3 Tips and Tricks You Can Use to Improve Email Deliverability During the Holidays

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It's been a record shopping season so far, with nearly 197 million Americans shopping in stores and online between Thanksgiving and Cyber ​​Monday. During the five-day period, people spent $35.4 billion online, according to Adobe Analytics. Cyber ​​Monday beat expert forecasts, recording over $11 billion in sales, up 5.3% from last year.

While inflation accounts for some of this increase, for businesses like yours, this holiday season is a time of great sales potential. Email can help you increase your sales, but you have to get to your customers' inboxes first.

Here are three ways to improve your email deliverability during the holidays.

Related: Want to Boost Your Sales This Holiday Season? Here are 5 tips to make your holiday email campaign a success

Increase your sending frequency

Did you know that your sending frequency impacts your email deliverability? Regularly appearing in people's mailboxes keeps you in good standing with ISPs. It keeps your IP address warm and increases your chances of arriving in the inbox. On top of that, it helps you get familiar with your audience, as people are exposed to your brand name on a regular basis.

If your followers haven't heard from you in a while, be sure to reach out to them before launching a holiday campaign. Also consider targeting smaller segments of your audience, one at a time, to gradually warm up your IP. This way you are less likely to experience deliverability issues and you can also collect useful engagement stats.

Check the validity of your data

Email data is deteriorating, and changes in the workplace over the past two years have only accelerated its degradation. The pandemic and the great resignation were major factors, causing millions of email addresses to be deleted or disabled.

To get your holiday emails delivered to your inbox, remember to check your email list before sending. An email checker does the job quickly and accurately, letting you see how many of your contacts have gone bad. Delete them to avoid bounces and prevent your vacation emails from getting contaminated.

Test your emails to see if they make it to the inbox

There are so many things to check before sending an email. First, you want it to display correctly on different devices. This holiday season, more people than ever have shopped on their phones, with 55% of online sales occurring on mobile, shows the Adobe Analytics study cited above. So make sure people can see your email on any device and also that all your links and landing pages are functional.

Next, test the deliverability of your emails. This can give you valuable information on whether your email is about to go to the inbox. It only takes a few minutes to gather this information and determine if your email is in the best shape — or if you still need to adjust it.

Sometimes little things can cause your email to go to spam. The wrong words in your subject line, the use of link shorteners, or poor technical setup can all prevent you...