You’ll need to ‘warm-up’ your broadcast sending volumes as part of the Ometria onboarding process.
What is a warm-up?
Warming-up is the process of gradually increasing the number of emails you send from your IP address/sending domain, starting with your most engaged subscribers.
This helps to build your reputation with mailbox providers like Gmail and Microsoft.
Once you’ve warmed-up, you can start sending your typical volume at the frequency you are used to.
There are three phases to the warm-up process:
Phase 1: Complete the Deliverability Introduction questionnaire
Your Technical Product Manager or Customer Success Manager (CSM) will send you the Deliverability Introduction questionnaire. This provides the Deliverability team the information they need to create your warm-up plan.
It’s important to fill out as much information in the Deliverability Introduction as you can. Incomplete information can lead to delays in creating the warm-up plan and delay you starting your warm-up.
Once you’ve returned the completed questionnaire, you are assigned a Deliverability Consultant who will work with you throughout the warm-up.
Phase 2: Plan your segments
Your warm-up plan details your maximum total daily sending volume for broadcast sends during the warm-up.
You should create segments based on contact engagement (opens and clicks), and the idea is to send to your most recently engaged contacts at the start of the warm-up, then introducing less engaged contacts as the warm-up progresses,
The segments you create should be cumulative.
This means that if your day one volume is 2500, and your day two volume is 5000, then the day two volume should be made up of the day one volume +2500 additional contacts, etc.:
What if I have fewer contacts in my segment than expected?
Don’t force through volume just to hit the volume threshold for that day.
E.g., if your warm-up plan states 20,000, but your segmentation for that day only returns 17,000 contacts, don’t try to make up the numbers by adding in another 3000 contacts.
It’s better fall under the planned segment volume than to include less engaged contacts too early in the warm-up.
How frequently should I be sending to my warm-up segments?
Unless you are a daily sender, send dates do not need to be consecutive, e.g. day one might be Thursday and day two might be Sunday.
Phase 3: Execute the warm-up
Once you’re ready to start sending broadcast campaigns, schedule your sends according to the warm-up plan.
Your Deliverability Consultant monitors your warm-up.
Once your first broadcast campaign is sending, your Deliverability Consultant will share the warm-up tracking document with you.
If any issues come up, your Deliverability Consultant will provide recommendations and work with you to adjust the warm-up plan accordingly.