Does mail volume contribute to blocking?

Discussion in 'Noob Central' started by roundabout, Sep 23, 2013.

  1. roundabout

    roundabout VIP

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    Does mail volume contribute to blocking?

    There are two extreme opinions I see among marketing agencies and email senders when it comes to volume.

    One group seems to think that volume alone triggers blocks. Another group thinks volume never affects delivery.

    As with many things in delivery reality is at neither extreme.

    Sending lots of mail isn’t the problem. Sending lots of mail your recipients aren’t interested in getting is the problem. Last year during the US political elections the Obama campaign, for instance, sent lots and lots of mails. Their list was an order of magnitude larger than the Romney campaign and there were days they were sending 10s of mails per subscriber. It was a deluge. But they were smart, and they did a lot of data mining and they did it in a way that got recipients to act on the mail. That mail was a deluge, but it was a wanted deluge by most of the receivers.

    For a lot of vendors, too, increasing volume does increase response and revenue and all the things you want to drive with email marketing. But there will be people who don’t like the increase in volume. If they’re not valuable customers, no great loss. If they are valuable customers, then the increase in volume may drive a decrease in revenue.

    In terms of inbox delivery, it’s not the volume it’s how wanted the mail is. Send wanted, interesting and engaging mail, you can send dozens of times a day.

    No, volume alone doesn’t contribute to delivery problems.

    Source:
    http://blog.wordtothewise.com/
     
  2. ibro

    ibro Banned

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    Most important is that the lists are clean and verified which is what will affect the deliverability.
     
  3. devlin

    devlin Banned

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    Yes Quality matters so much then volume. Sending high quality messaging, to well engaged users, that you know well, is the holy grail of not getting blocked these days.
     

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