3 ways to improve your email deliverability while on vacation

With nearly 197 million Americans shopping in-store and online between Thanksgiving and Cyber ​​Monday, it’s the best holiday shopping season yet. In those five days, people spent $35.4 billion online, according to Adobe Analytics. Cyber ​​Monday surpassed experts’ expectations, posting his more than $11 billion in sales, up 5.3% from last year.

Inflation explains some of this increase, but for businesses like yours, the holiday season is a time of great sales potential. Email can help you increase your sales, but it has to reach your customer’s inbox first.

Here are three ways to improve your email deliverability while on vacation.

Related: Want to boost your sales this holiday season? 5 tips for a successful holiday email campaign

send more frequently

Did you know that your sending frequency affects your email deliverability? Consistently showing up in people’s mailboxes can help you stay on top of your relationship with your internet service provider. Keep your IP warm and increase your chances of reaching your inbox. Apart from that, people are exposed to your brand name on a regular basis, which helps build rapport with your audience.

If a subscriber hasn’t heard from you in a while, be sure to contact them Previous Start your holiday campaign. Also, consider gradually warming up your IP by targeting smaller segments of your audience one at a time. That way, you’ll be less likely to run into deliverability issues, and you’ll also be able to collect useful engagement metrics.

Validate data

Email data degrades, but changes in the workplace over the past two years have accelerated the degradation. The pandemic and the big resignation were the main factors, with millions of email addresses deleted or disabled.

To receive holiday emails in your inbox, be sure to check your email list before sending. Email validators do this job quickly and accurately so you can see how many of your contacts have gone bad. I can do it.

Test your email to see if it arrives in your inbox

There are many things to check before sending an email. First, it has to render correctly across different devices. More people are shopping on their mobile phones than ever before this holiday season, with 55% of online sales occurring on mobile, the Adobe Analytics study above shows. . So make sure others can view your email on any device and make sure all links and landing pages work.

Next, test your email deliverability. Gain valuable insight into whether your emails make it to your inbox.It takes a few minutes to gather these insights and see if your email is in top shape — Or if you still need to adjust.

Small things can cause emails to be classified as spam. Wrong words in the subject line, shortened links, or technical misconfigurations can make it impossible to reach your inbox. With the right tools, you can fix these errors before they harm your holiday campaigns.

Extra tips for getting holiday emails in your inbox

Email deliverability problems can be difficult to solve overnight, but following the tips above will put you on the right path to reach your prospects. To zoom in:

• Exclude subscribers who haven’t opened an email for 3 months or more. Conversions are very unlikely and lack of engagement impacts overall deliverability.
• Personalize your campaigns to make them relevant to each recipient. The more you tweak your offers and content, the more clicks you get. In the eyes of mailbox providers, every click is a vote of trust as a sender, helping you earn a place in your inbox.
• If your most recent report shows an unusually low number of clicks, you should check to see if your IP or domain is blacklisted. Being on a blacklist can result in your email being rejected, but you can take steps to get it off that blacklist before an important campaign.

Continue to send emails after the holidays

Many companies increase their sending frequency before and during vacations. However, not all of them continue to be in people’s inboxes, resulting in lower engagement.

If you’re sending multiple emails this holiday season, keep sending emails back-to-back to build loyalty in your audience. Keep people engaged and more likely to make a purchase at your next sale by providing informative and educational content throughout the next year.