A tale of how hard work (eventually) pays off

By Julia, Deliverability Expert

When we are in a court of law, we are hopefully paying regards to the phrase “innocent until proven guilty.”

Well… when it comes to servers responding to your sending domains and IPs, it is quite the opposite. You must prove your domain to be worthy of delivering to your recipients without an existing precedent… sometimes before you can effectively deliver at all.

Now that the campaigning cycle is coming to another end, this is a great opportunity to work toward preparing your domains and IPs for the most success when the cycle begins picking up again. I think the most important take-away here is: PREPARE your sending domain BEFORE YOU NEED to send with it.

I want to take a few minutes to review how pre-emptively preparing your sending domains can be beneficial to you in months to come.

It takes TIME to scale your domain up to your full sending volume. By getting an early start you are able to avoid rushing the warming process, which could cause you to have blocks and trouble with deliverability.

Even after you’ve scaled to full sending volume, it takes TIME for a server to trust you. Servers are constantly watching how their recipients are engaging with your emails & designated a reputation to your domain/IP based off that response. The only way to continuously improve your reputation, especially on Google and similar servers, is for your audience to be consistently positively engaging with your emails. This means the same users repeatedly engaging with your emails, so sending to only new recipients constantly is actually very poor practice.

And it takes TIME for your audience to recognize and engage with your content. This is a great opportunity to focus less on ads and asks, and more on branding and informational content. It can be extremely valuable to produce very non-controversial content that includes little to no ‘call to actions.’ This type of content generally performs much better in the eyes of the server so it can help you to build your reputation up a bit so you have a buffer when you do want to send more hard-hitting content.

Many of the questions I regularly receive are concerning how quickly we can fully scale a domain & the truth is… there are so many things at play when you are preparing a new domain/IP for sending that the best thing you can do is get a head start. There are very few issues I’ve seen not be able to solved with a little time and persistence.

For more information be sure to contact our team for training or insight and visit your Nucleus Resource Library!

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