Question

A large retail company has selected Marketing Cloud and has asked to be fully migrated from their existing platform in three weeks. They have communicated the following: They currently have 3 million customers. They email customers twice a week with no known deliverability issues. Their contract includes one Sender Authentication Package (SAP).

Which two responses articulate proper IP warming? Choose 2 answers

A) IP ramp -up takes four to six weeks to be able to fully send to all 3 million customers.
B) IP ramp -up can be accelerated by migrating to pre -warmed IP addresses.
C) IP ramp -up can be bypassed, given their historical lack of deliverability issues.
D) IP ramp -up is important to establish a positive sender reputation.

Answer 1

The subject is the migration to Marketing Cloud with an accelerated IP ramp-up using pre-warmed IP addresses for a large retail company. The process involves careful management to maintain deliverability and build a positive sender reputation, which is critical for avoiding spam flags from ISPs.

Step-by-step explanation:

The query pertains to the migration of a large retail company's email marketing operations to Marketing Cloud. The company's requirement to transition within three weeks, along with the maintenance of their current email frequency to 3 million customers without compromising deliverability issues, suggests the need for an accelerated IP ramp-up. Adopting pre-warmed IP addresses would facilitate this by leveraging IPs with an existing positive sender reputation. However, the addition of a single Sender Authentication Package (SAP) implies that domain reputation must also be considered. The SAP will consolidate their sender reputation under their domain, further supporting deliverability.

IP Ramp-Up and Sender Reputation

IP ramp-up is a crucial process where email volume is gradually increased to build a reliable sender reputation with Internet Service Providers (ISPs). Moving to a pre-warmed IP can accelerate this process, but it still requires careful management to avoid being flagged as spam. A pre-warmed IP address has already established a reputation and can handle a higher volume of emails from the start, aiding in a smoother transition. Notwithstanding, the success of the entire migration also depends on meticulous planning and execution that considers all aspects of the email migration, including contact list management, content strategy, and compliance with email best practices.