4 beelion emails

Sendgrid announced their volumes for Black Friday and Cyber Monday:

To provide a clearer understanding of our scalable systems, on Black Friday 2019 we processed 4.1 billion emails and this Cyber Monday we processed 4.2 billion emails (46% more than 2018) and processed up to 315 million emails/hour (burst rate) into inboxes all around the world! To give you a better understanding of this scale, you can get to the moon and back 4 times in fewer yards than the number of emails we sent on Black Friday.

That’s more than double the volume they sent in 2017.

I expect other large senders did similar volumes, which makes the total amount of email over the last week mind blowingly huuuugee.

How much mail did you send?

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Successful sends on Black Friday

Last year a number of ISPs mentioned the Black Friday email volume was congesting their systems and causing delays. While anecdotally it seems that volume is up over last year I also haven’t heard any ISPs talking about congestion. Likewise, most of the delivery folks I’ve spoken too today and over the weekend are saying there were no major problems.

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Ask Laura

An Advice Column on Email Delivery
When we work with brands and senders to improve email delivery, there are many questions that come up again and again. For 2016, we thought it might be interesting to answer some of those questions here on the blog so others can benefit from the information.
Confused about delivery in general? Trying to keep up on changing policies and terminology? Need some Email 101 basics? This is the place to ask. We can’t answer specific questions about your server configuration or look at your message structure for the column (please get in touch if you’d like our help with more technical or forensic investigations!), but we’d love to answer your questions about how email works, trends in the industry, or the joys and challenges of cohabiting with felines.
Your pal,
Laura
AskLauraHeader
 
 

Dear Laura,
I’m having a hard time explaining to our marketing team why we shouldn’t send email to addresses on our lists with very low read rates, that are dormant but not bouncing, or that spend less than 2 seconds reading our mail. I’m also struggling to convince them that it’s not a good idea to dramatically increase email volume during the holidays (i.e. going from one send/day to 2-3 sends/day).
We already segment based on recency, engagement, and purchase behavior, and we also have some triggered messaging based on user behavior.
Can you help me find a way to help explain why sometimes less is more?
Thanks,
The Floodgates Are Open

Dear Floodgates,
ISPs ask two fundamental questions about email when it comes in:

  1. Is it safe?
  2. Is it wanted?

If the answer to both those questions is yes, the mail is delivered to the inbox.

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Does volume cause blocking?

There seems to be a never ending debate about volume and how it affects delivery and revenue. I regularly get questions asking if ISPs block senders just for volume.
The answer is no. Unless you’re actually sending enough mail to overwhelm the incoming infrastructure, something that’s difficult on today’s internet, you’re unlikely to be blocked due to simply sending a high volume of mail.
Sending mail recipients don’t want, or mail that looks like spam, that will get the mail blocked or filtered.

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