Email warm-up process

Email warm-up helps build your sender reputation with internet service providers (ISPs) by gradually increasing your email volume. A steady sending pattern and slow ramp-up improve deliverability and help your emails reach the inbox.

Sending too many emails at once, especially from a new domain or IP, can trigger spam filters. To avoid this, follow a structured plan with consistent volume increases.

When to use warm-up

Use warm-up when:

• You start sending emails from a new IP address or domain.
• You increase your regular sending volume by more than 25-30%.

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Note

You don’t need to warm up if you're just adding an extra IP to an existing IP pool (for example, adding a fourth IP to three active ones).

How warm-up works

Sending too many emails from a new domain/IP or to too many new contacts at once can trigger ISPs to block your domain. Warm-up gradually increases your sending volume to build trust with ISPs over time. This process follows sender guidelines from major mailbox providers like Gmail, Yahoo, and Microsoft.

Implementation checklist

The full implementation process includes technical setup, validation, and coordination between your team and Bloomreach. While the detailed checklist is shared directly during onboarding, here’s an overview of what it covers:

• Completing the discovery and subdomain setup.
• Choosing shared or dedicated IPs.
• Setting up DNS, DKIM, MX, and DMARC records.
• Finalizing email integration and warm-up plans.
• Importing customer data and engagement history.
• Testing, monitoring, and adjusting the plan as needed.

If you're a Bloomreach client, your consultant will guide you through each step.

Set up your warm-up plan

Bloomreach consultants help you create a custom warm-up plan based on your sending profile. The exact plan is broken down by mailbox providers that most of your customers use. A typical pattern looks like this:

• Day 1: 1,300 emails
• Day 2: 1,300 emails
• Day 3: 2,600 emails
• Day 4: 5,500 emails
• Day 5: 11,000 emails

Your actual numbers may vary based on list size and engagement.

Choose audience segments

Start by sending emails to new and active users. Then, expand to passive and lapsed users.

For more details on these segments and recommendations, see the Health of your email list article.

Run the warm-up

1. Import past engagement data into Bloomreach Engagement.
2. Create a campaign calendar with send dates and audiences.
3. Design the first 3-4 warm-up emails.
4. Review and approve the warm-up plan with your consultant.

Monitor and adjust performance

Track performance throughout the warm-up:

• Open and click rates
• Bounce and complaints rates
• Inbox placement and delivery times

Contact CSM or a Deliverability consultant if you need help adjusting the plan.