Azam Marketing’s Joint Study with Gold Lasso Reveals Five Variables of Scaling Email Volume

Azam Marketing, one of Europe’s oldest digital marketing firms, and Gold Lasso, a provider of sophisticated multichannel marketing software, released a free whitepaper today entitled “The Five Variables of Scaling Email Volume.”

Online PR News – 17-October-2012 – London – In working with Azam Marketing, Gold Lasso has uncovered the complex balance of scaling and successfully executing high volume email campaigns for a client in accordance with best practice and legislation, and is happy to share this joint insight with the public. This whitepaper is available to download free of charge on the Azam Marketing website at

Gold Lasso’s Chief Technology Officer, Michael Weisel, commented, “We pride ourselves on the science involved in massively scaling an email operation for a single client where deliverability is a constant challenge. Supporting the science are the disciplines of planning, preparation, and sender reputation building. Once scale is achieved, maintaining a quality sender reputation and keeping to the highest of standards presents other challenges that high volume senders must be concerned with. The process of scale is not as simple as clicking the send button.”

Gold Lasso and Azam have uncovered the five variables that are integral for scaling a successful email marketing operation: Sender reputation, bounces, list management and cleansing, content and engagement, and finally, technology.

Azam Marketing’s Chief Executive Officer, Nadeem Azam commented, “It’s not easy to scale email marketing. We manage over 16 million email records with multiple data sources and therefore we must feel confident that our campaigns are being executed to their fullest potential. Gold Lasso has been more than supportive in our efforts to master this”.

A successful high volume email marketing strategy can be achieved if the following key points are kept in mind:

• Managing deliverability for high volume is a joint effort between the ESP and client.
• Reputation success stems from data cleanliness and a good sending strategy.
• Abrupt strategy changes can cause issues and must be planned.
• There is no direct line to the ISPs. Vigilance and responsible sending practices are a must.
• Be prepared for a long scaling process. Extreme volume swings will not be effective.

A four page whitepaper is available for free download here:

About Azam Marketing

Azam Marketing ( has been at the forefront of digital marketing and design since 1997 and specializes in affiliate, email, search and social media marketing, as well as website design and development. The award-winning UK agency carries out the eCRM and email marketing for a number of blue chip companies and currently manages over 16.4 million opt-in email records.

About Gold Lasso

Founded in 2002, Gold Lasso (, located in Gaithersburg, Maryland, is a provider of sophisticated multi-channel marketing technologies and services that help companies easily interact with their customers in a more relevant and personalized way. In an ever-changing marketing environment, long-term client success is our mission; therefore we provide every client with a dedicated and knowledgeable Account Manager who delivers ongoing strategic guidance. As a continuous developer of innovative features, Gold Lasso is greatly attuned to market shifts and client needs. We make multichannel marketing success cost-effective and easy by providing an all-inclusive feature set scalable for clients to grow their marketing efforts without having to migrate to more expensive systems. We do this by leveraging open source technologies that afford us greater cost advantages that we pass on to our clients. Some of these features include an intuitive and user-friendly interface, in-depth metrics and reporting, campaign automation and a robust API for easy integration. Gold Lasso is truly a complete system designed for clients to achieve a maximum ROI from their email, mobile and web marketing efforts.