Why You Should Warm-Up Your Emails

If you've just started a business, a blog, or any other business endeavor, you’re most probably curious about e-mail marketing. How do email marketers save their emails from ending up in the spam folder, even after all the emails they send? And more importantly, what do you have to doto avoid your emails from meeting the same fate?

We have a few tips and tricks you can use, and they all come under the process of email “warm-ups''. With the help of this technique, you can make sure that around 70-90% of all your emails end up in the inbox. Keep reading for details on how to make that happen!

What Is Email Warm-Up?

When you set up a new email account for marketing purposes, you’re given a limit to the number of emails you can send in a day. The limit is usually around two thousand emails, but you can't use them all up at once. Doing so is a surefire way to get all your content sent to the spam folder before getting your email blocked.

Email warm-up is a gradual process where you work on building trust with your email service provider before you begin your cold marketing campaign. This way, you can let the AI software making spamming decisions know that you're an actual human being who deserves to be in people's inboxes. Marketers who've failed to do this in the past have suffered the consequences, so beware!

Why You Need It

The importance of warming up your emails can't be emphasized more than by two simple facts.

  • With the help of email warm-ups, you can land into peoples inboxes and not their spam folders.
  • Without doing it, you'll only be able to send emails to a few hundred people-if you're lucky

The whole plan of your marketing campaign is to make people aware of your presence. It's not a good look for your brand if people find your emails while cleaning up their spam folders.

The Pros of Email Warms-Ups

Warming up your emails is a step in the right direction when it comes to email marketing. The First challenge for marketers is always to get to people's inboxes. After that, they can worry about the email quality and make sure they actually stay there. Below are some pros of email warm-ups:

Tells AI Algorithms You're Human

We believe that when an email marketer starts their campaign, they have to battle against the AIsoftware standing guard at the gates of everyone's inboxes. If your email address has a good reputation for being human, you have more chances of being let through.

Reach More People

A very small number of email marketers ever think of warming their emails up, which means that by taking this step, you get an advantage over them.

While they might be struggling to get more than 50% of their total emails sent into people's inboxes, let alone read, you can focus on making your email copy shine because the algorithms trust you. That trust means you'll hardly ever have to worry about these kinds of things mid-campaign.

Cons of Email Warm-Ups

Now that we've covered all the good things about warming your email address up, let's talk about the bad:

Time Consuming

One of the most annoying things about email warm-ups is how long they take, and how meticulous they can get sometimes. This is one of the biggest reasons why marketers opt out of this practice, but you may want to consider it if you're going to slowly build your way up to astrong, steady, and growing business.

Reputation Needs To Be Maintained

Warming your email address up only works as long as you keep using it regularly. If you take breaks in your campaign or leave your email address inactive for more than a month, you'll have to start all over again.

The reason for this is that the AI software that decides which email goes where will simply forget about you after the passing of a month if you don't make yourself known.

How to Warm-Up Your Email

We think that we can all agree the pros of email warm-ups outweigh the cons. The whole point of a marketing campaign is to get the best results, and if a few extra steps before the commencement of the actual campaign can help achieve that, then great! Sign us up.

Here are the steps you need to take in order to build a good reputation for your email:

Start Small

When you first set up your account, you're given a daily limit for the emails you can send.However, don't max that limit out at first. Start by sending a few dozen emails from your new address, then build your way up to larger numbers.

Have Conversations With Friends

Emails were never meant to be a mass marketing tool. They were meant to be for one-on-onecollaboration, so having conversations with colleagues, friends, or even your other email accounts will help establish a good reputation for your email.

You can even put your new email on your website's "get in touch" page and score a few email conversations that way.

Incoming Emails Are Important Too

It's not just the outgoing emails that you have to think about. Incoming emails are just as important when it comes to telling AI software that you're human. You can do this by subscribing to newsletters in your industry and having them send you their content.

Not only will this help you get more emails, but it'll also help you establish relevance with your content. The AI software wouldn't find it odd if you're sending so many emails about shoe polish when all your email has ever talked about is shoe polish, leather shoes, and shoe care.

Add an "Unsubscribe" Button

This may seem like bad advice, but it's really not. Allow us to explain. Adding an unsubscribe button to your emails means that anyone who doesn't want to receive your emails can click on that instead of hitting the spam button.

If too many people end up reporting you for spam because they didn't want your emails and couldn’t see a way out of it, your business will only be harmed.


Warming your email up is a little extra effort with great rewards, so we think that you should absolutely invest time into it.

Start by sending emails to a small, close circle or a few active users, use your email to interact with clients, and do everything with it that a normal human being with a work email would do.That way, you won't end up in email purgatory!