Email

When utilising email services to communicate with your audience, it's essential to follow the warm-up process diligently. Warm-up is a strategic method to gradually increase your email sending volume, ensuring a smooth and successful delivery to your recipients.

Why is Warm-Up Necessary?
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Sending a large number of emails abruptly, without a proper warm-up, can trigger spam filters on recipient clients such as Gmail or Outlook. These email providers monitor the sending behavior of IP addresses and domains. If they detect a sudden and high volume of emails, they may categorize your emails as spam or may blacklist your domain, leading to potential delivery issues.

How to Conduct Warm-Up:
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To optimize your email deliverability, we recommend starting with a conservative email volume and gradually increasing it over a specified period. Here's a suggested approach:

Warm up process email cycle

Day 1 – Send to 500
➡️ Start slow. Only target users who recently engaged with your services (opened/clicked).
Goal: Build trust with mailbox providers.

Day 2 – Send to 1,000
➡️ Double your volume, but monitor bounce and complaint rates.
Goal: Prove your list is clean and responsive.

Day 3 – Send to 2,000
➡️ Increase only if performance from Day 1–2 was strong.
Goal: Avoid hitting spam traps.

Day 4 – Send to 3,000
➡️ Continue increasing, but ensure your open rate stays above 10%.
Goal: Keep engagement steady.

Day 5 – Send to 5,000
➡️ Still prioritize recent or active users.
Goal: Avoid sudden dips in performance.

Day 6 – Send to 7,000
➡️ Do not send to cold or new contacts yet.
Goal: Maintain consistency.

Day 7 – Send to 10,000
➡️ Look beyond just delivery rates - check how many emails were delivered vs failed.
Goal: Ensure real visibility.

Day 8 – Send to 12,000
➡️ Clean your list, remove any hard bounces or invalid emails.
Goal: Prevent damage to sender score.

Day 9 – Send to 14,000
➡️ Spam complaints should stay below 0.1%.
Goal: Show mailbox providers your emails are wanted.

Day 10 – Send to 15,000
➡️ You can slowly reintroduce older contacts if engagement is solid.
Goal: Test cautiously.

Day 11 – Send to 12,000
➡️ Slight pullback for better deliverability
Goal: Let your reputation recover.

Day 12 – Send to 8,000
➡️ Let mailbox providers stabilize your sending behavior.
Goal: Build long-term trust.

Day 13 – Send to 6,000
➡️ Don’t spike volumes. Stay consistent with the warm-up curve.
Goal: Avoid filters and throttling.

Day 14 – Send to 5,500
➡️ Review performance. Decide whether to scale up or pause.
Goal: Plan for the next phase of your email strategy.

The dip in volume on Day 12–14 in a warm-up plan is a strategic cooldown, and here's Why We Reduce Volume Around Day 12

Avoid Triggering Spam Filters - If you keep increasing volume non-stop for 14 days, mailbox providers may flag it as "suspicious behavior" — especially from a new domain. A sudden drop, pause, or dip simulates more natural human activity (e.g. campaign cycles, weekends, or a controlled test).

Let the IP and Domain Reputation Stabilize - After 80K emails, mailbox providers need time to analyze your metrics: spam complaints, bounce rates, opens, click-throughs, unsubscribes.The dip acts like a “buffer period” for that analysis to settle in.

Prevent Overheating the IP Reputation - If any minor complaints or bounces start creeping in during high-volume days, continuing to increase can burn the domain/IP reputation. Pulling back early lets you course-correct.

Most legitimate senders don’t send more and more every single day. A healthy pattern looks like: increase → cooldown → new batch later.

If you keep increasing to the end without pause, ESPs may think:

You're a bulk sender spamming aggressively

You're not following best practices

Your domain could be linked to spam traps

You're faking trust to reach more inboxes fast

This feature is used to connect your existing email service provider (Gmail & Outlook) to your MSG91 account and use the same to send emails. 

How to set up email connections?

1. Click on Email on the home screen

​2. Click on connections from the left menu pane.

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​3.You’ll get the option to choose from Gmail or Outlook. Choose one of the following option which you want to                 use and click continue (You’ll be redirected to the service provider URL for login) 

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4. Provide the login credentials of your existing email or create a new account and click continue

​5. It’ll take you to the page where you can check the permissions for MSG91 and also the privacy policy, if you          are ok with that click on continue. Once done you can see the account under Connection in your email              dashboard and you will be able to send emails from it.

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Note : The email limits and restrictions will be as per your email service provider.

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6. If you want to add another account you can click on the Connect button on the top left side of the screen and continue from step 3 to step 5

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7. If you want to delete the any existing connection then just hover over the connection that you want to delete and click the delete button

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Now you can easily view and reply to all email responses from a single dashboard. Explore Hello Inbox to efficiently manage all replies and respond promptly. To get started, simply click on Hello.

After clicking on Hello, select All Inboxes

After clicking on all inboxes, Then, simply click on the Create Inbox button located at the top-right corner

After clicking on create inbox, Select Email Inbox to integrate your Msg91 email account

Select MSG91 and click on Create Now

After selecting the MSG91 Inbox, you’ll need to fill in the following required fields:

Inbox Name: This is how the inbox will be displayed in Hello, allowing you to view all responses. Select Domain: Choose the configured domain you have used in your MSG91 email service.
Email : Add the same email ID you used for sending emails through your MSG91 account.
From Name: Set the name that will appear to users when responses are triggered

After filling in the required fields, click on Next to proceed.

In the next field, set the permissions for handling email responses. Select the agent or team based on your Hello Inbox configuration, or click on 'Invite an Agent' or 'Add a Team' as needed. Once done, click on Save & Next to proceed

Next, you'll see the forwarding option. Keep the settings as they are and click Next

In the next field, you'll find the configuration option. Add your signature so it appears in the email replies. Enable Show Mail Thread to view the entire email thread in Hello. The Undo Email option allows you to undo an email after sending, set the duration and click Save.

After clicking on Save, your integrated Email Inbox will appear in the "Hello All Inboxes" section and below the filters, your configured Email Inbox will be displayed. After selecting the Email Inbox, you can review all received email responses and respond accordingly.

Gmail Markup enhances your emails by allowing recipients to take quick actions directly from their Gmail inbox. With this feature, users can interact with emails - such as checking into a flight, confirming an event, or tracking an order - without opening the email fully or clicking external links.

Example Use Case:

For an event reservation email, Gmail Markup can display an "Add to Calendar" button to allow users to add the event to their calendar, and a "Directions" button to get directions to the event directly from their inbox.

What is Handlebars and How to Use It?

The Handlebars feature in MSG91 allows you to create personalized and dynamic email templates by inserting variables and applying logic directly into your content using {{handlebar}} syntax.
This makes it easy to customize your emails for each recipient based on their name, behavior, or order details—without needing to write multiple templates or manually edit content.

Example Use Case: Order Confirmation Email Using Handlebars

Objective:
Send a personalized order confirmation email that dynamically includes the customer’s name and lists all the items they purchased, with quantity and pricing.

User Scenario:
Riya places an order on your eCommerce website. She buys:

• 1 Black Dress – ₹1,499

• 2 Lipsticks – ₹299 each

Instead of hardcoding product details or creating different templates for every order, you use Handlebars to dynamically populate the data.

Data Sent to MSG91 (via API or platform)

"first_name": "Riya",
  "order_id": "ORD10293",
  "order": {
    "items": [
      { "name": "Black Dress", "quantity": 1, "price": 1499 },
      { "name": "Lipstick", "quantity": 2, "price": 299 }
    ]
  }
}

Handlebars-Based Email Template

<h2>Hello {{first_name}},</h2>

<p>Thanks for your purchase! Here are your order details:</p>

<h3>Order ID: {{order_id}}</h3>

<table width="100%" cellpadding="10" cellspacing="0" border="1">
  <thead>
    <tr>
      <th>Product</th>
      <th>Qty</th>
      <th>Price</th>
    </tr>
  </thead>
  <tbody>
    {{#each order.items}}
    <tr>
      <td>{{name}}</td>
      <td>{{quantity}}</td>
      <td>₹{{price}}</td>
    </tr>
    {{/each}}
  </tbody>
</table>

<p>We hope you enjoy your purchase. </p>

Output Received by Riya

Hello Riya,

Thanks for your purchase! Here are your order details:

Order ID: ORD10293

Product        | Qty | Price
-------------------------------
Black Dress    |  1  | ₹1499  
Lipstick       |  2  | ₹299  

We hope you enjoy your purchase. Hello Riya,

Benefits of Using Handlebars

1. Log in to Your MSG91 Email Account

Open your MSG91 Dashboard.

2. Go to Templates and Click “Create Template”

Navigate to the Email section → Templates → Click Create Template.

3. Choose “Start from Scratch” or Use AI

You can either:

Build a new template from scratch, or

Use “Generate via AI” and then enhance it with Handlebars

4. Insert Handlebars in the Email Body

Use Handlebars directly in your HTML editor to dynamically display personalized content based on the order data.

5. Test Your Template

Click Preview or use sample JSON data to see your template in action. MSG91 will render real-time results based on your test data.

6. Submit for Approval and Launch

Once your template is ready:

Submit for approval.

After approval, use it in your transactional flows or campaigns.

Done! Your personalized template is live.

Why Use It?

Dynamic, personalized emails at scale

Great for order updates, cart recovery, offers, and more

Compatible with automation and transactional flows

Need Help?

If you’re unsure about your data format or template logic, our team is here to assist.