Brands should maintain a regular volume of emails for avoiding spam placement issues

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 06, 2019, 2:33 PM UTC

Over-promotional emails can cause an engagement crisis and lead to a revenue drop. 

This piece recommends that marketers should maintain a regular volume of emails as a sudden change in the regular volume of emails “will trip the ISP alarms”, and result into a lot of deferred emails and spam placement issues. It is important for brands to build a genuine sending reputation from the beginning.

This article states that mailbox providers are improving their algorithms to protect users from spammers. Providers like Gmail, Yahoo and AOL view email from new IP addresses as suspicious until they establish a positive sending reputation. This article suggests marketers can set up authentication methods like SPF, DKIM and DMARC to prevent themselves from being flagged as spammers.

The author suggests marketers can personalise emails to improve open rates. But, they should maintain a frequency check to avoid over­-mailing.

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