Thank you to all who joined us for our webinar, 3 Steps to Safeguard Email Deliverability.
In 30 minutes, we covered how to use IP warming, authentication, data cleansing and validation, and email best practices to reduce deliverability issues and reach your target subscribers.
Email deliverability is challenging in the best circumstances, but is recently at-risk by marketers abruptly changing their email cadences due to COVID-19.
Read on to get the resources and quick tips to protect your sender performance and thoughtfully adapt your email marketing strategy.
Email Deliverability During a Crisis
While drastic changes may seem suitable, in order to safeguard your email deliverability rate during and through a time of crisis, it’s best to stay the course as much as possible. Here are some common tendencies and what to do instead:
- Pulling the plug: Instead of pausing your promotional campaigns in light of a crisis, reduce frequency slightly, and then gradually increase over time as you’re ready to resume normal operations.
- Speeding up send frequency: We always recommend maintaining a progressive and consistent send schedule. However, be mindful to not overwhelm your contacts. Prioritize the relevancy of your messages to avoid risking subscriber fatigue and rising unsubscribe rates, especially during a crisis.
- Fluctuating list size: Rather than cutting your list down or including everyone in your database in every send, keep your list size consistent by only mailing to your most engaged audiences. Use segmentation best practices to ensure you’re sending the right message, at the right time to maximize email performance and engagement.
Sudden or abrupt changes to your typical email cadence—whether that’s fluctuating send volume or frequency—can negatively impact your email reputation. Your sending patterns are important: these are used to recognize a sender, determine if the emails should be trusted, and decide how to treat emails when they are received. When these patterns change or are disrupted, inboxes are alerted, and emails can be filtered to the junk or spam folders.
Global email volume has dramatically increased in the wake of the COVID-19 crisis, so it’s more important than ever to maintain consistency—your subscribers and your deliverability rate will thank you.
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