GTM Glossary · Motions & Plays
Domain Warm-Up
Gradually increasing sending volume from a new domain or mailbox so providers build a positive reputation for it.
[01]What It Means
Warm-up starts with small volumes to engaged recipients and increases over weeks. Separate sending domains for outbound protect the primary domain used for contracts, invoices, and support.
[02]Why It Matters
It is the cheapest insurance in outbound. Skipping it puts an entire market entry behind a spam filter, and recovery takes longer than doing it properly in the first place.
[03]Where It Goes Wrong
Buying a domain and sending at full volume on day one.Warming a domain and then changing the sending pattern abruptly.Using look-alike domains that damage brand trust when a buyer notices.
[04]Related Terms