[FAQ]

Hey everyone,

I’m in the process of setting up a new domain that I’ll be using for our email marketing campaigns. I’ve been told by a few people that I need to “warm up” the domain before I start sending out large broadcasts, otherwise all my emails will just end up in the spam folder.

I’m a bit confused about what this process actually involves in 2025. Could someone provide a clear explanation of what domain warming is, and maybe a simple, step-by-step guide on how to do it correctly? I’m wondering about things like how many emails to send, how often, and for how long.

Any advice on this would be a huge help. Thanks!

[Jeff Bullas]

Email domain warming is the essential process of gradually increasing the volume of emails you send from a new domain or IP address. The purpose is to build a positive sender reputation with Internet Service providers (ISPs) and inbox providers like Gmail and Outlook. It is a critical step to ensure your emails are delivered to the inbox, not the spam folder.

When a domain is new, inbox providers have no sending history for it. A sudden, large volume of emails from an unknown domain is a classic characteristic of spamming behaviour. The warming process is how you demonstrate to these providers over time that you are a legitimate, responsible sender and that people want to receive your emails.

Here is the correct process for warming up a domain. First, you must ensure your technical email authentication is set up correctly. This means having your SPF, DKIM, and DMARC records properly configured for your sending domain. These are technical standards that prove your emails are authentic and not forged.

Second, you need to start by sending only to your most engaged subscribers. Do not begin by sending to your entire list. Create a segment of people who you know have recently opened or clicked your emails. If the domain is entirely new, you might start with a list of colleagues or contacts who have agreed to participate. High initial engagement is crucial for building a good reputation.

Third, you must start with a very low sending volume and increase it gradually and consistently. A common warm-up schedule involves starting with just 50 to 100 emails on the first day, and then methodically increasing or doubling that volume every subsequent day. For example, you might send 100 emails on day one, 200 on day two, 400 on day three, and so on. There are various recommended schedules available online, and some services can help automate this process.

Fourth, the content of your warm-up emails should be designed for high engagement. Ask questions to encourage replies, provide genuinely valuable content, and include clear calls to action to get clicks. The goal is to generate as many positive engagement signals as possible.

Fifth, you need to monitor your performance very closely throughout this period. Keep a careful eye on your open rates, click rates, bounce rates, and any spam complaints. If you notice any negative signs, such as a spike in bounces or complaints, you should immediately pause or slow down your volume increase until you have identified and resolved the issue.

The entire process can take anywhere from a few weeks to over a month, depending on your target daily sending volume. Patience is essential. Skipping this process when using a new sending domain is one of the most common reasons businesses run into serious email deliverability problems.

Cheers,

Jeff

[Author]

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