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General Deliverability Questions

What are the advantages and disadvantages of using a dedicated IP?


AdvantagesDisadvantages
  • Your reputation is solely in your control.
  • No other sender can impact your reputation
  • Not targeting your sending to contacts that are engaged can result in a poor sending reputation and deliverability issues. 
  • A more structured and carefully followed warm-up plan is required as you have no existing reputation.

How many IPs will I get to use for sending with Ometria?

You will be assigned to an IP pool which consists of two different IP addresses.


Why should I allow 24 hours to analyse my campaigns performance?

It typically takes up to 24 hours for the results in Campaign performance to stabilise. This is because emails can be delayed and are retried for up to 24 hours. 

Additionally, allowing 24 hours to determine performance gives recipients time to interact with the campaign and therefore provides a much more accurate reflection of engagement. 


What’s the difference between an ISP and MBP?

An Internet Service Provider (ISP) is an email receiver that provides a mailbox as a value add-on for having purchased telecom/television services like broadband or satellite TV. 

E.g. @btinternet.com and @virginmedia.com.

A Mailbox Provider (MBP) is a company who provides mailboxes for free and their income is generated from advertising revenue. 

E.g. @google.com, @hotmail. and @yahoo.


What is best practice for segmenting contacts?

We recommend that you only send to contacts that have been engaged in the past six months. 

ISPs and MBPs generally identify an engaged contact as any email address that has shown positive engagement in the last six months. 

Engagement is a serious factor in your reputation and affects whether or not your emails arrive in the recipient’s mailbox or spam folder. 


I want to continue contacting customers who have engaged up to a year ago, how can I do this?

We recommend segmenting your contacts who have engaged between 6-12 months ago and creating campaigns that focus on re-engaging them. 

See: Deliverability basics: Re-engaging subscribers


What should I do if my campaign is not performing well?

We advise that you raise a support ticket by emailing support@ometria.com with all the details, such as the campaign ID and the specific issue you are experiencing. 

A deliverability consultant will investigate and identify the factors that may be contributing to your campaigns performance  and come up with a recommended solution. 


Why are my emails going into the Promotions tab in Gmail?

See Gmail tabs for more information.


IP Warming 

What is IP warming, and why is it important?

IP warming is the process of gradually increasing the email volume of the sender by sending to positively engaged recipients in order to build a good reputation. 

This ensures the sender has the best possible delivery and deliverability rates.


Do I have to stick rigidly to the IP warming plan, even if it is going well?

Your IP warming plan (provided during onboarding) is designed to offer the best approach to improving reputation based on various factors. 

Should you have any questions regarding your IP warming plan, contact your deliverability consultant before making any changes. 


In the ‘Total no. of contacts’ column in my IP warming plan some rows say ‘skip’, what does this mean?

This means we will not be sending to this segment. This is to speed up the warm up.