Why It’s Important to Warm Up a New Email List (And How to Do It)


Warming up a cold email list is a crucial process for cannabis businesses who want to re-engage with subscribers who haven’t interacted with their emails in a while, those who have never responded but haven’t unsubscribed, or if you have new contacts from a trusted source. A warming up campaign generally starts with informal friendly reminder/information about who your company is, a few salient details about history or some other relevant aspects, and what services or products you offer. Perhaps something new has occurred that you want to share. It may also include testimonials, reviews or awards, but no selling just yet. Here are some key advantages of warming up a cold email list:

  • Improves Email Deliverability: Warming up a cold email list gradually reintroduces your emails to your subscribers, helping to improve your sender reputation and email deliverability. ISPs are less likely to flag your emails as spam when they see gradual and consistent engagement.
  • Re-engages Inactive Subscribers: A well-structured warm-up campaign can rekindle interest among subscribers who have disengaged over time. By sending relevant and valuable content, you can remind them of the benefits of being on your list and encourage them to interact with your emails again.
  • Reduces Bounce Rates and Unsubscribes: Gradually warming up your list allows you to clean it effectively. You can identify and remove invalid or inactive email addresses, reducing bounce rates. This process also gives subscribers a chance to opt-out, which, while reducing your list size, improves its overall quality and engagement rates.
  • Enhances Personalization and Segmentation: As you warm up your list, you can gather data on subscriber preferences and behaviors. This information is invaluable for segmenting your list and tailoring future content to meet the specific needs and interests of different subscriber groups.
  • Boosts Conversion Rates: A warmed-up email list is more likely to engage with your content, leading to higher open and click-through rates. This increased engagement can ultimately translate into higher conversion rates, whether your goal is sales, downloads, or other actions.
  • Gathers Valuable Feedback: The warm-up process can be an excellent opportunity to solicit feedback from your subscribers. Understanding why they became inactive can provide insights into improving your email strategy.
  • Strengthens Brand Loyalty and Trust: Regular and relevant communication with your list helps build a stronger relationship with your subscribers. A successful warm-up campaign can remind them of the value your brand offers, reinforcing their trust and loyalty.
  • Cost-Effective Marketing: Email marketing remains one of the most cost-effective marketing strategies. By warming up your list and improving engagement, you’re maximizing the ROI of your email marketing efforts.
  • Avoids Legal Complications: Regularly engaging with your list and keeping it clean ensures compliance with email marketing laws and regulations, such as GDPR and CAN-SPAM Act, which can have strict rules about contacting inactive users.
  • Prepares for Future Campaigns: A warm email list sets the stage for more successful future campaigns. With a list of engaged subscribers, you can be more confident in your email marketing strategies moving forward.

In conclusion, warming up a cold email list is a strategic move that can enhance your overall email marketing effectiveness. It requires careful planning and execution but can lead to improved engagement, better deliverability, and higher ROI.

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