Understanding Ramp-Up Campaigns in Email Marketing

What Is a Ramp-Up Campaign?

A ramp-up campaign is a method of gradually increasing the number of emails you send to your subscribers. Instead of sending a large volume all at once, you slowly raise your daily email limit over time. This approach helps you:

Build Trust with Email Providers: Gradual increases signal to providers that you’re a legitimate sender.
Improve Deliverability: Reduces the chances of your emails being marked as spam.
Protect Your Sender Reputation: Avoids account restrictions due to sudden spikes in email volume.

Why Warm Up Your Sending Infrastructure?

When you switch to a new email service provider (ESP) like Klaviyo, warming up your sending infrastructure is crucial. Here’s why:

Establishes a Positive Sender Reputation: Starting with small volumes and your most engaged contacts helps mailbox providers recognize and trust your domain or IP address.
Avoids Spam Filters: Gradual increases prevent triggering spam filters that can block your emails.
Improves Inbox Placement: Consistent and responsible sending practices lead to better deliverability.

Technical Setup: Getting It Right from the Start

Before ramping up your email campaigns, it’s essential to set up technical authentication protocols. These settings prove to inbox providers that your domain is legitimate, reducing the likelihood of your emails landing in spam folders.

DMARC Setup

DMARC (Domain-based Message Authentication, Reporting & Conformance) helps protect your domain from unauthorized use. Here’s how to set it up:

Access Your DNS Settings: Log in to your domain registrar or hosting provider.
Add a New TXT Record:
- Name/Host: Enter _dmarc.
- Value/Content: Enter your DMARC policy, such as v=DMARC1; p=none;.
Save the Record: This activates DMARC for your domain.

DNS Setup for a Branded Sending Domain in Klaviyo

Setting up a branded sending domain enhances your email authenticity.

User Roles: Ensure you’re assigned as an Owner, Admin, Manager, or Campaign Coordinator in Klaviyo.
Access Domain Settings:
- Click your company name in the bottom-left corner.
- Go to Settings > Account > Domains.
- Click Connect a domain.
Choose Domain Type:
- Select Branded Email Sending.
- Verify your root domain (auto-filled by Klaviyo).
Specify Subdomain and Routing Type:
- Subdomain: Choose something like send (ensure it’s unique).
- Routing Type:
  - Dynamic (NS records): For domains supporting dynamic routing.
  - Static (CNAME records): If dynamic routing isn’t supported.
Update DNS Records:
- Copy the provided records from Klaviyo.
- Add them to your domain provider’s DNS settings.

Crafting Effective Emails: The Text-Image Ratio

In ramp-up campaigns, aim for a 70% text and 30% graphics ratio. Here’s why:

Avoids Spam Filters: Text-heavy emails are seen as more informative and less promotional.
Improves Load Times: Especially important for mobile users.
Enhances Readability: Makes your content accessible and engaging.

How Does a Ramp-Up Campaign Work?

Start Small: Begin by sending emails to a small group of your most engaged subscribers.
Gradually Increase Volume: Slowly add more recipients each day.
Understand Your Audience:
- Use discounts in headlines if offers drive engagement.
- Opt for storytelling if your audience prefers valuable content.
Ensure Consent: Only email those who have explicitly opted in to receive your messages.

Email Deliverability Best Practices

Email Delivery vs. Email Deliverability

Email Delivery: Measures if your email was accepted by the recipient’s mail server (didn’t bounce back).
Email Deliverability: Focuses on whether your email landed in the inbox, not the spam folder.

Why Is Email Deliverability Important?

Boosts Engagement: Higher deliverability means more subscribers see your emails.
Builds Sender Reputation: Consistently reaching the inbox improves your standing with email providers.
Overcomes Challenges: Meets new requirements from providers like Yahoo and Gmail to reduce spam.

Best Practices for Successful Ramp-Up Campaigns

1. Clean Your Email Lists Regularly

Remove Inactive Subscribers: Use engagement metrics to identify and remove unengaged contacts.
Avoid Spam Traps: Old or invalid emails can harm your reputation.
Maintain Low Bounce Rates: Aim for a bounce rate below 5%.

2. Deliver Relevant, Personalized Content

Engaging Subject Lines: Capture attention immediately.
A/B Testing: Experiment to find what resonates best.
Segmentation: Tailor messages based on subscriber data.
Use AI Tools: Leverage technology to customize content.

3. Avoid Excessive Messaging

Balance Content: Mix informative text with visuals.
Clear Unsubscribe Option: Make it easy for users to opt-out.
Respect Frequency Preferences: Don’t overwhelm subscribers with too many emails.

4. Create a Preference Landing Page

Empower Subscribers: Let them choose email types and frequency.
Increase Trust: Shows you respect their preferences.
Reduce Unsubscribes: Keeps your audience engaged on their terms.

5. Effective Segmentation Strategies

Tailor your messaging by segmenting your audience:

Demographics: Age, gender, income.
Location: Region-specific content.
Behavior: Based on purchase history and website activity.
Engagement Level: Frequent openers vs. occasional readers.
Purchase History: Target recent or frequent buyers.
Sales Funnel Position: New leads vs. ready-to-buy customers.
Loyalty Status: Offer VIP perks.
Survey Responses: Address specific interests.
Subscription Level: Differentiate content for service tiers.
Seasonal Shoppers: Tailor messages for peak times.
Event Participants: Follow up with attendees.

Conclusion: The Importance of Ramp-Up Campaigns

Ramp-up campaigns are essential for:

Building Trust: Establishes credibility with email providers.
Ensuring Deliverability: Increases the likelihood of landing in the inbox.
Protecting Your Reputation: Avoids being flagged as spam.
Effective Engagement: Aligns with subscriber preferences for better interaction.

By consistently applying best practices—like maintaining clean lists, personalizing content, and managing email frequency—you can enhance your email marketing efforts and foster long-term customer relationships.

Let Us Help You Succeed

At eCommerce Today, we specialize in:

List Clean-Up: Removing inactive or harmful contacts.
Segmentation: Crafting targeted messages for different audience groups.
Ramp-Up Campaigns: Gradually increasing your email volume safely.
Improving Domain Reputation: Enhancing your sender credibility.

Reach out today for a free audit of your account, and let us optimize your email marketing KPIs. We’re here to help you build successful, lasting relationships with your customers.