Cancellation of Campaign Sending: Reasons and Solutions

It may be the case that the sending of one of your campaigns is canceled if certain conditions occur.

If this happens, in this article, you can find out the reasons that have caused the cancellation, how to solve them and how to reactivate the sending.

Reasons for cancellation of the sending of a campaign

If your sending has been canceled, it is due to one (or both) of the following reasons:

High number of hard bounces

When we detect that in a campaign, there are a high number of emails that do not exist (hard bounces), typically because the email has some errata or has ceased to exist (something frequent in old or purchased lists), we cancel it as soon as possible to avoid major evils. Here’s what those biggest evils are:

  • Email providers (Gmail, Hotmail, Yahoo, etc.) have a way to categorize incoming emails using filters. These filters, which determine whether a campaign email address reaches spam or not, take into account these factors:
    • The behavior of your subscribers (if they open your campaigns)
    • The reputation of the domain of the email you use as the sender
    • The content and links in your campaign

We are going to focus on the second point, the reputation of the domain of the email you use as a sender, that is, if you send your emails with the address [email protected].

Sending a high percentage of emails to addresses that do not exist (hard bounce) activates the anti-spam filters of mail providers, which automatically detracts from the reputation of your sending domain. This means that the more addresses you send that do not exist, the more likely you will get to spam systematically. This is why we automatically pause campaigns if they have a very high percentage of hard bounces, to give you the opportunity to clean up the list of emails that do not exist.

You have more detailed information on how to avoid spam in this article, in which we give you a more detailed explanation of how anti-spam filters work.

High number of complaints

When many subscribers mark your submission as spam manually, you are not sending the content for which the subscribers signed up to your list. It could be that you are using a pre-existing list to submit other content, or in the worst case, you are submitting to a rented or purchased list.

The only solution, in this case, is for you to verify that you are sending the appropriate content to subscribers who are actually interested and who have given you their explicit consent to do so. For this reason, having a quality sending list is essential.

Clean your lists

The solution for canceled campaigns is to clear your list to remove those email addresses that do not exist. List cleaning is important for email campaigns because it helps ensure that the emails being sent are delivered to active and valid email addresses. This helps to improve the overall deliverability and response rate of the campaign.

Additionally, sending emails to inactive or invalid email addresses can negatively impact the sender’s reputation and may result in an email being flagged as spam or blocked by email providers.

Performing list cleaning also helps to keep your email list current and updated, which can be helpful for future email marketing campaigns and can help you to target your audience better.

Several steps can be taken to clean an email list:

  1. Remove duplicate email addresses: This step involves identifying and removing any duplicate email addresses that may be present in the list.
  2. Remove invalid email addresses: This step involves using email validation software to check the list for invalid email addresses, such as those with syntax errors or fake email addresses.
  3. Remove bounced emails: This step involves identifying and removing any email addresses that have bounced back, indicating that they are no longer active or valid.
  4. Remove unsubscribed emails: This step involves identifying and removing any email addresses unsubscribed from previous campaigns.
  5. Segmenting the email list: This step involves dividing the email list into smaller groups based on specific criteria, such as demographics or past purchasing behavior. This will help you to better target your campaigns and improve the response rate.
  6. Finally, consider reaching out to inactive subscribers and ask them to confirm if they want to continue receiving emails.

It’s worth noting that some of these steps can be done manually, and others can be done with the help of an external service that can automate the process for you. It’s important to keep in mind that list cleaning should be done regularly, to maintain the accuracy and effectiveness of your email campaigns.

Clean lists with an external service

One way to simplify the process is to use a dedicated email list cleaning service. However, it’s important to be cautious when choosing a service, as some companies may offer low prices, but their methods may not be effective.

In fact, cheaper cleaning services may not be real at all, as the cost of providing a thorough and accurate cleaning service is high.

Therefore, investing in a reputable and reliable service is recommended rather than risking the potential negative consequences of a cheap, ineffective one.

Resume Sending

Once you’ve done this cleanup and review of the list, you’ll need to duplicate the campaign, choose the new clean list, and resubmit the campaign.

We recommend sending it back to those who received the first campaign because having had a high number of hard and casualties, it is quite possible that the first campaign reached them in the spam folder.