Forum Discussion

kellyhogan's avatar
kellyhogan
Braze Employee

Hi experts! As senders increase volume and frequency as we get closer to Black Friday, is there any mailbox provider specific preparation they should consider?

Goot's avatar
Goot
Practitioner III
7 days ago

Hey Kelly! This is a great question, and one senders may not have considered already!

Definitely pay attention to the provider breakdown of your list before increasing volumes. Gmail tends to be less sensitive to volume changes, whereas Microsoft domains react strongly to growing traffic, often by blocking messages from being delivered. If you've suffered any deliverability declines during the year, now is not the time to go full-throttle!

Deliverability damage can take weeks or months to mitigate, resulting in the loss of engagement and income as many buyers still seek offers well into the new year. To help control volumes, check out the Braze platform’s rate-limiting and frequency-capping features. We generally recommend that you not exceed double the prior day's volumes when ramping to higher volumes.

Check out one of our past blog posts about holiday sending, too!