Summary
The effect of decreased weekend email volume on deliverability from a dedicated IP is a nuanced issue. While a consistent sending volume is generally seen as beneficial for maintaining a positive sender reputation, experts and marketers offer varying perspectives. Some emphasize the importance of consistent volume to avoid triggering spam filters, citing ISPs' sensitivity to sudden changes. Others suggest that minor weekend dips, especially those aligning with predictable business cycles or seasonality, are usually acceptable. What emerges is that ISPs use sophisticated filters that consider a range of factors beyond just volume, including sender reputation, engagement metrics, content quality, and past sending behavior. Significant or unexplained volume drops may raise flags, particularly if coupled with other negative signals, while normal fluctuations are less likely to cause deliverability problems. Maintaining overall sending patterns and a good reputation is more critical than strictly adhering to rigid volume targets. Finally, should a drop be unavoidable close monitoring of delivery is critical.
Key findings
- Mixed Views: Experts and marketers offer varying opinions on the impact of weekend volume decreases.
- Consistency is good: Consistent sending volume generally contributes to a positive sender reputation.
- Filters are Smart: ISPs use sophisticated filters considering multiple factors, not just volume.
- Volume and Seasonality: Normal, predictable volume dips, such as those on weekends or during seasonal lulls, are less likely to cause issues.
- Reputation Matters: Maintaining a good overall sender reputation and consistent sending patterns is key.
Key considerations
- Monitor Delivery: If a significant volume drop is unavoidable, monitor deliverability closely.
- Reputation Management: Focus on building and maintaining a positive sender reputation through engagement and quality content.
- Consider Segmenting: Consider segmenting your audience and adjusting sending schedules to smooth out volume fluctuations.
- Sending Patterns: Strive for consistent sending patterns, even if the volume varies slightly.
- Communicate Changes: If you anticipate significant volume changes, inform your ESP or delivery service.
What email marketers say
10 marketer opinions
The impact of decreased weekend email volume on deliverability from a dedicated IP is a complex issue with varying perspectives. While maintaining a consistent sending volume is generally recommended for building and maintaining a positive sender reputation with ISPs, the severity of the impact from weekend volume drops depends on several factors. Some sources indicate that ISPs may view significant volume drops as suspicious activity, potentially triggering spam filters. Others suggest that minor dips are typically acceptable, especially if they align with expected seasonality or business cycles. Segmentation and adjusted sending schedules are recommended to smooth out volume fluctuations. Ultimately, ISPs consider volume in conjunction with other factors, such as sender reputation, engagement, and content.
Key opinions
- Volume Impact: Drastic volume changes can negatively affect deliverability due to ISP suspicion.
- Consistency is Key: Maintaining a consistent sending volume helps build a positive sender reputation.
- ISPs as Factor: ISPs use volume as a key factor in determining a sender's reputation.
- Gmail Sensitivity: Gmail is sensitive to sudden changes in sending behavior.
- Acceptable Fluctuations: Minor weekend dips are usually fine, significant volume drops raise flags.
Key considerations
- Sending Schedules: Consider segmenting audiences and adjusting sending schedules to maintain consistent volume.
- Monitor Deliverability: Closely monitor deliverability if volume drops are unavoidable.
- Business Cycles: Account for normal business cycles and seasonality when planning email sends.
- Holistic Approach: ISPs consider multiple factors, not just volume, in assessing sender reputation.
- Reputation: Build and maintain a consistently good IP and domain reputation over time.
Marketer view
Email marketer from Constant Contact Blog advises to keep a consistent schedule for email sending to build trust with ISPs. They explain that inconsistent volumes can negatively affect deliverability.
9 Oct 2021 - Constant Contact Blog
Marketer view
Email marketer from StackExchange explains that ISPs often use volume as one factor to determine a sender's reputation. They advise that large volume reductions, even temporary ones, should be avoided when possible.
2 Sep 2023 - StackExchange (webmasters)
What the experts say
5 expert opinions
The experts generally agree that while consistent sending patterns are important for email deliverability, a decreased weekend volume on a dedicated IP is not necessarily a cause for major concern. Filters have evolved to account for natural volume fluctuations, and they consider a range of factors beyond just volume, including sender reputation, engagement, content quality, and historical sending data. A significant volume drop could impact deliverability if it signals other underlying issues, but normal weekend decreases, aligned with business cycles, are usually acceptable. Maintaining a consistently good reputation and overall sending pattern is more crucial than strictly adhering to a rigid volume target.
Key opinions
- Filters are Smart: Email filters have advanced memory and algorithms that account for typical volume variations.
- Holistic Evaluation: ISPs consider multiple factors beyond just volume when assessing sender reputation.
- Reputation Matters: A consistently good IP and domain reputation is crucial for deliverability.
- Patterns Over Volume: Consistent sending patterns are more important than hitting specific volume numbers.
- Acceptable Dips: Normal weekend decreases aligned with business cycles are usually fine.
Key considerations
- Monitor Reputation: Regularly monitor your sender reputation and deliverability metrics.
- Address Underlying Issues: If a volume drop is linked to other negative signals, address the underlying issues.
- Maintain Quality: Ensure your emails have high-quality content and generate positive engagement.
- Sending Patterns: Strive for consistent sending patterns, even if the volume varies slightly.
- Communicate Changes: If you anticipate significant volume changes, inform your ESP or delivery service.
Expert view
Expert from Word to the Wise explains that consistent sending patterns are more important than specific volume numbers. They explain that sudden volume drops *can* affect deliverability, but only if the drops are a sign of other issues or are coupled with other negative signals. A natural business cycle leading to weekend volume decreases is usually fine.
6 Feb 2022 - Word to the Wise
Expert view
Expert from Email Geeks shares that volume is only one metric and the ongoing reputation of the IP, link reputation, content, bounces, engagement and past campaigns are all important. The systems are designed to penalise bad actors, not good ones for changing things up.
9 Dec 2023 - Email Geeks
What the documentation says
4 technical articles
Email deliverability documentation from Google, Microsoft, SparkPost and AWS emphasizes the importance of consistent sending patterns and volume to establish a positive sender reputation and avoid triggering spam filters. Sudden changes or drastic volume fluctuations, including drops, are flagged as potentially detrimental to inbox placement rates and overall deliverability. Monitoring deliverability closely is advised when volume drops are unavoidable.
Key findings
- Sudden Changes: Sudden changes in sending patterns can trigger spam filters.
- Consistency Key: Maintaining a consistent sending cadence helps establish a positive sender reputation.
- Negative Effect: Sudden volume drops can negatively affect deliverability.
- Impacts Placement: Drastic changes in volume can impact inbox placement rates.
- Reputation is Key: Consistent sending habits are key to IP reputation.
Key considerations
- Avoid Spikes: Avoid sudden changes in sending habits.
- Monitor Delivery: Closely monitor deliverability if a volume drop is unavoidable.
- Maintain Reputation: Focus on building and maintaining a positive sender reputation.
Technical article
Documentation from Microsoft Sender Support explains that maintaining a predictable sending volume helps build a positive sender reputation with Outlook.com and other Microsoft email services. They explain that sudden volume drops can negatively affect deliverability.
22 Apr 2023 - Microsoft Sender Support
Technical article
Documentation from Google Postmaster Tools states that sudden changes in sending patterns, including volume fluctuations, can trigger spam filters. Maintaining a consistent sending cadence helps establish a positive sender reputation with Gmail.
16 Nov 2023 - Google Postmaster Tools
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