Today we’re looking at the daily life of a postmaster. No, not the ones in post offices (snail mail anyone?), but an email postmaster for major brands like Macy’s and the American Cancer Society. What better topic for National Email Week right?
And who better to talk about the topic than Jill Resnick, our Solution Consultant, who formerly worked for these brands! On 12 June, Jill Resnick shared her postmaster insights with a global audience in the Proven Tips for High Volume Sending webinar. Together with Global Solutions Consulting Director, Mike Hillyer, they discussed key concerns around high volume sending, especially during times like Black Friday, where retailers usually ramp up their sending activity.
If you missed the live webinar, here are some of the highlights.
- A postmaster’s daily concern includes dealing with graymail, blocks on IP addresses, ensuring high sending scores and that queues are not overloaded.
- Other challenges include IP warm up, protecting the brand and maintaining email infrastructure.
- It is important to set up PTR records and ensure reverse DNS is recognized.
On Email Authentication
- One of the postmaster’s prime concerns is email authentication and ensuring the set up of SPF, DKIM and DMARC practices. These help to indicate that the brand is not responsible for any fraudulent activity.
- Emails should be authenticated and verified through double opt-ins.
- Start with list acquisition, provide opt-outs on sign-up forms and have double opt-ins.
- Self inspect messaging practices and adhere to best practices.
On Feedback Loops
- When many people are marking your emails as spam and there is a lot of feedback loop action, you need to evaluate the relevance of your campaign.
- The reality is that sending to inactive subscribers is a risk to your reputation.
- Unsubscribe users who click that spam button. If they click it repeatedly they don’t want that email.
- Feedback loops can be a security tool and enables businesses to find compromised servers and shut them down.
On Internet Service Providers (ISPs)
- All ISPs have different policies. It is best to work with them rather than around their rules and set up bounce codes as needed.
- Sign up to get inside information on ISP’s whitelisting practices.
- Use tools to ensure list hygiene as it really helps your brand when it comes to maintaining good ISP relations.
On IP Addresses
- Certain ISPs such as AOL will tell you what is wrong with your IP address, but not all.
- There are instances when you might be on a shared IP and that often occurs when you are a company that is sending for different business units or if your volume of sending is not that high.
- When using a shared IP space, there is a possibility that the entire space might be blocked if someone is sending to bad lists; place bad addresses on a suppression list
- Set some IPs aside for big campaigns that need to reach the entire database. ie. IP warm up
- Know where your next IP address and server is coming from. Plan ahead for future campaigns.
- It is absolutely possible to be successful without a direct relationship with an ISP as all ISPs provide validation tools for testing.
On Open Source and Cloud Providers
- Cloud vendors are definitely good for specific use cases like transactional messaging and triggered messages.
- However, if a business is sending in the tens of millions a month, it is a good idea to consider the price carefully, and look into inhouse solutions.
On Message Systems
- Message Systems is carrier grade system and we work with a lot of carriers.
- Adaptive Delivery® which is integrated into the Momentum platform helps automate traffic shaping and throttling based on ISP responses, which saves postmasters a lot of time which would otherwise be spent manually managing it.
Above all, it is good to remember that quality is better than quantity when it comes to high volume sending!
Watch the full webinar replay for more insights into high volume sending!
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