How Our 3-Wave Sending Strategy Increased One Client's Email Revenue by 347% in 90 Days
The sending method that works by understanding how AI systems work and the fact that they are expensive to run for companies like Microsoft and Google
Why does 3-wave sending work?
The Psychology Behind It
The AI systems that power the Inbox Placement Algorithm cost significant resources to run, resources cost money. Mailbox providers like MS, Google, Yahoo etc. will always look to minimize these costs. That knowledge combined with the understanding that AI system learn sparked the concept of the 3-wave sending.
This was then tested for 3 months with a small group of users and lead to over 60% increase in open rates and double the click rates.
Simplified flow of logic when sending normal bulk campaign:
Mailbox provider (MBP) receives thousands of (mostly) the same emails as part of an email campaign.
MPB AI system tests the email with a group of receivers that are online and AI waits to see if they engage (the MAIN success factor)
If engagement is good, AI forms hypothesis that the email is good and wanted.
Email gets placed in a bigger group of receivers their inboxes. If engagement stays up more and more of the emails get delivered in the primary inboxes. If engagement is bad, emails will start going to 'other folders' or even the spam folder. *
After having evaluated the engagement of a certain number of emails the AI makes final scorecard, and from there on out, the rest of the emails go to either the primary, alternative folders or to spam. To save processing power it's not going to keep testing your campaign until every recipient has received it.
TL;DR
The MBP AI systems learn if your campaign is good or bad in real-time based on a small batch of receivers. Once the decisions is made by the AI the only deviations are based on individual mailbox their settings and history.
* this is oversimplified, these systems also take into account individual inbox settings and preferences, sender reputation, and past engagement with sender.
The 3-Wave Sending hacks that work like this:
Wave 1: Send To Only Most Engaged Subscribers
We know the AI learns in real time and its measure for success if engagement (Replies, Clicks, Opens). Hence we increase our changes of success by ONLY sending our campaign to our MOST engaged subscribers (typically 0-15 days last engaged)
-----Wait 30 min - 2 Hours ------
Wave 2: Confirm the Hypothesis
The AI has seen great engagement, so it now believes your campaign is high quality and wanted (it gets positive attention!). Now we send to your 2nd most engaged segment. Typically 16 - 30 days last engaged. This segment needs some more time to engage with your emails but chances are still good for high engagement and love from the AI.
----- Wait 2 Hours - 6 Hours -----
Wave 3: Send to the rest
The AI has confirmed that your campaign is good, so to save cost it won't further evaluate it and quickly place it in the primary inboxes of your subscribers.
Result: 2-4x More Opens & Clicks
In the beginning the 3rd segment will be your majority of subscribers (31-60 days) but after a few months of doing 3-wave sending you will noticed the volume shifts strongly to Wave 1, wave 2 and 3 become smaller and smaller and you get more clicks then ever and revenues go up!
Here's the proof it works
Here are a few results of our clients using the 3-wave sending strategy, click to see the screenshots in full detail!
20%+ Click rates - something you'd like to see too? For the owner of K9 Media it's a regular thing
Sender domain reputation went to HIGH in just a few weeks after starting 3-wave sending as a Clickbank affiliate.
The domain was grey-listed (shadow banned) by Gmail. +/- 2.5 weeks of 3-wave sending and open & click rates jumped massively
Gary's testimonial, 'numbers he has never seen before'
KVSocial - 100% promotional emails either affiliate emails or product launch emails
SaaS Company ContentGorilla AI does it all. Product launches, affiliate promotion emails and product promotions
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