If you've been emailing contacts regularly, you may have noticed that after 5 emails without a response, the Cannabiz Media email system will temporarily mark that user as "Not Deliverable". Those contacts will not be able to receive emails from you unless they perform some action, either an open or a click, until that block is lifted. This is sometimes referred to as the "5 Strike Rule".
In general, most email addresses within the Cannabiz Media Database are not opt-in. Fortunately, the general consensus is that you are allowed to send "a few" messages to someone who has not opted in to receiving emails from you before it's considered spam. Since you do not have direct access to the email addresses to verify that you're not spamming someone, Cannabiz Media automates this process to help prevent you from landing in "spam jail", and not being able to send to anyone at a particular email provider.
The calculation is simple; when you create a new email campaign, we calculate your total email statistics on each recipient, by email address, to determine how many opens, clicks, and delivered emails that particular email address has received over the past 6 months. If it has received 5 or more emails, without opening or clicking on a single one, it's blocked.
This does not mean they are "blocked for 6 months". It's a rolling calculation. We'll go through a few examples to demonstrate how our system determines this block.
Johnny emails Becky on January 1st (email 1). Noticing that Becky has not opened his email, he waits until January 15th (email 2) to send another email. Again, Becky does not open or click on the email, so Johnny waits until February 1st (email 3) to send another email. No opens, so he waits until March 1st (email 4), and sends another email. Still nothing, but Johnny doesn't want to get blocked right away, and he's used up 4 of his 5 emails without any activity. He tries once more, on April 1st (email 5), to get a response. Since Becky didn't respond or interact with the previous five emails Johnny is blocked from sending to Becky until July 1st, which is 6 months after his first email to her. However, on July 1st, he can only send one email to Becky until July 15th (6 months after his second email). This is because the calculations are rolling, and only take into account activity within the last 6 months.
Let's look at another example.
Tom emails Brad on March 1st. He does not understand why Brad didn't respond, so he replies again on March 2nd. Still no response, he's getting concerned now so he sends another 3 emails on March 3rd. Since Brad does not respond to any of Tom's emails, Tom can't send any more emails until 6 months later, on September 1st. At that point, he can send one, then another on the 2nd, then 3 more on the 3rd.
In these examples, you'll notice that Johnny was blocked from sending emails to Becky for a total of 3 months, but Tom couldn't send any emails for 6 months. This is because Tom sent all his 5 emails in a single month, while Johnny spaced his out appropriately and did not burn all of his chances in a single month.
Of course, if a user opens, or clicks on one of your emails, you're immediately able to send them more emails. That doesn't mean you should spam them right away, but it does mean that more engagement with your email content opens up more opportunities to connect.
If you'd like more information on how to maximize your use of our email marketing tool or you'd like more information on how to increase your engagement rates, please check out our eBook: Kicking A$$ With Email Marketing
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