In the realm of CRM Email Deliverability, there are instances where it becomes necessary to communicate with addresses carrying a higher level of risk compared to your standard subscriber base. This situation may arise when dealing with considerably old addresses that have not been part of recent communications. Alternatively, it might occur when acquiring a new brand, inheriting a subscriber base that hasn't directly opted in, or has remained untouched for an extended period—say, six months or more.
It's crucial to recognize that any address falling into these categories should be deemed high risk. Sending emails to such addresses significantly heightens the chances of encountering issues like increased spam complaints, delivery to spam trap addresses, and elevated hard bounce rates due to delivery to dead or invalid addresses. Neglecting to handle communications with these high-risk addresses cautiously can lead to severe repercussions for your sender reputation and, consequently, hinder your emails' placement in the inbox.
With the recent announcements from Google & Yahoo and the enforcement of Spam Complaint thresholds, it is critical that hoteliers review campaign audiences to mitigate any reputation risks.
Tips
- If you're uploading a new-to-you list, be certain that all unsubscribed/previously suppressed addresses are uploaded before you send so that you don't accidentally violate any spam laws.
- Send to these risky addresses slowly and in small batches over a number of days. For best results, make sure that the high-risk addresses make up no more than 5% to 10% of your overall volume on a given day.
- Monitor Spam Complaints and Unsubscribe Rates. For dedicated domains, Google Postmaster is a great tool to monitor Google Reputation & Spam Complaint Rates.
- Consider validating your high-risk email addresses before sending a campaign.
- Recipients from lists that have not engaged in 6 months or longer that do not engage with the first email you send them should not be mailed to again. It is a risk to domain and IP reputation.
- It is not recommended that hotels send email communication to any email that has not opted-in/consented to receiving communication.
- Make sure the content you are sending to these addresses is highly targeted and relevant to the respective recipients.
- Do not simply insert these addresses into your normal marketing streams.
Although Cendyn recognizes the unique needs to reach out to certain risky emails, it is highly not recommended. It is super critical that hotels monitor email campaign performance, especially negative signals that can arise by sending to risky emails.
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