Gradual sending, also known as
email throttling, is the practice of sending out emails in a controlled, phased manner rather than blasting all recipients at once. This method helps in managing server load, improving deliverability rates, and avoiding spam filters.
Email service providers (ESPs) and internet service providers (ISPs) monitor the rate at which emails are sent. A sudden spike in outgoing emails can trigger
spam filters, resulting in lower deliverability rates. Gradual sending helps to maintain a positive sender reputation and ensures that your emails reach the inboxes of your recipients.
By distributing the sending process over a period of time, gradual sending reduces the chances of being flagged by ISPs. It also allows you to monitor engagement metrics like
open rates and
click-through rates on a smaller scale before sending to the larger audience, providing an opportunity to make adjustments if needed.
There are several strategies to implement gradual sending effectively:
Segment your audience into smaller groups based on engagement levels, preferences, or demographics.
Use
A/B testing to determine the best time and content for your emails.
Monitor your
sender reputation regularly and make necessary adjustments.
Employ email automation tools that offer throttling features.
Many email marketing platforms provide built-in features for gradual sending:
Mailchimp: Offers advanced segmentation and scheduling options.
Sendinblue: Provides email throttling features to control the sending rate.
HubSpot: Allows for dynamic sending times and segmented lists.
Monitoring performance is crucial for the success of gradual sending. Keep an eye on key metrics such as
bounce rates, open rates, and click-through rates. Use these insights to adjust your email content and sending schedules. Most email marketing tools offer real-time analytics to help you track these metrics efficiently.
Failing to implement gradual sending can result in several issues:
Increased likelihood of being marked as spam.
Potential for server overload, causing delays or failed deliveries.
Reduced engagement due to poorly timed emails.
Negative impact on sender reputation, affecting future campaigns.
Conclusion
Gradual sending is a critical component of a successful email marketing strategy. By implementing this practice, you can improve deliverability, maintain a positive sender reputation, and increase engagement rates. Utilize available tools and strategies to ensure your emails reach your audience effectively and efficiently.