Marketing Automation Migration: The Importance of IP Warming

The day has finally come and you’re ready to launch your new Marketing Automation platform. The data has been ported across, you’ve migrated your best content and your new campaign workflows are ready to go.

Internally, you’ve briefed your sales team and – as it’s you who is overseeing the project – there’s big expectations from the rest of the business to deliver positive results.

A few week’s pass by and you’re getting up to speed with your new platform. Campaigns are going out the door but you’re not seeing the results you want. Conversion rates are down, and the leads just aren’t flowing through the system.

Beyond the data audit, content inventory and API set up, the next biggest (and often overlooked) step in ensuring your migration is successful is building up your reputation as a new email sender.

This is where IP warming comes in.

What is IP warming?

IP warming is the process taken to improve your reputation as an email sender – and is your best chance of avoiding the spam folder and improving email deliverability in your new platform. It is a process that is normally undertaken when you’re moving email service provider, or you’re starting out with email marketing.

It’s highly recommended that you complete an IP warming process if your subscriber list is higher than 50K.

Getting started

When it comes to IP warming, there’s several steps to take to ensure you positively affect your sender reputation. These include:

  • Ensuring you start out sending to a highly engaged list
  • Sending relevant emails to subscribers who have opted-in to receive them
  • Gradually increasing your sender volume over time

If you start sending high volumes from your new platform on day one, you risk hitting spam filters, but get IP warming right, and you can expect better engagement, higher conversion rates and an overall better experience for all.

Leave it to the experts

Not seeing the right results from your Marketing Automation platform?

CleverTouch has helped over 400 of the world’s leading brands manage and migrate their marketing technology – from project planning and management to database preparation, integrations and campaign set up.

If you’ve recently migrated or are contemplating changing your Marketing Automation platform any time soon, we’d love to hear from you.