When using the email campaign feature, you may have noticed that your email campaigns cannot be all sent at once. This is because your nonprofit is assigned a sending frequency, which is calculated based on a number of elements, in particular based on your reputation rating.
Find out below why we've put this measure in place, as well as how you can increase your sending frequency.
This article covers the following points:
- Understanding your reputation rating
- What we do to preserve the reputation rating
- Increasing your emailing frequency
Understanding Your Reputation Rating
When sending emails, emailing service providers (such as Gmail, Outlook, Yahoo…) take into account the reputation of the sender to determine if the emails sent are considered as spam or not.
An account's reputation corresponds to the confidence score of the sending server. This reputation rating is therefore common to all of our clients. As such, in order to protect it, we will send your first email campaigns in batches to make sure new clients do not impact our overall confidence score.
If your nonprofit sends unsolicited emails, is often reported as spam, or sends emails to email addresses that no longer exist or have never existed, your email campaigns might negatively be impacting our overall reputation rating. Because of this, they could be blocked.
Why a Good Reputation Rating Is Key
Having a good reputation rating is essential, otherwise, the email delivery rate suffers. This is what determines whether emails are:
- Placed in the inbox of the receiver
- Placed in the receivers spam box
If a reputation rating is tarnished, it is difficult to regain the trust of the email service providers. Because of this, and the fact that our reputation rating is shared by all our software users, we have put in place certain actions (described below) to ensure our reputation rating remains high.
Certain email providers have aggressive anti-spam filters that stop emails from being sent. We have no control over this filter.
What We Do to Preserve the Reputation Rating
Controlling the Rate of the First Email Campaigns
When you first start using the email campaign feature, the sending frequency of your first email campaigns will be low. This will increase with time.
Your first email campaigns are sent in batches of 50 every 6 hours. This aims to ensure that your spam rate/bounce rate is low. Once this verification is done, this frequency will increase.
When you send an email from the email campaign feature, the receiver always has the possibility to unsubscribe.
This option appears at the bottom of each email sent:
Once a person clicks on "I no longer wish to receive these emails", they will be automatically unsubscribed from all mailing lists.
Thanks to this system, people can unsubscribe from your emails instead of reporting your nonprofit for spam, helping maintain the reputation rating.
Increasing Your Emailing Frequency
To increase your emailing frequency, follow these simple tricks.
Improve Your Email Content
The more interesting you make your email, the more people will want to read it. The reputation rating depends on the behavior of the recipient and varies depending on the opening rates of your email campaign and the number of spam reports.
Delivering the right content to the right audience reduces the spam rate. Here are some tips to help you with this:
- Only send emails with content that is appealing to your followers
- Make sure there is interest and commitment from the receivers - you can use your email campaigns statistics to analyze this
- Segment your contacts by creating several receiver lists
Some criteria can trigger email spam filters, and should be avoided:
- Using special characters (i.e. #!$À) in the object of the email
- Having too many images, you should prioritize text instead
- Linking your email with a domain that has a bad quality score
Do Not Send Unsolicited Emails
The stronger the relationship is with the recipient, the lower the risk that the emails will arise the suspicion of the spam filters.
Do not hesitate to ask your community if they want to receive your newsletter and make sure to not send them too many emails. Also, ask them to update or check their email address to verify that:
- It still exists, otherwise, the email might bounce
- It is still used, or else the email will not be opened
Buying a database is never a good idea as it will negatively affect your reputation rating.
Mechanisms to Increase Your Sending Frequency
As explained, your first email campaigns are divided into batches and distributed according to an hourly quota.
Increasing your sending frequency depends on the spam/bounce rate of your campaigns. At a fixed deadline, we examine the platforms that have sent as many email campaigns as their quota allows them to, over the last 6 hours. If their rate is low, we double their quota. We perform this process regularly.
Example: You send 500 emails over 6 hours with a low spam rate. We will double the frequency of your next email campaign. If you only send 200 emails, your frequency will not change.
To increase your frequency, you must have both a high number of emails sent and a low spam/bounce rate.
If your campaigns have a high rate spam/bounce rate, we will temporarily block your email campaigns in order to verify this. This process also blocks email campaigns that are damaging to the reputation and that would trigger repeated blocking anyway.