🚦How to Warm Up a Cold Domain Before BFCM

Hey, it’s Ray.

Every year, I see brands sink serious money into Black Friday campaigns—only to watch their emails get buried in spam.

Why? Because they start sending from a cold or poorly prepped domain a few weeks before BFCM.

Here’s the truth: if you haven’t been sending consistently, or if you’re launching a new subdomain, you can’t just flip the switch and hit “send.” ISPs need to trust you first.

That’s where warming up comes in. Done right, it gets your emails into inboxes when it matters most. Done wrong, you’re invisible on the biggest sales weekend of the year.

Here are 4 essential steps to warm up a cold domain before BFCM 2025:

1. Start Small, Then Ramp Up

Your first sends should go to a small, highly engaged group.

• How to do it: Begin sending to your most engaged 500–1,000 subscribers. Gradually increase volume every week.
  

• Why it matters: Inbox providers reward consistency and engagement. Scaling slowly builds a positive reputation.

2. Focus on Recency, Not Just Size

One of the biggest mistakes I see? Brands blasting their entire list—including people who haven’t opened in months.

I ran into this exact issue with a client: their spam complaints were climbing, and deliverability was tanking. After a closer look, I found they were emailing contacts who hadn’t engaged in over six months.

Here’s what we did:

👉 We only targeted people who opened, clicked, or engaged within the last 90–120 days.

Almost immediately, complaints dropped, engagement rose, and deliverability stabilized.

Lesson: A smaller, fresher segment beats a massive stale list every time.

3. Balance Campaigns with Flows

ISPs don’t just care about how many emails you send, but what types you send.

• How to do it: Mix in automated flows like welcomes, browse abandonment, or transactional emails along with your campaigns.
  

• Example: Pair a BFCM teaser campaign with a triggered post-purchase email or a value-driven tip.
  

• Why it matters: A healthy send pattern signals that you’re building relationships, not just spamming promotions.
  

4. Authenticate and Keep Watch

Sending without authentication is like showing up to airport security with no ID.

• How to do it: Set up SPF, DKIM, and DMARC records before sending. Monitor inbox placement with tools like Postmark or GlockApps.
  

• Example subject line: “✅ BFCM Email Prep: Deliverability That Wins the Inbox.”
  

• Why it matters: Authentication proves you’re legit, while monitoring lets you fix issues before the holiday rush.
  

BFCM Success Starts Weeks in Advance

A cold domain won’t warm itself. 

Start now, and you’ll hit inboxes when it matters most, without stressing about spam complaints or lost revenue.

We help brands lock in deliverability with domain setups, warm-up schedules, and Klaviyo-powered segmentation that keeps campaigns profitable.

👉 Want me to build out a warm-up plan for your brand before BFCM? Just hit reply and let’s talk.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game 

Q4 is here, and with BFCM and the holidays right around the corner, your email marketing has to be dialed in. 

Every click, every open, and every flow can mean the difference between hitting record revenue or leaving money on the table. 

Here’s how I can help you maximize Q4: 

Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, I’ll build out a complete email system designed to capture more revenue, convert more customers, and keep sales flowing through the holidays. Book a call with me here. 

Free Resource: Not ready to commit just yet? Grab my FREE 10-page KPI audit and 128-point health scorecard, a proven toolkit to quickly optimize your email performance before BFCM. Get it here!

Take Your Email Marketing Even Further

If you’re up about boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Video!

Want to boost sales with abandoned cart and checkout flows? In my YouTube video, I break down how to actually create high-converting flows that recover lost revenue. This step-by-step guide covers everything you need to know to turn abandoned carts into completed purchases. 👉 Watch it here!

📝 Stay Ahead with 2025’s Email Marketing Trends

Not sure what’s working in email marketing right now? You’re not alone. Many brands play it safe until they see what’s actually driving results.

We’ve broken down the biggest email marketing trends for 2025, so you can stay ahead, boost engagement, and drive more revenue. Want to know what’s working?

👉 Read my blog here: Email Marketing Trends in 2025 That Will Show Results

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.