bfcm
Today’s guest post is comes courtesy of Compliance and Deliverability Enablement expert Alison Gootee, who reminds us of the reason for the (email) season. Take it away, Alison! In the USA, at least, this week is widely considered to be a springboard to the year-end holiday season. Retailers will be hustling to meet or exceed their projected revenue goals while, conveniently, many of their customers will begin their pursuit of the perfect gifts for their family and friends (and coworkers, and mail carriers, and refuse collectors, and kids’ teachers, and maaaaybe a little something for themselves, too). The convergence of retailers’ and consumers’ goals means that inboxes will soon be more stuffed than a Thanksgiving turkey (or a Thanksgiving Ali(ver)son for that matter). If your open rates decline over the next couple of weeks, don’t panic! In addition to the increased inbox competition, plenty of people will also be busy with
Preparation for the holiday send season — is it too late? Yeah, might be. BFCM is upon us. It’s too late to warm new IP addresses or domains, for example. However, there is one simple trick you can still implement, even now, to help deliver mail better (and possibly faster) during this peak season. Consider this: Almost everybody times their campaign launches to go out at the top of the hour, or the bottom of the hour. Exactly. Think a 6:00 am launch or a 9:30 am launch. On the hour, or on the half hour. Because everybody does it that way, mailbox providers are besieged with an onslaught of email messages, all at once, at zero minutes, and thirty minutes, past almost every hour. Which means that this can make it hard for everybody’s mail to get through the door, and it could even end up causing email processing