What Does "Gradually Increase Volume" Mean?
In the context of
email marketing, "gradually increase volume" refers to the practice of slowly ramping up the number of emails you send over a period of time rather than sending a massive volume right away. This approach is crucial for maintaining
email deliverability and avoiding being flagged as spam by
Internet Service Providers (ISPs).
Why Is Gradually Increasing Volume Important?
Gradually increasing your email volume helps build a positive
sender reputation. ISPs monitor the behavior of email senders, and a sudden spike in email volume can raise red flags, potentially leading to your emails being blocked or landing in the
spam folder. A slow and steady increase ensures that ISPs recognize your emails as legitimate and trustworthy.
How to Gradually Increase Email Volume?
Here are some steps to effectively manage a gradual increase in email volume: Start Small: Begin with a smaller segment of your
email list to gauge initial performance and deliverability.
Monitor Metrics: Keep a close eye on key performance indicators (KPIs) such as
open rates,
click-through rates (CTR), and
bounce rates.
Maintain List Hygiene: Regularly clean your email list to remove inactive subscribers and avoid hard bounces.
Consistent Sending: Establish a consistent sending schedule to help ISPs recognize your sending patterns.
Gradual Scaling: Increase your email volume by small increments, typically by 10-20% weekly, depending on your initial volume.
What Are the Risks of Not Gradually Increasing Volume?
If you fail to gradually increase your email volume, several risks can arise: Poor Deliverability: A sudden increase in volume can result in your emails being flagged as spam, leading to poor deliverability rates.
ISP Blocking: ISPs may block your emails altogether if they detect suspicious sending behavior.
Damage to Sender Reputation: A negative sender reputation can take a long time to recover, affecting all future email campaigns.
Best Practices for Gradual Volume Increase
Following best practices can help you effectively manage your email volume increase: Segment Your List: Start with your most engaged subscribers before expanding to less active segments.
Authenticate Your Emails: Use
DKIM,
SPF, and
DMARC to authenticate your emails and enhance deliverability.
Engage with Content: Provide valuable content that encourages engagement, reducing the likelihood of being marked as spam.
A/B Testing: Conduct tests to determine the optimal email content and timing before scaling up.
Feedback Loops: Utilize feedback loops to monitor and address any complaints from email recipients.
Conclusion
Gradually increasing email volume is a strategic approach that helps maintain high deliverability and a positive sender reputation. By following best practices, monitoring key metrics, and engaging with your audience, you can effectively scale your email marketing efforts without compromising on quality.