Implementing a warm-up strategy for Sitecore Send

Abstract

Information on the relevant elements in a warm-up strategy for your email marketing campaign in Sitecore Send.

IP (Internet Protocol) warm-up is the process of methodically adding email volume to a new IP address gradually over several days and weeks in order to establish a positive sending reputation for a new IP address or an IP that has not been used for a long time. When you migrate to Sitecore Send from another system, or when you use a dedicated IP pool, you must follow an IP warm-up plan in order to protect the reputation of the domain name.

Warming a new IP address instead of starting out sending at full volume lets you build up a good sender reputation. Email/Internet Services Providers (ESPs/ISPs) view emails from your domain, and from a new IP address as suspicious until they can determine a positive sending reputation. It takes several weeks to achieve maximum deliverability (depending on targeted volume and engagement). Warming may take longer if your email campaigns are not perceived as “opted-in”.

For high volume senders, a dedicated IP address will allow you to have full control of emails sent from your own IP, and optimize your IP reputation to help ensure your emails land in the inbox.

If you use a brand new domain name for your email marketing campaigns, you must make sure that:

  • Your recipients recognize you.

  • All recipients on the list have provided their consent to receive messages from your domain names.

  • Email authentication is set up: The Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) help protect email senders and recipients from spam, spoofing, and phishing. Sitecore Send lets you set SPF and DKIM on your sender accounts, but in order to do that, you must share a public key in your domain’s DNS records.

  • Split the traffic for each mail client: Because ISPs will not accept to receive many emails from a brand new domain name or IP from day one, you must implement a gradual warm-up to help your reputation to grow steadily as you increase volume. In order to decide whether to increase your sending volume or not, keep an eye on:

    • rejected messages

    • delays

    • bounced reasons

A good warm-up plan helps you ensure that both your domain name and the IP will build a healthy relationship with the email providers, build trust among your subscribers, and increases your chances of landing in their inbox. At first, you can send only a small amount of emails, but you can increase volume gradually if you detect no deliverability or engagement issues.

The following table displays the daily volumes you should consider when planning your warm-up. You must manually implement the warm-up plan.

Day

Daily volume

Day

Daily volume

1

480

15

40000

2

720

16

51000

3

1100

17

75000

4

1500

18

90000

5

2300

19

120000

6

3500

20

180000

7

4800

21

250000

8

6000

22

300800

9

7200

23

370000

10

10000

24

420000

11

14000

25

480000

12

18000

26

550000

13

22000

27

600000

14

31000

28

700000