At Cannabiz Media, we recommend setting up a brand new domain dedicated specifically to email campaigns or bulk email sending. Consider it a division of power to help ensure your primary operational domain (I.e. @company.com) doesn't get polluted if you happen to send out too many emails that are marked as spam, as well as help make sure your emails are landing in your recipients inboxes. However, if you create a brand new domain (I.e. @companymarketing.com) and start sending immediately without any sort of warmup process, your emails may end up in spam, or get flat out rejected by your recipients. It will take about 90 days for the new domain to be considered “mature” and therefore achieve its full potential.
This is also true when you start sending from a new platform, such as Cannabiz Media. When email providers see your content coming from a new location, they aren't sure yet if it should be trusted. While setting up DKIM and SPF is a great start, that's only one step to keeping out of the spam box.
Consider warming up your domain on a schedule like this:
Example Warmup Cadence:
Note: This warmup cadence is based off a strategy of selecting Tuesdays and Thursdays as your regular email distribution days.
- Phase 1. It's the first Tuesday in the new cadence you're looking to establish. In this phase we send only to our internal emails. We make sure all of our staff opens and clicks on those emails, and if any end up in spam, we make sure to mark them as "not spam". We can send to both our personal and corporate email addresses, and send to as many as we have available to us (consider using Bulk Contact Importing and create a list of "Internal" email addresses).
- Phase 2. By Thursday, we are ready to send out our first "real" campaign to about 100-150 contacts.
- Phase 3. On Tuesday of the following week, we first check our phase 2 campaign and make sure it got at least a 20% open rate. If it did, we move to the next phase and send about 200-400 emails.
If phase 3 does not achieve a 20% open rate, repeat until it does. If your phase 3 email does achieve a 20% open rate, consider your warmup complete (for now)! We say "for now" because warmups are not necessarily one-and-done. If you take a break from emailing at any point, you should revisit another mini-warmup with just phases 2 and 3 prior to diving back in.
Key Take Away:
It's important that email sending providers identify a pattern for your email sending. Providers like consistency, so if you send only a few hundred emails, once a week, then suddenly send out 10,000 emails a day for a week, they're going to suspect something is wrong. In short, avoid saving all of your quota for use all at once at the end of the month. Try to build up slowly to your expected volume of traffic and stick to it. This refers to both the number of distributions you do throughout the month, as well as the days of the week you distribute on. If you select Tuesdays and Thursdays as your distribution days, stick with those days throughout the warmup and continue it throughout your ongoing email marketing efforts. It's OK to deviate slightly, but again, if you spend more than a month without sending emails, you'll need to re-establish your reputation by reverting back to phases 2 and 3 before returning to your full volume of emails.
When your new domain is ready, be sure to follow the setup process to register the domain with the Cannabiz Media email platform. This step is required in order to be able to send from it. For assistance with setting this up, you can reach out to us via the on-screen help icon or email us at firstname.lastname@example.org.