Keeping a strong domain reputation is critical to ensuring your mail lands in the inbox. One item to keep in mind is the importance of maintaining a consistent email sending volume. Sudden spikes in email volume can raise red flags for Internet Service Providers (ISPs) like Microsoft, potentially leading to deliverability issues.

Why Consistency Matters

ISPs monitor email sending patterns to protect their users from spam and malicious content. When they detect a sudden increase in email volume, it can trigger spam filters and other protective measures. This can result in your emails being marked as spam or, worse, being blocked entirely.

Red Flags for ISPs

Here are some red flags that ISPs look for:

• Sudden Volume Spikes: Sending more than twice your normal volume can be a major red flag. ISPs may interpret this as a sign of a compromised account or a spam campaign.
• High Bounce Rates: A sudden increase in email volume often leads to higher bounce rates, which can further damage your sender reputation.
• Low Engagement Rates: If your recipients are not engaging with your emails (e.g., low open or click rates), ISPs may assume your emails are unwanted.

Best Practices for Large Campaigns

You can still send large campaigns, but it’s crucial to do so in a way that doesn’t alarm ISPs. Here are some best practices:

• Split Campaigns Across Multiple Days: Instead of sending a large volume of emails all at once, spread your campaign over several days. This helps maintain a consistent sending pattern.
• Monitor Engagement Metrics: Keep an eye on your open and click rates. High engagement can offset some of the negative impacts of increased volume. Utilize tools like Google Postmaster to monitor your reputation for one of the top ISPs.
• Warm-Up Your IP: If you’re planning a significant increase in volume, gradually ramp up your sending over a few weeks to build a positive sender reputation.

Conclusion

Maintaining a consistent email sending volume is crucial for ensuring your emails reach your recipients’ inboxes. By following these best practices, hotel marketers can avoid the pitfalls of sudden volume spikes and maintain a healthy sender reputation.