Email providers are cautious about new senders. If a brand-new domain suddenly sends thousands of emails, they may go to spam. Warming up builds a sending reputation gradually.
Before you start
- Set up SPF, DKIM and DMARC; create records with our SPF and DMARC generator.
- Clean your list with our email list cleaner.
- Prepare engaging content.
A gradual schedule
Start by sending to your most engaged contacts, then increase volume over a few weeks. For example: a few hundred per day in week one, then gradually more as engagement stays healthy. Your email platform may provide specific guidance.
Watch the signals
- Bounce rate.
- Spam complaints.
- Opens and clicks.
- Inbox placement tests if available.
Shared vs dedicated sending
Most small businesses send through an email platform’s shared infrastructure, which handles much of the warm-up. Your own domain’s reputation still matters, so authentication and good practices are essential.
Do not send cold bulk email
A new domain blasting cold lists is the fastest way to ruin its reputation.
Read why emails go to spam.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
