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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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class="text-sm font-bold text-gray-500">November 21, 2025</span></div></div></a></div></div><div data-index="7" tabindex="-1" class="slick-slide slick-cloned" aria-hidden="true" style="width:9.090909090909092%"><div><a class="flex px-4 text-gray-900 hover:text-primary-700 h-full w-full" aria-label="Email 101: Getting Started with Sending IPs and Domains" href="/resources/articles/email-sending-ips-domains"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Email 101: Getting Started with Sending IPs and Domains" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc19f87dc4a82ac761044276d1da169c6a31d55f9-1500x1500.jpg&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc19f87dc4a82ac761044276d1da169c6a31d55f9-1500x1500.jpg&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fc19f87dc4a82ac761044276d1da169c6a31d55f9-1500x1500.jpg&w=1200&q=75"/></div><div class="flex w-full grow flex-col gap-8 px-5 py-6 sm:px-6 sm:py-8"><div class="flex w-full flex-row flex-wrap items-center gap-4"><span class="w-fit rounded-3xl border border-gray-300 bg-white px-3 py-1 text-sm font-bold capitalize text-gray-700 hover:border-primary-300 hover:text-primary-700">Blog</span><span class="text-sm font-bold text-gray-500">8<!-- --> min read</span></div><h4 class="text-display-xs font-bold">Email 101: Getting Started with Sending IPs and Domains</h4><span class="text-sm font-bold text-gray-500">March 19, 2019</span></div></div></a></div></div></div></div><ul style="display:block" class="slick-dots"><li class="slick-active"><button>1</button></li><li class=""><button>2</button></li><li class=""><button>3</button></li><li 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 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Not rats, not bears, and definitely not any good email senders. Like the saying goes, a trap is only a trap if you don't know about it. But even if you know about it, it's still a challenge! The good news is, with knowledge comes power.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"394923438ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b5cf8822f970\",\"_type\":\"span\",\"marks\":[],\"text\":\"One of the most dreaded obstacles for \"},{\"_key\":\"6b5cf8822f971\",\"_type\":\"span\",\"marks\":[\"0d0592ab6f4e\"],\"text\":\"email marketers\"},{\"_key\":\"6b5cf8822f972\",\"_type\":\"span\",\"marks\":[],\"text\":\" is the infamous spam trap. Let’s dive into the world of spam traps to understand what they really are, the different types, how to prevent them, and much more.\"}],\"markDefs\":[{\"_key\":\"0d0592ab6f4e\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/email\"}],\"style\":\"normal\"},{\"_key\":\"7460cc344a69\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae2d6eeae1050\",\"_type\":\"span\",\"marks\":[],\"text\":\"What is a spam trap?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3a696b321d55\",\"_type\":\"block\",\"children\":[{\"_key\":\"86a3922407400\",\"_type\":\"span\",\"marks\":[],\"text\":\"At its core, a spam trap is an email address that is created or used by mailbox providers, blocklist operators, and other anti-spam organizations to identify and catch spammers red-handed.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a57760a149c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa167d0ffb590\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Alternate terms for spam traps:\"},{\"_key\":\"fa167d0ffb591\",\"_type\":\"span\",\"marks\":[],\"text\":\" pristine spam traps, honeypots\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4970f0f768aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"d2e1167fed940\",\"_type\":\"span\",\"marks\":[],\"text\":\"Remember the first email address you ever created (which is likely long-abandoned now), a typo you made when providing your email address during sign up, or even an email address you used at a former company (which then became invalid after you embarked on your next adventure)? These dummy, fake, or erroneous email addresses are used as spam traps by mailbox providers (MPs), blocklist operators, anti-spam organizations, etc. to try to identify and catch spammers, who are heedlessly sending emails to these addresses time and again. But often, even legitimate email senders could end up with spam traps in their mailing list if they are not practicing \"},{\"_key\":\"d2e1167fed941\",\"_type\":\"span\",\"marks\":[\"18e9f4c24299\"],\"text\":\"good list hygiene\"},{\"_key\":\"d2e1167fed942\",\"_type\":\"span\",\"marks\":[],\"text\":\" and have poor contact list acquisition techniques.\"}],\"markDefs\":[{\"_key\":\"18e9f4c24299\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/email-list-hygiene\"}],\"style\":\"normal\"},{\"_key\":\"3e49e2d3ccbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"933ac51ebf240\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sending email to a spam trap is known as ‘hitting a spam trap’ and could prove detrimental to a sender’s \"},{\"_key\":\"933ac51ebf241\",\"_type\":\"span\",\"marks\":[\"392f05de6732\"],\"text\":\"email deliverability\"},{\"_key\":\"933ac51ebf242\",\"_type\":\"span\",\"marks\":[],\"text\":\" and sender reputation depending on the type of spam trap being hit and what organization monitors that trap.\"}],\"markDefs\":[{\"_key\":\"392f05de6732\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-tips-and-tricks-for-email-deliverability\"}],\"style\":\"normal\"},{\"_key\":\"97c5a17d46d9\",\"_type\":\"block\",\"children\":[{\"_key\":\"218a28322b7d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The different types of spam traps, and their causes and consequences\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ceb6283a17eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"27a26681610f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now that we know hitting a trap can impact email performance, it is also important to understand that there are a few different types of spam traps in the email world and that their impact on \"},{\"_key\":\"27a26681610f1\",\"_type\":\"span\",\"marks\":[\"b0401c79b8fe\"],\"text\":\"email deliverability and performance\"},{\"_key\":\"27a26681610f2\",\"_type\":\"span\",\"marks\":[],\"text\":\" varies significantly. Some spam traps are more damaging to sender reputation than others.\"}],\"markDefs\":[{\"_key\":\"b0401c79b8fe\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/navigating-email-deliverability\"}],\"style\":\"normal\"},{\"_key\":\"322a2c30e493\",\"_type\":\"block\",\"children\":[{\"_key\":\"4e591705b1810\",\"_type\":\"span\",\"marks\":[],\"text\":\"At a high level, there are three main categories of spam traps:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bb0aa911197\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0e56cff3adf0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pristine spam traps\"},{\"_key\":\"e0e56cff3adf1\",\"_type\":\"span\",\"marks\":[],\"text\":\": Email addresses created solely to catch spammers and senders with poor acquisition practices.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e48d4ed01c22\",\"_type\":\"block\",\"children\":[{\"_key\":\"be32f46868690\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Recycled spam traps\"},{\"_key\":\"be32f46868691\",\"_type\":\"span\",\"marks\":[],\"text\":\": Dormant email addresses repurposed by MPs to identify senders who don't maintain proper list hygiene.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c2c512962834\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca9539031e660\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Typo spam traps\"},{\"_key\":\"ca9539031e661\",\"_type\":\"span\",\"marks\":[],\"text\":\": Addresses designed to capture emails misdirected due to common typos (e.g., \\\"[email protected]\\\").\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9d0be155dcde\",\"_type\":\"block\",\"children\":[{\"_key\":\"03d37d4bb6dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s look at them in more detail and understand the consequences of each of them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7d215940f66f\",\"_type\":\"richImage\",\"alt\":\"a diagram showing different types of spam traps\",\"asset\":{\"_ref\":\"image-25f4ae3834dbd2a77646d02b9df12be59c0809d9-2400x900-png\",\"_type\":\"reference\"}},{\"_key\":\"acfacdba988e\",\"_type\":\"block\",\"children\":[{\"_key\":\"e20f89732c470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pristine spam traps\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"49083a5e31b1\",\"_type\":\"block\",\"children\":[{\"_key\":\"28b28c83330d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pristine spam traps are email addresses that are specifically created by MPs, blocklists, and other security organizations with the sole purpose of catching spammers and senders with poor list hygiene. Their only function is to act as a spam trap.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c501e7097ea4\",\"_type\":\"block\",\"children\":[{\"_key\":\"1e770545a2c90\",\"_type\":\"span\",\"marks\":[],\"text\":\"These email addresses have never been valid, and thus are incapable of signing up for an account or opting in to a mailing list. Pristine traps may be added to contact lists during the signup process by app users or site visitors who provide incorrect information to bypass a required form field or get access to gated content without divulging their correct address. The user likely doesn’t realize that they have provided a trap; they have just entered something resembling an email address quickly and without care.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a0432ad27b83\",\"_type\":\"block\",\"children\":[{\"_key\":\"14279c4324f00\",\"_type\":\"span\",\"marks\":[],\"text\":\"Purchased or rented lists also tend to contain pristine spam traps, as there is no way of validating the authenticity and quality of this purchased data. The only way such traps can enter a sender’s list is if they are collecting data and growing their subscriber list without confirming consent via \"},{\"_key\":\"14279c4324f01\",\"_type\":\"span\",\"marks\":[\"372235d31ec9\"],\"text\":\"double opt-in\"},{\"_key\":\"14279c4324f02\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"372235d31ec9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-the-email-double-opt-in\"}],\"style\":\"normal\"},{\"_key\":\"2ae9ab81fbb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dc710e35d680\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hitting a pristine spam trap is a clear indicator of suspicious data acquisition methods and poor list hygiene practices. It acts as a flag for MPs to identify potentially illegitimate senders and label them as spammers. The consequences of hitting a pristine spam trap are severe and can negatively impact sender reputation. They can cause the sender’s IP address or domain to be added to a blocklist, resulting in emails being rejected or landing in the spam or junk folder. Hence, these spam traps can prove very dangerous for email marketers who are looking to maintain strong email deliverability and a good sender reputation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1a1f92ed4451\",\"_type\":\"block\",\"children\":[{\"_key\":\"e04e616661100\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recycled spam traps\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"0798eec1e3d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bd86249628a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recycled spam traps are email addresses that at one point in time were valid addresses that belonged to real people, but have since been abandoned by their original owners and are no longer in use now (at least not for their original purpose).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"016185d7ffd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9feba9f92b540\",\"_type\":\"span\",\"marks\":[\"a5b396519e6c\"],\"text\":\"Recycled traps\"},{\"_key\":\"9feba9f92b541\",\"_type\":\"span\",\"marks\":[],\"text\":\" help identify senders who are mailing to inactive users frequently and are not \"},{\"_key\":\"9feba9f92b542\",\"_type\":\"span\",\"marks\":[\"de6285570e49\"],\"text\":\"cleaning their email list\"},{\"_key\":\"9feba9f92b543\",\"_type\":\"span\",\"marks\":[],\"text\":\" of unengaged recipients. Some examples of recycled spam traps include: defunct domains, personal email addresses that are no longer being used, work email addresses of ex-employees, and college or university email addresses of students who already graduated and moved on.\"}],\"markDefs\":[{\"_key\":\"a5b396519e6c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/email/email_setup/deliverability_pitfalls_and_spam_traps?redirected=1#avoiding-spam-traps\"},{\"_key\":\"de6285570e49\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/email-list-hygiene\"}],\"style\":\"normal\"},{\"_key\":\"99ec4940a060\",\"_type\":\"block\",\"children\":[{\"_key\":\"36d99dbb70930\",\"_type\":\"span\",\"marks\":[],\"text\":\"While senders might have obtained these email addresses by gaining consent initially, if they are sending email campaigns to very old email addresses and contact lists, they could still fall prey to this trap.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"87f9c0a83a12\",\"_type\":\"block\",\"children\":[{\"_key\":\"543c75562d750\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hitting a recycled spam trap is a clear indicator that the sender is not keeping their subscriber lists healthy and up-to-date. That is, the sender is not maintaining their email list by regularly removing inactive users and email addresses, which are bouncing and returning as invalid or have ceased engaging.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"10bacc17c0ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"624bf54daa940\",\"_type\":\"span\",\"marks\":[],\"text\":\"What makes recycled spam traps particularly tricky is that they were once valid addresses. That means they may still appear to be legitimate contacts in your database, despite being long-abandoned. Some recycled spam traps may even continue to accept emails without bouncing, making them difficult to detect.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f7edb732e2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"414272c634f60\",\"_type\":\"span\",\"marks\":[],\"text\":\"This is why engagement-based segmentation is essential. If a subscriber hasn’t opened or clicked in an extended period, it’s worth investigating whether their email address is still active—or if it has potentially been converted into a spam trap.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0a404f1a9b62\",\"_type\":\"block\",\"children\":[{\"_key\":\"4ddd14cda6bc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"While the consequences of hitting recycled spam traps may not be as harmful as pristine spam trap hits, repeatedly sending emails to these addresses can make you look like a spammer, have a negative effect on sender reputation over time, and result in email deliverability issues.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef680ce44120\",\"_type\":\"block\",\"children\":[{\"_key\":\"2bbc1da037c00\",\"_type\":\"span\",\"marks\":[],\"text\":\"So the next time you want to send re-engagement campaigns to a really old list or an email campaign to your entire database, be careful! Always exercise extreme caution when taking sending risks; trap hits can contribute to \"},{\"_key\":\"2bbc1da037c01\",\"_type\":\"span\",\"marks\":[\"aeb7aced0494\"],\"text\":\"blocklistings\"},{\"_key\":\"2bbc1da037c02\",\"_type\":\"span\",\"marks\":[],\"text\":\" that severely disrupt your marketing efforts.\"}],\"markDefs\":[{\"_key\":\"aeb7aced0494\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/deliverability-indicators-understanding-email-blocklists\"}],\"style\":\"normal\"},{\"_key\":\"7aa30b1b1237\",\"_type\":\"block\",\"children\":[{\"_key\":\"715d4c3305b60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Typo spam traps\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"90d27b1d51a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5c0d3491c740\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the name suggests, typo traps are common typos or misspellings of legitimate domains. These faux addresses make prime targets for trap setters and are designed to ensnare senders with poor list hygiene and data collection practices. Common examples of such typo domains include gnail, hmail, or fmail instead of gmail; hotnail instead of hotmail; yaho instead of yahoo; or ‘.con’ instead of ‘.com’.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ad9cdfa55511\",\"_type\":\"block\",\"children\":[{\"_key\":\"07499af595b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sometimes these invalid addresses could be genuine human errors, but if they are not cleaned off the subscriber list regularly, your reputation may suffer. A typo trap may also be a pristine trap if the domain was created deliberately to discover senders engaging in poor practices.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a10cb31f9cb8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2eb96ac0bcc20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Hitting a typo trap is an indication that a sender is not incorporating \"},{\"_key\":\"2eb96ac0bcc21\",\"_type\":\"span\",\"marks\":[\"53280d36daac\"],\"text\":\"email deliverability best practices\"},{\"_key\":\"2eb96ac0bcc22\",\"_type\":\"span\",\"marks\":[],\"text\":\", such as \"},{\"_key\":\"2eb96ac0bcc23\",\"_type\":\"span\",\"marks\":[\"f6f5db83c477\"],\"text\":\"double opt-in (or confirmed opt-in)\"},{\"_key\":\"2eb96ac0bcc24\",\"_type\":\"span\",\"marks\":[],\"text\":\" to confirm their subscriber’s email subscription, nor does the sender use email engagement filters for targeting or have a sunset policy in place. These behaviors point towards unhealthy list building and list maintenance practices.\"}],\"markDefs\":[{\"_key\":\"53280d36daac\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-predictions-for-email-deliverability\"},{\"_key\":\"f6f5db83c477\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/embracing-the-email-double-opt-in\"}],\"style\":\"normal\"},{\"_key\":\"9bf5869e5383\",\"_type\":\"block\",\"children\":[{\"_key\":\"47c00b5020f20\",\"_type\":\"span\",\"marks\":[],\"text\":\"However, it doesn’t necessarily indicate that the sender is a spammer or an illegitimate sender. The consequences of hitting a typo spam trap may not be as severe as a pristine spam trap, but if left ignored could lead to long term email deliverability issues and damage sender reputation over time. After all, prevention is better than cure!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f3f8cffb20d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b6260d6b25c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to find spam trap email addresses and identify spam traps\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"ccc5ec8aba2e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ae873552d3420\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s tricky! A trap is likely indistinguishable from any other email address, and may even engage with your emails, though it will never confirm opt-in. To know if you are hitting spam traps that impact your reputation:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a61c001e4eee\",\"_type\":\"block\",\"children\":[{\"_key\":\"dea79645894d0\",\"_type\":\"span\",\"marks\":[\"bb3a0782a5a5\"],\"text\":\"Monitor your bounces\"},{\"_key\":\"dea79645894d1\",\"_type\":\"span\",\"marks\":[],\"text\":\" closely and check blocklists. If you are hitting traps at a network or mailbox provider, those providers may add you to their blocklist or reject your mail outright. Blocklist alerting will let you know if your IP or sending domain has been listed. You should also check bounce logs regularly to see if your emails are being rejected or blocked by any providers.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"bb3a0782a5a5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/understanding-email-bounces\"}],\"style\":\"normal\"},{\"_key\":\"7bdd1e2e5693\",\"_type\":\"block\",\"children\":[{\"_key\":\"7becc637d3530\",\"_type\":\"span\",\"marks\":[],\"text\":\"Some mailbox providers manage their own spam trap networks and have a portal to view this data. An example is Microsoft whose \"},{\"_key\":\"7becc637d3531\",\"_type\":\"span\",\"marks\":[\"43e8a88f7027\"],\"text\":\"SNDS\"},{\"_key\":\"7becc637d3532\",\"_type\":\"span\",\"marks\":[],\"text\":\" tool allows senders to view spam trap hits on your IPs. This is only limited to traps that Microsoft has created themselves. Braze customers can access SNDS through the Braze \"},{\"_key\":\"7becc637d3533\",\"_type\":\"span\",\"marks\":[\"578f9cf5892b\"],\"text\":\"Deliverability Center\"},{\"_key\":\"7becc637d3534\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"43e8a88f7027\",\"_type\":\"link\",\"href\":\"https://sendersupport.olc.protection.outlook.com/snds/\"},{\"_key\":\"578f9cf5892b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/analytics/deliverability_center/\"}],\"style\":\"normal\"},{\"_key\":\"d1a6b2abc0de\",\"_type\":\"block\",\"children\":[{\"_key\":\"b04377fd51750\",\"_type\":\"span\",\"marks\":[],\"text\":\"Utilize a third party deliverability monitoring internet service like \"},{\"_key\":\"b04377fd51751\",\"_type\":\"span\",\"marks\":[\"256b07ad0791\"],\"text\":\"Validity\"},{\"_key\":\"b04377fd51752\",\"_type\":\"span\",\"marks\":[],\"text\":\" who owns an extensive spam trap network and can share the number of traps your IPs or sending domains have hit. These services can also provide the types of traps, the numbers of each type, and sometimes even the specific campaign that triggered the most trap hits.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[{\"_key\":\"256b07ad0791\",\"_type\":\"link\",\"href\":\"https://www.validity.com/\"}],\"style\":\"normal\"},{\"_key\":\"ad6698871455\",\"_type\":\"block\",\"children\":[{\"_key\":\"57fa42646b5a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to avoid spam traps\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dbf8ce5c69f0\",\"_type\":\"block\",\"children\":[{\"_key\":\"2672072d1d110\",\"_type\":\"span\",\"marks\":[],\"text\":\"Spam traps can silently undermine your email deliverability, making it important to take proactive steps to keep your lists clean and your sender reputation intact. To prevent spam traps from being added to your list, you can do the following:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"98b005513b86\",\"_type\":\"block\",\"children\":[{\"_key\":\"e0bd45a0ded20\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Use double opt-in for better list quality\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"8d6420540ddd\",\"_type\":\"block\",\"children\":[{\"_key\":\"10fd179862ef0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The easiest way to keep spam traps off your list? Only send emails to people who actually want to hear from you. A double opt-in process—where subscribers confirm their email addresses before receiving messages—helps make sure that your audience is made up of engaged, real users that want to hear from you. This extra step reduces the risk of adding invalid addresses, typo-based spam traps, or bots to your list.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6fbf2321d03\",\"_type\":\"block\",\"children\":[{\"_key\":\"6561149b1ce00\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Maintain continuous list hygiene\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b13457181e93\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c62262afe3b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cleaning your email list once a year isn’t enough—ongoing maintenance is important. Spam traps often show up when marketers hold onto outdated or disengaged contacts for too long. Make list hygiene a regular habit by:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b191476f9ef8\",\"_type\":\"block\",\"children\":[{\"_key\":\"63e24a9ba56f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Removing subscribers who haven’t engaged over a set period\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"832260488ac1\",\"_type\":\"block\",\"children\":[{\"_key\":\"277407299aad0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Running re-engagement campaigns to identify active users before pruning inactive ones\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2ee300704162\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ecacda27d750\",\"_type\":\"span\",\"marks\":[],\"text\":\"Scrubbing invalid and bounced addresses from your database\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f6e0b25fcb9\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f719eb2b9e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Validate email addresses at sign-up\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6d63745d275f\",\"_type\":\"block\",\"children\":[{\"_key\":\"4778ec7f0d800\",\"_type\":\"span\",\"marks\":[],\"text\":\"Typos happen—but a simple mistake like entering \\\"yaho.com\\\" instead of \\\"yahoo.com\\\" can lead straight to a spam trap. Email validation tools can help catch errors at the point of collection, reducing the chances of hitting typo-based spam traps and improving the accuracy of your list.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"10bdad2b2de5\",\"_type\":\"block\",\"children\":[{\"_key\":\"62a2067eb4ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"4. Don’t purchase or rent email lists\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fa398ed171ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad01e49130b80\",\"_type\":\"span\",\"marks\":[],\"text\":\"In addition to violating most ESPs’ Acceptable Use Policies (including our \"},{\"_key\":\"ad01e49130b81\",\"_type\":\"span\",\"marks\":[\"7976cd22fe03\"],\"text\":\"Acceptable Use Policy\"},{\"_key\":\"ad01e49130b82\",\"_type\":\"span\",\"marks\":[],\"text\":\"), you shouldn’t send emails to addresses that haven't actively opted in to your specific brand. Buying a list might seem like a shortcut to faster growth, but it’s also one of the fastest ways to damage your sender reputation.\"}],\"markDefs\":[{\"_key\":\"7976cd22fe03\",\"_type\":\"link\",\"href\":\"https://www.braze.com/company/legal/aup\"}],\"style\":\"normal\"},{\"_key\":\"801d72303d66\",\"_type\":\"block\",\"children\":[{\"_key\":\"6f3bd128cd670\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aside from policy violation concerns, list vendors often scrape the internet for any addresses they can find to bulk up their lists. Scraped data may contain spam traps and other unsavory data, so avoid purchasing, borrowing, or renting a list even if it’s described as “opt-in”. Focus on growing your list organically through permission-based sign-ups for long-term success.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"39b765f27c7a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4aaa3b04da710\",\"_type\":\"span\",\"marks\":[],\"text\":\"5. Monitor bounce rates and feedback loops\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"86a596029ac7\",\"_type\":\"block\",\"children\":[{\"_key\":\"58048a216ba30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Spam traps don’t announce themselves—they just quietly impact your ability to reach the inbox. That’s why tracking deliverability metrics is essential. Watch for:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8fe2b17ac474\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4f821d9b0000\",\"_type\":\"span\",\"marks\":[],\"text\":\"High bounce rates, which may indicate outdated or trap-laden email lists\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"741a79f22982\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbe1fc0484620\",\"_type\":\"span\",\"marks\":[],\"text\":\"Increased spam complaints, a sign that recipients aren’t expecting or recognizing your emails\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"16dae3ebfcf2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9861ac9c522d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"MPfeedback loops, which provide insights into users marking your messages as spam—no need to worry if you are a Braze customer, we set these up on your behalf.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5b1f0c1a229\",\"_type\":\"block\",\"children\":[{\"_key\":\"8764e0455ba10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Keeping an eye on these signals helps you spot and address potential spam trap issues before they escalate.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"989797389fa8\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb9ee01704a70\",\"_type\":\"span\",\"marks\":[],\"text\":\"How to remove spam traps\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"80c6c7c2f69c\",\"_type\":\"block\",\"children\":[{\"_key\":\"d92113b076cb0\",\"_type\":\"span\",\"marks\":[],\"text\":\"As spam traps are hard to identify, you’ll need to both mitigate and remove them from your data. The best way to suppress possible spam traps from your lists is to use engagement criteria on all sends. In addition to engagement being a critical metric that mailbox providers use to decide where to deliver an email (e.g. the inbox, the spam folder, or to reject the email completely), using engagement metrics such as “has opened” for your campaign sends minimizes the chances of spam traps also being included because a spam trap typically won’t engage with emails. \"},{\"_key\":\"d92113b076cb1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Trap operators like \"},{\"_key\":\"d92113b076cb2\",\"_type\":\"span\",\"marks\":[\"951813284ec5\",\"strong\"],\"text\":\"Spamhaus\"},{\"_key\":\"d92113b076cb3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" have shared that it is possible, if rare, for traps to engage with mail during their investigations.\"}],\"markDefs\":[{\"_key\":\"951813284ec5\",\"_type\":\"link\",\"href\":\"https://www.spamhaus.org/resource-hub/deliverability/unravelling-the-myths-of-spamtraps-clicking-links/\"}],\"style\":\"normal\"},{\"_key\":\"d648b27c1c4c\",\"_type\":\"block\",\"children\":[{\"_key\":\"b324f63f302c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It's essential for even legitimate marketers to have a mitigation plan ready to deploy in case of trap-triggered deliverability issues such as impactful blocklistings. If you suspect there are spam traps in your email list, the best action is to suppress them immediately. This will help to minimize the damage to your sender reputation and improve your chances of getting your emails delivered to your subscribers’ inboxes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d73c2dfd6212\",\"_type\":\"block\",\"children\":[{\"_key\":\"dedd6b4daa690\",\"_type\":\"span\",\"marks\":[],\"text\":\"Remediation may require lots of segmentation planning; if there are indications that spam traps are on your list, apply strict filters. For example, send only to those who have opened or clicked in the last six months. You must also be prepared to decrease that time frame to three months, or even stricter, if trap hits persist. After you have identified the segment in which spam traps are likely to lurk, you can narrow it down further based on other criteria and send small sends to each segment until you believe you have identified the exact segment containing the spam traps.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d99935c0120\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4a04487337a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Once that segment has been refined, you will want to suppress those addresses, and determine if your list acquisition or management methods require additional improvements to reduce the presence of traps.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6cdb36ae33d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"105489f6a6d90\",\"_type\":\"span\",\"marks\":[],\"text\":\"In extreme cases, you may need to send a “permission pass” to your list, asking users to click a link to confirm their interest in remaining subscribed. Recipients who click can be retained, but those who do not confirm should be suppressed from further sends.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7029f2d73a4d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1afb158c656e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Moving forward, double opt-in should be performed for all new signups. Traps are, after all, merely a symptom of problematic practices, not a diagnosis.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e0e8bd86c5e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"72567f0c00f80\",\"_type\":\"span\",\"marks\":[],\"text\":\"Key takeaways\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"dd3ecf9b5afd\",\"_type\":\"block\",\"children\":[{\"_key\":\"c943822542c50\",\"_type\":\"span\",\"marks\":[],\"text\":\"Spam traps are a critical aspect of email deliverability. They are created and maintained to catch spam, which may be malicious or simply misdirected marketing mail. Sending emails to spam traps is an indication of poor list hygiene practices such as scraping the web to grow the subscriber list, purchasing lists, infrequent list hygiene, or a lack of proper consent being obtained prior to sending emails. Sending to spam traps can significantly harm your sender reputation and email deliverability, and cause emails to be filtered as spam.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"06d8ede97ae5\",\"_type\":\"block\",\"children\":[{\"_key\":\"925337868ce20\",\"_type\":\"span\",\"marks\":[],\"text\":\"To avoid hitting traps, maintain a clean email subscriber list by regularly removing any inactive or bouncing email addresses. Always gain proper consent from users before adding them to your email list using methods such as double opt-in / confirmed opt-in and monitor results closely. Lastly, do not purchase, trade, or share any email lists, even if a trusted partner offers it to you for free. It’s just not worth the risk.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4cecfcfdcea\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"fa23c31d1cf4\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Connect with sales\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Ready to grow? Talk to our sales team.\"}],\"featuredImage\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/5c3d723ea6dfe6a7a0245b8a357b49750844c41a-3840x2160.png\",\"publishedDate\":\"2025-04-22T15:26:01.023Z\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e07984efbc1f73bd046926487bdc095e5452f2cf-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Spam traps can harm email deliverability and sender reputation. Learn what they are, how they work, and the best ways to avoid them in your email campaigns.\",\"pageTitle\":\"Spam Traps: Types, Risks, and How to Avoid Them | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"spam-traps\"}},\"title\":\"Understanding spam traps\"},{\"_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-11897\",\"_type\":\"blogPost\",\"body\":[{\"_key\":\"27f2a1bc8a50\",\"_type\":\"block\",\"children\":[{\"_key\":\"27f2a1bc8a500\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email—it’s not the hottest, newest, sexiest customer messaging channel, but you know what? It gets the job done. Research conducted by Braze has found that \"},{\"_key\":\"27f2a1bc8a501\",\"_type\":\"span\",\"marks\":[\"d573ccd24682\"],\"text\":\"sending emails to customers can increase engagement by 45%\"},{\"_key\":\"27f2a1bc8a502\",\"_type\":\"span\",\"marks\":[],\"text\":\", compared to customers who received no messages of any kind. That’s a major boost, and one that can translate into stronger customer/brand relationships and higher revenue. But while email is a powerful tool, if you’re not careful, it’s easy for your email marketing to go powerfully wrong.\"}],\"markDefs\":[{\"_key\":\"d573ccd24682\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17866\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"9bb52e725892\",\"_type\":\"block\",\"children\":[{\"_key\":\"9bb52e7258920\",\"_type\":\"span\",\"marks\":[],\"text\":\"Internet service providers (ISPs) work diligently to keep spam out of people’s inboxes, and their work is a big reason that consumers aren’t constantly neck-deep in unwanted messages for highly questionable medications or get-rich-quick schemes. But that also means that ISPs are always standing by when you send emails, watching like chaperones at a high school dance to ensure that you’re following proper send procedures and protocols.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2832197ff855\",\"_type\":\"block\",\"children\":[{\"_key\":\"2832197ff8550\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that mean for you? That if you want to do email right, you need to put real thought and preparation into ensuring that you’re laying the foundations for a successful email program, step by step. The first steps? Getting your sending IPs and domain situation figured out. Not sure what you should be thinking about there? Don’t worry—we’ve got you.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e1b7fc5ec2c2\",\"_ref\":\"imported-craft-Sy2d-NsGiNs\",\"_type\":\"videoReference\"},{\"_key\":\"565e2f1072a4\",\"_type\":\"block\",\"children\":[{\"_key\":\"565e2f1072a40\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Setting Up Sending IPs and IP Pools\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"80ac4b090bf0\",\"_type\":\"block\",\"children\":[{\"_key\":\"80ac4b090bf00\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Sending IPs\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8f27e0eba61b\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f27e0eba61b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Internet Protocol (IP) addresses are a series of numbers separated by dots—think 178.58.824.1, for instance—that are used to identify network addresses associated with particular devices. These addresses are mapped back to associated domain names (think Braze.com) through the use of a domain name system (DNS).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca632d449617\",\"_type\":\"block\",\"children\":[{\"_key\":\"ca632d4496170\",\"_type\":\"span\",\"marks\":[],\"text\":\"And while IP addresses are popularly associated with web browsing, they’re a key part of modern email, too. Think of a dedicated IP address as something like your domain’s phone number—it’s only for your brand’s email program, and can’t be shared.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e5d2daa10951\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5d2daa109510\",\"_type\":\"span\",\"marks\":[],\"text\":\"Traditionally, whatever email service provider (ESP) you’re using will assign you a dedicated IP when you start making plans to send email, and will set up additional IPs when and if you need them. It’s not difficult—but without it, you’re not going to be able to send email.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"62dfc79ae730\",\"_type\":\"block\",\"children\":[{\"_key\":\"62dfc79ae7300\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Email IP Pools\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f0964ce82f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f0964ce82f70\",\"_type\":\"span\",\"marks\":[],\"text\":\"For some brands, a key part of this process is creating IP pools.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7da97877ee23\",\"_type\":\"block\",\"children\":[{\"_key\":\"7da97877ee230\",\"_type\":\"span\",\"marks\":[],\"text\":\"This approach recognizes the key role that ISPs play in determining email deliverability by making it easier for marketers to protect your IP addresses’ reputation with your customers’ ISPs. How? By taking advantage of this optional configuration, it’s possible to create—for example—one IP pool for transactional messages and a second pool for promotional outreach, in order to keep the reputation of one kind of message from hurting the reputation of the IP address or addresses associated with the other.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"38d01627b72d\",\"_type\":\"block\",\"children\":[{\"_key\":\"38d01627b72d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"ISPs decide whether to deliver the emails you send based on the sending reputation associated with the IPs you use (also, your domains or subdomains, but more on that later). If you send all your emails from a single IP and one of the promotional messages you send triggers a big spike in unsubscribes or is flagged disproportionately as spam, you won’t just inhibit your ability to send future marketing messages—even unrelated, highly valued messages from that IP like password reset emails could be blocked by ISPs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bae679505108\",\"_type\":\"block\",\"children\":[{\"_key\":\"bae6795051080\",\"_type\":\"span\",\"marks\":[],\"text\":\"These pools can be set up by Braze or the ESP of your choice and once they’re set up, using them is easy—just choose the pool that fits a given message and you’re off to the races.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dcd08f2a4dee\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcd08f2a4dee0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Email Domain and Subdomain Setup\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b14eb0156520\",\"_type\":\"block\",\"children\":[{\"_key\":\"b14eb01565200\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Whitelabeling Your Email Domain\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2023b6d050d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2023b6d050d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When you’re using Braze or any other ESP to help you send marketing emails to your customer base, whitelabeling your domains is a must. After all, your users are going to look at you askance if they see that your messages are coming from yourcompanyname@braze.com instead of marketing@yourcompanyname.com. When you “whitelabel” a domain, you’re ensuring that the public-facing version of that domain reflects you and your brand, rather than the technology partner you’re using to actually send emails.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"58d2c62dc623\",\"_type\":\"block\",\"children\":[{\"_key\":\"58d2c62dc6230\",\"_type\":\"span\",\"marks\":[],\"text\":\"This, too, is something a good ESP should do on your behalf—but it’s a partnership. Your ESP can and will help you whitelabel your domains, but you need to ensure that they have the information they need to do so: the name you want to appear. It’s not rocket science, but being neglectful at this stage of the email setup process can lead to embarrassing unforced errors. So make sure you’re on top of it and communicating with your ESP about what you want.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67e98bb59cc8\",\"_type\":\"block\",\"children\":[{\"_key\":\"67e98bb59cc80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Creating Dedicated Email Subdomains\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f9cc8b8c361d\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9cc8b8c361d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"This one is key—and easy to screw up. If an email domain is yourcompanyname.com, a subdomain might look like news.yourcompanyname.com. And while that word in front of your domain name might LOOK unassuming, it’s actually your secret weapon if you want to safeguard your ability to send messages to your customers.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"afd15cdac948\",\"_type\":\"block\",\"children\":[{\"_key\":\"afd15cdac9480\",\"_type\":\"span\",\"marks\":[],\"text\":\"It’s long been an email best practice to avoid sending messages from your primary domain. Why? Because ISPs decide whether to deliver the emails you send based on the sending reputation associated with the domains or subdomains you use, the same way they do with IP addresses. By creating dedicated subdomains for your transactional and promotional emails, for instance, you can protect your ability to keep sending transactional outreach even if you have issues with promotional message deliverability.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02a2bce5fa3d\",\"_type\":\"block\",\"children\":[{\"_key\":\"02a2bce5fa3d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So before you send your first email to customers, take the time to work through what kinds of email you anticipate sending—think password reminders and other transactional messages vs. sale announcements and other promotional outreach, for a start—and make sure you have email subdomains for each mail stream.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"722bcbfd8a39\",\"_type\":\"block\",\"children\":[{\"_key\":\"722bcbfd8a390\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Successfully Warming Your Email IPs and Domains\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"eaa2096cb96d\",\"_type\":\"block\",\"children\":[{\"_key\":\"eaa2096cb96d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"An email reputation is never a monolithic thing. You can have a poor reputation with one ISP and a strong one with another. Additionally, your domain will have a different reputation from each of its subdomains, and your IP addresses will likely each have their own reputations. It’s messy, but it’s just a fact of life: when it comes to email, reputation is king.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b818d5c3c2b\",\"_type\":\"block\",\"children\":[{\"_key\":\"6b818d5c3c2b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"One key part of ensuring you’re in good standing with ISPs is taking the time to earn their trust. After all, without a proven track record of sending non-spam emails that recipients engaged with, how can they know that you’re not a spammer-scammer disguising yourself as a legit business? But earning this trust takes time and patience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0d2bc1295a78\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d2bc1295a780\",\"_type\":\"span\",\"marks\":[],\"text\":\"The \"},{\"_key\":\"0d2bc1295a781\",\"_type\":\"span\",\"marks\":[\"c753c632cc7b\"],\"text\":\"IP warming process\"},{\"_key\":\"0d2bc1295a782\",\"_type\":\"span\",\"marks\":[],\"text\":\" is your brand’s opportunity to build strong reputations with ISPs. But if you start sending large numbers of emails on a new IP and/or a new subdomain without showing that you’re a good actor first, you’re asking to get labeled as a potential threat by ISPs. To avoid that, smart brands begin by sending emails to small groups (think 50 people) of highly-engaged recipients on exceedingly spotless email lists in order to demonstrate that their intentions are good—and that the people they’re messaging want to hear from them. Then they slowly increase the number of people they’re emailing until they reach their desired daily number of emails. If you go too quickly, you could shoot yourself in the foot and considerably delay the warming process. So take it slow and be sure you’re on the up and up.\"}],\"markDefs\":[{\"_key\":\"c753c632cc7b\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/help/best_practices/email/ip_warming/#ip-warming-schedules\"}],\"style\":\"normal\"},{\"_key\":\"65abbd2dc837\",\"_type\":\"block\",\"children\":[{\"_key\":\"65abbd2dc8370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Also, as you prepare for the IP warm-up process, implementing these key steps can do a lot to smooth your way:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d48b9dc5e93b\",\"_type\":\"block\",\"children\":[{\"_key\":\"d48b9dc5e93b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sign up for Gmail Postmaster Tools, Microsoft SNDS, and make sure your email feedback loops—where some ISPs share complaint information from recipients with senders—are set up correctly\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c2bbdcfd4cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c2bbdcfd4cc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Identify your brand’s super-users and ensure that they’re heavily represented in the early part of the IP warming process\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ee562a37f5d\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ee562a37f5d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stick with tried-and-true campaigns when warming your IPs; innovation and risk-taking have their place, but make sure you establish yourself as a reliable email sender first\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b2b39580d808\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2b39580d8080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ensure that users have the ability to easily opt-out of future emails if they’re unsatisfied by including a visible unsubscribe link; that way, you can discourage them from marking your outreach as spam\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"480e42bcb715\",\"_type\":\"block\",\"children\":[{\"_key\":\"480e42bcb7150\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pay close attention to open, deferral, and bounce rates as you proceed through the IP warming process—and adjust on the daily to ensure that these rates aren’t plummeting as your email audience grows\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bWzzhfuWjtkdKaukhgUGL\",\"_ref\":\"imported-craft-HVddCvdJ5ZI\",\"_type\":\"videoReference\"},{\"_key\":\"779c54f8fa3c\",\"_type\":\"block\",\"children\":[{\"_key\":\"779c54f8fa3c0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Final Thoughts\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"8ac5f0016c63\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ac5f0016c630\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whether you’re starting fresh \"},{\"_key\":\"8ac5f0016c631\",\"_type\":\"span\",\"marks\":[\"e35720db8aed\"],\"text\":\"building an email marketing program\"},{\"_key\":\"8ac5f0016c632\",\"_type\":\"span\",\"marks\":[],\"text\":\", or rebooting your efforts with a new ESP or new strategy, there are some key hoops to jump through if you want to get it right. Don’t try to game things; just learn the rules and play within them. It can take significant time and work, but the benefits are worth it and can do a lot to support the success of your larger customer engagement efforts.\"}],\"markDefs\":[{\"_key\":\"e35720db8aed\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-25238\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"ddb80c601901\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddb80c6019010\",\"_type\":\"span\",\"marks\":[],\"text\":\"Want to dig deeper into sending great email and mastering deliverability? 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