Email Deliverability

Since March 16, firms have been sending more individual emails per day and week than ever before. Many of these emails are being sent to entire databases as companies rush to notify and update clients, partners, alumni, prospects and internal teams on the changing landscape we find ourselves in. 

At Vuture, we have seen a two fold increase in the volume of emails sent in March from January and February. 

As email remains a key, centralized communication tool, it is important to keep in mind a few best practices.

Simplified Checklist

? Understand your send volume: What’s your average per month/days in months?

? Understand your intended list size: Is it more than your average daily send?

• If so, break up emails into manageable chunks by priority, business line, etc.
• Consider throttling: If 10% of your contacts are within the same firm, we recommend you avoid grouping at the same domain.

? Use an email engagement tool.

? For unengaged contacts, filter out those who have not engaged in the last 9-12 months at the most, or who have not opened your last 10-15 emails.

? Filter out contacts with no email address.

? Remove any previous hard bounces.

? Remove opted-out and unsubscribed contacts.

? Review hard bounces, keeping your overall bounce rate under 1%. This is especially important for welcome series, as these messages are the first touch and will likely have the highest hard bounce rates

? Utilize personalized ‘From’ options and think about where you want the reply to come from if you are a relationship based business.

• Option 1: Populate the relationship holder's name but the email address will be a marketing email address or;
• Option 2: Populate the relationship holder's name and email address, so the email looks like it directly came from the relationship holder.

? Use a ‘Send More’ feature if available. For example, Vuture offers a ‘Send More’ solution that de-duplicates at the time of send and makes it easier to send to multiple, large lists.

? Make sure to include ‘Unsubscribe,’ ‘Preferences,’ and hooks for other content based on engagement. (i.e. on your website looking at employment but currently a tax client)

? Use a preference center so that you can capture user preferences to possibly opt-down and customize to how people would like to hear from you.

? Use reCaptcha on sign up pages to prevent bots.

If you would like any advice on best practice or have any challenges you would like to discuss, you can contact me on [email protected] and I will arrange a call with the relevant experts at Vuture.