You already know that Black Friday (Nov. 29) and Cyber Monday (Dec. 1) are the two biggest email sending days of the year. This is not exactly news. You’ve been preparing your holiday campaigns for weeks, if not months (hopefully!) for this critical time.

 

It’s stressful, but don’t worry: Bronto’s got your back.

As we outlined last week, we’ve been putting a great deal of time and resources into upgrading our systems so they can handle the increased workload that Black Friday and Cyber Monday bring.

Today we have some helpful suggestions and reminders (first put forth last year but still very applicable in 2014) for how you can use the Bronto Marketing Platform to maximize sending performance on these two vital days. 

Tips for Efficient Sending

  • Limit bulk imports of contacts and orders – If you’re bulk importing contact data or past orders into Bronto, be sure to complete your import several days ahead of Black Friday, or postpone it until after Cyber Monday. This will free up resources for more efficient sending.
  • Limit the use of Frequency Caps – Frequency caps are very resource- intensive because the system checks and computes sending frequency for each contact in real-time. This ensures accuracy, but it will dramatically affect performance on high-volume sending days like Black Friday and Cyber Monday. For optimal performance, make sure to override your frequency caps.

Messages -> Email Messages -> [Message] -> Schedule -> Show Advanced Options -> Email Frequency Caps Override

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  • Limit the use of Downloadable Reports – Please note that there will be added wait time for Downloadable Reports on both Black Friday and Cyber Monday. Limiting the use of these reports will make for more efficient sending.

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Where to Be Proactive

  • Schedule deliveries in advance – Try to schedule your Black Friday and Cyber Monday deliveries 30-60 minutes in advance. The sooner your emails get in the “delivery prep” pool, the sooner they can be processed.
  • Throttle your sends over a period of time – Spreading your delivery over time will help ensure optimal deliverability. This is always a best practice, but especially during holiday sending.

Messages -> Email Messages -> [Message] -> Schedule -> Show Advanced Options -> Delivery Scheduling

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  • Send EARLY – Black Friday starts as early as Thanksgiving evening, so consider sending your campaigns earlier. Keep in mind that the ISPs will be struggling to keep up with email volume, and if you send early, you’ll show up in their inbox sooner.

Lastly, please note that there may be some delays with data tracking, workflows, segments and other parts of the system on both Black Friday and Cyber Monday. Think of it as getting on the highway during the holidays.

That’s it for now. Happy sending!

Damian Trzebunia (Che-BOON-ya)
Product Marketing Manager
Bronto Software

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