For example, a marketer wants to send to 20,000 recipients. Instead of sending one large mailing to all 20,000 list members, the marketer sends 4 smaller mailings of 5,000 each, spread out over 4 days or at least 4 to 8 hours apart. The distance between sends really depends on the nature of the offer. A monthly
email newsletter can easily be sent out over several days, where as a weekend sales promotion may need to go out within 48 to 72 hours.
The West Coast Offense not only improves deliverability, but can also be used to reduce the load on any landing pages or phone numbers promoted in the message content. Since most recipients tend to act on offers fairly quickly once an email message is received, spreading out the campaign can help lessen the amount of time a potential customer has to wait on hold or wait for a webpage to load if network volume is heavy.
With a new game plan in the arsenal, messages can be scheduled to go out automatically in smaller batches. So sit back, enjoy the big game, and watch commercials that cost as much as 3 million dollars for a 30-second spot.
Louis Chatoff is the Email Deliverability Manager of the
StreamSend Email Marketing service. In addition to his other duties, Louis conducts a weekly webinar on how to maximize email delivery to the inbox.
