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ExactTarget – ‘Tis the Season for Sending Emails, Part 2

ExactTarget – ‘Tis the Season for Sending Emails, Part 2

'Tis the Season for Sending Emails, Part 2

By: ExactTarget

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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