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Email Warming: Build a Positive Reputation for Your Domain With ESPs Before Starting a Campaign!

In my previous article I mentioned the importance of utilizing a secondary domain for cold email prospecting campaigns in order to protect the deliverability & reputation of your primary domain. But using a secondary domain doesn't mean you can just start sending out volumes of emails from the get go. ESPs (email service providers) have mechanisms in place to protect their users' experience & will mark you as spam if you start a cold email campaign with guns blazing.

Email warming is a practice used to gradually establish & build a positive reputation with ESPs. The purpose of email warming is to prevent emails from being marked as spam & to improve overall deliverability rates. Here are a few benefits of email warming:

𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗧𝗿𝘂𝘀𝘁 𝘄𝗶𝘁𝗵 𝗘𝗦𝗣𝘀: Email warming helps build a positive reputation with ESPs by gradually increasing the volume of emails sent from a particular domain. Consistently sending low volumes initially & gradually increasing this volume signals to ESPs that the sender is legitimate.

𝗔𝘃𝗼𝗶𝗱 𝗦𝗽𝗮𝗺 𝗙𝗶𝗹𝘁𝗲𝗿𝘀: Sending a sudden large volume of emails from a email account can trigger spam filters. Email warming helps prevent this by easing into regular email sending patterns, which reduces the likelihood of being flagged as spam.

𝗜𝗺𝗽𝗿𝗼𝘃𝗲 𝗗𝗲𝗹𝗶𝘃𝗲𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆: ESPs often use sophisticated algorithms to determine whether an email should be delivered to the inbox, placed in the spam folder, or rejected outright. Email warming helps improve deliverability by demonstrating that the sender is legitimate & not engaging in spammy behavior.

𝗘𝗻𝗵𝗮𝗻𝗰𝗲 𝗦𝗲𝗻𝗱𝗲𝗿 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻: A positive sender reputation is crucial for email deliverability. Email warming contributes to building & maintaining a good sender reputation, which, in turn, increases the chances of emails reaching the intended recipients' inboxes.

Remember, cold email prospecting campaigns can only be effective if your messages reach your prospects.

If you're having trouble getting your sales team to perform at a higher level, in need of building a sales team & structure for growth, or having trouble recruiting high-performing sales professionals, please schedule a free consultation, or email me at

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