How to adapt your post-crisis emails to preserve your reputation?
Brands have adapted their shipments...
Brands have adapted their shipments...
The lockdown saw email traffic increase exponentially: some ISPs such list of bahamas whatsapp phone numbers as La Poste and Orange recorded a +30% increase in email traffic . Indeed, during the lockdown (and when the lockdown was announced), many brands contacted their entire base (to communicate about the cessation or continuation of activity, new purchasing methods, etc.). This had the effect of creating blockages and saturations of webmail servers.
At the same time, we have also observed a boom in spam and phishing. On Gmail, more than 18 million phishing messages/day and more than 240 million spam messages/day have been recorded. Communications on the sale of masks, hydroalcoholic gels and those, disordered, on the activity of brands have quickly been qualified as unwanted content.
More generally, 3 distinct types of behavior were observed:
- either the brands have stopped their shipments altogether
- either they have reduced and adapted their shipments
- and for some, nothing has changed at all.
Messaging services, ever more vigilant
In this unprecedented context, some webmails have made changes to adapt:
by lowering the tolerance threshold for complaints. Orange, for example, which had a tolerance for complaints of 1%, reduced it to 0.9% at the end of confinement. This is likely to generate blockages if you receive too many complaints.
by blocking campaigns generating too many hard bounces . In January, La Poste carried out a clean-up of inactive addresses: all email addresses that had not logged in over the last 4 months were deleted. By contacting these inactive addresses, you risk generating a significant number of errors and therefore being blocked.
by being more vigilant about changes to the sending domain, the sender name .
by carefully monitoring keywords related to the crisis, often considered spam words : confinement, masks, deconfinement, reopening, etc. As many brands sent the same type of communications, these generated numerous complaints and therefore blockages.
Spamwords evolve based on current events and usage. Try to see what other brands are doing to stand out!
Messaging services, ever more vigilant
What are the best practices for sending after the crisis?
What are the best practices for sending after the crisis?
Spam filters and messaging services have created reputation scores that evolve for each advertiser, depending on certain practices and signals generated. These signals include:
Universal indicators : they are used by all messaging operators and include the number of complaints received, the number of sendings to incorrect addresses, the number of spamtraps and irregular sendings observed, and the stability of the reputation. The fewer complaints, bounces and spamtraps you have, the more you send at a regular frequency with a stable reputation history, the better your reputation will be.
Behavioral indicators: These are used to perceive the level of relevance of your communications for your recipients. Your reputation will therefore depend on the number of opens, deletions before opening, click-through rate and unsubscriptions recorded. If your recipients forward your emails, reply to them or click, you have a good chance of obtaining a solid reputation.
To find out more about all of our post-lockdown advice, discover our dedicated ebook (8 practical tips, illustrated with expert opinions, to learn everything about how to renew your marketing