Some communications require a different approach than standard email marketing campaigns. These are messages that are informational, urgent, or mandatory and must reach as many recipients as possible quickly.
Examples in this category include:
- security incident notifications (data breaches)
- product recalls
- significant contract changes
- health or safety notices
- other communications of essential interest to recipients
Because these sends may involve recipients who do not normally receive marketing communications and may generate different - and sometimes worse - metrics than regular campaigns, it is important to plan them carefully to limit potential impacts on deliverability and sender reputation.
This guide outlines the main recommendations to properly prepare and manage these communications with magnews.
Before sending
Check regulatory requirements
With support from your Legal team or DPO:
- verify that the communication is actually necessary or mandatory;
- define content and sending timelines;
- identify any regulatory requirements to comply with.
Engage the magnews deliverability team
Share with the magnews team:
- the reason for the send;
- the expected recipient volume;
- the required timelines;
- any urgency or regulatory constraints.
This will make it possible to assess the most appropriate sending strategy and reduce deliverability risks.
Sender best practices
Use a dedicated sender email address for notifications
If you normally use a sender email address dedicated to marketing communications, consider using a specific alias for notifications.
Example
- Marketing: marketing@example.com
- Notifications: notifications@example.com
This way recipients will immediately recognize the nature of the communication.
Keep your usual sending domain
- Always use the sending domain you usually use that best reflects your company and brand.
- Avoid creating new or lookalike domains exclusively for this type of send, as they may reduce trust among recipients and mailbox providers.
Content best practices
The communication should:
- be purely informational;
- be clear, concise, and easy to understand;
- highlight the importance of the message upfront;
- contain only the links that are strictly necessary;
- clearly indicate any actions required of the recipient;
- Avoid promotional content, so do not include:
- promotional offers;
- discounts;
- marketing content;
- promotional calls to action
Clearly identify the sender
The sender name should allow the recipient to immediately recognize the organization.
Example
Sender:
- Company XYZ Notifications
Subject:
- Important communication
- Notification regarding your account
- Important update on your account security
How to select recipients
When possible, include recipients in this order of priority:
- users directly impacted by the communication;
- active users;
- subscribed users;
- previously unsubscribed users, if the nature of the communication justifies it;
- users with prior soft bounces.
Addresses classified as permanent hard bounces must be excluded from the send, unless a legal requirement mandates contacting them as well.
During sending
To maximize the chances of delivery:
- avoid sending marketing campaigns to the same target at the same time;
- consider, together with the magnews team, a gradual rollout instead of an immediate massive send;
- closely monitor bounces, complaints, and delivery rates throughout the entire sending phase.
When to contact the magnews deliverability team
Contact the deliverability team in advance if:
- you need to reach a number of recipients significantly higher than your usual volumes;
- you need to include users who are normally excluded from marketing communications;
- the communication is particularly urgent;
- it is a notification related to security, privacy, or regulatory obligations.
Early involvement makes it possible to determine the most effective sending strategy and reduce risks to reputation and deliverability.
The deliverability team may also consider proactively contacting the postmasters of major mailbox providers to notify them in advance of your mandatory send.