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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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href="/partners/search?partner=technology&type=Analytics+%26+Business+Intelligence">Analytics & Business Intelligence</a></div></div></div><div class="flex w-full flex-col gap-3 sm:w-fit md:flex-row"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[37px] w-full text-sm sm:w-fit" href="/docs/user_guide/data_and_analytics/analytics/deliverability_center#set-up-microsoft-smart-network-data-services-snds">View Documentation</a><a href="https://www.gmail.com/postmaster/" target="_blank" rel="noreferrer noopener" class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 py-2 px-3 gap-1 font-aribauGrotesk font-bold border border-gray-300 bg-white text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 h-[37px] w-full text-sm sm:w-fit">View Partner Website</a></div></div></div></div><div class="container py-24"><div class="flex flex-col gap-8 md:flex-row"><aside class="w-full shrink-0 grow-0 basis-full md:w-[280px] md:basis-[280px]"><div class="flex w-full flex-col gap-8 md:sticky md:top-24"><div class="flex flex-col gap-6 rounded-[12px] bg-gray-50 p-6"><div class="flex flex-col gap-2"><h6 class="text-sm uppercase text-gray-600">Verified Partner</h6><span class="w-fit rounded-xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold text-gray-600">Technology</span></div></div></div></aside><main class="flex shrink-0 grow basis-0 flex-col gap-12"><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">What is Google Postmaster?</h3><div class="flex flex-col gap-6"><p>Postmaster Tools is a tool provided by Google that allows marketers direct access to reputation, deliverability, security and performance diagnostics straight from Gmail about their email domains and IPs.<br/></p></div></section><section class="flex flex-col gap-9"><h3 class="text-display-md font-semibold text-gray-900">How we work together</h3><div class="flex flex-col gap-6"><p>Braze's Postmaster Tools integration provides guidance and actionable insights to customers on Gmail emails sent to their users.<br/></p></div></section></main></div></div><div class="container bg-gray-50 py-[50px] md:py-24"><div class="cards-slider overflow-hidden bg-gray-25 undefined"><div class="container flex flex-col gap-8 px-0 md:px-20"><div class="flex flex-col justify-between gap-6 md:flex-row md:items-center"><h1 class="z-10 text-display-md text-black md:text-display-lg">Related Content</h1><a class="inline-flex items-center justify-center 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class=""><button>4</button></li></ul></div></div></div></div><section class="supergraphic-4 relative overflow-hidden contain-layout"><div class=""><div class="w-full px-4 py-16 md:px-14 md:py-20"><div class="container flex flex-col justify-between gap-8 md:flex-row"><div class="flex flex-col gap-6"><img alt="logo" loading="lazy" width="144" height="45" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=256&q=75 1x, /_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75 2x" src="/_next/image?url=%2Fimages%2Fdummy-images%2Flogo1.png&w=384&q=75"/><h1 class="text-black text-display-xs md:text-display-lg">Shape the future of customer engagement with us</h1></div><div class="flex flex-col gap-[10px]"><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Differentiate your product and service offerings</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Join a global community of innovators</span></div><div class="flex flex-row gap-2"><svg width="20" height="20" role="img" aria-label="check" class="text-primary-800"><use href="/icons/sprites.svg#check"></use></svg><span class="w-full">Tap into training, certification, marketing, and sales program support</span></div></div></div></div><div class="container flex grid-cols-2 flex-col px-4 gap-8 pb-24 md:flex-row"><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our open technology ecosystem</h4><p>Our platform is designed for flexible, easy integration so you can build solutions that solve customer challenges and accelerate business growth.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-technology-partner">Become a Technology Partner</a></div><div class="container flex w-full flex-col justify-between gap-8"><h4>Join our global services network</h4><p>Agencies, consultants, and systems integrators build robust service offerings with Braze.</p><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 py-2 px-3 gap-1 text-sm font-aribauGrotesk font-bold border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 h-[44px]" href="/partners/become-a-braze-solutions-partner">Become a Delivery Partner</a></div></div></div></section><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md 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This can complicate the warm-up process for new domains or IPs, as senders must demonstrate to Google that their mail is genuinely desired by the recipients it so earnestly protects.\"}],\"markDefs\":[{\"_key\":\"bfec6eaa56fb\",\"_type\":\"link\",\"href\":\"https://support.google.com/mail/answer/16594218?hl=en\"}],\"style\":\"normal\"},{\"_key\":\"7c2f70cd235f\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad3a78fb8b2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Fortunately for senders, Google provides considerable digestible feedback through its Postmaster Tools site. Bulk senders serious about reaching a Gmail recipient’s primary inbox are likely already familiar with version one of this tool but, with the deployment of version two, there are changes even seasoned users should take note of. While not inherently negative, this represents a new reality that senders must adapt to for optimal efficiency within their Google audience. 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As of this article's publication, Google has not released guidance on its preferred policy; however, for your subscribers' benefit, we suggest using an actionable policy, with the strongest being the reject policy (or p=reject).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94219c8815ab\",\"_type\":\"richImage\",\"alt\":\"dmarc authentication\",\"asset\":{\"_ref\":\"image-4de14d5e57728dd61c6412175ed5c12ba6129175-2400x616-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"fd86f3e6b165\",\"_type\":\"block\",\"children\":[{\"_key\":\"71b0f85bf8be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Encryption\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"3b6bc6cbe189\",\"_type\":\"block\",\"children\":[{\"_key\":\"1194a9d0da10\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is a summary of the Encryption tab which still remains in dashboard v2. It represents the percentage of a sender’s mail that uses TLS encryption. 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The Braze infrastructure is configured to receive and easily process these unsubscribe requests and these should be included on all mail including transactional mail. Excluding transactional email could result in a 'Needs work' indicator and hinder optimal mail placement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"21d8bb796eec\",\"_type\":\"richImage\",\"alt\":\"honor unsubscribe\",\"asset\":{\"_ref\":\"image-60c3c9232477890e5c4cdd29b99621f7ec3f2d8b-2400x616-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"97966b2f468f\",\"_type\":\"block\",\"children\":[{\"_key\":\"623b1c14e5d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Beyond the elements of the Compliance Dashboard, there has been a subtle change in the calculation of user reported spam which may cause senders to note a change in their User Reported Spam rates. 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The \"},{\"_key\":\"2bed3d7fbee4\",\"_type\":\"span\",\"marks\":[\"68dd87aaff1e\"],\"text\":\"experts at Braze\"},{\"_key\":\"d4204e23a4e5\",\"_type\":\"span\",\"marks\":[],\"text\":\" are well versed in interpreting these signals and can help guide your program to peak delivery with Google.\"}],\"markDefs\":[{\"_key\":\"68dd87aaff1e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-deliverability\"}],\"style\":\"normal\"},{\"_key\":\"f5ba192c34d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c55e400507a9\",\"_type\":\"span\",\"marks\":[],\"text\":\"The needs of senders to obtain feedback on sends and have transparency with providers has always been a tightrope walk for providers. Providing too much data can make restrictions easier to circumvent (or to meet but not exceed). Fundamentally, one piece of unsolicited commercial email is too many. While some may view spam as a nuisance and a somewhat ubiquitous consequence that pales in comparison to the benefits of digital communication, at its extremes, spam harvests personally identifiable information for identity theft scams, financial fraud, or installs malware that can compromise vital systems society relies on.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbd39a3ab272\",\"_type\":\"block\",\"children\":[{\"_key\":\"b701df235f2c\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is why Google takes protecting its subscribers seriously and is secretive about exactly what it does to keep them safe. This is also why, as conscientious senders, the onus is on us to adhere to their guidance for best practices to avoid contributing to that problem. While the task may seem daunting, Braze Deliverability professionals are available to help decipher requirements, allowing marketers to remain focused on being absolutely engaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"313b2c3e5ea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"c98e798ad820\",\"_type\":\"span\",\"marks\":[],\"text\":\"For more information check out our additional resources \"},{\"_key\":\"92ca7fdb07b5\",\"_type\":\"span\",\"marks\":[\"e54151e6267e\",\"strong\"],\"text\":\"like\"},{\"_key\":\"cedb95a0ea7d\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"0a739642046c\",\"_type\":\"span\",\"marks\":[\"35f25dbc918e\",\"strong\"],\"text\":\"our\"},{\"_key\":\"b832b80b1539\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"c5ca630a1d8b\",\"_type\":\"span\",\"marks\":[\"0126863e1d16\",\"strong\"],\"text\":\"blog\"},{\"_key\":\"af8963fb1961\",\"_type\":\"span\",\"marks\":[],\"text\":\", previous \"},{\"_key\":\"31905f8e16e2\",\"_type\":\"span\",\"marks\":[\"7496d0a3c325\",\"strong\"],\"text\":\"webinars\"},{\"_key\":\"cc7682a5cb0c\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"f8a47c14bfeb\",\"_type\":\"span\",\"marks\":[\"6889918c5252\",\"strong\"],\"text\":\"lessons\"},{\"_key\":\"c67131cb60ec\",\"_type\":\"span\",\"marks\":[],\"text\":\", and our \"},{\"_key\":\"d4149aa03e04\",\"_type\":\"span\",\"marks\":[\"68a66d6c75cf\",\"strong\"],\"text\":\"Master Email Deliverability\"},{\"_key\":\"4f762243032e\",\"_type\":\"span\",\"marks\":[],\"text\":\" learning path. Should you prefer a more hands-on approach, \"},{\"_key\":\"3d6c436f5928\",\"_type\":\"span\",\"marks\":[\"7ff02cb630a6\",\"strong\"],\"text\":\"Braze Deliverability Services\"},{\"_key\":\"560dec98bf54\",\"_type\":\"span\",\"marks\":[],\"text\":\" are here to lend that helping hand.\"}],\"markDefs\":[{\"_key\":\"e54151e6267e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/navigating-email-deliverability\"},{\"_key\":\"35f25dbc918e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/sneak-your-way-into-the-inbox\"},{\"_key\":\"0126863e1d16\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-email-deliverability\"},{\"_key\":\"7496d0a3c325\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/demystifying-email-deliverability\"},{\"_key\":\"6889918c5252\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/email-deliverability-sos-how-to-respond-to-common-issues/1961810\"},{\"_key\":\"68a66d6c75cf\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/path/master-email-deliverability\"},{\"_key\":\"7ff02cb630a6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-deliverability\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/b17e605d6c09fe46bcb0c1424964903312bd7c83-3840x2160.png\",\"publishedDate\":\"2025-10-15T15:08:14.439Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-443b33a47f7b1c79dc6c428b05467037869481b6-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Check out the latest blog post from Braze to learn everything you need to know about the Google Postmaster Tools v1 interface retirement.\",\"pageTitle\":\"Everything you need to know about the Google Postmaster Tools v1 interface retirement\",\"slug\":{\"_type\":\"slug\",\"current\":\"google-postmaster-tools-v1-interface-retirement\"}},\"title\":\"Everything you need to know about the Google Postmaster Tools v1 interface retirement\"},{\"_id\":\"6417bae6-c0f8-44de-9edd-da6d67db842d\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"67d10061223a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4271cad1bf060\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email marketers have a tough job year-round, but the holidays dial up the difficulty level by increasing competition for that coveted spot in the inbox. Combined with pressure to reach those Q4 goals with tight marketing budgets, the idea of sending even more mail can feel daunting.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"193128e5acfc\",\"_type\":\"block\",\"children\":[{\"_key\":\"f0345156543d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Luckily, Braze is here to help. Alison Gootee, Compliance \u0026 Deliverability Enablement Principal II at Braze and Lindsey Silverman, Senior Creative Strategist from the \"},{\"_key\":\"f0345156543d1\",\"_type\":\"span\",\"marks\":[\"06cefb5edf93\"],\"text\":\"427° Innovation Lab\"},{\"_key\":\"f0345156543d2\",\"_type\":\"span\",\"marks\":[],\"text\":\" at Braze, dropped by our \"},{\"_key\":\"f0345156543d3\",\"_type\":\"span\",\"marks\":[\"d2fe107d2fe8\"],\"text\":\"Braze Bonfire community\"},{\"_key\":\"f0345156543d4\",\"_type\":\"span\",\"marks\":[],\"text\":\" to answer questions and share insights on how to navigate the complexities of holiday email deliverability.\"}],\"markDefs\":[{\"_key\":\"06cefb5edf93\",\"_type\":\"link\",\"href\":\"https://www.braze.com/427-innovation-lab\"},{\"_key\":\"d2fe107d2fe8\",\"_type\":\"link\",\"href\":\"https://community.braze.com/event/communityevents/sleighing-deliverability-an-ama-on-holiday-email-deliverability/3889\"}],\"style\":\"normal\"},{\"_key\":\"01ef802f2896\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c5ac7ef9b1e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep reading for Alison and Lindsey’s pointers for making the most out of \"},{\"_key\":\"0c5ac7ef9b1e1\",\"_type\":\"span\",\"marks\":[\"8a747e4c5b5e\"],\"text\":\"Black Friday, Cyber Monday, and beyond\"},{\"_key\":\"0c5ac7ef9b1e2\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"8a747e4c5b5e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-to-create-a-winning-holiday-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"542c40482f97\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e4b787fd60c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I increase volume safely around the holidays when everyone else is also increasing volume?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e0e5e572dd4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b875141725130\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"b875141725131\",\"_type\":\"span\",\"marks\":[],\"text\":\"Any time you plan on increasing the amount of mail you send, it’s critical to keep the subscriber experience in mind. Starting during the Black Friday/Cyber Monday (BFCM) season, more email is being sent (and filtered by) mailbox providers, and everybody’s inboxes are stuffed to the brim. Some brands begin to send multiple emails a day, hoping to catch recipients at the exact right time and snag a conversion.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"25db34180dd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"35ad3fff49eb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the one hand, more mail could mean more opportunities to make sales. But on the other hand, it also means that there are more messages that may linger in the inbox unread, which is both bad for sender reputation and decreases the ROI of your marketing efforts.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0cc56a53bf8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"590b2d8d67a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ll be sending more messages to folks who are already actively engaging with your email content, remember that engagement doesn’t last forever. If people feel overwhelmed by the additional outreach efforts, they could unsubscribe or report you as spam, which means they’ll be lost forever (or until they sign up again). Rather than risk damaging your reputation with subscribers or their mailbox providers, consider leveraging a preference center that allows subscribers to pause or reduce the emails they receive from you. You can send an email that proactively notifies users that your holiday sending will be more frequent, and ask if they want to update their preferences to either stop mail for a specified period of time, or give the option of downgrading to weekly or monthly messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd9cf16a5d26\",\"_type\":\"block\",\"children\":[{\"_key\":\"3f343729e0970\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can also highlight the preference center in the body or footer of your campaign with a call-to-action that says something like: “Too much holiday mail? We get it! Click here to manage your subscription,” and directs users to the preference center without explicitly calling out that you’ll be ramping up sends.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b80329a32b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f48a42c5e290\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’ll be including lapsed or less-engaged audience members in your holiday sends, do so gradually and assess how they impact your overall results. Users with no history, or engagement older than 12 months, could be \"},{\"_key\":\"1f48a42c5e291\",\"_type\":\"span\",\"marks\":[\"05669c28f6a9\"],\"text\":\"spam traps\"},{\"_key\":\"1f48a42c5e292\",\"_type\":\"span\",\"marks\":[],\"text\":\" or otherwise dangerous data, so pay close attention to bounces, complaints, and open rates. Sender reputation can rapidly decline if recipients don’t respond positively to your overtures, and you don’t want to lose the inbox placement you worked hard all year to earn!\"}],\"markDefs\":[{\"_key\":\"05669c28f6a9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-spam-traps-and-what-they-mean-for-customer-engagement\"}],\"style\":\"normal\"},{\"_key\":\"4751c1be2082\",\"_type\":\"block\",\"children\":[{\"_key\":\"453658cd73ce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As a note, if you’re tempted to make it more difficult to unsubscribe—don’t! Unsubscribes are reputationally neutral but spam complaints are extremely damaging, and the “spam” button is in the same place for every message. Frustrated users can absolutely report mail as spam if that’s the easiest option, so highlight the ways that recipients can reduce mail safely.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"22e4557a7e45\",\"_type\":\"block\",\"children\":[{\"_key\":\"f6fe0abe457a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Finally, consider leveraging alternate channels. Email is powerful, but it has some drawbacks, too. Email is not an instant messaging medium and has a reputation component, so deliveries can be delayed, \"},{\"_key\":\"f6fe0abe457a1\",\"_type\":\"span\",\"marks\":[\"862479e247d7\"],\"text\":\"blocked\"},{\"_key\":\"f6fe0abe457a2\",\"_type\":\"span\",\"marks\":[],\"text\":\", or delivered to the spam folder. Alternate channels like \"},{\"_key\":\"f6fe0abe457a3\",\"_type\":\"span\",\"marks\":[\"3d8bbcbe77ec\"],\"text\":\"mobile push and in-app messages\"},{\"_key\":\"f6fe0abe457a4\",\"_type\":\"span\",\"marks\":[],\"text\":\" can help you minimize risk before including lapsed users in your email audience. You can ask people to confirm their email address, update their subscription, or confirm their messaging preferences, ensuring that your email reputation remains untarnished.\"}],\"markDefs\":[{\"_key\":\"862479e247d7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-email-blocklists\"},{\"_key\":\"3d8bbcbe77ec\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/mobile-app-messaging\"}],\"style\":\"normal\"},{\"_key\":\"ddd31fae51c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eab6b3e7f780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Any tips for keeping your customers informed about what to expect from your brand around the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"6e903a4d2142\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d097ac5c64b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison:\"},{\"_key\":\"9d097ac5c64b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" I am a huge proponent of honesty in \"},{\"_key\":\"9d097ac5c64b2\",\"_type\":\"span\",\"marks\":[\"a891546bb9cb\"],\"text\":\"email marketing\"},{\"_key\":\"9d097ac5c64b3\",\"_type\":\"span\",\"marks\":[],\"text\":\". Sender reputation is essentially a measure of consumer trust, so I think it’s important to be straightforward whenever possible. There is often a lot of mystique around holiday sales; brands want to drum up interest and keep shoppers returning regularly to make repeat purchases, but consumers want to finish shopping, relax, and enjoy their holiday feeling secure in the knowledge that they got the absolute best deal possible. Since each party wants what the other has, I think clear expectations ensure everyone wins.\"}],\"markDefs\":[{\"_key\":\"a891546bb9cb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/future-of-email-guide\"}],\"style\":\"normal\"},{\"_key\":\"d80ff9942c08\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1a7dc532ed70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rather than waiting to announce each day’s deal, why not send out a schedule ahead of time? Let customers know about incentives before Black Friday so they can plan accordingly. That way, they get exactly what’s on their list (and maybe a little extra!), and you don’t have to deal with a customer service queue full of invective-laden price adjustment requests.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61eb6cbe1130\",\"_type\":\"block\",\"children\":[{\"_key\":\"4440368557600\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you send a \"},{\"_key\":\"4440368557601\",\"_type\":\"span\",\"marks\":[\"31b543cd91ed\"],\"text\":\"BFCM\"},{\"_key\":\"4440368557602\",\"_type\":\"span\",\"marks\":[],\"text\":\" schedule via email, you can even collect additional engagement info to help you build stronger segments for the duration of the holiday sending period. If someone opens or clicks the announcement, you know they’re going to be hyped up for sales when the day finally arrives.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"31b543cd91ed\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-2023\"}],\"style\":\"normal\"},{\"_key\":\"944414d264c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"56ca30c50a3f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If they ignore it, maybe you don’t need to include them in your upcoming daily sends since their lack of interest can impact inbox placement for others.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cc31475a305b\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f22028069960\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you have access to other channels, you can even drive \"},{\"_key\":\"1f22028069961\",\"_type\":\"span\",\"marks\":[\"2e3c57f227cc\"],\"text\":\"email engagement\"},{\"_key\":\"1f22028069962\",\"_type\":\"span\",\"marks\":[],\"text\":\" by directing users to check their inboxes for special subscriber-only deals.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2e3c57f227cc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/the-ultimate-guide-to-creating-a-high-impact-email-marketing-strategy\"}],\"style\":\"normal\"},{\"_key\":\"0b653c08613a\",\"_type\":\"block\",\"children\":[{\"_key\":\"924ab6e50b5e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do we continue to maintain engagement when we’re sending so much around the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9b3792e75e22\",\"_type\":\"block\",\"children\":[{\"_key\":\"40b51c7e41a30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"40b51c7e41a31\",\"_type\":\"span\",\"marks\":[\"078f3900c51f\"],\"text\":\"Engagement\"},{\"_key\":\"40b51c7e41a32\",\"_type\":\"span\",\"marks\":[],\"text\":\" is really about delivering value to your users, so keep them at the forefront of your marketing plans. Of course, everyone understands intrinsically that there will be more email during the holiday season, but that’s not a justification to send low-effort messages. This is the time of year that you need to do whatever it takes to stand out, whether that’s eye-catching subject lines, entertaining content, or unbelievable discounts.\"}],\"markDefs\":[{\"_key\":\"078f3900c51f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/engagement-in-action-monetization-guide\"}],\"style\":\"normal\"},{\"_key\":\"4c63c1b7463b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b140e878bfbd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email isn’t like a billboard or commercial—you’re not paying for airtime, you’re earning it through subscriber interaction. If your messages feel like the same ol’ ads you send all year, you’ll need to get more creative or suffer the spam folder consequences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d1296e1123fe\",\"_type\":\"block\",\"children\":[{\"_key\":\"5f349ad3044f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some ideas for creative campaigns around the holidays?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"175381fbede2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cbc3ef75a140\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey:\"},{\"_key\":\"0cbc3ef75a141\",\"_type\":\"span\",\"marks\":[],\"text\":\" Our team did a “Holidays in July” festive \"},{\"_key\":\"0cbc3ef75a142\",\"_type\":\"span\",\"marks\":[\"d0a229c260b8\"],\"text\":\"Brazestorm\"},{\"_key\":\"0cbc3ef75a143\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help our customers truly stand out this season. Keep in mind these ideas are even better with a cross-channel strategy.\"}],\"markDefs\":[{\"_key\":\"d0a229c260b8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/explore-whats-possible-with-the-braze-427-innovation-lab\"}],\"style\":\"normal\"},{\"_key\":\"82c6ec8cb1f8\",\"_type\":\"block\",\"children\":[{\"_key\":\"27c491fd9fe50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some of my favorite ideas were:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3f09e3b770c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"7df4767247c80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Digital advent calendar: \"},{\"_key\":\"7df4767247c81\",\"_type\":\"span\",\"marks\":[],\"text\":\"Capitalize on the gift-giving spirit during the holiday season. Create a digital advent calendar with messaging for 24 days in December. Each day reveals a new prize, discount, or gifting idea.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c9b788f96b30\",\"_type\":\"block\",\"children\":[{\"_key\":\"83052f3577f40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Treasure hunt discounts: \"},{\"_key\":\"83052f3577f41\",\"_type\":\"span\",\"marks\":[],\"text\":\"Send users on a search for special deals and discounts hidden throughout the website or app. Release clues through \"},{\"_key\":\"83052f3577f42\",\"_type\":\"span\",\"marks\":[\"08bbccfe554e\"],\"text\":\"multiple channels\"},{\"_key\":\"83052f3577f43\",\"_type\":\"span\",\"marks\":[],\"text\":\"; the more channels a customer opts in for, the more clues they get. Hurry, these deals are limited-quantity and limited-time!\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"08bbccfe554e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-cross-channel-marketing-difference-report\"}],\"style\":\"normal\"},{\"_key\":\"793d8acdd69f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c2193981bd280\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Personal shopper: \"},{\"_key\":\"c2193981bd281\",\"_type\":\"span\",\"marks\":[],\"text\":\"This holiday season let’s use customer engagement messaging to help find the perfect gift for anyone on your list. We’ll ask a set of questions like the age of the person you’re shopping for, their preferences, and your price range, and from there, we’ll recommend the perfect gift that’s ready to add-to-cart.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8e9ee813bc22\",\"_type\":\"richImage\",\"alt\":\"a digital advent calendar and a treasure hunt discounts advertisement\",\"asset\":{\"_ref\":\"image-a86a78ffba09154e1bbfa6caea9604879543f7fa-2400x1200-png\",\"_type\":\"reference\"}},{\"_key\":\"a9a20f05963b\",\"_type\":\"block\",\"children\":[{\"_key\":\"aa58f8629c970\",\"_type\":\"span\",\"marks\":[],\"text\":\"Looking for more inspiration? Check out our \"},{\"_key\":\"aa58f8629c971\",\"_type\":\"span\",\"marks\":[\"fbe353b58ced\"],\"text\":\"Melting Points AI: New Flavors of Creativity\"},{\"_key\":\"aa58f8629c972\",\"_type\":\"span\",\"marks\":[],\"text\":\" guide.\"}],\"markDefs\":[{\"_key\":\"fbe353b58ced\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/melting-points-ai\"}],\"style\":\"normal\"},{\"_key\":\"bf91383fbf34\",\"_type\":\"block\",\"children\":[{\"_key\":\"9317da0c1a780\",\"_type\":\"span\",\"marks\":[],\"text\":\"Any tips for retaining the customers you just gained during the holiday season into the new year?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d2b288acf08c\",\"_type\":\"block\",\"children\":[{\"_key\":\"677651e329d50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey:\"},{\"_key\":\"677651e329d51\",\"_type\":\"span\",\"marks\":[],\"text\":\" Don’t succumb to the holiday hangover—build a \"},{\"_key\":\"677651e329d52\",\"_type\":\"span\",\"marks\":[\"41569dd8ca45\"],\"text\":\"post-holiday plan\"},{\"_key\":\"677651e329d53\",\"_type\":\"span\",\"marks\":[],\"text\":\" that will extend the holiday cheer into the new year and beyond.\"}],\"markDefs\":[{\"_key\":\"41569dd8ca45\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/post-holiday-campaigns\"}],\"style\":\"normal\"},{\"_key\":\"f0fa3874f1e6\",\"_type\":\"block\",\"children\":[{\"_key\":\"076c4097d12a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A few great campaign ideas to keep the momentum going:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f841522a5330\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d82df9274710\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"In-product surveys:\"},{\"_key\":\"3d82df9274711\",\"_type\":\"span\",\"marks\":[],\"text\":\" Once the holiday season is over, some brands struggle to make meaningful improvements to the customer experience because they don’t have the data they need. The solution? Capture \"},{\"_key\":\"3d82df9274712\",\"_type\":\"span\",\"marks\":[\"ca444e2e0a6f\"],\"text\":\"zero-party\"},{\"_key\":\"3d82df9274713\",\"_type\":\"span\",\"marks\":[],\"text\":\" user insights with feedback surveys throughout the customer engagement lifecycle, especially during peak engagement months. These insights about what users are looking for can then feed into subsequent campaigns to deliver a tailored experience\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ca444e2e0a6f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/what-is-zero-party-data\"}],\"style\":\"normal\"},{\"_key\":\"9b354c27e2cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"07c0b9c2bb3b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Prevent early-lapsing users:\"},{\"_key\":\"07c0b9c2bb3b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Reach out to your lapsing users via social or owned channels with tailored content that supports more frequent, deeper engagement.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fbba7c89af66\",\"_type\":\"block\",\"children\":[{\"_key\":\"a577ed4d9ca20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Kickstart your fresh start: \"},{\"_key\":\"a577ed4d9ca21\",\"_type\":\"span\",\"marks\":[],\"text\":\"Kickstart the New Year with a 7-day or 30-day challenge. There’s a cool opportunity to partner with a brand in another sector here, too. What if a marketplace teamed up with a wellness app? The two could guide users with tips on how to declutter a part of their home and list those items on the marketplace, coupled with a soothing meditation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f246f6f22a1\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad5a22653a600\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to learn more? Watch “\"},{\"_key\":\"ad5a22653a601\",\"_type\":\"span\",\"marks\":[\"9e470c24b8c0\"],\"text\":\"Retain Your Holiday Customers Into the New Year and Beyond\"},{\"_key\":\"ad5a22653a602\",\"_type\":\"span\",\"marks\":[],\"text\":\"” or take the Braze Learning course ”\"},{\"_key\":\"ad5a22653a603\",\"_type\":\"span\",\"marks\":[\"0ff06401ce22\"],\"text\":\"Holiday Season Readiness with Email Deliverability\"},{\"_key\":\"ad5a22653a604\",\"_type\":\"span\",\"marks\":[],\"text\":\".”\"}],\"markDefs\":[{\"_key\":\"9e470c24b8c0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/retain-your-holiday-customers-into-the-new-year-and-beyond\"},{\"_key\":\"0ff06401ce22\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/holiday-readiness-deliverability-webinar\"}],\"style\":\"normal\"},{\"_key\":\"8098a4a79dce\",\"_type\":\"block\",\"children\":[{\"_key\":\"ffb3c6c6a1ab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do I reduce unsubscribes while I’m sending more during the holiday season?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5b60f1e3953d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff85793105340\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison:\"},{\"_key\":\"ff85793105341\",\"_type\":\"span\",\"marks\":[],\"text\":\" If a recipient wants to stop receiving your emails, they have a few options. They can unsubscribe, they can click “spam”, or they can just do nothing. Unsubscribing is actually the least damaging option. By unsubscribing, they’re indicating that they believe you will honor their preferences. \"},{\"_key\":\"ff85793105342\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mailbox providers don’t track unsubscribes, so there is no associated reputation damage when someone unsubscribes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"af56ab5cd395\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf81dbb3af4e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By contrast, \"},{\"_key\":\"bf81dbb3af4e1\",\"_type\":\"span\",\"marks\":[\"47cc6afd7c64\"],\"text\":\"spam complaints\"},{\"_key\":\"bf81dbb3af4e2\",\"_type\":\"span\",\"marks\":[],\"text\":\" are the strongest negative signal that users can send, indicating that mail is unwanted or even malicious. If the recipient just does nothing and ignores your mail altogether, the mailbox provider will ultimately determine that the mail is unwanted, and though it may not be outright spam, it’s also not valuable enough to merit inbox placement and can safely be filtered to the spam folder. If enough users respond in that way, it will negatively impact your sender reputation and more mail will gradually be filtered as spam for larger portions of the audience.\"}],\"markDefs\":[{\"_key\":\"47cc6afd7c64\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-spam-complaints\"}],\"style\":\"normal\"},{\"_key\":\"42c6eff3e395\",\"_type\":\"block\",\"children\":[{\"_key\":\"45bbb6afa80c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"To prevent users from unsubscribing or marking your emails as spam, focus on ensuring they want to keep receiving your messages.This is important year round, so don’t overlook your subscription process:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f6cdbc79641\",\"_type\":\"block\",\"children\":[{\"_key\":\"cac1921c25170\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s easy to collect addresses that are invalid, outdated, misspelled, or just low-quality, especially if subscription is incentivized (like with a coupon code) or required (like during registration).\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f72d75cca34c\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c7800d9bffc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ask people directly if they want to receive your emails, and make it easy for them to decline.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b8b6afb71d87\",\"_type\":\"block\",\"children\":[{\"_key\":\"c900018cd3640\",\"_type\":\"span\",\"marks\":[],\"text\":\"Always perform \"},{\"_key\":\"c900018cd3641\",\"_type\":\"span\",\"marks\":[\"55a78018f482\"],\"text\":\"double opt-in\"},{\"_key\":\"c900018cd3642\",\"_type\":\"span\",\"marks\":[],\"text\":\" to ensure that addresses are valid and belong to the correct person. Implement a strong sunset policy to remove unengaged addresses from your mailable audience.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"55a78018f482\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-the-email-double-opt-in\"}],\"style\":\"normal\"},{\"_key\":\"b61bd3490969\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9975ef771d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Around the holidays especially, content is crucial: You need to send mail that people actually enjoy receiving, whether it makes them smile or keeps them informed. This is also another great opportunity to highlight your preference center and give subscribers the option of reducing the amount or type of messaging they receive, or to even pause their subscription until after the holidays. Losing a subscriber isn’t ideal, but if someone is looking for a way to make the mail stop, unsubscribing is a much more appealing method than a spam complaint, and that “spam” button is very easy to find.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"399b6d46e67a\",\"_type\":\"block\",\"children\":[{\"_key\":\"82d2a9fd30d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"How should I incorporate \"},{\"_key\":\"82d2a9fd30d71\",\"_type\":\"span\",\"marks\":[\"2b3baf326bae\"],\"text\":\"BrazeAI™\"},{\"_key\":\"82d2a9fd30d72\",\"_type\":\"span\",\"marks\":[],\"text\":\" into my holiday strategy?\"}],\"markDefs\":[{\"_key\":\"2b3baf326bae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"}],\"style\":\"h2\"},{\"_key\":\"1ab420bc5b46\",\"_type\":\"block\",\"children\":[{\"_key\":\"df92746c7b950\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey: \"},{\"_key\":\"df92746c7b951\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the holiday season approaches, incorporating BrazeAI™ into your strategy can significantly enhance your marketing efforts and drive better results. By \"},{\"_key\":\"df92746c7b952\",\"_type\":\"span\",\"marks\":[\"adee5878f8c4\"],\"text\":\"leveraging AI\"},{\"_key\":\"df92746c7b953\",\"_type\":\"span\",\"marks\":[],\"text\":\" throughout the holiday planning process, you can gain valuable insights from past campaigns, reduce the burden of menial tasks, and automate customer journeys for maximum engagement.\"}],\"markDefs\":[{\"_key\":\"adee5878f8c4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ultimate-guide-to-ai-marketing\"}],\"style\":\"normal\"},{\"_key\":\"6895a9457b31\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9ec86f5e2a90\",\"_type\":\"span\",\"marks\":[],\"text\":\"You can use AI at every phase of the holiday planning process, such as:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9a5ed545d21d\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b12782fd1410\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI data analysis:\"},{\"_key\":\"7b12782fd1411\",\"_type\":\"span\",\"marks\":[],\"text\":\" Learn from past holidays and spot trends early with \"},{\"_key\":\"7b12782fd1412\",\"_type\":\"span\",\"marks\":[\"600d9500604a\"],\"text\":\"Conversion Correlation\"},{\"_key\":\"7b12782fd1413\",\"_type\":\"span\",\"marks\":[],\"text\":\" which can identify what type of campaigns and behaviors lead to purchases\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"600d9500604a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/conversion_correlation#conversion-correlation\"}],\"style\":\"normal\"},{\"_key\":\"825c9d7f70ab\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd822be7d3de0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"AI to QA content: \"},{\"_key\":\"dd822be7d3de1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avoid revenue-costing mistakes and lighten your workload leading into holiday with \"},{\"_key\":\"dd822be7d3de2\",\"_type\":\"span\",\"marks\":[\"b366f5dbe7b6\"],\"text\":\"Content QA\"},{\"_key\":\"dd822be7d3de3\",\"_type\":\"span\",\"marks\":[],\"text\":\" with AI. Let AI proofread your copy for errors, analyze the tone of your message and give suggestions on how to fix them.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b366f5dbe7b6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/generative_ai/ai_content_qa?redirected=true\"}],\"style\":\"normal\"},{\"_key\":\"7af68e0f6d52\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e9575e5b7b10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Automate the journey with AI\"},{\"_key\":\"1e9575e5b7b11\",\"_type\":\"span\",\"marks\":[],\"text\":\": Automatically send customers down the best journey with \"},{\"_key\":\"1e9575e5b7b12\",\"_type\":\"span\",\"marks\":[\"dc4e1b333113\"],\"text\":\"Personalized Path\"},{\"_key\":\"1e9575e5b7b13\",\"_type\":\"span\",\"marks\":[],\"text\":\". Create several paths for customer engagement with different triggers, messaging frequency, and messages. AI will handle the optimization.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"dc4e1b333113\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths#personalized-paths-in-experiment-paths\"}],\"style\":\"normal\"},{\"_key\":\"5b754cc9c34e\",\"_type\":\"block\",\"children\":[{\"_key\":\"54aa7c0046070\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want more info? Check out \"},{\"_key\":\"54aa7c0046071\",\"_type\":\"span\",\"marks\":[\"397636015369\"],\"text\":\"Why AI is a Necessity for Retail Marketers.\"}],\"markDefs\":[{\"_key\":\"397636015369\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-ai-is-a-necessity-for-retail-marketers\"}],\"style\":\"normal\"},{\"_key\":\"e40b8bf72fe7\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cbeb46be8df0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How do you stand out during the holiday season in a crowded inbox?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8f338abc6ad3\",\"_type\":\"block\",\"children\":[{\"_key\":\"470667633a030\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey: \"},{\"_key\":\"470667633a031\",\"_type\":\"span\",\"marks\":[],\"text\":\"Marketers have a tough job—standing out in their customers’ crowded inboxes. Here are some of our recommendations:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98a0d03b2d38\",\"_type\":\"block\",\"children\":[{\"_key\":\"efa19a834b1f0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Interactivity:\"},{\"_key\":\"efa19a834b1f1\",\"_type\":\"span\",\"marks\":[],\"text\":\" During our \"},{\"_key\":\"efa19a834b1f2\",\"_type\":\"span\",\"marks\":[\"d2d680ea37fa\"],\"text\":\"Inbox Big Bets\"},{\"_key\":\"efa19a834b1f3\",\"_type\":\"span\",\"marks\":[],\"text\":\" session at Forge 2024, we discussed the rise of interactivity in email. AMP for Email and partners like \"},{\"_key\":\"efa19a834b1f4\",\"_type\":\"span\",\"marks\":[\"3466fd5bb448\"],\"text\":\"Movable Ink\"},{\"_key\":\"efa19a834b1f5\",\"_type\":\"span\",\"marks\":[],\"text\":\" have revolutionized the way we interact with email by transforming static messages into dynamic experiences that resemble mini web pages within the inbox. Capabilities and features like product carousels, wishlists, and booking calendars can enhance engagement and bring joy to the email experience. Check out some of our favorite examples that bring this to life, such as the \"},{\"_key\":\"efa19a834b1f6\",\"_type\":\"span\",\"marks\":[\"56e01c7ccf73\"],\"text\":\"NBA\"},{\"_key\":\"efa19a834b1f7\",\"_type\":\"span\",\"marks\":[],\"text\":\" and \"},{\"_key\":\"efa19a834b1f8\",\"_type\":\"span\",\"marks\":[\"15b440e25ac8\"],\"text\":\"Instacart\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d2d680ea37fa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/inbox-big-bets\"},{\"_key\":\"3466fd5bb448\",\"_type\":\"link\",\"href\":\"https://www.braze.com/partners/technology-partners/movable-ink\"},{\"_key\":\"56e01c7ccf73\",\"_type\":\"link\",\"href\":\"https://movableink.com/case-studies/the-magic-behind-nbas-marketing\"},{\"_key\":\"15b440e25ac8\",\"_type\":\"link\",\"href\":\"https://movableink.com/think-summit/breaking-the-mold-instacart-achieves-first-year-success-with-custom-use-cases\"}],\"style\":\"normal\"},{\"_key\":\"62dd4f73e737\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2d8d3455a8c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Do more with data: \"},{\"_key\":\"b2d8d3455a8c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Treat subscribers like people, not static lists. Take a look into your data and target niche segments that are often overlooked. Consider eco-conscious customers who have visited your sustainability pages or users brought in through a refer-a-friend campaign. When you’re looking to provide customized experiences—and see stronger results—segmentation is one of the most effective ways to make that happen. Learn more from \"},{\"_key\":\"b2d8d3455a8c2\",\"_type\":\"span\",\"marks\":[\"dd6922955439\"],\"text\":\"Too Good to Go\"},{\"_key\":\"b2d8d3455a8c3\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"dd6922955439\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/too-good-to-go-case-study\"}],\"style\":\"normal\"},{\"_key\":\"24c07cf886aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"ed1010c275040\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Subject lines: \"},{\"_key\":\"ed1010c275041\",\"_type\":\"span\",\"marks\":[],\"text\":\"A compelling subject line can make all the difference. \"},{\"_key\":\"ed1010c275042\",\"_type\":\"span\",\"marks\":[\"179d33d3093e\"],\"text\":\"Check out 9 Best Practices for Email Subject Lines\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"179d33d3093e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-best-practices-for-email-subject-lines\"}],\"style\":\"normal\"},{\"_key\":\"10feb750ef7f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6569714d08b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Take a cross-channel approach: \"},{\"_key\":\"a6569714d08b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Although we're talking a lot about email today, I'd also encourage you to think about a cross-channel strategy. There is the \"},{\"_key\":\"a6569714d08b2\",\"_type\":\"span\",\"marks\":[\"c4fb17e64f90\"],\"text\":\"Intelligent Channel\"},{\"_key\":\"a6569714d08b3\",\"_type\":\"span\",\"marks\":[],\"text\":\" filter to send the message via the “best” channel for that user\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c4fb17e64f90\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/intelligence/intelligent_channel\"}],\"style\":\"normal\"},{\"_key\":\"f4e05a76aa7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"991f90404fea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you haven’t prepped holiday campaigns yet, what are top three tips for getting something together now?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ea36998e21ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"a456da3741d50\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Lindsey: \"},{\"_key\":\"a456da3741d51\",\"_type\":\"span\",\"marks\":[],\"text\":\"Take the time to define your key goals and objectives for this year's holiday marketing. What does success look like for your campaigns? What are your most important KPIs? Are you looking to drive awareness-related metrics or sales-related metrics, such as conversions?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ac069c319a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"c61cf89a79d60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep in mind the types of holiday customers. How can you personalize your experience for window shoppers, gift givers, VIP spenders, deal hunters, cart abandoners, and more? One way to do this is through personalization tools like \"},{\"_key\":\"c61cf89a79d61\",\"_type\":\"span\",\"marks\":[\"7079b984da45\"],\"text\":\"segmentation\"},{\"_key\":\"c61cf89a79d62\",\"_type\":\"span\",\"marks\":[],\"text\":\", triggered campaigns, \"},{\"_key\":\"c61cf89a79d63\",\"_type\":\"span\",\"marks\":[\"61533d5217bf\"],\"text\":\"Liquid\"},{\"_key\":\"c61cf89a79d64\",\"_type\":\"span\",\"marks\":[],\"text\":\" personalization, and dynamic content tools like \"},{\"_key\":\"c61cf89a79d65\",\"_type\":\"span\",\"marks\":[\"16f18712f03c\"],\"text\":\"Connected Content\"},{\"_key\":\"c61cf89a79d66\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"7079b984da45\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-behavioral-segmentation\"},{\"_key\":\"61533d5217bf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/liquid-personalization-types-101\"},{\"_key\":\"16f18712f03c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-connected-content\"}],\"style\":\"normal\"},{\"_key\":\"b9cd5947493b\",\"_type\":\"block\",\"children\":[{\"_key\":\"76b4fdfd9d540\",\"_type\":\"span\",\"marks\":[],\"text\":\"During the height of the shopping holidays, customers are abandoning the checkout flow and failing to complete transactions before they depart. Don't forget to send automated reminders to users who have not finished their transactions (and are opted-in to each channel) to bring them back into the checkout flow. Leverage A/B testing to determine the ideal timing windows for these messages and use personalized messages and special offers to nudge recipients to return and complete their purchases.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"726495a483bb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9de68f212140\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"e9de68f212141\",\"_type\":\"span\",\"marks\":[],\"text\":\"Make sure your data is in tip-top shape! I don’t typically recommend list cleaning services because your list is already “clean” as long as you regularly send to it, but if you have questions about any of your data, you can leverage a service like \"},{\"_key\":\"e9de68f212142\",\"_type\":\"span\",\"marks\":[\"dec6e2f709a6\"],\"text\":\"Kickbox\"},{\"_key\":\"e9de68f212143\",\"_type\":\"span\",\"marks\":[],\"text\":\" to help you identify potentially problematic addresses. Be aware that a validation service cannot locate all spam traps and does not verify consent, so this isn’t a panacea. But when used as part of a root cause analysis, you can better determine which segments of your list are no longer viable and shore up any gaps in your current address acquisition/management processes.\"}],\"markDefs\":[{\"_key\":\"dec6e2f709a6\",\"_type\":\"link\",\"href\":\"http://kickbox.com\"}],\"style\":\"normal\"},{\"_key\":\"6d8f5e360039\",\"_type\":\"block\",\"children\":[{\"_key\":\"107d97372de20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Put your subscriber at the center of your plans. Who are you sending to? How can you help them? Are you sending to meet one of your own goals, or to help your customers reach theirs? While the holiday season can be full of positivity and warmth, it can also be stressful–consider what your products mean in the wider context of peoples’ lives before finalizing your plans. Some brands may benefit from sending twice daily \"},{\"_key\":\"107d97372de21\",\"_type\":\"span\",\"marks\":[\"dadce54d22e7\"],\"text\":\"emails\"},{\"_key\":\"107d97372de22\",\"_type\":\"span\",\"marks\":[],\"text\":\" and some may see more lift from simply being quiet. If you don’t know what subscribers want, ask them. Not only will this allow you to better serve your audience, but encouraging feedback like clicks and replies can help ensure continued inbox placement, providing a much-needed boost when sending to less-engaged addresses.\"}],\"markDefs\":[{\"_key\":\"dadce54d22e7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/email\"}],\"style\":\"normal\"},{\"_key\":\"dafc84087188\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f8b64f7050d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Replicate prior success. Recipients and mailbox providers both reward predictability, so what has worked well for you recently? What about last holiday season? If you can reuse content or copy previous plans, do that. This time of year is all about tradition and repetition; there’s nothing wrong with sending in ways that will be familiar to your audience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2aba3ffbb98\",\"_type\":\"block\",\"children\":[{\"_key\":\"5218854447450\",\"_type\":\"span\",\"marks\":[],\"text\":\"What are some metrics to keep an eye on so that I can optimize future holiday campaigns?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3e279e54af1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e502943d8f70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"8e502943d8f71\",\"_type\":\"span\",\"marks\":[],\"text\":\"Monitor your delivery, bounce, complaint, open, and click rates. Review the \"},{\"_key\":\"8e502943d8f72\",\"_type\":\"span\",\"marks\":[\"6c060084b2b4\"],\"text\":\"Braze Deliverability Center\"},{\"_key\":\"8e502943d8f73\",\"_type\":\"span\",\"marks\":[],\"text\":\" for Google Postmaster Tools and Microsoft SNDS data. Of course, revenue and conversions are top-of-mind, but if those sales came with a side of reputation damage, you may not realize the potential revenue loss until it’s too late.\"}],\"markDefs\":[{\"_key\":\"6c060084b2b4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/analytics/deliverability_center\"}],\"style\":\"normal\"},{\"_key\":\"fcabedcfd23a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c1aa584fa06e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"What do I do if my holiday sends aren’t going well?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"71d4841b8091\",\"_type\":\"block\",\"children\":[{\"_key\":\"a4ce14df6c000\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alison: \"},{\"_key\":\"a4ce14df6c001\",\"_type\":\"span\",\"marks\":[],\"text\":\"First, be sure you know how to recognize a marketing problem from a deliverability one, and respond accordingly. If mail is bouncing, then that’s probably a deliverability problem. If it’s delivering but folks aren’t converting, then that points more towards a marketing issue. If you have \"},{\"_key\":\"a4ce14df6c002\",\"_type\":\"span\",\"marks\":[\"e962178f065f\"],\"text\":\"Braze Deliverability Services\"},{\"_key\":\"a4ce14df6c003\",\"_type\":\"span\",\"marks\":[],\"text\":\", you can reach out to your consultant to ask for help. If you don’t have services, the Support team may be able to troubleshoot.\"}],\"markDefs\":[{\"_key\":\"e962178f065f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-deliverability\"}],\"style\":\"normal\"},{\"_key\":\"fb67497d69d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"56f4becc03240\",\"_type\":\"span\",\"marks\":[],\"text\":\"If mail is being rejected, reported or filtered as spam, or just isn’t getting the response you wanted, don’t cry. Have some cookies and milk, and pull out your backup plan. It might be reducing your initial goals, switching gears and moving to another channel, or allowing more time to reach your targets. But before BFCM, you should have some idea of what you’ll do if things aren’t panning out the way you hoped. In most cases, you’ll need to pause sending while you recalibrate your content or segment conditions, and then resume sending at a lower volume while waiting for folks to engage, mitigating the damage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9e278102dba\",\"_type\":\"block\",\"children\":[{\"_key\":\"16e57e7e8a800\",\"_type\":\"span\",\"marks\":[],\"text\":\"If you’re blocked at a particular mailbox provider, you can attempt to reach those users via another channel in the meantime. Even if you don’t use push, in-app, or \"},{\"_key\":\"16e57e7e8a801\",\"_type\":\"span\",\"marks\":[\"ef339a377466\"],\"text\":\"SMS\"},{\"_key\":\"16e57e7e8a802\",\"_type\":\"span\",\"marks\":[],\"text\":\", you may have a social media or community following happy to hear from you. If so, you can ask them to check their spam folders and move your mail to the inbox, or to reply to your messages to help demonstrate additional positive user feedback.\"}],\"markDefs\":[{\"_key\":\"ef339a377466\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/sms\"}],\"style\":\"normal\"},{\"_key\":\"93491a323726\",\"_type\":\"block\",\"children\":[{\"_key\":\"268f38f5f1470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Most importantly, learn from the experience. Where did things go wrong, how can you incorporate that into next year’s plans, and what can you do to start earlier?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e13125047c97\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"9e62a788b24d\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Take our Braze Learning course Master Email Deliverability\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://learning.braze.com/path/master-email-deliverability\"}}],\"body\":[{\"_key\":\"fcd852af6469\",\"_type\":\"block\",\"children\":[{\"_key\":\"50723cb902a7\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"}],\"heading\":\"Want to learn more about how to obtain and maintain top-notch email deliverability?\"},{\"_key\":\"d19441cc5a39\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a7c0586ba720\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/38950fab41163d3563f102361a132a1115e3c8f2-1200x800.png\",\"publishedDate\":\"2024-11-21T19:26:03.240Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-d5eef1f921fda6d73b4e2f245c37ae0b4d1ff772-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Ensure your holiday emails stand out! Discover expert tips for Black Friday and Cyber Monday email marketing, improve deliverability, and boost engagement.\",\"pageTitle\":\"Holiday Email Deliverability Best Practices | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"holiday-email-deliverability-best-practices\"}},\"title\":\"Holiday Email Deliverability: Tips and Tricks from Braze Experts\"},{\"_id\":\"70bf4c57-d5ee-485b-b624-df5eb8f1e270\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"f423c4cc271e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d1d4975cc0a\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Black Friday and Cyber Monday (BFCM) period is one of the most anticipated shopping events for consumers and brands alike. But to create deeper customer connections, increase engagement, optimize sales, and ultimately make the most out of this frenzied period, brands need the right email strategy.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60cbc113b1d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"773901d9298f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email is one of the most critical channels in marketing today and provides high ROI in comparison to other channels. A surge in customer spending during this time of the year makes email an indispensable tool for driving sales. At the same time, it means that even a minor drop in your sender reputation can lead to a significant amount of lost revenue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f2e7569acd01\",\"_type\":\"block\",\"children\":[{\"_key\":\"8422209c42e4\",\"_type\":\"span\",\"marks\":[],\"text\":\"To avoid this outcome, savvy brands intentionally prioritize email deliverability preparedness. With this preparedness, marketers can make sure that all necessary measures are taken to optimize email performance and help email communications successfully reach their intended recipients.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6124ac84031e\",\"_type\":\"block\",\"children\":[{\"_key\":\"4b37db4d714d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Understanding email deliverability readiness\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"18085176c78b\",\"_type\":\"block\",\"children\":[{\"_key\":\"be273606563f\",\"_type\":\"span\",\"marks\":[],\"text\":\"When it comes to getting ready for BFCM, it’s smart to start early. Getting ready ahead of the period itself increases the likelihood that emails will land in the inbox, leading to engagement, ROI, and conversion boosts. Mailbox providers such as Gmail, Yahoo and Microsoft often need to apply tight scrutiny during these busy periods due to a massive surge in email volumes to protect their end users. As their spam filters become stricter, even minor issues can result in deferrals, blocks, and placement in the spam folder. Accordingly, developing and executing a proactive strategy that effectively enhances sending reputation is crucial for businesses.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b56378cf743c\",\"_type\":\"block\",\"children\":[{\"_key\":\"66d8e47386d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A few of the basic elements to be considered for email deliverability readiness include data quality, sending strategy, monitoring and analyzing real-time sends. Each element plays a role in building trust with mailbox providers, with the ultimate goal of achieving inbox folder placement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb6de73657b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e48dd12efec\",\"_type\":\"span\",\"marks\":[],\"text\":\"During \"},{\"_key\":\"1b5e4eb13e70\",\"_type\":\"span\",\"marks\":[\"bd125e573aee\"],\"text\":\"BFCM 2024\"},{\"_key\":\"5786e99106a5\",\"_type\":\"span\",\"marks\":[],\"text\":\", brands using Braze sent more than 50 billion messages, surpassing our previous record for sending volumes during this period. That included 13.9 billion messages sent on Black Friday and 13.2 billion messages on Cyber Monday. Email deliverability readiness ensures that legitimate messages land in the inbox, and not the spam folder.\"}],\"markDefs\":[{\"_key\":\"bd125e573aee\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-trends-2024\"}],\"style\":\"normal\"},{\"_key\":\"433b894ed871\",\"_type\":\"block\",\"children\":[{\"_key\":\"b3912fb52f2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are a few guidelines to improve your email deliverability and prepare yourself for Black Friday/Cyber Monday:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"709cc4cb36fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8fc83c440af\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Segmentation and list hygiene:\"},{\"_key\":\"edc699c912a7\",\"_type\":\"span\",\"marks\":[],\"text\":\" High inbox folder placement is proportional to a clean and \"},{\"_key\":\"67aad86345b5\",\"_type\":\"span\",\"marks\":[\"ff8b28c2d5da\"],\"text\":\"engaged list\"},{\"_key\":\"1195f9de5a0e\",\"_type\":\"span\",\"marks\":[],\"text\":\". Sending to unengaged users is one of the reasons for an increase in spam complaints; consequently, any unengaged users/inactive subscribers who have not opened or clicked in the last 6-12 months should be suppressed from the active sending list. This minimizes bounces, disengagement, and complaint rates. Being proactive by leveraging a re-engagement campaign to identify active subscribers before the busy period actually occurs can protect the sender's reputation in the long term.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"ff8b28c2d5da\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-list-hygiene\"}],\"style\":\"normal\"},{\"_key\":\"bc1b1873f898\",\"_type\":\"block\",\"children\":[{\"_key\":\"600b02350d1e\",\"_type\":\"span\",\"marks\":[\"c32dc9bf26c3\",\"strong\"],\"text\":\"IP warming\"},{\"_key\":\"308fb22c7e21\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" and sending practices: \"},{\"_key\":\"ead263dfba85\",\"_type\":\"span\",\"marks\":[],\"text\":\"When people think about IP warming, it’s usually in the context of warming brand new sending IPs—but that’s not the only time this approach may be needed. If the plan is to send a higher number of emails than usual, gradually increase your sending volume before the weeks leading up to the sale day to prevent deferrals and throttling. Delivered rates and email performance can drop due to sudden spikes in volume. Mailbox providers love consistency, and sending too many emails too quickly can cause you to be flagged for suspicious activity. The most effective means of maintaining a sender's reputation is through consistent sending patterns and balanced scheduling of sends, so consider using IP warming to minimize disruption and maintain a good reputation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"c32dc9bf26c3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-must-knows-ip-warming\"}],\"style\":\"normal\"},{\"_key\":\"990b33dd4918\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d54bcda6a3e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Content: \"},{\"_key\":\"97cbf15016a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The quality of your email content directly influences spam filtering outcomes. Why? Because content quality directly impacts a recipient’s experience. Avoid misleading content and subject lines, as well as unclear unsubscribe options. If your emails aren’t created with the recipient experience in mind, issues in any of these areas can result in subscriber complaints. Regular monitoring of complaint rates during these sends helps to make adjustments to honor the subscriber experience and protect engagement. To maintain high audience engagement, it is essential to balance promotional content with value-driven data, such as loyalty rewards or early bird access.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7365ab22fb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"5945ae00b1e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Authentication:\"},{\"_key\":\"4bb3883011c2\",\"_type\":\"span\",\"marks\":[],\"text\":\" Ensure your emails are fully authenticated with \"},{\"_key\":\"f892427941cb\",\"_type\":\"span\",\"marks\":[\"46eb65b505be\"],\"text\":\"SPF, DKIM, and DMARC\"},{\"_key\":\"4511aea183a3\",\"_type\":\"span\",\"marks\":[],\"text\":\" (especially critical following stricter \"},{\"_key\":\"ec408da93897\",\"_type\":\"span\",\"marks\":[\"cc867f07d375\"],\"text\":\"new guidelines from Gmail, Yahoo\"},{\"_key\":\"98e422009e8c\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"fc9ace9e387a\",\"_type\":\"span\",\"marks\":[\"12c0b3eaa5f8\"],\"text\":\"and Microsoft\"},{\"_key\":\"2efc7a76fb23\",\"_type\":\"span\",\"marks\":[],\"text\":\"). These authentication protocols must be correctly configured, as they verify the legitimacy of the sender. Neglecting this key step can significantly impede your ability to see the full value of your email program during the BFCM period.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"46eb65b505be\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-authentication-overview\"},{\"_key\":\"cc867f07d375\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/guide-to-2024-email-deliverability-updates-what-to-expect-from-gmail-and-yahoo-mail\"},{\"_key\":\"12c0b3eaa5f8\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-microsoft-outlook-email-updates\"}],\"style\":\"normal\"},{\"_key\":\"025450044869\",\"_type\":\"block\",\"children\":[{\"_key\":\"aeb580d4ed4e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Measure, analyze, and improve: \"},{\"_key\":\"00eab6e380b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Consistent monitoring of deliverability metrics across provides a comprehensive understanding of the performance of mailbox providers. To preemptively identify potential throttling issues, we recommend utilizing tools like Microsoft SNDS and Google Postmaster by connecting them to your Braze platform’s \"},{\"_key\":\"091f7db58b77\",\"_type\":\"span\",\"marks\":[\"7a3197b0976b\"],\"text\":\"Deliverability Center\"},{\"_key\":\"cea13eefbc87\",\"_type\":\"span\",\"marks\":[],\"text\":\" in order to monitor your IP reputation closely. Deliverability requires continuous analysis and proactive measures to continually improve email performance and maintain a strong sender reputation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"7a3197b0976b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/analytics/dashboard/deliverability_center\"}],\"style\":\"normal\"},{\"_key\":\"8536ee88635f\",\"_type\":\"block\",\"children\":[{\"_key\":\"29ba73a8b882\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"The multi-phase sending strategy\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"9d3525ba579a\",\"_type\":\"richImage\",\"alt\":\"Four stages of BFCM planning.\",\"asset\":{\"_ref\":\"image-36dea3aa3757347215cac6ccff23c01e9a9c13c4-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"3a07883fe2c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"94dab6ea3f12\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"69a71914b751\",\"_type\":\"block\",\"children\":[{\"_key\":\"ac8f045af37e\",\"_type\":\"span\",\"marks\":[],\"text\":\"During the BFCM, it can be challenging to cut through inbox noise to maximize sales and truly deepen connections with consumers. But brands that find a way to support the delivery of their emails even during these sorts of high-volume periods see a strategic advantage over those who neglect deliverability.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3801489fc40f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0825cb0e9cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By preparing your email deliverability well in advance, you can be confident that your communications will land in the inbox, and not in the spam folder. Establishing proper authentication, maintaining a clean and engaged list, scaling volume thoughtfully, and adhering to best practice standards all contribute to a strong sender reputation. Sender reputation is the most valuable indicator of high email performance during BFCM rush hours, and protecting it ensures your revenue-driving emails reach the inbox. Every email is an opportunity for customer engagement. Make it count!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"60a4dffca002\",\"_type\":\"block\",\"children\":[{\"_key\":\"6bb8c412abda\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Need some help? \"},{\"_key\":\"df0628903b46\",\"_type\":\"span\",\"marks\":[\"c69283ecd435\",\"strong\",\"em\"],\"text\":\"Braze Deliverability Services\"},{\"_key\":\"cb82b47ba787\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" are here to lend a helping hand. For more information, check out our additional resources, \"},{\"_key\":\"ca3ba6be971a\",\"_type\":\"span\",\"marks\":[\"2780393b27d0\",\"strong\",\"em\"],\"text\":\"like\"},{\"_key\":\"c8ecb2d9e6b1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" \"},{\"_key\":\"fea23267de78\",\"_type\":\"span\",\"marks\":[\"22ec7613b705\",\"strong\",\"em\"],\"text\":\"our\"},{\"_key\":\"1f1d104c2ce2\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" \"},{\"_key\":\"fa7d1465e73c\",\"_type\":\"span\",\"marks\":[\"7351d3da6d4a\",\"strong\",\"em\"],\"text\":\"blog\"},{\"_key\":\"6d1d2dc4dd07\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", previous \"},{\"_key\":\"ac1ccac57100\",\"_type\":\"span\",\"marks\":[\"de3539705346\",\"strong\",\"em\"],\"text\":\"webinars\"},{\"_key\":\"f57900e10be1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", \"},{\"_key\":\"11aff5738c36\",\"_type\":\"span\",\"marks\":[\"bb442b5f10e9\",\"strong\",\"em\"],\"text\":\"lessons\"},{\"_key\":\"e3b1b724d4cf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", and our \"},{\"_key\":\"70da32de7251\",\"_type\":\"span\",\"marks\":[\"4f18e7b59de2\",\"strong\",\"em\"],\"text\":\"Master Email Deliverability\"},{\"_key\":\"78aeafd36db1\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\" learning path.\"},{\"_key\":\"02117730833a\",\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\"}],\"markDefs\":[{\"_key\":\"c69283ecd435\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-deliverability\"},{\"_key\":\"2780393b27d0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/navigating-email-deliverability\"},{\"_key\":\"22ec7613b705\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/sneak-your-way-into-the-inbox\"},{\"_key\":\"7351d3da6d4a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-email-deliverability\"},{\"_key\":\"de3539705346\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/webinars-and-events/demystifying-email-deliverability\"},{\"_key\":\"bb442b5f10e9\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/email-deliverability-sos-how-to-respond-to-common-issues/1961810\"},{\"_key\":\"4f18e7b59de2\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/path/master-email-deliverability\"}],\"style\":\"normal\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/e84a6aa681b888ca618f45317936535a7fc0ccb1-1920x1080.png\",\"publishedDate\":\"2025-11-21T21:00:57.007Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-310f5edb1eb4d9452b49b3a5609000547a7acdf6-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"To make the most of Black Friday and Cyber Monday, marketers should make sure that all necessary measures are taken to optimize email performance and help email communications successfully reach their intended recipients. Here's how to get started.\",\"pageTitle\":\"Black Friday, Cyber Monday, and email deliverability | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"black-friday-cyber-monday-email-deliverability\"}},\"title\":\"Black Friday/Cyber Monday preparedness: Maximize email deliverability and engagement\"},{\"_id\":\"imported-craft-1054585\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"d1ec4296ee68\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1ec4296ee680\",\"_type\":\"span\",\"marks\":[],\"text\":\"Historically, many users have found themselves frustrated by the massive volumes of unwanted messages promoting products, services, or scams that land in their inboxes. To manage this influx, users had to protect their own mailboxes by creating manual rules to filter out such content. As mailbox providers like AOL (now part of Yahoo) and Microsoft grew, they became prime targets for spammers or malicious content. In response, the development of spam filtering technologies began, initially relying on resources like reputation or blocklists to identify unwanted mail.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3afabeb0a240\",\"_type\":\"block\",\"children\":[{\"_key\":\"3afabeb0a2400\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, these measures weren’t enough. A significant advancement occurred in the early 2000s with the introduction of the complaint feedback loop (FBL). The FBL process enabled mailbox providers to relay user feedback directly to a sender. When a complaint report is received via FBL, the sender, whether an individual or their ESP, can then suppress the complaint address from the relevant mailing list(s) to ensure they don't receive further messages.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab64eb2c5b75\",\"_type\":\"block\",\"children\":[{\"_key\":\"ab64eb2c5b750\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What are spam complaints?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ebd67eb43fb7\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebd67eb43fb70\",\"_type\":\"span\",\"marks\":[],\"text\":\"A spam complaint is a report made by a recipient against an email they do not want in their inbox.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"71f97a5a7df7\",\"_type\":\"block\",\"children\":[{\"_key\":\"71f97a5a7df70\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Alternate terms: Complaints, report as junk, marked as spam, abuse reports, reported spam, FBL complaint.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"twfoyaCB\",\"_type\":\"richImage\",\"alt\":null,\"asset\":{\"_ref\":\"image-62a53140504554a79e7d441224b52b0b69470ef0-2400x886-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"ddf33ea798bc\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddf33ea798bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When someone receives an email they didn't sign up for or a message that they believe to be unwanted or irrelevant, they can mark it as spam through various avenues, such as clicking “report mail as spam or junk” in their email client, dragging the message into the spam folder, or reaching out directly to the organization's abuse desk administrator. The receiver, such as Yahoo or Microsoft, uses this feedback to refine their spam filtering algorithms, potentially preventing similar messages from reaching other users' inboxes. In short, spam complaints indicate to mailbox providers that mail is unwanted.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef38cb0c014a\",\"_type\":\"block\",\"children\":[{\"_key\":\"ef38cb0c014a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keep in mind that a user can only report mail as spam if it lands in the inbox, including the promotions or focused tab. If an email is delivered to a user’s spam folder, that user will not have the opportunity to report mail as spam. Counterintuitively, this means that a lack of spam complaints can be a sign of deliverability trouble. If you’re seeing a 0% complaint rate (at mailbox providers other than Gmail or Apple—more to come on that below!), then your mail may already be hitting the spam folder.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30c2a3a7e51b\",\"_type\":\"block\",\"children\":[{\"_key\":\"30c2a3a7e51b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Who submits spam complaints?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"af438271e8d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"af438271e8d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Anyone who receives an email in their inbox that they consider unsolicited, unwanted, irrelevant, or potentially harmful. They could be individuals, businesses, or other organizations.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"280c4c28f1b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"280c4c28f1b70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Who receives spam complaints?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8cf2e94fee59\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cf2e94fee590\",\"_type\":\"span\",\"marks\":[],\"text\":\"The complaints are received and processed by mailbox providers, email service providers, or organizations' abuse administrators.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1186d158f04e\",\"_type\":\"block\",\"children\":[{\"_key\":\"1186d158f04e0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why do spam complaints happen?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"22ff0f6ff78f\",\"_type\":\"block\",\"children\":[{\"_key\":\"22ff0f6ff78f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The motivation behind spam complaints can vary, but they often stem from misaligned or unmet expectations, frustration, or genuine safety/security concerns. For instance, if it's difficult for a user to find your unsubscribe link and they want to stop receiving your emails, they might just report it as spam to avoid getting more emails. It helps to think of a spam complaint as a malformed unsubscribe request; the recipient wanted the mail to stop, and the “spam” button was the easiest or most trustworthy way to ensure the desired outcome.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"790ecac39a02\",\"_type\":\"block\",\"children\":[{\"_key\":\"790ecac39a020\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"When to worry about spam complaints?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c333f353143f\",\"_type\":\"block\",\"children\":[{\"_key\":\"c333f353143f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As with most deliverability questions, it depends! Historically, the goal has always been to have no more than one spam complaint for every 1,000 emails sent. Recently, Gmail and Yahoo have suggested that senders aim for as few complaints as possible and never exceed 0.3%. While staying under these benchmarks may seem safe, a sudden spike can still happen. Mailbox providers can recognize an anomaly and see the complaints in relation to volume. Still, if it becomes a trend and you consistently exceed the threshold, it could be problematic and hurt your sending reputation over time.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"110dbf53a047\",\"_type\":\"block\",\"children\":[{\"_key\":\"110dbf53a0470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Generally, it's important to pay attention to spam complaints as they can reveal a user experience story that might not otherwise be heard. Are there any specific campaigns that are receiving more spam complaints than others? Are your overall spam complaint numbers quite high? If you're noticing a lot of spam coming from your campaigns or overall, it's a good idea to investigate closely and figure out what's happening.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b609645eef4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b609645eef4b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Even if your emails are not generating high rates of complaints, it's still a good idea to investigate them regularly: They can provide valuable insights into how your subscribers are viewing and interacting with your emails. Ultimately, it's important to ensure that you're sending relevant content to opted-in users at the frequency they would expect. 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