Definition
Domain warming applies the same concept as IP warming but focuses on the sending domain. New domains have no sending history with ISPs, so they start with limited trust. Sending large volumes from a cold domain triggers spam filtering and blocks.
Warming Process
- Start with low-volume, highly engaged sends to your best subscribers
- Increase volume by 20-50% each week
- Monitor inbox placement, bounce rates, and spam complaints daily
- Maintain consistent sending patterns (same days, same volume cadence)
- Full warming typically takes 4-8 weeks depending on target volume
Why It Matters
Domain reputation is increasingly important as ISPs shift focus from IP reputation to domain reputation. A new domain attempting to send 100,000 emails on day one will almost certainly be blocked regardless of IP reputation.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.