Hey, it's Pavel. Email Deliverability Expert helping email operators raise the bar for themselves and their teams. I'm building this newsletter for high-performing email marketers who want to stay ahead of the game. If you're serious about email deliverability, don't forget to subscribe.
The Warm Up That Wasn’t Working
II’ve seen the same panic a dozen times. A sender watches their Postmaster reputation slip from High/Medium to Low/Bad, opens dry up, and the first instinct is to assume something broke. A DNS record. A configuration. Something the ESP changed without warning.
It’s almost never that. In 9 out of 10 cases I audit, the infrastructure is fine. The problem is the audience who they’re sending to, the warm-up logic - how fast they scaled, and whether the people receiving their emails actually wanted them.
Warm up failure isn’t a technical event. It’s a signal event. And that distinction changes everything about how you fix it.