Attentive helps ensure the success of your email program by building and running a series of email warmup campaigns. In a warmup series, one campaign per day is sent to a segment of subscribers through the Attentive platform. Subscribers who’ve most recently engaged with emails from your brand receive emails in the first few days of the series. Subscribers who've engaged less recently receive emails later in the series.
This process helps establish your sender reputation with mailbox providers, including Google (Gmail), Microsoft (Outlook), and Verizon (Yahoo). The better your reputation as a sender, the more likely it is that your emails will be successfully delivered to subscriber inboxes rather than landing in the spam folder.
Depending on the size of your subscriber list, an email warmup series can take 5-22 days to complete.
You can begin sending email campaigns to your subscribers 24 hours after the last email in your warmup series is sent. If you need to send emails before or during your warmup series, please reach out to your Attentive Product Specialist for assistance.
Note: You won’t be prompted to complete a campaign warmup series if you have fewer than 500 email subscribers.
We also strongly recommend that you work with your Attentive Product Specialist to upload subscriber engagement data from your previous email service provider (ESP). We use this data to help you maximize the effectiveness of your warmup series. Continuing without this data can decrease its effectiveness.
Maintain your sender reputation
When your warmup campaigns are complete, it’s likely that you’ll have established a solid sender reputation. One way you can evaluate the success of your warmup campaigns is to review your delivered and unique open rates. They should be within the “Good” or “Excellent” ranges outlined in the Email deliverability overview article. If your delivered and unique open rates are in the “Fair” or “At-risk” categories, reach out to your Attentive CSM and Product Specialist for help diagnosing and repairing your sender reputation.
It’s important to maintain your sender reputation going forward. You can maintain your sender reputation by following some best practices. These include continuing to segment subscribers by engagement, creating engaging and relevant content, sending emails at optimal times, and making gradual changes if you need to increase the volume of email you send.
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