Which deliverability best practice helps you build a positive sending reputation with ISPs?

IP Warming is a strategy that involves gradually increasing the volume of emails sent with a new IP address over a specified period. This practice is essential in establishing a positive sending reputation with Internet Service Providers (ISPs). When a new IP address begins sending emails, ISPs may initially view the emails as potentially suspicious or spammy due to the lack of historical sending behavior. By gradually increasing the volume of emails, marketers can signal to ISPs that the emails are legitimate and that recipients are engaging positively with them (by opening and clicking). This gradual buildup helps to prevent ISPs from flagging the new IP as spam, ultimately leading to improved deliverability rates and ensuring that emails reach recipients' inboxes.

The other practices mentioned do have their own importance in the email marketing process, but they do not directly focus on building a sending reputation with ISPs. Text versions improve accessibility and compatibility for various email clients, while Content Detective helps in identifying potential issues within email content that could trigger spam filters. Subscriber Preview allows marketers to see how their emails will look in a recipient’s inbox but does not relate to reputation management with ISPs. Thus, IP Warming stands out as the best practice for establishing a positive sending reputation.