Explain warming to your client
Struggling to explain warming to a client? Here’s how we put it to our customers: If a complete stranger walked up to you and began talking to you like an old friend, how would you react? It would be off-putting, and you may even think that person had some sort of ulterior motive. When we talk to new people, we need to give ourselves a chance to “warm up to them” before interacting on a deeper level.
This is also true in the context of sending emails. When inbox providers receive incoming messages from senders they don’t recognize, or who don’t have any previous sending history, they will be immediately suspicious of these messages. The inbox providers need a chance to warm up to your sending infrastructure in order to trust that you’re a legitimate sender and not a scammer.
Watch the video below to walk through the warming process in more detail.
Choose your warming method
Once your client’s branded sending domain is enabled, you need to gently warm their sending infrastructure for the next 4 weeks. Warming builds your client’s initial sender reputation by focusing on sending to their most engaged customers first, and gradually increasing email volume over time from a new sending domain or IP.
Depending on what type of Klaviyo customer your client is, your warming process may differ. Consider these factors:
- Your client has engagement event data.
- Your client is using a new domain.
- Your client meets the criteria for other potential considerations.
Note: At no point during any warming process should your client more than double the volume (i.e., the number of email recipients) from 1 send to the next.
Use the guidance below to decide which process you should follow. If you need additional support, review how to choose the right warming process in Klaviyo.
Standard warming
Platform introduction
Dedicated IP warming
Follow our recommended warming plan
To start your warming plan, go to Phase 3 of Onboard a client to Klaviyo project plan to find a step-by-step framework on how to prepare your account to be successfully warmed. Remember, you must continuously warm this account throughout their onboarding.