Warm up a new sender
A new IP has no reputation. If you send at full volume from the start, mailbox providers treat you as a risk, and a bad start is much harder to repair than a slow one. Warming up means building volume gradually, with email people want. Warm-up isn’t automated. allGood agrees a plan with you before you send at full volume, and you run it through your motions. The order that works:
Plan on several weeks for a small list, and up to about three months for a database of around a million contacts. Keep time-sensitive email on your current platform until the new IP is warm.
If you’re moving from another platform, your old IPs don’t come with you. Your sending domain’s reputation does, so the warm-up is for the IP.
Once your IP is warm, keep your volume steady. An IP that goes quiet for a long time cools off again.
Shared pool or dedicated IP
Most accounts start on the shared pool, and allGood staff assign a dedicated IP when your volume justifies one. A dedicated IP gives you control of your own reputation, and also puts all of it on your own sending. If your volume is low or comes in bursts, you build reputation more slowly on a dedicated IP than on the pool. See Your sending IP.What allGood does when an address has a problem
When a send goes wrong for an address, allGood puts it on your suppression list on its own. The address is skipped on every later send. These are signals about the address, not a choice the person made. For opt-outs, see How unsubscribes work.
A spam complaint suppresses the address permanently on the first report. So does every bounce, including a mailbox that was only full or briefly blocked. Bounced and complained addresses show on the Subscription Center as undeliverable, with no switch to turn them back on.
Watch your reputation
allGood doesn’t show your reputation with mailbox providers, so check it yourself. Google Postmaster Tools covers Gmail, and Microsoft SNDS covers Outlook and Hotmail. Mailbox providers throttle senders above about 0.3% spam complaints and expect under 0.1%. See Google’s sender guidelines.What you control
- Authenticate your domain. DMARC at quarantine or reject is required for bulk sending. See Authenticate your sending domain.
- Make leaving easy. Every email needs an unsubscribe link and a postal address. Gmail and Yahoo also show a one-click unsubscribe in the inbox, and it goes to the same place as your link. See Before an email can send.
- Mail people who want to hear from you. Topic choices on the Subscription Center are saved but not checked before a send, so filter your audience on them.