<
HomeAn email warmup is an essential part of any new email account setup. It gradually introduces your new sender domain to the major email providers and helps build up trust with your domain. This ensures that your emails are delivered to inboxes, not spam.
As part of this, you will need to create a warmup plan. This involves gradually sending increasing volumes of emails to customers, with the number growing with each send. By the end of this, you should have a trusted sending presence.
The key here is engagement - and that is dependent on the quality of the content you provide. We’ve put together a handy guide on building a content plan that’ll drive opens and clicks.
You need to ensure you have variety within your content plan. Too much of one thing will only appeal to a small subset of customers, whereas variety appeals to a broader audience.
Break your campaigns down by:
Top-selling categories
Example for a bike shop: Mountain Bikes, Road Bikes, Accessories, Sale.
Best-selling products
Rich content
Example: "How to choose the right size bike frame" or "5 essential accessories for long-distance rides".
Warmups should be a blend of content, with minimal reliance on any one campaign type. The best way to do this is to follow a consistent spacing pattern for your campaigns. You could follow the example below and repeat in a similar pattern for longer flows.
Send One: Product Focus
Send Two: Category Focus
Send Three: Rich, Blog Content
Send Four: Promotional Content
Send Five: Product Focus
Send Six: Category Focus
Send Seven; Rich, Blog Content
Send Eight: Promotional Content
This ensures a good variety and blend of content that appeals to as much of your customer base as possible.
