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How to Avoid Email Deliverability Issues During the Holidays

posted by Margaret Spencer on December 22, 2017

How to Avoid Email Deliverability Issues During the HolidaysThe holiday season is in full swing. Aside from crowded stores and endless checkout lines, the inbox gets particularly busy this time of year, too. In fact, people receive 1.5 times more promotional emails during the holidays than at any other period. This brings all sorts of email deliverability issues that can drag down campaign performance.

As Kevin Senne over at Oracle Marketing Cloud explains, ISPs tend to tighten their grip on incoming mail during the holidays. That’s because mailbox providers slow down the rate of email arrivals to deal with the seasonal deluge. Naturally, this throttling has an effect on both if and when emails reach a recipient’s inbox.

While these email deliverability issues largely bother senders of promotional emails, every marketer who wants to get in touch with prospects or customers during the holidays isn’t immune from these problems.

That’s why we searched the Web for practical tips and best practices to help you avoid holiday-induced deliverability headaches. Let’s take a look at what we learned:

 

  1. Keep your list spotlessly clean

As you’re making your email list, and checking it twice, you might want to have someone recheck it thrice. The first step to your recipients’ inbox starts with the list. Squeaky-clean lists help keep email deliverability issues at bay.

That’s because clean lists tend to give you lower bounce rates, which in turn improve your sender reputation. The better your reputation becomes (in the eyes of ISPs), the better your deliverability gets.

While there’s no shortage of tools and techniques you can use to do some D.I.Y. list cleaning, most sources we dug up strongly recommend working with a third-party data cleaning service provider for best results.

 

  1. Stick to your current sending IP address

If you’re thinking that switching over to a new IP address will give you better deliverability for your holiday campaigns, then you’re in for some very rude awakening. Deliverability expert Return Path cautions against changing your sending IP address, especially during the holiday season.

Using a brand new IP does let you start out with a blank slate, but it’s going to take a while to “warm up” a fresh address and earn the trust of ISPs. Building your sender reputation from scratch isn’t going to happen overnight, and the process will be much longer during the holidays when throttling and stricter spam filters are in place.

 

  1. Watch your mailing frequency

Return Path also warns email marketers not to abruptly increase their sending frequency in the run up to and during the holidays. The biggest mailbox providers keep a close eye on any sudden spikes in send-out rates, slowing down or stopping incoming mails from senders who step on the gas too quickly. In many cases, this can permanently harm sender reputation.

To avoid potential email deliverability issues from sending out too much mail during the holidays, most references we found suggest consistently maintaining your usual email frequency. Other sources also point out that, if you really want to increase your email volume, you need to slowly and gradually increase your frequency over several weeks ahead of the holidays.

 

  1. Wear your authentication badge at all times

Another way to improve deliverability is to use SPF, DKIM, and DMARC authentication. These are tools that tell ISPs you’re someone they can trust. While enabling these items won’t guarantee deliverability (nothing does), they’re a crucial component of building and maintaining a good sender reputation.

As marketing automation provider Real Magnet describes, these three authentication systems allow you to improve your emails’ deliverability and credibility. They implement protocols that verify your domain as the sender, which is something that affects ISPs’ decisions to accept or reject incoming mail.

Enabling all three tools helps guarantee your emails make it into the inbox, as well as protect your emails from spoofing.

 

  1. Focus on the recipient, not the campaign

Google, Yahoo, Hotmail, and other mailbox providers use engagement metrics (opens, clicks, spam reports, unsubscribes, etc.) to determine if your email should end up in the inbox or spam folder.

That’s why avoiding email deliverability issues also means improving how your emails engage your readers. From the subject down to the closing, your email needs actionable copy and compelling design.

We went over some effective tips to write engaging emails in a previous blog entry. Here’s a quick rundown:

  • Use a catchy subject line
  • Make the copy easy to scan and skim
  • Keep it short and strong
  • End with a clear CTA
  • Place main takeaways and CTAs at the top
  • Divide text into sections
  • Use contrasting color schemes
  • Format everything for easy skimming

With these steps, your holiday email campaign will surely minimize, if not avoid, email deliverability issues. From the ContactDB team:

Happy Holidays!

Posted in Business | E-mail marketing services | email lists for lead generation | marketing | sales with no comment


6 Handy B2B Marketing Services to Outsource in 2018

posted by Margaret Spencer on December 13, 2017

We’re well within the last quarter of 2017, and most of you are probably already making the final touches to next year’s marketing plan. If your strategy involves working with a B2B marketing services provider but you’re not sure which marketing initiatives to outsource and which ones to keep in-house, we’ve got you covered. This […]

Posted in B2B Leads | B2B Marketing | Business | Contact Database | Contact Lists | Lead Generation | marketing | sales with no comment


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posted by Margaret Spencer on November 7, 2017

Here’s a number to think about: 3,800%. That’s the average email marketing ROI according to the DMA. But just because you’re doing email marketing, too, doesn’t guarantee you’ll also be getting the same spectacular returns. To generate decent ROI, you first need to develop a working email marketing campaign plan. Putting together a coherent and […]

Posted in Business | Contact Database Provider | E-mail marketing services | Mailing List Provider | marketing | sales with no comment


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posted by Margaret Spencer on October 24, 2017

In this day and age, it’s surprising that quite a number of B2B marketing folks still get the terms “lead generation” and “demand generation” mixed up. Although these two activities remain inextricably linked, they’re not the same thing. That’s why if you’re out on the market looking for lead generation or demand generation services, it’s […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


5 Ways to Find Email Addresses for Account-Based Marketing Campaigns

posted by Margaret Spencer on October 10, 2017

Despite rewriting the rules of marketing and turning the traditional sales funnel model on its head, account-based marketing (ABM) still very much relies on good-old email as one of its most effective tactics. That’s why you still need to find email addresses that let you reach out to every decision-maker who’s part of the buying […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


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posted by Margaret Spencer on September 27, 2017

  It sometimes pays to stand on the shoulders of giants to extend your marketing messages’ reach and impact. That’s why influencer marketing is an ideal strategy for speeding up fresh leads creation and conversion. Influencers can help you connect with a larger audience or reach deeper levels of engagement which you’d most likely have […]

Posted in Advertising Company | appointment setters | B2B Appointment Setting | B2B Contact Database | b2b contact leads database | b2b contact list | B2B Leads | B2B Mailing Lists | B2B Marketing | B2B Telemarketing | Business | Business Advice | Business Contact Database | Business Contact List | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


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posted by Margaret Spencer on September 20, 2017

We’re living through some pretty exciting times for data-driven marketing. Recent research from the Winterberry Group and Global Direct Marketing Association finds that almost 80% of marketers agree data is more critical than ever. The same study also reports that 88% actively use list segmentation and that 64% of marketers buy data from third-party data […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | data gathering solution | Lead Generation | marketing | Marketing Tips with no comment


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posted by Margaret Spencer on September 15, 2017

In B2B marketing, getting to know your prospects and leads better can oftentimes require adding more fields on your marketing database. That’s why contact list appending remains a critical component of a modern B2B marketer’s data management plan. When done right, data appending enables you to paint a sharper image of potential customers, so that […]

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


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posted by Margaret Spencer on September 12, 2017

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Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


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posted by Margaret Spencer on September 7, 2017

Surveys reveal that between 75% to 77% of B2B marketers rank in-person events like tradeshows and conferences as their top-performing marketing tactic. Tradeshows are great venues for finding qualified leads in an industry or market, since these events are where you’ll typically meet decision-makers, influencers, and thought leaders face-to-face. That’s why, if you’re looking for […]

Posted in Advertising Company | b2b contact leads database | b2b contact list | B2B Leads | Business | Business List Provider | Contact Database | Contact Database | Contact Database Provider | contact leads database | Email List Provider | marketing | Marketing Tips | sales with no comment


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