Sending bulk emails from a brand-new domain is the fastest way to get flagged as a spammer by providers like Gmail and Outlook. To ensure your marketing messages actually reach your Brisbane customers, you must first 'warm up' your domain by gradually building a positive sender reputation.
Why Email Warming Matters for Australian Small Businesses
When you register a new domain (like yourbusiness.com.au), major email service providers (ESPs) view it with suspicion. Because spammers often burn through new domains quickly, ESPs look for signs of legitimacy before they trust you. If you skip the warming process and blast 1,000 emails on day one, your domain could be permanently blacklisted, making it nearly impossible to reach your clients' inboxes.
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Prerequisites: What You’ll Need
Before you start the warming process, ensure you have the following:
- A registered domain name.
- A professional email hosting account (e.g., Google Workspace or Microsoft 365).
- Access to your Domain Name System (DNS) settings (usually via your domain registrar like VentraIP or GoDaddy).
- A small list of 'friendly' email addresses (staff, friends, or your own personal accounts).
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Step 1: Authenticate Your Domain (SPF, DKIM, and DMARC)
Before sending a single email, you must prove you are who you say you are. This is non-negotiable in the modern email landscape.
- SPF (Sender Policy Framework): A text record in your DNS that lists which IP addresses are allowed to send email on your behalf.
- DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, proving the content hasn't been tampered with.
- DMARC (Domain-based Message Authentication, Reporting, and Conformance): Tells receiving servers what to do if SPF or DKIM fails.
v=DKIM1; k=rsa;.
Step 2: Set Up a Custom Tracking Domain
Most email marketing platforms (like Mailchimp or Klaviyo) use generic tracking links to monitor clicks. To protect your reputation, set up a custom tracking domain (e.g., link.yourbusiness.com.au). This ensures your brand name is associated with the links, which looks more professional and is preferred by spam filters.
Step 3: Start with Manual, High-Quality Conversations
For the first 7-10 days, do not use automated software. Send individual, personalised emails to people you know will open them and reply.
- Send 5-10 emails per day.
- Ask questions that prompt a response.
- If your email lands in their 'Promotions' or 'Spam' folder, ask them to move it to the 'Primary' inbox.
Step 4: Use an Automated Warming Tool
Manually warming a domain is time-consuming. Tools like Warmup Inbox, Mailreach, or the built-in warmers in platforms like Instantly.ai can automate this. These tools connect your email to a network of other accounts that automatically send, open, and reply to your emails, marking them as 'not spam' if they land in the wrong folder.
Step 5: Gradually Increase Your Volume
Once you begin using an automation tool or sending to your actual list, follow a strict schedule. Never double your volume overnight. A safe schedule looks like this:
- Week 1: 10-20 emails per day.
- Week 2: 20-40 emails per day.
- Week 3: 40-80 emails per day.
- Week 4: 80-150 emails per day.
Step 6: Clean Your Email List
Sending emails to non-existent addresses (bounces) is a major red flag for ESPs. Before you upload your Australian customer list, run it through a verification tool like NeverBounce or ZeroBounce. This removes 'dead' emails and reduces your bounce rate, which should always stay below 2%.
Step 7: Focus on Engagement-First Content
During the warming phase, avoid 'salesy' language. Words like "Free," "Buy Now," "Discount," or "$$$" can trigger spam filters. Instead, send helpful content, industry news, or a simple welcome sequence. High open and reply rates tell Google and Outlook that your content is valuable.
Step 8: Monitor Your Sender Score
Keep an eye on your reputation using free tools like Google Postmaster Tools or SenderScore.org. These platforms provide a 'health check' for your domain. If you see your score dipping, pause your sending immediately and investigate.
Tip: If you are a Brisbane-based business using an .au or .com.au domain, ensure your ABN details are up to date in the WHOIS database, as some high-level security filters check for domain owner legitimacy.
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Common Mistakes to Avoid
- Mistake 1: Sending too many links. In the first two weeks, try to keep it to one link per email or no links at all.
- Mistake 2: Forgetting the Unsubscribe link. Under the Australian Spam Act 2003, you must provide a clear way for people to opt-out. Even during warming, this is a legal requirement.
- Mistake 3: Using 'No-Reply' addresses. These discourage engagement. Use a real name like
sarah@yourbusiness.com.auto encourage two-way communication.
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Troubleshooting Common Issues
My emails are still going to spam! Check if your IP address is on a blacklist using a tool like MXToolbox. If it is, you may need to contact your email provider or wait it out while continuing the warming process with 'friendly' accounts. My open rates are 0%. This usually indicates a technical setup error. Re-check your SPF and DKIM records in your DNS settings. Even a small typo (like a missing semicolon) can invalidate the record. I accidentally sent a blast to 500 people on a new domain. Stop immediately. Do not send any more emails for 48 hours. Resume at Step 3 (manual sending) for a week to 'repair' the sudden spike in activity before trying to scale again.---
Next Steps
Once your domain is warmed up (usually after 4-6 weeks), you can begin your full-scale email marketing strategy.
- Segment your list: Group your customers by interest or location (e.g., 'Brisbane Northside' vs 'Gold Coast').
- Automate your flows: Set up an automated welcome sequence for new subscribers.
- Review your analytics: Check your reports monthly to see what content resonates best with your audience.
If you're unsure about the technical setup of your DNS records or want a professional team to handle your email strategy, we can help. Contact the Local Marketing Group team today.