Sudden and large increases in email sends can look suspicious to email providers, who could choose to filter or block your campaigns as a result.
To avoid this, it's best practice to ramp up your send volumes ahead of the sale or holiday period, allowing mailbox providers to adjust to your higher email volumes.
Things to consider:
- How much will your daily send volumes increase by?
- How much does increasing your volumes affect deliverability and campaign performance?
- What are you doing that will increase the volumes? Will this be through contacting older contacts that are not included in your day to day segments? Or through increased frequency to existing contacts?
Where you are increasing the number of contacts being sent to, you should batch the contacts into small segments and introduce these slowly over a number of sends.
Monitor your performance as the batches are introduced.
The examples below show how to approach ramping up to Black Friday.
The same approach can be used for any sale or holiday period that requires you to increase volumes.
Increasing contact numbers
In this example:
- BAU - the standard segment used for broadcasts made up of engaged contacts
- Less engaged - a segment of less engaged contacts who are occasionally sent special offers and sale campaigns
- Least engaged contacts - contacts who are rarely sent to except during sale periods
Increasing contact numbers
In this example, a 3x a week sender is increasing to 5x a week for the week of Black Friday.
Comments
0 comments
Article is closed for comments.