So, you’ve just bought a shiny new domain. Exciting times.
But to the email world, you’re a total stranger, and strangers don’t get inbox privileges straight away.
Here’s how to build trust with Gmail, Outlook, and friends before you send your first big campaign.
Why New Domains Go Straight to Spam
Mailbox providers have trust issues, and fair enough.
Spammers spin up new domains every day, spray junk, and vanish.
So, every fresh domain starts life under suspicion.
Until you prove you’re legitimate, expect:
- Slower delivery
- More spam-folder placements
- Stricter filtering
Warm-up isn’t a marketing fad; it’s how you train inboxes to trust you.
Step 1. Get Your DNS in Order
Before you send a single email, check your DNS records.
You’ll need:
- SPF: lists which servers can send mail for you
- DKIM: signs each message so it can’t be tampered with
- DMARC: tells inboxes what to do if authentication fails
Use a DNS lookup tools like ViewDNS.info or your hosting panel to confirm all three are set.
🧩 Inbox Test:
Send a test to a Gmail and Outlook address.
If either flags authentication issues, fix DNS before continuing.
Step 2. Start Small (Really Small)
A brand-new domain sending thousands of emails in week one looks like spam. Why? Because that’s what spammers do.
Start with dozens per day, not hundreds.
Focus on real, engaged recipients first.
Keep an eye on:
- Bounces (should be close to zero)
- Opens and replies (steady engagement = trust)
- Spam complaints (one or two early on can tank reputation)
Step 3. Engage a Real Audience
Automated engagement tools exist (we love Warmy by the way!), and these are great but nothing beats genuine human interaction.
Warm up with people who’ll open and respond. Think about who you can draft into your warm-up campaign:
- Existing clients
- Team members
- Friendly contacts who’ll actually reply
- Friends, family, neighbours, your football team, anyone
This tells mailbox providers: “People like these emails.”
Step 4. Increase Volume Gradually
Warm-up is like weightlifting. Start light and build slowly for true strength.
| Weeks | Daily Volume | Goal |
|---|---|---|
| 1-2 | 50–100 | Test DNS & engagement |
| 2-4 | 200–500 | Maintain opens & replies |
| 5-11 | 1,000+ | Scale carefully |
| 12+ | Gradual ramp | Monitor continuously |
If deliverability drops, slow down and fix before scaling again.
Step 5. Keep the Mix Warm
Recruitment, outbound sales, and cold outreach domains have it hardest.
Cold sends look spammy by design. High volume, low engagement.
Balance it out with warm activity:
- Send newsletters to opted-in lists
- Encourage replies
- Send low-risk engagement (no sales, just sharing knowledge)
- Avoid sending from the same domain used for cold outreach
That mix helps your domain reputation recover between campaigns.
Reality Check
You can’t rush trust.
Warm-up takes patience, a clean setup, and consistent engagement.
Do it right and your emails land quietly where they belong.
Skip it and, well… enjoy your new life in the spam folder. 😉
Knight in Shining Armour
If you’ve warmed your domain but still see deliverability dips, it’s time to check reputation and engagement data.
That’s where Quinset’s diagnostics go deeper. Seeing what mailbox providers see before your next send.
If you need help, book a call with our email deliverability expert, Ben Fielding.
