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How an Email Warming Service Can Help You Skyrocket your Deliverability in 2021.

Damien Breneliere - MailReach

Damien Brenelière

Co-Founder @ MailReach & Email Deliverability Expert

Email warming services like MailReach are growing because they meet a demand from companies to reach the inbox and maintain their email results. In this article, we’ll cover how using an email warming service can help to improve your email deliverability.

An Email Warming Service Can Help You Skyrocket your Deliverability

An email warming service increases the engagement level of your emails, which is a top deliverability factor.

Engagement now plays a huge role in inbox placement.

ReturnPath, the global leading company in email deliverability (acquired by Validity) says, in their Gmail Deliverability Best Practices page, in the Gmail’s top deliverability factors section, the following :

“When encountering deliverability issues at Gmail, temporarily sending only to your most engaged subscribers […] can help improve your sending reputation and lead to an increase in inbox placement. Gmail uses engagement as a factor for filtering your email.”

Sendgrid, one of the major email sending services says, in one of their posts, the following :

The higher your email engagement, the more likely you are to avoid spam filters and land in the inbox.”

Campaign Monitor, in their guide to avoid spam filters, says :

“Now, whenever you send a new campaign, inbox providers like Gmail and Outlook actually look at their user engagement and previous interactions with your past campaigns. They then use this information to determine whether your latest campaign makes it to the inbox or not.”

By using an email warming service, your inbox and domain receive a lot of engagement.

The mission of an email warming service like MailReach is to generate engagement with your inbox and domain to raise your email deliverability and sending reputation.

An email warming service connects to your inbox and start conversations with other inboxes. Most of the emails sent are opened, replied, marked as important and removed from spam and promotion. 

It literally teaches the email providers to send your emails to the inbox of your recipients.

An email warming service removes your emails from spam which plays a strong role in your deliverability. 

Having your emails rescued from the spam folder helps you improve your deliverability.

Rescuing a message from the spam folder is one of the most important metrics considered by inbox providers. Marking a message as not spam takes considerable effort on the part of a recipient and reflects as such upon the mailbox providers.

As ReturnPath said :

Gmail likes when subscribers rescue your email from the spam folder if it is marked as spam. It tells Gmail that you are more likely a legitimate sender.

An email warmer automatically removes your emails from spam and moves them to the inbox.

When using an email warming tool, each warming email that lands in the spam folder of any inbox in the network is automatically marked as “not spam” and moved in the main inbox. 

That’s a huge help as it constantly fixes and helps recover your deliverability when you’re landing more in spam. 

A good email warmer generates meaningful engaged conversations. And guess what, Google can understand emails 😉

Gmail, which is the #1 email hosting service just before Microsoft Exchange, uses AI to suggest ‘smart replies’ to its users. 

It simply means that Google is able to understand the emails your receive to suggest you relevant quick replies.  

Unfortunately, most email warming services generate conversations with gibberish content. It does not make any sense. 

At MailReach, we’ve invested money and time to build a powerful system that generates meaningful content : asking for news, meetings and call proposals, mentioning previous work, corporate subjects, etc. 

This type of content, as it’s meaningful and realistic, helps you build trust with inbox providers. 

Also, it’s much more consistent with your regular email activity than sending emails with gibberish content. 

An email warming service helps you see where your emails land, and that’s very useful. 

One of the biggest problems when you send emails is not exactly knowing your real deliverability. Where your actually land given your sending reputation.

Typically, a lot of people use Mail Tester to know their score. 

Breaking news : you can have 10/10 on Mail Tester and still land totally in spam. 

Mail Tester is useful to know if your technical setup is right (such as SPF, DKIM, DMARC, image / text ratio, etc), but is not really representative of the reality of your deliverability. 

When using an email warming service like MailReach, you can see exactly, on a daily basis, where your warm up emails land. 

And that’s a strong help to monitor your results. 

For example, if you see a spam spike, you’re invited to slow down your campaigns as it may have happened because your emails have been marked as spam. 

Conclusion : email warming will help you, but be demanding on the quality. 

Email warming should help you improve your deliverability but it should meet some important conditions :

  • First, the conversations generated by the service should be human and meaningful and not gibberish.
  • The email warming service should warm your inbox for different providers, not only Gmail but Outlook, Office 365, Yahoo, etc.
  • Ideally, using a smart algorithm to adapt the warming process depending on your deliverability. 

Of course, you probably saw us coming, MailReach meets all these conditions.

We have been doing cold emailing for 5 years and keep doing it. This is crucial to be able to develop a service that is truly effective and that really helps you. 

Our track record :

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

Thanks for reading this post, we hope it helped. 

Start improving your email results now.