Summary
Improving Verizon Media deliverability for seasonal email sends requires a holistic strategy. Start by warming up your IP gradually, sending engaging content in advance, and segmenting your audience. Maintain impeccable list hygiene by removing inactive subscribers and using double opt-in. Implement and monitor feedback loops and complaint rates, addressing any issues promptly. Ensure proper sender authentication with SPF, DKIM, and DMARC, and proactively monitor your IP and domain reputation using tools like Google Postmaster Tools and Microsoft SNDS. Personalize email content, A/B test email elements, and consider a mini-warmup before seasonal sends. As a last resort, consider moving to a new IP. Remember that VMG's complaint metrics are calculated differently. Monitor blacklists and take swift action if listed.
Key findings
- Warm-up and Content: Gradually warm up your IP and send engaging, relevant content in advance of seasonal peaks.
- List Hygiene and Segmentation: Maintain a clean, segmented list using double opt-in and removing inactive subscribers.
- Authentication and Reputation: Authenticate emails with SPF, DKIM, and DMARC; monitor sender reputation using available tools.
- Feedback and Monitoring: Implement feedback loops, monitor complaint rates, and watch for blacklist listings.
Key considerations
- VMG Metrics: VMG calculates complaint rates differently; be aware of the discrepancy.
- New IP - Last Resort: Moving to a new IP should only be considered after exhausting other options.
- Proactive Monitoring: Continuously monitor deliverability metrics and address issues promptly.
What email marketers say
9 marketer opinions
Improving Verizon Media deliverability for seasonal email sends involves a multi-faceted approach. Key strategies include warming up IP addresses gradually, creating engaging content in advance, closely monitoring and addressing complaint rates, segmenting subscriber lists for targeted campaigns, implementing re-engagement campaigns for inactive subscribers, A/B testing email elements for optimization, and personalizing content based on subscriber data. Moving to a new IP address can be a last resort. Proactive monitoring of sender reputation is essential.
Key opinions
- IP Warm-up: Gradually warm up IP addresses with engaged users to build a positive sender reputation before large seasonal sends.
- Proactive Content: Create engaging content well in advance of seasonal peaks to re-engage subscribers and build anticipation.
- Complaint Monitoring: Closely monitor complaint rates during seasonal sends and address any spikes with corrective action.
- List Segmentation: Segment subscriber lists based on engagement and purchase history to send targeted, relevant campaigns.
- Re-engagement: Implement re-engagement campaigns to identify and re-engage inactive subscribers before seasonal sends.
- A/B Testing: A/B test different email elements to optimize performance and improve engagement.
- Personalization: Personalize email content based on subscriber data to improve engagement and deliverability.
Key considerations
- New IP as Last Resort: Moving to a new IP address should be considered a last resort when other methods have failed.
- VMG Complaint Metrics: Verizon Media measures complaint rates against inbox delivery, so their rates may appear higher than your internal metrics.
- Proactive Monitoring: Proactively monitor sender reputation and IP health using tools like Google Postmaster Tools and Microsoft SNDS.
Marketer view
Email marketer from MarketingProfs suggests segmenting your subscriber list based on past engagement and purchase history. Send targeted campaigns to subscribers who have shown interest in your seasonal products or services. Avoid sending irrelevant emails to those who are not likely to engage.
2 May 2022 - MarketingProfs
Marketer view
Email marketer from Email Marketing Forum advises closely monitoring complaint rates during seasonal sends. High complaint rates can negatively impact deliverability. If you notice a spike in complaints, investigate the cause and take corrective action, such as adjusting your content or targeting strategy.
9 Jan 2025 - Email Marketing Forum
What the experts say
3 expert opinions
To improve Verizon Media deliverability for seasonal sends, experts recommend performing a mini-warmup to reintroduce yourself to subscribers and Yahoo. Maintaining a clean IP and domain reputation by monitoring blacklists and promptly addressing any listings is crucial. Proper sender authentication using SPF, DKIM, and DMARC is essential for building a positive reputation and preventing deliverability issues.
Key opinions
- Mini-Warmup: Perform a mini-warmup before seasonal sends to re-engage subscribers and alert Yahoo of increased mail volume.
- Blacklist Monitoring: Monitor IP and domain reputation for blacklist listings and promptly address any issues.
- Authentication: Properly configure SPF, DKIM, and DMARC to authenticate your email and improve sender reputation.
Key considerations
- Proactive Reputation Management: Proactively monitor sender reputation with Verizon Media to identify and address deliverability issues before they escalate.
- Swift Blacklist Action: If blacklisted, take immediate steps to resolve the issue and request removal.
Expert view
Expert from Spam Resource explains that blacklists can significantly impact deliverability. He recommends monitoring your IP and domain reputation to ensure you are not listed on any major blacklists. If you are blacklisted, take immediate steps to resolve the issue and request removal.
14 Sep 2023 - Spam Resource
Expert view
Expert from Email Geeks suggests performing a mini-warmup when starting seasonal sends to reintroduce yourself and the mail to both your subscribers and Yahoo.
17 Mar 2023 - Email Geeks
What the documentation says
6 technical articles
Fixing Verizon Media deliverability problems for seasonal email sends requires a focus on list hygiene, sender authentication, and reputation monitoring. Maintaining a clean email list by removing inactive subscribers and using double opt-in, setting up SPF, DKIM, and DMARC records, and monitoring sender and IP reputation through tools like Google Postmaster Tools and Microsoft SNDS are crucial. Implementing feedback loops helps identify and remove complainers, further improving sender reputation.
Key findings
- List Hygiene: Regularly remove inactive/unengaged subscribers to improve sender reputation.
- Sender Authentication: Implement SPF, DKIM, and DMARC for email authentication.
- Reputation Monitoring: Monitor sender and IP reputation using Google Postmaster Tools and Microsoft SNDS.
- Feedback Loops: Implement feedback loops to remove complainers from your list.
Key considerations
- Relevant Content: Ensure content is relevant to subscribers and provide easy unsubscribe options.
- Double Opt-In: Use double opt-in to confirm subscriber interest and improve list quality.
Technical article
Documentation from Google Postmaster Tools explains that monitoring your sender reputation is crucial for deliverability. Use Google Postmaster Tools to track your domain reputation, spam rates, and other metrics. Address any issues promptly to maintain a positive sender reputation with Gmail and other providers.
15 Jul 2023 - Google
Technical article
Documentation from Microsoft SNDS (Smart Network Data Services) highlights the importance of monitoring your IP reputation. Use SNDS to track your IP address's health and identify any potential deliverability issues. Address any negative feedback or complaints to maintain a positive IP reputation.
16 Sep 2021 - Microsoft
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