Summary
The overwhelming consensus from experts, marketers, and documentation is that splitting email sends solely to engaged users isn't a recommended or effective strategy for improving email deliverability. While targeting engaged users boosts engagement metrics, it doesn't address underlying deliverability issues. Primary factors for deliverability include sender reputation, proper authentication (SPF, DKIM, DMARC), list hygiene, permission-based marketing, relevant content, consistent sending practices, maintaining low spam rates, valid rDNS/PTR records, and a positive user experience. Splitting sends is often associated with poor permission practices and may be unnecessary or ineffective with large audiences. Furthermore, it won't resolve existing deliverability problems.
Key findings
- Limited Deliverability Benefit: Splitting sends primarily to engaged users provides limited direct benefit to email deliverability.
- Engagement Boost, Not Fix: It primarily enhances engagement metrics (opens, CTR), not solve fundamental deliverability issues.
- Focus on Core Factors: Sender reputation, authentication, and list hygiene are more critical for deliverability.
- Poor Permission Indicator: This strategy is often associated with senders with poor permission practices.
- Ineffective for Large Audiences: The staggered sending might be ineffective with large audiences due to overlapping deployment times.
- May help warm up IP: Sending to only engaged users may help warm up your IP faster.
Key considerations
- Authentication is Key: Implement SPF, DKIM, and DMARC email authentication.
- List Hygiene: Regularly clean your email list to remove inactive/invalid addresses.
- Sender Reputation: Build/maintain a positive sender reputation through valuable content and engaged recipients.
- Permission Practices: Ensure explicit consent and prioritize subscribers' preferences.
- Consistent Sending: Maintain a consistent sending volume and schedule.
- Spam Monitoring: Regularly monitor your spam rates and take action to reduce them.
- User Experience: Ensure a good user experience and run spam checks.
- rDNS/PTR Records: Implement rDNS and PTR records to prove your sender legitimacy.
- Address Underlying Issues: Address root causes of deliverability problems, such as content or domain configuration.
What email marketers say
9 marketer opinions
The consensus is that splitting email sends to engaged users alone isn't a reliable long-term strategy for improving deliverability. While targeting engaged users can boost engagement metrics, it doesn't address underlying deliverability issues. Factors like sender reputation, proper authentication (SPF, DKIM, DMARC), list hygiene, consent, and relevant content are more critical for sustainable deliverability improvements. Focusing on these core areas provides a more robust approach than solely relying on sending to engaged segments.
Key opinions
- Limited Deliverability Impact: Splitting sends to engaged users does not directly improve email deliverability.
- Engagement Boost: Sending to engaged users enhances engagement metrics (opens, CTR).
- Focus on Core Factors: Sender reputation, authentication, and list hygiene are more important.
- Underlying Issues: Splitting sends won't resolve fundamental deliverability problems.
Key considerations
- Authentication: Implement SPF, DKIM, and DMARC for email authentication.
- List Hygiene: Regularly clean your email list to remove inactive or invalid addresses.
- Sender Reputation: Build and maintain a positive sender reputation by sending valuable content.
- Engagement: Use data to segment your emails based on engagement ensures that you are more likely to be read in the future.
- Consent: Ensure you have explicit consent from subscribers to send them emails.
- rDNS and domain keys: Make sure you have rDNS and domain keys setup in order to prove your email legitimacy.
Marketer view
Email marketer from Email Geeks asks if there are existing deliverability issues that prompted the idea. Later responds to clarification of the original question that it's probably not necessary for the extra effort if there are no existing deliverability issues.
26 Sep 2024 - Email Geeks
Marketer view
Email marketer from Mailjet explains that segmenting and targeting engaged users can be a great email marketing strategy, but it doesn't directly influence deliverability. Deliverability is more related to your sender reputation, authentication (SPF, DKIM, DMARC), and list hygiene.
2 Dec 2024 - Mailjet
What the experts say
4 expert opinions
The experts suggest that splitting email sends to engaged users for better deliverability is generally not a recommended strategy. It's often associated with senders who have poor permission practices and is unnecessary for those with good permission practices. With a large enough audience, the initial send may still be deploying even after a short interval, negating the purpose of the split. Furthermore, it's not a direct fix for underlying deliverability problems, and artificially inflated engagement can be detrimental. While spam filters may focus more heavily on large senders, this is not due to specific filtering rules but rather because smaller senders are less likely to be noticed.
Key opinions
- Poor Permission Practices: The tactic is often used by senders with poor permission practices.
- Unnecessary for Good Practices: It's not needed if you have good permission practices.
- Deployment Overlap: With large audiences, the initial send is still deploying after 30 minutes.
- Not a Direct Fix: Splitting sends doesn't directly fix underlying deliverability issues.
- Artificial Engagement is bad: Artificially inflated engagement metrics can be detrimental.
- Small Senders Less Noticed: Spam filters may focus more on large senders simply due to visibility.
Key considerations
- Focus on Permission: Prioritize obtaining and maintaining explicit consent from subscribers.
- Address Root Issues: Identify and resolve any underlying deliverability problems instead of relying on quick fixes.
- Avoid Artificial Inflation: Ensure engagement metrics are genuine and not manipulated.
- Understand Volume Impact: Be aware that spam filters may treat high-volume senders differently.
Expert view
Expert from Email Geeks explains with a large enough audience, the email is still deploying after 30 minutes, negating the need to split sends.
21 Aug 2021 - Email Geeks
Expert view
Expert from Email Geeks shares that the strategy of sending to engaged users first to improve deliverability often comes from senders with poor permission practices and is unnecessary for senders with good permission practices. The ISP won't know it's a different send if done closely enough.
24 Apr 2024 - Email Geeks
What the documentation says
6 technical articles
Email deliverability documentation emphasizes that splitting sends to engaged users is not a primary solution. Instead, focusing on authentication (SPF, DKIM, DMARC), maintaining low spam rates, sending wanted mail, and using a consistent sending IP address are crucial. While consistently emailing engaged segments can indirectly improve deliverability and help with IP warming, maintaining lists, keeping bounce rates low, and responsible sending behavior are highlighted as key factors. Also ensuring a good user experience and running spam checks are beneficial. Setting rDNS and PTR records is essential for confirming sender identity and preventing spam flagging. Sending to a subset of users only is not recommended as a direct deliverability technique.
Key findings
- Authentication is Key: SPF, DKIM, and DMARC are essential for email authentication.
- Spam Rate Matters: Maintaining low spam rates is crucial for deliverability.
- Wanted Mail: Send emails that recipients want and expect.
- Consistent IP: Use a consistent sending IP address.
- List Maintenance: Maintaining lists and keeping bounce rates low are important.
- rDNS and PTR: Setting rDNS and PTR records is crucial for sender identity.
- Splitting Sends - Not Recommended: Splitting sends is not a recommended deliverability technique on its own.
- Indirect Improvement Possible: Consistently emailing engaged segments can indirectly improve deliverability and help with IP warming.
Key considerations
- Implement Authentication: Set up SPF, DKIM, and DMARC for your sending domain.
- Monitor Spam Rates: Regularly monitor your spam rates and take action to reduce them.
- Clean Your Lists: Remove inactive or invalid addresses from your email lists.
- Consistent Sending: Maintain a consistent sending volume and schedule.
- Verify Sender Identity: Set up rDNS and PTR records to verify your sender identity.
- Run Spam Checks: Make sure you regularly run spam checks before sending any emails.
Technical article
Documentation from SendGrid states that maintaining a good sender reputation by sending valuable content to engaged users is important, but it doesn't directly address splitting sends as a tactic for better deliverability. It's more about consistent and responsible sending behavior.
5 Mar 2023 - SendGrid
Technical article
Documentation from Microsoft explains that maintaining the lists and keeping the bounce rates low is very important. Sending email only to a subset of users is not a recommended deliverability technique.
11 Aug 2022 - Microsoft
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