Jimmy Kim breaks down an email warm-up strategy for ESP migrations: start with existing buyers segmented by click activity, then opens, then all buyers. Introduce prospects later, using 30-, 60-, 90-, and 120-day windows. Exclude very old contacts and avoid dumping emails into a generic 90-day segment, which tanks deliverability.
Expanding segments, because I think this is really critical too, as I'm thinking about this with you right now.
So I think it's all clear, right? We begin with buyers and then where do we go?
This is the most important part, right? So you don't wanna just go and dump into your 90-day actives again. That's the wrong move. What you need to do is this, and I'll, I'll kind of layer out like the people, we'll talk about it. So there's like the buyers with the click activity. So we're gonna get to keep activity opening up. Then you're gonna layer buyers with open activity, though it's not a great metric, it's still better, right? So you're gonna start expanding out like some open activity. Then I usually go to buyers in general, because it just proven people who know you, who spent with you, right? And I wanna expand through my buyers list. Then I start bringing those prospects in. Look how late I bring this in because prospects are usually where your oopsies happen. So prospect, I'm gonna start with the clicks and I'm gonna go last 30 days, last 60 days, last 90 days, last 120 days, whatever it is. Then I might go to prospects with open activity layered on last 14 days, 30 days, 60 days, 90 days before I get to the final one. If I ever get to that, which is all prospects, But the key here is still to use your opt-in date so that you're using the people that are the newer. You really don't want 5-year-old age data when you're going through a warmup series.
So you really wanna fully exhaust buyers before ever mailing prospects.
That's correct. And within each group, you wanna prioritize clicks over opens and recent activity over old activity.
