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Treating Email Delivery Like A Discussion

(This post originally appeared on You can read original posts from this author, and plenty others, on their site once a month.)

The key to bulk email delivery is remembering to treat each message as a discussion where the rules of any socially acceptable conversation still apply.


In any conversation, you may traditionally introduce yourself at the beginning. This is the same with email delivery with welcome and activation emails. This is your chance to set the stage for future discussions. Here are a few tips:

  • Confirmation: The best practice is to confirm that the user wants to receive your message through a confirmation link (i.e. double opt-in). This will ensure that no one mistyped their email address or signed up for something they didn’t intend to.
  • Examples: Let the user know what type of email you’ll be sending by showing examples or describing how often you’ll be emailing.
  • Point of Contact: Introduce your email contact so that users will be able to add your “send from” address to their address book.
  • Reply Address: Keeping a reply address that you monitor and respond to will enable your customers to easily engage with you and your brand.

Regular Delivery

Actively listening to user responses when delivering messages will help optimize revenue from your email program. Anything from opens or clicks up to a soft bounce are critical signs on how to provide the best type of conversation for your users. Here are a few ways to best use these signs:TalkingPeople

  • Opens and clicks are signs of engagement, so be sure to keep track of who your most engaged users are. This will help you offer your highest revenue offers (and more targeted offers) to those users.
  • Soft bounces are a sign of a temporary reception issue for that email address. Be sure to not try resending to that email address right away, as repeated soft bounces over a period of time would be a sign to remove this user from your email program.

Saying Goodbye Is Sometimes Not Sweet Sorrow

It’s sometimes sad, sometimes temporary, but every conversation comes to an end at some point. Just like in person you may stop a conversation because someone never responds (lack of opens or clicks), tells you they’re moving away (unsubscribes) or tells you they just don’t really like your conversations (spam complaints).

Here’s to long friendships and some great conversations! Let’s start a dialogue as I’m really interested if anyone notices any similarities between their email programs and in-person discussions!

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Whois: Mike Veilleux

Mike Veilleux is a Director of Product Management at Oracle Dyn Global Business Unit, a pioneer in managed DNS and a leader in cloud-based infrastructure that connects users with digital content and experiences across a global internet.