How Mangools saved Black Friday with a warmed-up IP

Facing a 3-million-email Black Friday send on a cold IP, Mangools warmed new IPs and turned a spam problem into a record campaign.

32%

Open rate, up from 1%

The results

7.55%

Click rate, up from 0.16%

19%

Spam rate, down from 63%

95%

of campaign KPIs hit

All within two weeks of warming.

The challenge

For their 2022 Black Friday campaign, Mangools needed to send over 3 million emails in a tight window. Their sending IP was not warmed up, so roughly half of those emails landed in spam instead of the inbox, putting the entire campaign at risk.

How they used Warmup Inbox

Mangools spun up three new dedicated IPs and two shared IPs on fresh subdomains, then ran them through the Warmup Inbox process for several weeks ahead of the campaign to build sender reputation before the first send.

The first step should always be to decide on campaign goals. But then you should start with a warmup process of at least 2 to 4 weeks before the campaign.

Nikolina Zeljko, Email Specialist at Mangools

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