Sending promotional emails with Message Streams, explained

It’s been ~two years since we expanded beyond transactional email so you can send all your customer communications with Postmark. And since ‘tis officially the season to be sending promotional email 🎁 we thought you would find this reminder useful: you can use Message Streams to send out your promotional emails in the coming weeks… and beyond!

Your promotional emails need a Broadcast Stream #

We built Message Streams to optimize deliverability for all your emails: transactional, broadcast, and everything in between.

Each Message Stream you create is classified based on how your email is sent: transactional (sent to a single recipient) or broadcast (sent to multiple recipients). That classification helps us group and route emails into the right sending IPs to optimize deliverability and time to inbox.

So if you are planning on sending promotional or marketing emails,*** you’ll need to create a dedicated Broadcast Stream. If you don’t, and we detect promotional email being sent through a Transactional Stream, your sending will be paused.

***What kind of messages count as 'promotional'? #

Broadcast or promotional mailings are bulk distributions of the same message to many recipients simultaneously. They are likely to include:

• Limited-time offers

• Sales campaigns

• Event announcements

• Discounts, coupons, vouchers, and giveaways

• ...and more examples

💛 Friendly tip: you should only send your broadcast messages to recipients who have explicitly opted-in to receive them. You may think you’re missing out on reaching all of your customers, but do you really want to email people who aren’t interested in hearing from you? That’s the sort of sending that results in lower engagement, spam complaints, a poor sending reputation, and ultimately impacts deliverability.

How to send promotional email with Postmark  #

If you’re new to Broadcast Streams, we’ve got you covered with these quick set up instructions:

Then take a look at this handy best practices checklist. It’s got all the dos and don’ts you need to make sure your promotional emails get a gold star 🌟

And most importantly, set up and test your Streams sooner, rather than later. If you’re planning a big send, have questions, or get stuck, reach out to our support team for help. Your future self, your customers, and your team will be grateful—and everyone can enjoy their holidays instead of troubleshooting email delivery 💪