Are you brand new to sending mass emails and not sure where to start? Unfortunately, sending mass emails is actually a pretty complicated science. Fortunately, we’ve put together this guide so you can tackle the initial steps of sending with SparkPost and fill you in on some of the jargon you’ll need to know when building out your email program.

发送群发邮件的技巧

1. Understand the Differences Between Transactional Email and Marketing Email 

交易性的电子邮件是那些你的企业用来进行操作的电子邮件。密码重置链接、多因素认证代码、订单和运输确认以及发票都是交易性邮件的例子。

Sending 交易性电子邮件 can be considered as a part of doing business so you may not need opt-in consent. If you are sending marketing emails you will need your recipients to opt-in or your emails could be considered SPAM.

2. Determine if You’re Sending Out immediately or Scheduling a “Bulk Send” 

A bulk send is what it sounds like — forwarding content to many different people at one time, such as a company newsletter. Think about 发送限制. Your “bulk send” amount could go over your sending limit.

3. Make Sure You Are Sending Expected Content 

This could include the copy of everything from your ‘password resets’ 到 content of your newsletter.

When sending mass emails, your messaging has to be valuable to each person who receives it. For example, newsletters should contain something that’s relevant to your subscribing audience and in line with expectations they had when they signed up for your newsletter.

If you said you’d send company news once a month, you shouldn’t start sending promotions once a week. That will generate 垃圾邮件 complaints and poor deliverability. 交付能力 consists of all the issues involved in getting your emails delivered 到 expected recipient. Unexpected content could cause poor deliverability and block your email from being delivered.

4. Set up Your Sending Domains and Sender Authentications

Sending domains are used to identify you as a sender, help you build a sender reputation with ISPs for better inbox placement, and allow you to send more messages on our system. Find out more about how to set up your sending domain here.

Choose between two standard methods to authenticate your business as a reputable sender — SPF and DKIM. The 发件人政策框架 (SPF) allows the receiving computer to check your email address’ validity and your sending authorization. With 域名密钥确定的邮件 (DKIM), the sending computer provides authenticity on behalf of the sender. Both methods improve your sending reputation, a key factor in deliverability.

5. Use a Template to Personalize Your Message

A template defines the body of your email. It is also the place to define where substitution data will go in your emails. Find out more about 在此创建一个模板.

Templates provide an excellent opportunity to customize your emails with your brand style, as long as you keep the formatting simple for a good user experience. You can 使用替代数据字段 to personalize your communications for your recipients. Adding your customers’ names or other relevant demographic data increases the chances your customer will engage with your email.

6. Collect a Recipient List and Segment It for Best Results

收件人名单是你想让你的邮件送达的电子邮件地址名单。同样，要确保你得到收件人的同意。你不应该把没有选择加入的人加入你的名单，因为这可能会影响你的发送能力。关于建立收件人名单的更多信息可以在这里找到。

You can also set up email using SMTP. Simple Mail Transfer Protocol (SMTP) is an Internet standard for electronic mail (email) transmission. Here is a video to explain sending via SMTP:

If you are sending via SMTP or REST 应用程序接口 you will need an API Key. ǞǞǞ API key is used to authenticate you acting on behalf of your account with tools outside of SparkPost. Steps to create an API key can be found here.

When you create lists, 将他们分成几组 is your best opportunity to further refine your message targeting.

7.针对移动设备进行优化

无论你是发送交易性邮件还是促销性邮件，都要确保它们是移动友好的显示。许多人喜欢从他们的手机上检查和阅读他们的电子邮件。如果通信的查看具有挑战性，你的退订或不太理想的用户体验的机会就会增加。

发送群发邮件时应避免什么

当涉及到了解如何发送群发邮件时，有一些步骤可以简化你的流程。

1.不要忽视法规

围绕电子邮件的立法是很多的。欧盟的《一般数据保护规则》（GDPR）、《控制非请求的色情和营销行为法案》（CAN-SPAM）和《加利福尼亚消费者隐私法案》（CCPA）为您在什么情况下可以向您的客户和潜在客户发送电子邮件提供指导。熟悉那些适用于你的业务的准则，以保持合规性，防止处罚和罚款。

2.不要使用旧的电子邮件地址

If you’ve gotten hard bounces or 被退回为永久无法送达的电子邮件, make sure to remove those addresses from future mailings. Maintaining your lists keeps them healthy, so bounces won’t affect your deliverability and don’t count against your sending limits. Hard bounces provide an opportunity to analyze and learn about user engagement and experience, so take advantage of the chance to fine-tune your lists and message.

3.不要忘记热身

许多企业在发送大规模的群发邮件之前会进行IP预热。在IP热身中，你的公司使用参与度最高的几个客户作为收件人，然后继续建立。当ISP看到你的通信被接受而没有大量的退件或投诉时，你的发送信誉就会提高。发送限制通常按比例增加。

虽然建立一个电子邮件群发程序肯定是一项艰巨的任务，但我们希望这些步骤能够为你指出正确的方向。只要稍加努力，我们相信你会成为一个全面的电子邮件专家