Many businesses are considering doing large email sends right now -- perhaps to their entire databases. It’s important to communicate critical information to your customers, but how can you ensure that you’re protecting your email sending reputation so that your emails don’t get sent to spam now or in the future?
Jess Swazey ( @DeliveryByJess ) is the team lead of our Email Deliverability Success Team, working with customers and HubSpot employees around email deliverability best practices and education.
In this exclusive extended interview for Power Users, we cover the topics below (time stamps in parentheses if you’d like to skip to what you’re most interested in):
- What is email reputation, and why should organizations care about this given the times we’re living in? (00:44)
- What are the factors that make up email reputation? (1:52)
- What are some of the best practices you could suggest related to email communication regarding Coronavirus? (3:00)
- Is there anything people should avoid doing when doing large sends to protect their brand’s reputation? Why? (6:36) HINT: Don’t send to your entire database!
- What email list validation services do you recommend? (8:33)
- What other communication channels can brands consider right now given the risks of doing large database sends? (10:18)
- Are Coronavirus-related emails considered transactional or marketing emails? If transactional, what does that mean about the audience who’s eligible to receive them? (12:33)
- Do you have any examples of best practice campaigns you have seen? (16:09)
- What are the signs of a campaign that didn’t perform well (including benchmarks for open rates, hard bounce rates, unsubscribe rates, and spam reports at 19:52)? If a send goes poorly, what would you advise as next steps? (19:04)
- What properties or settings within HubSpot can you use to find the contacts who are most likely to engage with your emails? (23:00)
- Final thoughts and pieces of advice for HubSpot customers with large databases (25:41)
Further questions? Drop them below for Jess!
