7 Email Deliverability Checks for a Stress-Free Holiday Season
5. Offer choice. Last year Zappos did something remarkable: The e-tailer informed its subscribers that the holiday season meant more email volume from them. If you weren’t happy with the prospect of receiving more email, you could keep the usual frequency. Disclose your plans for frequency, give subscribers a choice and make it easy for them to opt out if they wish.
6. Review your soft bounce rules. Most systems have rules around how many times they retry a soft bounce like a “too busy, try again later” message. It’s a guarantee that most ISPs will experience some capacity issues with the increase in mail volumes. Increasing the number of retries will prevent you from bouncing out a good address. It will also mean your email will finally get delivered.
7. Protect your brand. The holidays also mean an increase in phishing messages. Oftentimes these messages are posed to look like they came from a legitimate brand to get their victim to open the email. This can cause subscriber mistrust. To prevent this, register your domains with a third party anti-phishing registry and authenticate with SPF and DKIM.