6. Be proactive to protect domain reputation
Senders – such as healthcare providers – who need to send the most vital communications to patients may run into issues when they suddenly try to send significantly larger volumes to their subscribers. Because of the urgency, spacing out these communications to avoid deliverability issues may not be possible (or may even endanger patients). Organizations with an established remediation team can work directly with ISPs to coordinate domain protection while sending these communications to avoid blocking.
For those who do not have an established remediation process and/or team, you can seek help from a deliverability support team
. They can interface with ISPs (e.g., Gmail, Hotmail and Outlook) on your behalf to proactively avoid issues and quickly manage deliverability problems when they arise.
When UCLA Health had to send a critical email regarding COVID-19 to patients - at a sending volume that was significantly higher than their typical sends – the organization worked with Yes Marketing’s deliverability team to help negotiate temporary IP and domain protection and coordinate delivery to ensure their communication reached patients.
7. Keep an eye on key metrics
After sending a higher-than-normal volume of emails or engaging riskier portions of your subscriber base, you should be on high alert for signs of trouble. Continuous monitoring to flag any signs of rising complaint, bounce, and unsubscribe rates, as well as declining inboxing rates, ISP domain reputation and IP reputation, or spam trap hits and blacklisting can help you spring into action if your deliverability starts to slip. Deliverability platforms can give you a holistic view of key deliverability KPIS, and help you monitor and improve your performance.
As brands strive to do right by consumers during this uncertain time, taking precautions to avoid deliverability problems and considering the emotional impact of your messages will help keep your email program on track.
Want to learn more about deliverability? Check out our guide: