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The best sending and warming strategy to stop landing in spam in 2022. [Cold Email Oriented]

 

Damien Breneliere - MailReach

Damien Brenelière

Co-Founder @ MailReach & Email Deliverability Expert

We’re about to disclose the most efficient cold email distribution and warming strategy to avoid landing in spam. Get ready, that’s powerful to improve your cold email deliverability.

The best cold email sending and warming strategy to avoid landing in spam

Intro : our credibility to write this guide.

As usual, to give credibility to what we’re saying, that’s important to mention our experience in the email field.

We have been sending cold emails for 5 years for 130 companies in 40+ different industries and keep doing it. This is crucial to develop a service that is really efficient and brings a lot of value. 

Our track record :

  • Grew from 0€ to 120k€ Monthly Recurring Revenue in 6 months in our previous company with cold emailing as the only acquisition channel.
  • Helped raise 56M€ in funding for IPOs and seed rounds with cold emails in France.
  • 75% open rate on average for > 130 companies sending thousands of cold emails per month.

We faced so many deliverability problems and lost so much money because of that, you can’t imagine. 

In other words, you can count on us for deliverability

The context : reaching the inbox and staying there is much harder than before, especially with cold emailing.

Cold emailing is very different from sending emails to people who subscribed to your list. The risk to land in spam is much higher.

Why ?

Because you are reaching out to people who don’t know you and didn’t ask for your emails. And a certain proportion of them will mark your emails as spam, even if you offer the best product or service.

That’s the hard truth and it happens to the best of us. 

And in 2022, having your emails marked as spam has a very negative impact on your sending reputation and deliverability. Way more than before.  

That’s why today, if you want to send more than 200 cold emails daily, you need several sending addresses and domains to have a good deliverability and open rates on the long run, period.

There’s no discussion on that, except if you want to have bad results, but who wants that?

This is why you need to put in place the right sending tactic. Keep reading.

The Multi Sender tactic : the best email sending strategy for a great deliverability. 

#1. Send no more than 200 emails daily per sending address.

One of the golden rule of cold email deliverability is to have the most human behavior possible. The behavior of an interesting human who sends emails and gets a lot of engagement (emails opened, replied, marked as important and removed from spam).

We’ve found from our tests and data that 200 cold emails daily per sending address and domain should be the maximum. The fewer the better. If you can send 100, do it.

If you exceed 200 cold emails daily per sending address, the risk of having spam issues is much higher. That’s up to you to take this risk and we don’t recommend that.

From our experience, the ROI is much better when sending less than 200 emails per sending address and have a better deliverability / open rate than wanting to send more and deal with spam issues and all the pain in terms of business. 

#2. Have ONLY ONE sending address per domain to minimize spam issues and avoid spam contamination.

Generally, people don’t like this one.

What?! I need to buy several domains ? But I have one, why it’s not enough ?

That’s an easy answer : if you have 3 sending addresses BUT they’re all on the same domain it’s the same as sending 600 cold emails from one domain. 

It makes you send more emails per domain so it increases the risk to land in spam and accelerates the fall.

So basically, it will make you land in spam faster AND, when the first sending address will be flagged as spam, the other ones will be affected and start landing in spam too since they share the same domain. Wasted. You’re dead.

Don’t put your all your eggs in the same basket.

1. Buy several domains (read our Ultimate Deliverability Guide for the best practices).

2. Set up one sending address per domain. 

Two benefits :

– Lower risk of landing in spam since you send less emails per domain.
– Lower risk of spam contamination between your sending addresses and domains.

We’ve learned that one the hard way, save time and money, follow this advice. 

#3. Plug each sending address to MailReach or have a warming activity that represents at least 15% of your sending volume.

When using MailReach on autopilot mode (by default), the daily volume of warming emails is around 50, which is perfect to have a great engagement rate on each of your sending address.

By using a good email warming tool (like MailReach, wink 😉 you’ll get a perfectly balanced email activity to maximize your deliverability. A lot of engagement : people opening and replying positively to your emails, marking them as important, removing them from spam when needed, etc.

Also, you’ll benefit from our smart warming algorithm that constantly adapts to maximize your deliverability and maintain it in the long run. 

Conclusion 

Using the Multi Sender tactic with smart email warming can by itself fix a lot of deliverability issues faced by companies. 

This is one of the major discoveries we’ve had when working and sweating over deliverability issues in the past. 

Make good use of it because a great power comes with great responsability 🤙

Start improving your email results now.

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