{"id":22472,"date":"2023-01-19T16:34:24","date_gmt":"2023-01-19T16:34:24","guid":{"rendered":"https:\/\/www.gmass.co\/blog\/?p=22472"},"modified":"2023-02-06T22:17:55","modified_gmt":"2023-02-06T22:17:55","slug":"warmup-shutting-down","status":"publish","type":"post","link":"https:\/\/www.gmass.co\/blog\/warmup-shutting-down\/","title":{"rendered":"GMass\u2019s Email Warmup System Is Shutting Down"},"content":{"rendered":"<p>I\u2019m going to rip off the Band-Aid here: <strong>We\u2019re shutting down the GMass email warmup system on January 31st, 2023.<\/strong>\u00a0(NOT the GMass email platform itself, of course. Just the warmup system.)<\/p>\n<p>As the most popular email warmup system on the internet, working with more than 80,000 email accounts at any given time, we know this is big \u2014 and jarring \u2014 news.<\/p>\n<p>Here\u2019s why we\u2019re shutting down and our recommendations for you going forward.<\/p>\n<ul>\n<li><a href=\"#what-why-would-you-s-djbj\">What!? Why Would You Shut Down Your Warmup Service?<\/a><\/li>\n<li id=\"what-why-would-you-s-djbj\"><a href=\"#isn-t-there-a-way-yo-eazc\">Isn\u2019t There a Way You Could Run an Email Warmup System Without Gmail\u2019s API?<\/a><\/li>\n<li><a href=\"#so-what-email-warmup-hdyp\">So What Email Warmup Service Should I Switch To?<\/a><\/li>\n<li><a href=\"#um-so-what-do-we-do-kmzi\">Um\u2026 So What Do We Do About Cold Email?<\/a><\/li>\n<li><a href=\"#you-won-t-need-to-ta-zjpb\">You Won\u2019t Need to Take Any Action As Warmup Ends<\/a><\/li>\n<\/ul>\n<h2>What!? Why Would You Shut Down Your Warmup Service?<\/h2>\n<p>There are three reasons we\u2019re shutting down warmup.<\/p>\n<p>First and foremost, we didn\u2019t have a choice in the matter. <strong>Google has finally decided to clamp down on warmup.<\/strong><\/p>\n<p>We always suspected this day would come\u2026 and now it has. We\u2019re surprised it took <em>this<\/em>\u00a0long.<\/p>\n<p>A couple of months ago, Google flat out <a href=\"https:\/\/twitter.com\/PartTimeSnob\/status\/1592886204709625857\">told us<\/a>\u00a0to<strong>\u00a0shut down our warmup system<\/strong>\u00a0or we\u2019d lose our Gmail API access.<\/p>\n<p>They\u2019ll soon make the same Godfather offer to the other warmup systems out there as well (if they haven\u2019t already).<\/p>\n<figure style=\"text-align: center;\"><a href=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/01\/google-shutdown-message-tinified.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2023\/01\/google-shutdown-message-tinified.png\" alt=\"Google's email message to shut down warmup\" width=\"1227\" height=\"1600\" \/><\/a><\/figure>\n<p>Second, we pride ourselves on offering valuable features and services that are unique and\/or better than anyone else\u2019s. <a href=\"https:\/\/www.gmass.co\/blog\/what-makes-gmass-better\/\">We do that<\/a>\u00a0with cold email and email marketing. We couldn\u2019t do that with email warmup.<\/p>\n<p>There are lots of warmup services out there and there was <strong>nothing we could offer to make ours unique or better<\/strong>. (Other than making it free for anyone, even non-GMass users\u2026 which we did.)<\/p>\n<p>And third, it\u2019s always been <strong id=\"isn-t-there-a-way-yo-eazc\">difficult to keep the warmup system running properly<\/strong>. The thing gave us issues at the beginning and still gives us issues today.<\/p>\n<h2>Isn\u2019t There a Way You Could Run an Email Warmup System Without Gmail\u2019s API?<\/h2>\n<p>There is, in theory. We could switch from using the API to a clunkier IMAP method.<\/p>\n<p>But\u2026 <strong>Google isn\u2019t dumb<\/strong>. They\u2019ll know if we\u2019re offering an IMAP-based warmup service and, more important, if <em>you\u2019re<\/em>\u00a0using an IMAP-based warmup service.<\/p>\n<p><strong id=\"so-what-email-warmup-hdyp\">They\u2019ve made it clear they don\u2019t want warmup taking place at all <\/strong>and that they <strong>now consider it a violation of their terms of service<\/strong>.<\/p>\n<p>Again, we\u2019re surprised it took them this long. After all, warmup systems put strain on their systems in service of fooling their systems.<\/p>\n<p>So they\u2019ll shut off any workarounds soon enough \u2014 and quite possibly hold it against you <em>and<\/em>\u00a0us for persisting.<\/p>\n<h2>Um\u2026 So What Do We Do About Cold Email?<\/h2>\n<p>The end of email warmup is bad news, no doubt about it. Warmup was a useful deliverability shortcut for all of us in the cold email game.<\/p>\n<p>The silver lining is: <strong>Email warmup wasn\u2019t the \u201cone true magic bullet\u201d it\u2019s sometimes made out to be.<\/strong><\/p>\n<p>Yes, it made a difference for cold emailers, no doubt about it. But the difference between great deliverability and so-so deliverability was never <em>only <\/em>warmup.<\/p>\n<p>There are lots of other steps you can take to improve deliverability on your new accounts in a post-warmup world.<\/p>\n<h3 id=\"gradually-ramp-up-yo-fdro\">Gradually ramp up your own sending frequency<\/h3>\n<p>Send to smaller, targeted groups at first. Cold email is trending this direction anyway.<\/p>\n<p>Then <strong>graduate to larger and larger sends<\/strong>. In other words, be your own warmup system.<\/p>\n<h3 id=\"write-high-quality-h-ibtv\">Write high-quality, highly personalized emails<\/h3>\n<p>As Google gets to know you, they test your campaigns by sending some messages to recipients inbox and some to spam.<\/p>\n<p>If the inbox cohort is opening, clicking, and replying, you\u2019ll go to more inboxes next time. If the spam cohort is marking you as not spam, you\u2019ll go to more inboxes next time.<\/p>\n<p>That means <strong>better quality emails lead to better inbox placement<\/strong>.<\/p>\n<p>As the saying goes, if you want to avoid going to spam, don\u2019t send spam.<\/p>\n<h3 id=\"use-custom-tracking-kbhg\">Use custom tracking domains<\/h3>\n<p>The <strong>biggest deliverability fix you can make is using a custom tracking domain<\/strong>\u00a0in place of the default shared one.<\/p>\n<p>All GMass plans include custom tracking domains and we\u2019re one of the only platforms anywhere to offer free SSL to make those tracking domains secure. <a href=\"https:\/\/www.gmass.co\/blog\/tracking-domain\/\">Here\u2019s the process for setting one up<\/a>.<\/p>\n<h3 id=\"take-other-steps-to-xmlm\">Take other steps to improve deliverability<\/h3>\n<p>Try\u2026<\/p>\n<ul>\n<li>Using <a href=\"https:\/\/www.gmass.co\/blog\/hosted-vs-embedded-images-gmail\/\">embedded images<\/a>\u00a0rather than hosted ones.<\/li>\n<li id=\"you-won-t-need-to-ta-zjpb\">Squaring away any <a href=\"https:\/\/www.gmass.co\/blog\/how-to-use-email-analyzer\/\">DKIM, SPF, and DMARC issues<\/a>.<\/li>\n<li><a href=\"https:\/\/www.gmass.co\/blog\/mail-merge-feature-throttle-your-email-campaign\/\">Throttling<\/a>\u00a0your send speed.<\/li>\n<li>And trying plain text rather than HTML emails.<\/li>\n<\/ul>\n<p>And run your campaigns through <a href=\"https:\/\/www.gmass.co\/blog\/spam-solver-tweaks-emails\/\">Spam Solver<\/a>\u00a0before you send to flag potential issues \u2014 then test potential fixes for those issues.<\/p>\n<h2>You Won\u2019t Need to Take Any Action As Warmup Ends<\/h2>\n<p>You won\u2019t <strong>need to take any steps on your end<\/strong>\u00a0to turn off warmup. Your email accounts will simply stop sending and receiving warmup emails on our designated end date.<\/p>\n<p>Again, we know this isn\u2019t happy news. But we also know <strong>cold emailers are about as resilient, resourceful, and clever of a group as you\u2019ll find<\/strong>.<\/p>\n<p>And we\u2019re looking forward to continuing to work with you to find the best, non-TOS-violating solutions for helping you send incredible cold emails.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m going to rip off the Band-Aid here: We\u2019re shutting down the GMass email warmup system on January 31st, 2023.\u00a0(NOT the GMass email platform itself, of course. Just\u2026<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4256,1954,5916,26],"tags":[],"class_list":["post-22472","post","type-post","status-publish","format-standard","hentry","category-announcements","category-email-deliverability","category-gmail-api","category-gmass"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>GMass\u2019s Email Warmup System Is Shutting Down<\/title>\r\n<meta name=\"description\" content=\"GMass&#039;s email warmup system is shutting down. 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