domain warming
Today: Let’s talk about domain warming.You might have heard about IP warming. I’ve talked about it before (and my Kickbox colleague Jennifer Nespola Lantz has covered the topic in great detail). TL;DR? IP warming is, when you’re newly sending from a particular dedicated IP address, you build up your sending reputation, to maximize your chances of solid inbox placement, by slowly building up your email send volume over the first thirty days or so of email sending. In other words, you don’t just show up and start blasting millions of emails a day. You limit your volume until internet service providers (ISPs) and mailbox providers (MBPs) know who you are.Domain warming is a very similar concept. When you introduce a new domain name, either because you’re launching anew, or because you’re rebranding, domain warming means starting out with low volume sends referencing that domain, and building up volume over the
Let’s talk about domain warming. Specifically, what can happen when domain warming goes wrong (or isn’t considered) — sending too much volume too fast, without enough domain reputation history. This can cause painful inbox woes and it isn’t always easy to know what to do when it happens. Domain warming is also lightly documented compared to IP warming, and if you’re on a shared pool, SMB-focused email service provider platform (think Mailchimp or Constant Contact), you might never have even heard about domain warming before you started sending marketing emails.That’s where Jeff Feiereisen and Brett Skaloud come into the story. They’re two ex-Amazon engineers launching Boona, a Seattle-based company. Their first product, the Tandem Shower, recently launched on Kickstarter and has already raised over $650k. Designed to attach directly to your existing showerhead, the Tandem Shower adds a second showerhead to the other side of your shower such that a…