Happy Holiday Email (advice for email senders)

Christine Borgia from Return Path, has posted an interesting opinion poll on their blog, about holiday season sending that every email sender should pay close attention to. Given that the research was conducted discreetly it's astonishing how the opinions of everyone on the delivery side of the ecosystem all appear to agree in terms of their advice.

• Don't aggravate your recipients.
• Don't let your list hygiene standards slip.
• Ramping up email volume, sending to inactive recipients, adding lots of new MTAs and new sending IPs, and sending your mail too fast, are risky activities.
• Know your recipients, as your holiday may not be global.
• Sending to 3^rd party email lists is not going to help your email delivery.

This isn't rocket science, it should be business as usual for professional senders and a friendly reminder for those more ambitious ones. All the advice revolves around ensuring there is explicit permission, managing recipient engagement well and being responsible. You can read the full blog here.