How to avoid the spam police when moving to a new e-mail service provider or IP address.
It's inevitable: at some point, you'll switch to a new e-mail service provider (ESP) or add a new IP address (define). These changes often have a major impact on your deliverability. Once upon a time, switching was easy and painless, but in today's delivery environment it can be quite challenging to get off to a good start.
Today, you must bring your new IP address up to speed slowly, rather than sending full throttle right away. If you switch providers, your new ESP likely will warn you about this, but it applies even if you are adding a new IP to your mail stream, such as for sending transactional messages, new Web sites, or e-mail programs.
Spammers usually leap to a new IP address when they get blocked from an old one, then blast out e-mail right away. ISPs get suspicious when they see e-mail volumes spike from unknown IP addresses, so they block first based on sudden volume spikes and ask questions later. This procedure is called throttling.
If you add an IP address to your mail stream, say, for increasing segmentation or volume, your good reputation on your existing IP address won't automatically transfer to your new one. On the other hand, if you start over after polluting a previous IP address, your bad rep can follow you. That's why you need to take care with your new one.
Today's approach is to begin slowly, sending a limited number of messages to small subsets of the best addresses on your mailing list. As you begin to build your reputation, you can start building your volume, but always while keeping an eye on your deliverability reports and spam-complaint rates.
You should be able to warm up your good reputation in about seven days. Depending on your total message volume, it could take a little longer to reach full capacity.
Organizing Your IP Warm-Up Plan
Your Post-Warm-Up Game Plan
Don't let your new IP address go cold again. Once you complete the warm-up campaign, begin transitioning older, less-active recipients and begin mailing from your regular calendar. Continue to move these addresses over slowly and to build your sending volume over time.
How long can this transition take? That depends on your list size and the delivery metrics you generate. Watch bounce logs, looking particularly at the big three domains -- AOL, Hotmail, and Yahoo -- and watch for temporary blocking errors due to throttling.
You should be able to maintain consistent high inbox delivery for all messages as you increase volume. If delivery numbers start to slide, slow down the volume again or hold steady for a campaign or two until the numbers begin to improve, then increase volume again.
The warm-up process requires hard work, careful segmentation, good list quality, and, above all, patience. But the reward is clear: high inbox delivery and a great sender reputation, which will ensure future inbox delivery for a long time.
Until next time, keep on deliverin'!
Join us for a Search Engine Marketing Training in Boston, November 6 at the Hilton Boston Back Bay. Not only will you walk away with the knowledge and skills to be a successful search engine marketer, you'll also jumpstart your career and enhance your professional know-how.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Stefan Pollard, who started his career in online marketing in 1999, was considered a selfless mentor and champion of best practices in e-mail marketing. He held the position of senior strategic consultant at Responsys where he was responsible for developing e-mail marketing and lifecycle messaging strategies to increase clients' ROI. Before that, Stefan led the e-mail consulting program for Lyris clients, frequently speaking at industry events on best practices. Prior to that, he managed the audit process and consulted with clients to improve their e-mail delivery challenges for Habeas. As an e-mail marketer, he spent several years building and executing acquisition and retention campaigns at E-Loan and Cybergold.com. He died May 14, 2010.
In Memoriam: Stefan Pollard
E-mail marketing community mourns the loss of a marketing pro dedicated to helping his peers and clients and working to improve an industry. Here are their tributes celebrating his life.
E-mail Marketing Expert Stefan Pollard Dies
An expert in deliverability is remembered as a champion of best practices and someone who selflessly gave of his time to others.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 24, 2015
12:00pm ET/9:00am PT