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dotdigital: The importance of deliverability analytics during the holiday season
dotdigital just published a new engaging blog:
During the busy festive seasons, even the most efficient marketers can expect to see greater variations in deliverability results than during quieter periods. Recipients are overwhelmed with email at this time of year, so may not engage with content as they normally would. By increasing the volume being sent, you can decrease the average list engagement. Email providers are under a heavy load due to receiving the influx of seasonal emails, and they are likely to see the decrease in engagement coupled with the increase in volume as a sign that your emails don’t belong in the inbox. This can result in a further decline in the success of your emails, even when sending relevant content such as real promotions to encourage interaction. We don’t recommend taking risks with your data ahead of the busy period – as recently discussed in our festive spamtraps blog post. However, if you are…
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