Know what one send actually costs.
Campaign cost is easy to misjudge because the unit is small. Work out the number of recipients you expect, multiply by the number of sends in the period, and price that total before you commit. Most sending is priced per thousand recipients, so the same total can be bought as a plan with an included allowance or as purchased credits drawn down as you go.
Decide between a plan and credits.
A plan gives you a predictable monthly allowance that resets, which suits a steady rhythm. Purchased credits stay in your account until you use them, which suits a launch, a seasonal spike or a client project with a fixed end date. Many senders use both, because the included allowance is used first and credits cover what runs past it.
Protect the list as carefully as the budget.
The audience you can reach is worth more than the rate you pay. Send only to people who asked to hear from you, keep the list current, and make leaving easy. A smaller, engaged list is usually cheaper to run than a large neglected one, because it bounces less and complains less.
Watch the first campaigns closely.
After a send, look at delivery activity rather than assuming. A rising bounce rate usually points at a list that needs cleaning. A sudden drop in activity points at authentication or content. Your dashboard holds the sending results, so the habit of checking them is what keeps a list healthy over time.
By the WazobiaMail team at Bonifade Technologies.
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