Worldwide, COVID-19 has presented us with tremendous uncertainty. Globally, businesses are feeling the impact. During this time, Adobe is doing all we can to provide continuity and support customers like you. From a deliverability perspective, there are a few strategies we want to remind you of to prevent negative impact to your sending reputation and inbox placement.
Relevance and Subscriber Fatigue
Naturally, there are a lot of messages that are critical communication related to COVID-19. This results in high volume of email to consumers and businesses alike. To minimize subscriber fatigue and prioritize relevance, consider the following:
Many customers are contacting their entire audience to announce business closures, event cancellations, crisis response, health precaution measures and other COVID-19 information. This is critical communication, but also important is to ensure that you do this cautiously to mitigate reputational risk. Here are expert guidelines to avoid deliverability issues for large sends.
Mailing on a Dedicated IP?
Mailing on Shared IPs?
Sending an Operational Email?
Consistent cadence is important to maintain your reputation over time. With business closures, economic instability or other reasons, you may be tempted or required to halt some communications. Be aware that receiving networks make filtering decisions in part on consistent sending patterns, including frequency and volume. It may take time to reset your reputation if volume spikes or drops significantly. Know that if you must make these kinds of changes, it is extremely important that you work with your Deliverability Consultant to navigate this approach to prevent your sending IP or domain from becoming cold (which would require rewarming).
Large drops in volume can also lead to complaint hangover. Complaint hangover is the phenomenon in which complaints (subscribers clicking this is spam) from previous campaigns continue to cycle in without volume to offset them. The result is a spike in complaint rate, which ISPs use as a premier reputation indicator. You can best protect your reputation by planning through these items:
You may have other unique concerns or issues during this time. Please leverage your Support and Deliverability resources to assist with any Deliverability concerns you may have.
Marketo Engage Deliverability Team
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