June 2 Main Stage
The Data-Driven Approach to IP Warming
Many marketers are dissatisfied with their ESP. In fact, the average rating that marketers give their ESP is a 3.7 out of 5. But only 25% of brands say they will switch ESPs within the year. Because IP warming is just that difficult and intimidating.
Frustrated with this norm in our industry, we propose a more data-led approach to IP warming, one that uses advanced tooling and inbox signals to give marketers and deliverability practitioners more confidence as they get up to speed in a new ESP. We know that IP warming will always be a marathon and not a sprint–and that you’ve got to put in the hard work to get it right. We’ll look at some of the common pitfalls of IP warming, like accidentally sending the wrong volumes or not properly setting up segments, and show how signals can help catch these mistakes in real time, avoiding painful setbacks.