Summary
To send Terms & Services emails to in-app users without disrupting deliverability, consider alternative channels if email isn't mandatory. Review best practices, check ESP AUP, and consult with your ESP. Implement a separate sending domain or subdomain, segment your audience (starting with engaged users), and warm up IPs for high volume sends. Prioritize email authentication (SPF, DKIM, DMARC) and maintain good list hygiene by removing unengaged users. Continuously monitor your sender reputation via tools like Google Postmaster Tools, adapting to the evolving email ecosystem. Adhere to GDPR compliance and avoid spam triggers in your email content.
Key findings
- Alternative Channels: Explore alternative communication channels beyond email for mandatory notifications.
- Separate Sending: Employ a separate sending domain or subdomain to isolate transactional emails from marketing campaigns.
- Segmentation and Engagement: Segment your audience, starting with the most engaged users, to minimize risk.
- IP Warm-up: Gradually warm up new IP addresses for high-volume sending to establish a positive reputation.
- Email Authentication: Implement SPF, DKIM, and DMARC for email authentication.
- Reputation Monitoring: Monitor sender reputation using tools like Google Postmaster Tools and address any issues promptly.
- Evolving Ecosystem: The email ecosystem is constantly changing; continuous monitoring and adaptation are essential.
Key considerations
- ESP AUP Compliance: Ensure compliance with your Email Service Provider's Acceptable Use Policy.
- GDPR Compliance: Comply with GDPR by obtaining consent where required and providing an unsubscribe option.
- Spam Filter Triggers: Avoid language and formatting that might trigger spam filters.
- List Hygiene: Maintain good list hygiene by regularly removing inactive or unengaged subscribers.
- Sending Volume: Start with smaller sending volumes to a test group before sending to a large segment to avoid large scale issues.
What email marketers say
11 marketer opinions
When sending Terms & Services emails to in-app users to avoid deliverability issues, experts recommend segmenting your audience, using a separate sending domain, and actively monitoring sender reputation. Consider alternative communication channels, ESP AUP policies, GDPR compliance, and avoiding spam trigger words. List hygiene and warming sending IPs are also considered helpful.
Key opinions
- Segmentation: Segmenting your audience and sending targeted emails improves deliverability. Segment in-app users and personalize messages.
- Separate Domain: Using a separate sending domain or subdomain isolates marketing email reputation from mandatory communications.
- Reputation Monitoring: Actively monitor your sender reputation through tools like Google Postmaster Tools. Address any issues or spikes in spam complaints promptly.
- Alternative Channels: Consider alternative communication channels besides email for mandatory notifications.
- Email Authentication: Ensure email authentication and SPF/DKIM implementation.
Key considerations
- ESP AUP: Check your Email Service Provider's Acceptable Use Policy (AUP) before sending.
- GDPR Compliance: Comply with GDPR by only sending to users with a contract or legal requirement. Provide an unsubscribe option.
- Spam Filters: Avoid language that triggers spam filters. Use clear subject lines and include a physical address.
- List Hygiene: Practice good email list hygiene by regularly removing inactive subscribers.
- Engagement Rate: Improve engagement by sending to the most engaged users first.
- Throttling: Consider throttling sending speed when sending to a new segment to monitor issues.
Marketer view
Email marketer from Reddit suggests using a separate sending domain or subdomain specifically for transactional and T&S emails. This isolates your marketing email reputation from mandatory communications, minimizing the risk of deliverability issues.
25 Aug 2021 - Reddit
Marketer view
Email marketer from Email Geeks suggests checking the ESP's AUP before doing it.
12 Oct 2023 - Email Geeks
What the experts say
4 expert opinions
To send Terms & Services emails to in-app users without harming deliverability, it's crucial to review established best practices documentation, consult with your ESP for specific options, continuously monitor email sending practices due to the evolving email ecosystem, and ensure a healthy 'from' reputation by implementing SPF and DKIM for authentication.
Key opinions
- Best Practices Review: Review established best practices for sending mandated emails.
- ESP Consultation: Consult with your Email Service Provider (ESP) for available options.
- Continuous Monitoring: Continuously monitor email sending practices due to the evolving email ecosystem and adapt strategies accordingly.
- Email Authentication: Implement SPF and DKIM to verify authorized sources and maintain a healthy 'from' reputation.
Key considerations
- Evolving Ecosystem: The email sending ecosystem is constantly changing, requiring continuous adaptation.
- Sender Reputation: A healthy 'from' reputation is essential for deliverability.
Expert view
Expert from Word to the Wise explains the need to continuously monitor your email sending practices as the sending ecosystem is constantly changing, with mailbox providers updating their filtering techniques and users changing their engagement patterns. They advise adapting your strategy to remain compliant and maintain high deliverability.
10 Jun 2024 - Word to the Wise
Expert view
Expert from Email Geeks shares a link to a document that should be reviewed: <https://www.m3aawg.org/sites/default/files/m3aawgsendingmandatedemailsbp.pdf>
12 Nov 2024 - Email Geeks
What the documentation says
4 technical articles
When sending Terms & Services emails to in-app users, documentation from various sources emphasizes the importance of using a separate setup for transactional emails, warming up IP addresses, employing email authentication protocols (SPF, DKIM, DMARC), and actively monitoring domain and IP reputation through tools like Google Postmaster Tools to maintain deliverability.
Key findings
- Separate Setup: Transactional emails require a separate setup and IP address to avoid impacting marketing email deliverability.
- IP Warm-up: Warming up a new IP address is crucial for high-volume sending to establish a positive sending reputation. Start with small batches and gradually increase volume.
- Email Authentication: Proper email authentication (SPF, DKIM, DMARC) verifies legitimate emails and reduces the risk of being flagged as spam.
- Reputation Monitoring: Google Postmaster Tools allows monitoring of domain and IP reputation, spam rates, and authentication status with Gmail users.
Key considerations
- Monitor Bounce Rates: Monitor bounce rates and engagement metrics during the IP warm-up process.
- Address Issues: Identify and address any issues affecting deliverability promptly based on monitoring data.
Technical article
Documentation from SparkPost emphasizes the importance of proper email authentication (SPF, DKIM, DMARC) to improve deliverability. Implementing these protocols verifies that your emails are legitimate and reduces the chances of being flagged as spam.
29 Apr 2023 - SparkPost
Technical article
Documentation from Mailchimp explains that transactional emails can be sent through their platform but require a separate setup and IP address to avoid impacting marketing email deliverability. It's recommended to authenticate your sending domain and monitor sending reputation.
11 Nov 2022 - Mailchimp
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