We’ve summarized a few common email deliverability questions and scenarios to consider.
Over the last two weeks, we’ve been working with email marketers that have found themselves in uncertain times. These uncertain times come with rapid changes to email communication plans, some of which can drastically affect email deliverability. While there are a wide variety of unique scenarios and questions to address, we’ve summarized a few common questions and scenarios for you below.
Kathleen Schaefer is the Senior Director at Inboxable. Kathleen is a leader in email and cross-channel digital marketing solutions. She focuses on leading and maintaining client facing support for Data Axle/Inboxable technology and service offerings. Kathleen’s expertise allows her to help Data Axle clients to conceptualize campaigns, recognize capacity and achieve successful outcomes.
Yes. These implications can be broken down into three silos, which are all closely connected: ISP reputation, spam complaints and list hygiene.
No. Despite these unique circumstances, any time you are sending to less engaged subscribers you pose the risk of elevated bounce rates, spam complaints and spam traps. There are some steps that you can take, to keep your deliverability risk at a minimum, and we have outlined them here.
If your team is planning on reducing the reach of each email communication, it is an ideal time to focus on your most engaged subscribers/purchasers as an effort to keep engagement up and solidify your sender reputation with the ISP community. This will ensure that you continue to have a line of communication with your priority subscribers and customers, while also ensuring your ISP reputation doesn’t disappear. If you’ve been dealing with any reputation issues prior, take this opportunity to send very targeted communications to your subscribers that will help boost your engagement metrics (particularly marking your email as ‘not spam’ and engaging positively from the inbox with frequent opens and clicks).
Minimum send volumes and frequency recommendations should be approached on a case by case basis, as these are all relative to what your email program looks like on an average day. To help you approach your email program, here are some example scenarios:
For more specific scenarios you are faced with, please reach out to us for advice and recommendations. Every change in send volume and send frequency is unique and each sender faces different challenges depending on how you are configured with your ESP (shared IP pool vs. dedicated IPs), your domain reputation and history, and your existing reputation with the ISP community. We’re here to help you evaluate where your sender reputation sits today, understand how changes to your email communication plan will affect your deliverability, and give you guidance on choosing the right plan that minimizes risk to your reputation as a sender long term.