Scaling to sending millions of emails a month is a difficult task, and sending debt collection emails is exponentially harder. To prevent spam and abuse, email providers and infrastructure vendors developed tools and tactics that can easily hurt, blacklist, and eliminate not only the “bad guys” but also the uninitiated sender. Still, we scaled to sending millions of emails a month while enjoying high open and click-through rates that allow us to service consumers the way they want to be serviced (we use other channels as well, but focus on email here). We learned important lessons about scale along the way, through trial and error and calculated planning, and we’re sharing them today.
Challenges With Scaling Email
Email is one of the most penalized communication platforms. There are no filters or blockers or spam buttons when receiving a phone call, or picking up a letter from your mailbox, but email is equipped to keep the bad guys out and let the good guys in. ISPs (email inbox providers) design algorithms to keep the user happy and engaged, and an inbox full of spam is not very pleasant. Unfortunately, sometimes the algorithm gets it wrong, and what is actually an email with good intentions from a trusted sender gets filtered through as spam.
To further complicate the issue for email senders, each ISP has a different set of rules and regulations they filter for. What may be an acceptable email in Google is flagged as spam in Yahoo and vise versa. There is no clear rule book to refer to when attempting to scale emails to a very high volume. The algorithms are also always changing to react to real spammer behavior, further complicating any attempt to create one clear step-by-step process for success.
The signals for spam prevention algorithms touch on many aspects of emails but include content, design, time, volume, and frequency of sending emails, consumer engagement, digital signatures, and many more. Getting everything right is complex, but if you get any of these wrong, you may find yourself indefinitely blacklisted and banned from emailing.
TrueAccord’s Unique Perspective
Operating in the debt collection space further complicates scaling emails. Even if consumers agreed to be contacted via email, they do not necessarily welcome them, leading to lower inbox placements than eCommerce brands. Despite this enormous hurdle, TrueAccord has similar engagement rates to that of eCommerce companies with up to 30% open rate and 14+% click through rates. IT took a lot of work and careful attention to detail to get us there.
TrueAccord uses machine learning algorithms to pick the best email to send to a specific person at the right time in their debt collections process. The team customizes content, time, and frequency of emails, slowly ramping up scale while monitoring performance. In addition, a lot of TrueAccord contact attempts are reactive, made in response to consumer action or feedback. Contacting consumers in context adds credibility and attracts consumer attention while they are still engaged, further improving their response rates. This close attention to detail coupled with engaging content and data driven targeting makes a significant difference. TrueAccord increases consumer engagement and signals to ISPs that its emails are legitimate, creating a virtuous cycle that improves inbox placement and consumer exposure to emails, again improving engagement.
Our Top Tips for Emails at Scale
We’ve polled our product and deliverability experts to offer you our top tips to follow when building a scalable email program. If you follow these you’ll have a better chance to replicate our success and experience engagement rates that will support, rather than hurt, your long term inbox placement.
Create Valuable Content
The most important aspect to scaling email is writing good content that looks reputable and is well designed. It’s important to earn the consumer’s trust and stay away from using words and phrases that trigger spam engines. TrueAccord accomplishes this by personalizing every email, and sending the right email at the right time during the debt collections process, while also passing every email through a robust approval process to maintain quality.
Because consumer engagement and open rates are a cornerstone of our business practice, we work closely with a team of email deliverability experts and providers. They provide specific industry knowledge concerning each ISP and assist in the warm up strategy for each domain and IP address. Experts help audit deliverability programs as well as deal with ISP-specific challenges and knowhow.
Segment Domains and IP addresses
Utilizing segmented domains and IP addresses allows for growth and scale while limiting the risk to your reputation from a single mistake, which is one of the biggest traps for new email programs. TrueAccord segments email sends to manage sender reputation and distribute potential issues across multiple domains and IP so none of them see too many bounces or receive too many spam complaints, nor have a too high proportion of unopened emails.
Start Methodically and Slow
Scaling your program too early is heavily penalized even among high engagement senders. Most established companies who add an email strategy to an existing customer base make this mistake, which often cannot be undone. TrueAccord places strict limits on email volume growth to make sure ISPs don’t flag our systems.
This is especially important when starting out with a new client. When a new portfolio is added we will send a small group of several hundred test emails for a few days to measure general deliverability and bounce rates. This test cycle provides insight into the appropriate strategy to use for this specific portfolio. If bounce rates are normal, we can begin to send emails freely, but if the levels are higher than expected we’ll utilize high risk mitigation strategies.
Measure Measure Measure
Set, measure, track. Data is the life blood of a scalable email program because you must track performance in of multiple indicators across multiple segments to detect any developing issue. TrueAccord created smart alerts that highlight engagement, spam issues, email features and other indicators across IPs, domains, receiver domains and several others. Together they provide us with a realistic view of how the program is doing as it scales, and where we may have opportunities for improvement.
It’s taken TrueAccord two years of trial and error and obsessing over data to scale to millions of emails sent each month. Our email scale will continue to grow as our consumer base and business grows, and we are confident that this strategy will support our growth.