Have you ever tried emailing prospects from different email addresses? It can be a great way to improve your deliverability — especially if you’re sending hundreds or thousands of emails at a time. Earlier this year, Google required bulk senders to stay under a 0.3% spam complaint rate. If you send 1,000 emails and only 3 get marked as spam, your domain gets blocked.

Sujan Patel, the co-founder of Mailshake, says email rotation, also known as sender rotation or inbox rotation, is a great solution for this potential problem. Instead of sending all your emails from one address, you spread them out across multiple addresses or IPs.

In this issue of PromoPro Daily, we share Patel’s thoughts on why email rotation can be so helpful, particularly for businesses that send large-scale email campaigns.

It gives you options. Email rotation essentially serves as a backup plan, Patel says. If one of your email addresses gets flagged by an email service provider (ESP), you don’t have to panic. You can just use your other address to keep the communication going.

It can lead to better engagement. No one wants their emails to land in the spam folder. When this happens, your carefully crafted message or offer is essentially lost. Patel points out that with email rotation, you benefit from higher deliverabilty, which translates to higher open rates, click-through rates and overall engagement. Email rotation also keeps things fresh, he says. When recipients see an email from a new address, they might be more inclined to open it, thinking it’s new or important.

It can help you avoid IP blacklisting. This happens when your IP address gets flagged by ESPs, often because of a few factors, Patel says. One factor is sending a high volume of emails that end up with several spam complaints. Another is having several emails bounce back because the recipient addresses don’t exist. Email rotation allows you to navigate around this issue, Patel says, because you spread out the volume of emails across multiple IPs. No single IP gets hit with too much activity.

If your promo business relies heavily on cold email for lead generation, look into sending from multiple inboxes. It can help prevent your messages from landing in the dreaded spam filter. Plus, when prospects see a variety of names in their inbox, they may feel more inclined to open the emails, which can boost your engagement.

Compiled by Audrey Sellers
Source: Sujan Patel is the co-founder of Web Profits and Mailshake. He has more than a decade of experience as a marketer and entrepreneur.