Get Your Email in Check for the Holidays

Written by Mailgun Team

Categories: Best Practices

2 minute read time

As the holidays approach, we see the volume of sending increase for some of our customers. Whether for order confirmation emails or marketing emails, it could be detrimental to a business if recipients do not receive their emails – and it does happen. In fact, 17% of email marketing campaigns fail to reach consumers.

Check out this video with four key strategies that will help your business build and maintain a good email reputation.


Grow and maintain your mailing list

The more email “opens” you get, the better your reputation in the eyes of your Internet Service Provider (ISP). Conversely, ISPs will filter emails from senders that generate high numbers of bounce-backs, complaints and unsubscribe requests. Send only to recipients that have opted in.

Any emails that bounce back to you should be investigated, then removed from your list if you’re unable to resolve the delivery issue. Always ensure every email you send has an unsubscribe link at the bottom, and that you manage those unsubscribe requests promptly.

Validate your mailing list

Email verification and validation goes a long way to ensuring the delivery of your message. You should always validate an email address at sign up, and you can do this with Mailgun. Before you dust off a mailing list you used for last holiday season, it’s wise to have your list validated again.

Validation services like will scan your list to identify any address data that are incorrect or incomplete. These companies will also compare your list to their list of known invalid addresses. Validation services can help keep you out of the spam folder by checking the validity of your sender email address domain to make sure it’s not being used by anyone else posing as you.

Track and respond to emails

If a spam filter is wreaking havoc on email delivery, check to make sure you’re not violating any of the national standards set forth by the CAN-SPAM Act of 2003. Next, try to reach your customers directly and ask that they add your domain name to their address book.

You may also consider leaving email delivery to the pros. Mailgun has a managed service where we closely monitor your email delivery performance and help optimize your email programs for success. Finally, ensure that a response mechanism is part of every email and that you respond to it quickly and appropriately to any customers who do reply to your email.

Provide useful content

In today’s digital world, we’re bombarded with emails, and it takes diligence to ensure your emails are engaging. The connection starts with your ability to provide the user with something they need. Good opt-in management is the first step to relevance. You can separate your transactional email and your marketing email subscribers and manage those lists separately.

Keep the emails about your user, not about you. Segment your users and send more personalized emails and direct users to a place where they can learn more.

Happy Holiday Sending!

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Modified on: March 13, 2019

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