Restarting email campaigns after a sending gap

Overview

Mailbox providers rely on consistent sending to build and maintain your reputation. If there’s a long gap without significant traffic, your sender reputation can cool down.

Learn more about common deliverability issues and how to resolve them.

Tips for re-warming a domain after a period of inactivity

After a period of limited or no email activity, it's important to re-warm the domain gradually to prevent deliverability issues. The following steps can help ensure a smooth restart:

Clean the list

• Exclude unengaged recipients older than 18 months from the initial sends.
• Run unengaged recipients (over 12 months) through a list validation tool to ensure address quality.

Prioritize recent engagement

• Begin with recipients who have engaged within the last 90 days, when possible.

Gradually ramp up sending

• Start with a small volume and double the amount each day:

• Refer to the Custom IP warmup journey template as a guide for creating an automated journey aligned with this ramp-up strategy.

Maintain ongoing activity

After re-warming is complete, continue regular email activity with a sending frequency of at least once every 28 days to maintain domain health (and preferably more than that if possible).