Email providers like Gmail and Outlook track how your domain behaves. If you suddenly send a large volume of emails to an unengaged list, it can trigger spam filtering and damage deliverability.
Warming up your list protects your long-term visibility.
Why Warm-Up Matters
Email platforms measure:
Open rates
Click rates
Replies
Spam complaints
Unsubscribes
Sudden spikes in volume
If you send 5,000 emails on day one from a brand-new domain, it signals risk.
If you send gradually to engaged contacts, it signals trust.
Your goal is to show inbox providers that your emails are wanted.
Step 1: Start With Your Most Engaged Contacts
Begin by sending to people who:
Opened your emails recently
Clicked links in the past 30–60 days
Booked an appointment
Purchased from you
Create a Smart List for:
Engaged in the last 30 days
Start small. For example:
Day 1: 50–100 contacts
Day 2–3: 200 contacts
Day 4–5: 500 contacts
Increase gradually over 2–3 weeks.
Step 2: Send Valuable, Personal Emails
Your first warm-up emails should:
Feel personal
Avoid heavy sales language
Encourage replies
Examples:
A helpful resource
A short personal update
A frequently asked question
A simple check-in email
Encourage engagement with a question at the end.
Replies are powerful signals for inbox trust.
Step 3: Avoid These Mistakes
During warm-up, do not:
Send to your entire list at once
Send cold or unengaged contacts
Use spam-heavy subject lines
Add large image-only emails
Use excessive links
Keep it simple and conversational.
Step 4: Clean Your List
Before warm-up, remove:
Invalid email addresses
Hard bounces
Contacts who never opened in 6–12 months
A smaller engaged list performs better than a large silent one.
How Long Should Warm-Up Take?
Typically:
2–4 weeks for smaller lists
4–6 weeks for larger lists
If your list is under 500 contacts and engaged, you may only need 1–2 weeks.
The goal is consistency, not speed.
Signs Your Domain Is Healthy
You should see:
Open rates stabilising
Low bounce rates
Minimal spam complaints
Inbox placement improving
Deliverability is built slowly and damaged quickly.
Best Practice Going Forward
Once warmed up:
Send consistently
Avoid large sudden spikes
Maintain list hygiene
Segment engaged vs unengaged contacts
Email is one of your most valuable assets. Protecting your domain reputation ensures your messages continue reaching the people who need them.
Frequently Asked Questions
Do I need to warm up my domain if I've been emailing my list for years?
Do I need to warm up my domain if I've been emailing my list for years?
If you're moving to a new sending domain or subdomain — even with the same audience — yes. Inbox providers track the reputation of the domain, not just your relationship with your contacts. A brand-new subdomain starts with no history, so a short warm-up period still applies.
What exactly is a sending subdomain, and why not just use my main domain?
What exactly is a sending subdomain, and why not just use my main domain?
A sending subdomain (like mail.yourpractice.com.au) is a dedicated address used only for your email campaigns. It keeps your email reputation separate from your main website domain, so if anything ever affects deliverability, your primary domain stays protected.
Can I skip warm-up if my list is small?
Can I skip warm-up if my list is small?
If your list is under 500 contacts and they're genuinely engaged, warm-up can be much shorter — often one to two weeks. But even small lists benefit from starting with your most engaged contacts first. It's about building trust signals, not just volume.
What happens if I accidentally send to my whole list too early?
What happens if I accidentally send to my whole list too early?
Don't panic — one send won't permanently damage your domain. Pause your campaigns, return to sending smaller volumes to your most engaged contacts, and rebuild gradually. If you notice open rates dropping sharply or emails landing in spam, slow down further and focus on emails that encourage replies.
How do I know which contacts count as "engaged"?
How do I know which contacts count as "engaged"?
Anyone who has opened or clicked an email in the last 30–60 days, booked an appointment, replied to you, or made a purchase. You can build a Smart List in Alvéya to capture these contacts automatically, so your warm-up sends go to the right people without manual sorting.
Do replies really make a difference?
Do replies really make a difference?
Yes — replies are one of the strongest trust signals an inbox provider can see. It tells them your emails are part of a genuine two-way conversation, not a broadcast. Ending your warm-up emails with a simple question is one of the easiest ways to encourage them.
My open rates look low during warm-up. Is something wrong?
My open rates look low during warm-up. Is something wrong?
Not necessarily. Open rates often fluctuate in the first couple of weeks while your reputation is being established. Watch the trend rather than individual sends — if opens are stabilising and bounces and spam complaints stay low, you're on track.
Once I'm warmed up, can I go back to sending whenever I like?
Once I'm warmed up, can I go back to sending whenever I like?
Mostly, yes — but consistency still matters. Sudden large spikes in volume (like an unplanned send to your full list after weeks of silence) can raise flags even on an established domain. A steady rhythm of sending keeps your reputation healthy long-term.