The Best Email Infrastructures for a High-Performing Email Campaign
We all know that email marketing is one of the most effective ways to connect with your customers and increase your company's revenue. However, without a strong email infrastructure, your email campaign may not achieve the desired success. In this blog post, we will discuss the best email infrastructures for a high-performing email campaign that will help you reach new heights in your business.
1. Setting up more than 10-15 domains per workspace or tenant- Setting up too many domains per workspace or tenant can cause problems. It can make it difficult to manage your email infrastructure and lead to confusion and inefficiency. Therefore, to ensure that your email campaign runs smoothly, it is recommended to set up no more than 10-15 domains per workspace or tenant. This will make it easier to manage your email infrastructure and avoid potential problems.
2. 3-5 Emails per Domain- The next important factor in email infrastructure is to determine the number of emails per domain. You should limit the number of emails per domain to 3-5 emails. This will help ensure that your emails are delivered and don't end up in spam folders. Overloading a domain can be flagged as spam, and your emails can fail to be delivered.
3. 30/70 Rotation pool- Maintaining an email rotation pool is important to avoid spam detection. A 30/70 rotation pool works well as 70% of your list receives the ‘main' campaign, which is typically the offer or value proposition. The remaining 30% is split into smaller groups that each receives a separate treatment (i.e, smaller communication, secondary offer, follow-up). This split testing provides insight into what is working and helps to avoid messages being flagged as spam. You can then refine and improve the campaign.
4. Master & Slave Campaign Infrastructure Example- The email infrastructure is critical to successfully running an email campaign. This example can help you understand how to use your email infrastructure to achieve maximum email performance. Suppose you have 10,000 leads. In that case, you can put 9,000 of those leads in the main campaign without open-rate tracking while tracking 1,000 with open rate tracking. This approach enables you to maximize your email campaign performance by running the email addresses through the main campaign and redirecting unopened emails to different campaigns.
5. Turn Off Underperforming Mailboxes- If you see a mailbox that is continually underperforming, you can turn it off and re-direct email traffic to other mailboxes via “Mail Control” options in your email provider's dashboard. Utilizing the email performance tab in your dashboard will provide the necessary insights on which mailbox underperforms in your campaign and take appropriate action.
Conclusion: An effective email infrastructure is vital to any email campaign's success. By setting up no more than 10-15 domains per workspace or tenant, maintaining a 3-5-email limit per domain, utilizing a 30/70 rotation pool, testing with split campaigns, and tracking results in your dashboard, you can quickly increase email performance and revenue for your company. Remember, a well thought out email infrastructure is a critical component of successful email marketing.
Read the receiving side before you send
Everything above is about your side of the connection. The other half of infrastructure is who answers on their side. A Gmail-hosted SMB, a Microsoft 365 tenant and an enterprise behind a Proofpoint or Mimecast gateway are three different judges of the same message - gateways in particular filter on policy as well as reputation, so an identical email can be accepted at one company and quarantined at its competitor. We classify recipient domains from public MX records before launch and set volume and expectations per environment; you can check any domain yourself with our free mail provider lookup, and the full breakdown of who actually receives B2B email is in our published census.
One more principle that separates durable senders: no campaign should depend on a single sender, domain or provider lane. Spread across environments, a reputation event degrades a fraction of capacity instead of stopping the campaign - the operating rules are in our methodology.