For High Volume Email Senders, The Struggles Are Real
Email is the backbone for the vast majority of consumer brands’ marketing initiatives. As marketers, we rely on it to send promotions, deliver the latest newsletter, drive revenue, increase loyalty, and so much more. However, with this reliance comes a number of hurdles, pitfalls, and downright showstoppers that keeps us marketers up at night and often panicking over our performance metrics.
For high volume senders of email, the issues compound upon each other and can lead to overall deliverability issues, inbox placement, and even SPAM. The common struggles faced by high volume senders include:
IP Reputation: Every email marketer has to keep IP reputation as a priority. For high volume senders, it’s an even larger issue due to the sheer volume and often different types of emails that get sent. For high volume senders, multiple IPs are often required to handle the various message types.
Ramping: You cannot send a high volume of emails immediately. Beyond simply “warming up an IP address” you have to consciously scale your sending volume to avoid potential IP reputation issues. Whether you have dedicated IPs or shared IPs, this is an issue you will face.
Burst Rates: Trying to send a high volume of emails all at once causes headaches for marketers and their engineering teams. Often these emails can be throttled and spread over hours, which could be an issue for limited time only promotions or other timely messaging.
Personalization: From product recommendations to predictive “next-best” offers and up-sells, personalization can become an issue for high volume senders. Some senders simply show “trending” or “top rated” content, but building true personalization can add delays with throttling or even massive downswings in volume sends.
Rendering: As mentioned in personalization above, adding complexity to your emails has side effects with high volume senders. From building uniques personalizations (like weather, next-best recommendations, etc) to adding in too many images, your email can be hindered both with delivery windows and even actually rendering of the content within the email itself.
As customers begin to demand more and more personalization and relevance in their emails, high volume senders face all of these issues (and even more that may happen down the road). With tighter restrictions on customer data as well (seen with the recent passage of GDPR), high volume senders have plenty of issues to consider.
The best practice is to forecast out your needs and keep a strong eye on your backend and front end metrics constantly. Build out a great team and give them the technology needed to handle and overcome these struggles.
Knowing these issues exist is part of the battle. Attend our upcoming webinar featuring LendingTree’s Senior Director of CRM, Chris Kachel, in a conversation with Sparkpost and Blueshift, as we discuss how LendingTree overcame these issues and how you can set a plan to avoid these pitfalls.
Shannon Johlic is the Director of Marketing at Blueshift, delivering regional, national, and global marketing programs with measurable impact, spurring action from targeted audiences by leveraging over a decade of experience in demand generation.