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Stable Architecture and Successful Email Sending at Scale

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06 Jan 2021

90% of the adults in the entire world and over 70% of the teenagers rely on emails as a means of formal and informal communication. This makes email marketing a successful and efficient means of running digital campaigns, be it for sending out promotional emails, sale announcements, or B2C interaction.

Running a successful email marketing campaign can result in significant returns on investments. However, it will only result in a profit if used in accordance with the laws and sent with proper strategic planning.

To produce results, you need to build targeted lists, know your goals (welcoming new subscribers, nurturing leads into potential clientele, segmenting subscribers), sending out follow up emails such as abandoned cart emails.

Moreover, there are certain laws that you need to abide by when it comes to sending out emails that result in better engagement rates. These include anti-spam laws and privacy laws.

In addition, sending out bulk emails requires a stable architecture. Here’s a detailed insight into establishing a stable architecture for sending successful emails in bulk even when using CBT Mass Email Sender.

Establishing A Stable Architecture – Sending Emails At Scale

Whether you’re launching a new product or promoting a seasonal sale, sending out bulk emails at once requires a stable architecture for your emails, both on-premises, and cloud.

If you’re planning on sending emails at scale, there are certain pre-requisites that ensure both your on-premises and cloud email architecture are in-fact healthy and suitable for it. Not only will you be able to catch errors, but it will also enable you to identify any opportunities for future optimization.

Here’s how you can figure out if your email architecture is stable before you start sending out emails.

Yearly Email Audit Checklist – Explained

To ensure a year-round working of your email architecture, here’s what you need to look for.

Infrastructure:

Considering the fact that businesses keep evolving with new campaigns and platform updates, your email infrastructure also needs periodic updates. Failure to update your infrastructure could lead to unexpected problems that can impact your digital marketing campaigns.

To ensure you have a stable architecture, it is vital that you observe these areas for rectifying.

1. IP Addresses – IP reputation plays an important role when it comes to running digital marketing campaigns. Before you begin your campaigns, you need to observe your IP addresses and make sure they’re warm enough to handle the heavy volume of emails that you’re intending to send.

Moreover, you also need to see if your mailing streams are segmented. Typically, domain names, too, are associated with IP addresses. In order to send bulk emails, your rDNS needs to meet the necessary requirements.

2. DNS – To make sure your DNS is prepared for sending out volume emails, it needs to be correct for both forward and reverse lookups. Moreover, your SSL certificates need to be valid and updated.

3. Mail Delivery – Before you send out bulk emails, you need to observe your mail delivery and examine your engagement rates. In addition, you need to see if your emails are ending in the spam folder or the inbox.

4. Authentication – To ensure better results, your Sender Policy Framework records need to be up to date. Moreover, they also need to be signed with DKIM (Domain Keys Identified Mail). DMARC implementation is also mandatory when it comes to setting up email authentication. Not only will it improve your delivery and engagement rates, but it will also enhance your online reputation.

5. Mail reply and response addresses – You need to make sure they’re still functioning as intended.

6. Template Links – To lower the possibility of your volume emails ending up in the dreadful spam folder, you need to make sure that the links attached in your emails are working and don’t lead to dead webpages. These include the terms and conditions, privacy, and other contact forms. Moreover, unsubscribe or opt-out links also need to be functioning.

7. Marketing Campaigns – For better results, your marketing, transactional, and interactional mails need to be segmented along with diverse IP addresses. Make sure they’re segmented before you start sending out volume emails.

8. Newsletter Sending – Newsletter plays a critical role in promoting businesses. Prior to sending out emails at scale, you need to make sure both your newsletters and marketing content are accessible across different platforms, including mobile. In addition, your marketing emails and your newsletter should showcase the branding of your business website.

Automation

While having a stable and healthy email infrastructure/architecture is an important factor to be audited, the content of the message also needs to be checked, specifically if you’re using automated messaging tools.

After a thorough check of the infrastructure, you should ensure your automated replies are functioning as intended. With different marketing campaigns, links are often changed as well. Make sure they’re up to date and working correctly. Moreover, if you made any amends in the business terms and conditions, make sure to rectify those as well.

Moreover, if you have integrated any tools with your emails, they might flag errors at times. While APIs and other integrations are rectified most of the time, they’re easy to forget. Make sure to update them and make necessary amends before you start sending out bulk emails.

Experience it Yourself

Now that you’ve made the necessary changes go through the entire process yourself and ensure everything works. Test each operation, such as subscribing and unsubscribing, going through the newsletter, and evaluate it from a client’s perspective.

Moreover, check your emails across different platforms other than your primary device. Once you’ve experienced it yourself, your architecture should be stable enough for your new marketing campaigns.

Conclusion

Just like updates in your marketing campaigns, your email infrastructure and architecture, too, needs periodic maintenance to ensure year-round working. Make sure to check your IP addresses, DNS, mail delivery, authentication, template links, segmentation of content across different IPs, and automation.

Afterward, continue to experience the entire process from a client’s perspective to have a better idea of your architecture.

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