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Orange background with Kickbox and Iterable Logos at the top with "Proven Deliverability Strategies" in the middle

ICYMI: Proven Deliverability Strategies for Your Busiest Season

Kickbox is a globally trusted provider of email verification and deliverability tools—dedicated to helping senders maintain the integrity of their email databases and achieve optimal deliverability. Their comprehensive suite of products includes email list verification and a powerful API for real-time email address validation during key interactions, like account registrations and lead form submissions. They also offer a full range of deliverability solutions, such as inbox placement testing, blocklist and DMARC monitoring, and expert deliverability consulting services. With Kickbox, you can ensure the reliability and effectiveness of your email campaigns, backed by cutting-edge technology and industry-leading expertise.

If you missed Kickbox’s latest webinar with Iterable about mastering peak email sending, don’t worry. Here’s a recap along with some key takeaways. 

Deliverability experts Jennifer Nespola Lantz, VP of Industry Relations & Deliverability at Kickbox, and Justin Foulk Sr. Manager, Deliverability & Compliance at Iterable share valuable insights, discussing various tactics and best practices to help you maximize the effectiveness of your email sending during high-volume seasons.

Regardless of your level of experience in the email marketing realm, this webinar provides actionable insights to help you optimize the effectiveness of your campaigns leading up to and during your busiest sending season.

Unleash the Potential of Your Peak Email Sending

During the webinar, Jennifer and Justin emphasized the importance of optimizing your email sending during peak periods to achieve outstanding results. They outlined key strategies that combine your technical proficiency and strategic decision-making to ensure seamless email campaigns.

As you read through this recap, keep in mind that there’s no one-size-fits-all approach to deliverability. What works for Company A may not work for Company B, so be sure to test any changes to your email program well before hitting your peak season.

Technical Considerations for Your Peak Sending

IP Strategy

When determining the number of IPs for your business, it’s crucial to carefully assess your volumes. If you’re unsure, seek guidance from your sending platform or a deliverability specialist. Be sure to consider processing time, reputation, and the risk of appearing as if you’re engaging in snowshoe spamming (an attempt to avoid inbox filters).

Stream Separation

Consider creating separate mail streams for your transactional and marketing emails to minimize volatility and safeguard your deliverability, along with recommended domain and IP separation best practices.

Authentication Protocols

Don’t underestimate the significance of SPF, DKIM, and branded authentication for establishing trust and improving your deliverability. While these don’t guarantee inbox placement, it’s always harder to get to the inbox when they are lacking.

Both SPF and DKIM are protocols used by sending and receiving servers to authenticate who is authorized to send the mail and if the mail arrived intact. Branded authentication is when a sender ties their brand to these authentication protocols by using their domain as the checkpoint for authorization. Best performance, for good senders, comes from authentication that uses the same core domain as what a customer sees in their inbox (from address.)

Email authentication defines and communicates your brand identity to ISPs, safeguards your brand against abuse, and helps to create a better relationship with your customers.

DNS Setup

Last but not least, ensure correct configuration of the domain name system (DNS) for seamless authentication and optimal email program performance.

List Management & IP Warming Strategies

In the webinar, Jennifer and Justin explored key aspects of effective list management and IP strategies and their vital role in achieving successful email marketing campaigns. Marketers can significantly enhance deliverability, engagement, and conversions by prioritizing quality over quantity and implementing proper list validation and IP warming techniques. Let’s explore these essential practices in detail.

The Risks of Indiscriminate Email Sending:
Sending emails to everyone on your list without considering their engagement or permission can be risky. (Don’t do it!)

  • Compliance with regulations such as GDPR is essential to avoid legal consequences. In these regulations, consent must be opt-in and there is a legal limitation for how long an individual’s data can be retained without good cause.
  • Neglecting list management may result in higher complaint rates and spam trap hits.

Smart List Management Practices:

  • Verify your email lists using tools like Kickbox to minimize bounce rates and remove invalid email addresses.
  • Analyze engagement data to prioritize recent signups or purchasers more likely to engage.
  • Consider re-engagement campaigns to reconnect with inactive subscribers before the peak period.
  • Implement Captcha and real-time email validation to prevent bot signups and ensure you capture valid email data to maintain list quality.
  • Stay attentive to signals from Internet Service Providers (ISPs) and adjust your sending practices accordingly.

Understanding Email Quantity vs. Quality:

Focusing solely on increasing the quantity of emails sent may not lead to better conversions.

  • Quantity-driven strategies often overlook the dependencies on ISPs and blocklist providers.
  • Shifting the focus to quality can reduce those dependencies and lead to improved deliverability and conversion rates.

Importance of IP Warming:

  • A gradual ramp-up is crucial when introducing new IPs, sending domains, or increasing your send volume.
  • ISPs prefer predictable sending patterns and gradually increasing volume.
  • Reputation aspects apply to both IPs and domains, necessitating a holistic approach.
  • Gradual introduction helps establish a positive reputation and builds trust with mailbox providers.

Predictability and Volume Guidelines:

  • Rule of thumb: Introduce new IPs or volume increases gradually to maintain predictability. Avoid increases greater than 2x week-over-week.
  • ISPs may view sudden spikes in volume as suspicious and consider senders guilty until proven innocent.
  • Building a good reputation with higher volumes or new IPs requires time and consistency.

To optimize your peak email sending, it’s crucial to focus on your technical expertise and strategic decision-making. By implementing the strategies discussed in the webinar, you can enhance your email deliverability, protect your reputation, and maximize the impact of your campaigns during peak periods and beyond.

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