ExactTarget – ‘Tis the Season for Sending Emails, Part 2
As the Black Friday/Cyber Monday kickoff to the holiday season approaches, we’re happy to offer some tips to help seasonal senders hit the inbox. In Part 1 of this series, we took a look at the unique challenges facing seasonal senders. In today’s post and Part 3 (coming soon), we’ll offer guidelines for a successful sending season.
- Create a consistent sending environment. This is one thing you have direct control over. Year over year, you should maintain the same “From” address, sending IP, and DKIM domain so that ISPs who look at long-term reputational data will have an idea of your sending reputation even after prolonged periods of minimal sending activity.
- Build up to the big day. Don’t go busting out of the gates during your busy season. Instead, methodically increase your sending volume leading up to the peak period. Not only will ISPs start seeing traffic from you earlier (thereby building your reputation sooner), you will also receive advanced notice of any potential red flags that may have popped up during your dormant period. Need help building up volume?
a) Break down campaigns into smaller sends: Divvy up your mailing list so you only send to a subset of your recipients on any given day. Working your way through the entire list over a period of days (or even weeks) will help your deliverability, as ISPs tend to treat huge and sudden spikes in traffic with suspicion.
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