Category Archives: Best Practices

Prevent Holiday Email Unsubscribes

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It’s that time of year again! Where every night means a different party, the kids remember at 9 PM they signed up to bring 24 cupcakes to class the next day, the list of gifts to be bought is growing, and that holiday ham isn’t going to cook itself. Holidays are amazing, but they undeniably deliver an additional layer of stress that can push people to the edge. By giving your subscribers an option to down-subscribe over the holidays, you can keep them on your list the rest of the year! Our Deliverability Consultant Luke Martinez explains in our latest Webcast Byte

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12 Days of Holiday Sending: Watch Your Metrics

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On the eighth day of sending, I talked about the importance of listening to what your subscribers want—that low engagement rates and high spam complaints and unsubscribes can be a sign that you need to adjust your content. But how do you find this data and what other metrics should you be looking at? Today, on the tenth day of sending, I’ll break down a few more of these metrics and how you can access them using SendGrid. When talking about engagement metrics, two to really focus on are open and click rates. Opens are an indicator of interest in

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12 Days of Holiday Sending: TEST!

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We’ve officially made it through to our last topic in our 12 Days of Holiday Sending series and no offense to the first three, but I think we saved the best for last–metrics! I mean how else are you supposed to prove the astonishing success of your email program if you have no stats to back up your claims? So today we’re opening our metrics section by talking about testing. I’m sure you’ve all heard how important testing is, but in the off-chance you haven’t, let me explain. Testing is what takes your email program to the next level. By sending out virtually

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12 Days of Holiday Sending: Listen To Your Subscribers

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For our eighth day of our 12 Days of Holiday Sending series, we’re closing out our “Subscribers” section with a reminder to listen to what your subscribers want. If you’re noticing that your subscribers are not engaging (clicking, opening, sharing, replying) with your emails, or even worse, if you’re seeing lots of unsubscribes or spam complaints, it’s time to take a look at your sending frequency and most importantly, your content. Are your low engagement rates and high unsubscribes telling you that there is a disconnect between what you’re promising your subscribers and what you’re delivering? Do a deep dive

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12 Days of Holiday Sending: Who Are Your VIP Recipients?

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On our seventh day of 12 Days of Holiday Sending, we’re talking about the loaded question: Who are your VIP recipients? I have a few emails that come to my inbox that I open every single time I see them arrive, without fail, because I can’t wait to read them! Two specifically come to mind: a daily news digest for young professionals, and an email update to a daily deal pop-up shop I stalk. I open the email, I click through, and on a very regular basis (at least for the daily deal site) convert to a sale. For those

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12 Days of Holiday Sending: Use Good List Hygiene

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For our sixth day of our 12 Days of Holiday Sending, we’re focusing on good list hygiene! If you’ve never heard of using good list hygiene, it means to clean your list of old and unengaged email addresses that you may be sending mail to. If you think of good hygiene practices you run through personally, like washing your hands and brushing your teeth, it’s daily maintenance to keep everything in working order. The equivalence of doing that for your list is to comb through and remove email addresses that aren’t benefiting your list in any way. These “bad” email addresses could

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12 Days of Holiday Sending: Watch Your Sending Frequency

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On the fifth day of our 12 Days of Holiday Sending mini-series, we want to close out our volume section with a quick note on frequency. When I wrote on Monday that you need to build up your sending volume, those tips go hand in hand with your sending frequency. We understand you’ll most likely have more mail you’d like to send over the holidays, which results in a higher sending frequency, BUT you need to watch your metrics closely to make sure you’re not exhausting your recipients with too much mail. The holidays are awesome, but they also bring some additional stress for

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