses that they’ve never removed nor cleaned up. Before ever sending an IP Warming campaign, you want to purge these email addresses from your database.
- Every ISP has an optimized volume of email addresses to start with to build the reputation over time with them. For instance, Google wants you to send a small amount at first, then grow the amount over time. As a result, you need to carefully segment and plan out your campaigns.
After designing and developing successful IP Warming strategies for hundreds of clients, my partners and I at Highbridge decided to develop our own service over the last year to simplify the process. Features of IP Warm include:
- Cleansing – Pre-cleansing of subscriber data to minimize bounces, temporary email addresses, and spam traps. We suppress these records in the developed campaigns and return the data to you to update your source records.
- Prioritization – We prioritize subscribers based on their engagement with the company to ensure the most active subscribers are sent the IP Warming campaigns first.
- Domain Intelligence – Most IP Warming recommendations simply tell you to parse your email by ISP; however, that’s not as simple as viewing the domain of the email address. We actually resolve the domain and have intelligence on what service they’re using to optimize the campaigns. This is critical with B2B companies who are primarily sending to business domains and not typical consumer emails.
- Schedule – We return the campaign lists and the recommended sending schedule to you so that you can easily import the lists and schedule the sends. All you have to do is design the campaign and schedule the sends!
Are You Migrating To A Shared IP Address with Your New ESP?
Even if you’re a smaller email marketer that’s moving to a shared IP address with a new Email Service Provider, the cleansing and campaign preparation we do for you will keep you out of trouble.
IP Warm Roadmap
We’re working to enhance the platform even further with data connectors and even scheduled sends via API so that companies will even do less. At this point, it’s mostly a back-end service – but we are working steadily on the front-end and these enhancements.
If you’re preparing for migrating to a new Email Service Provider, now is a great time to use the platform as we’re being extra supportive and very hands-on with our customers!
Disclosure: I’m a partner in IP Warm.