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Digital Marketing

Killer Set

Warm up new email domain with engaged audience, double opt-ins, and clear value proposition for successful deliverability.

By Susan Rov

1 min read

Warming up a new sending domain is hard. We did this when setting up a dedicated IP for our newsletter.

Like a comedian preparing for their debut gig, we tested our jokes with a small audience first. We invited friends to provide feedback on the condition that they'd regularly engage with our content.

This would send positive signals to the email providers to establish good deliverability.

It seemed like the perfect strategy.

Until one of our closest colleagues—eager to support—signed up with two unique emails. Then, unintentionally unsubscribed from one.

It threw a rotten tomato in the face of our IP reputation and prolonged our warm-up period.

During the initial 3-4 months of sending, ensure engagement is sky-high, everyone completes a double opt-in, and your value proposition is clear.

Follow these email best practices for a clean list and have fewer spam reports thrown your way.

Make your audience laugh with you, not at you.

Susan Rov

About Susan Rov

Susan traded cocktails and lattes for words that move. As a copywriter on a mission to end boring, she brightens brands and makes an impact. Number 463 on the list of fiction readers left standing, you'll find Susan at sunrise—running, writing, and wondering how to change the world next. That drive led her to become a founding team member of BRIL.LA.