Summary: IP and Domain Warming is important when it comes to new brands joining Revinate. If a hotel chooses not to follow the team's recommendations, then the Hotel should expect that this discussion could lead to a negative impact on their overall email performance.
What is IP or Domain Warming?
Warming is the process by which a new IP and/or Domain is introduced as a sender to the receiving ISP. The warming process is a necessary step to establish a relationship with the ISP on the new Email Service Provider (ESP). Establishing this relationship requires time and effort to ensure your reputation, on a new system, in the best possible place.
Why is Warming Necessary?
ISPs encounter a large number of emails each day. In 2017, a study found that 269 billion messages are sent each day. Of that, the same study found that 60% of that is reported spam. With a limited about of data/time, ISPs are left with the tall task of differentiating the good actors from the bad. Warming is created to establish a new email cadence on a different ESP so ISPs don’t react negatively to the new source of volume.
What could happen when a new account doesn’t complete the proper warmup?
Depending on the first few sends, the hotel can expect the ISPs to likely to place a large percent of the new email communication in the spam folder. Worst case, the ISP could determine that the early sends from a new ESP is worthy of being block if it shows signs of spam-like tendency. Then, over time, the ISP will make an adjustment to the filtering rules based on how users engage with marketing sends.
If a hotel completes the recommended warm-up or follows Revinate’s guidance, then the chances of that occurring can greatly diminish from it impacting a brands future sends.