Marketing Tips

What is Subscriber Data Management for Email Marketing?

what-is-subscriber-data-management-for-email-marketing?

Consumers expect highly personalized experiences when engaging with your brand. If you fail to meet them on their terms, they’ll likely switch to one of your competitors. This means that you must prove you care about your customers as individuals and try to understand their unique needs at every touchpoint—especially when you’re sending them regular marketing emails. Luckily, there’s an abundance of data available to

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SOS! My Emails Are Bouncing!

sos!-my-emails-are-bouncing!

Email bounces are among the most dreaded outcomes for email marketers—especially when they’ve previously enjoyed normal delivery rates.   After all, a bounce means subscribers will never get to see the snappy campaigns that take time and effort to create. Plus, any potential revenue those emails might have earned is gone in an instant. To keep your bounce rates healthy, let’s take a look at the

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Data Privacy: The Cost of Getting It Wrong

data-privacy:-the-cost-of-getting-it-wrong

When Europe’s General Data Protection Regulation (GDPR) became effective in May 2018, it established a foundation for a new generation of data privacy laws that afford greater protection to consumers. Core principles such as unambiguous consent, data minimization, limitation of purpose, and the right to object had effectively written established data best practices into law. Since then, GDPR-style privacy legislation has been adopted around the

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12 CRM Metrics Your Team Should Track

12-crm-metrics-your-team-should-track

Sometimes the old cliches work best: “If you can’t measure it, you can’t improve it.” Measuring performance and adjusting tactics accordingly is critical to spur growth in just about every industry. But with so many data points available to businesses today, choosing what to measure can be overwhelming. This is particularly true when it comes to CRM metrics. When chosen and monitored accurately, customer relationship

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What is List Hygiene? Plus, 3 Tips to Clean Your Email List

what-is-list-hygiene?-plus,-3-tips-to-clean-your-email-list

The world of email marketing is ever-changing. But even the most well-oiled digital marketing machine won’t lead you to success if your contact list is full of duds. Or worse, if you’ve been blocklisted with mailbox providers (MBPs) and internet service providers (ISPs). List hygiene is the process of validating your data to ensure you have a clean list of contacts to send campaigns to. 

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Breaking Down Brand Intelligence with MailCharts

breaking-down-brand-intelligence-with-mailcharts

Email planning is hard. Teams are invariably under-resourced, and the next big campaign is always just around the corner. Brainstorming that next piece of amazing creative, the next eye-catching subject line, and the next perfectly crafted offer can often feel far more like perspiration than inspiration! The question is: How can marketers solve these challenges? The answer lies in great brand intelligence. In the latest

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7 Email List Hygiene Tips for a Post-MPP World

7-email-list-hygiene-tips-for-a-post-mpp-world

Since its release in September 2021, Apple’s Mail Privacy Protection (MPP) has completely changed the email landscape. Validity data shows that pixel fires associated with the Apple proxy skyrocketed to approximately 70 percent of total device usage by last December. Unsurprisingly, MPP has had a broad range of effects on email marketers. One key challenge, and one we hear frequently from our clients, is the way

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Email Accessibility 101: Best Practices for Email Marketers

email-accessibility-101:-best-practices-for-email-marketers

Accessibility is a red-hot topic in the email community. There’s a range of good reasons why senders are laser-focused on accessibility right now:   Legislation like the Americans with Disabilities Act (ADA) in the U.S. and the Equalities Act of 2010 in the U.K. create legal obligations around accessibility—and penalties for those who fail to comply. For example, in 2019, the U.S. Supreme Court sided with

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4 Outdated Email Practices to Avoid

4-outdated-email-practices-to-avoid

The world of email is changing fast. Rising consumer expectations for personalized content, new privacy laws, Apple’s Mail Privacy Protection (MPP), and COVID-19 have changed the playing field for email marketers. It’s tough for senders to alter their strategies when they’re used to doing things a certain way. But staying complacent in this climate is a surefire way to lose out to competitors who are finding…

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6 Tips to Power Up Your Email Preference Center

6-tips-to-power-up-your-email-preference-center

Email preference centers: Everybody has them, but few senders take the time to build them in ways that drive meaningful improvements to their marketing efforts.   Let’s start with the basics: An email preference center is a landing page that subscribers can use to make choices about the emails they’ll receive. The simplest preference centers provide options for the frequency of mailings, the type of messaging…

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APAC Webinar: It’s Not Too Late to Prepare for Peak Sales Season Performance

apac-webinar:-it’s-not-too-late-to-prepare-for-peak-sales-season-performance

Email marketers face mounting challenges during peak sales season. During this time, their workloads multiply as they ramp up their marketing campaigns. Further complicating matters, the peak selling season is getting longer. Peak sales season used to start on Thanksgiving and end with New Year’s sales. However, Black Friday now extends into Black November, Cyber Monday is more like Cyber Week, and New Year’s sales now run…

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4 Surprising Data Points Email Marketers Should See Before Black Friday

4-surprising-data-points-email-marketers-should-see-before-black-friday

As marketing teams prepare for the holiday season, it’s important to consider the lasting impacts of your peak season email sending. Seven years ago, “Black Friday” was a US-specific holiday. Now, we’re seeing several other events take place in the last few months of the year that generate spikes in email volume. These spikes affect senders long after they’ve packed up the decorations—and most don’t…

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4 Tips B2B Email Marketers Should Take from B2C Brands

4-tips-b2b-email-marketers-should-take-from-b2c-brands

As an email marketer, you’ve worked hard all year to reach subscriber inboxes—but don’t take your foot off the gas yet. Deadlines to meet end-of-year sales and marketing goals are approaching quickly. Unfortunately, marketing teams have their work cut out for them this year. Record email sending volumes mean stiff competition in the inbox. To attract and engage recipients in this climate, cookie-cutter email campaigns won’t cut…

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The State of Email in APAC

the-state-of-email-in-apac

Email marketers are facing some unique challenges in 2021. As we approach peak holiday and sales season, record sending volumes mean even greater competition in the inbox. Plus, the introduction of Apple’s Mail Privacy Protection (MPP), which prevents email senders from deploying tracking pixels and masks recipients’ IP addresses, will further complicate email marketers’ lives as they start to lose important behavioural data points. In…

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Ethical & Exceptional Email: How to Rank Top for Both

ethical-&-exceptional-email:-how-to-rank-top-for-both

Ethical marketing is a hot topic right now, especially with the introduction of Apple’s Mail Privacy Protection (MPP) functionality. MPP strengthens subscriber privacy by restricting the use of tracking pixels and IP addresses to identify factors like email opens, device utilisation, and location. It’s being presented as a challenge, but MPP also creates opportunities for progressive businesses. Transparent use of personal data builds stronger relationships,…

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Apple’s Mail Privacy Protection is Here

apple’s-mail-privacy-protection-is-here

Today is the day Apple just released iOS 15, which includes its latest privacy feature, Mail Privacy Protection (MPP). This has been a hot topic among marketers since Apple first announced their plans to introduce the feature back in June. Regardless of how much (or how little) you chose to prepare your email program for this release, it introduces a huge change for marketers. Yes,…

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The Do’s and Don’ts of Seed Testing

the-do’s-and-don’ts-of-seed-testing

While your email service provider (ESP) can provide you with valuable metrics such as delivery rate, bounce rate, complaint rate and more, it’s important to consider the “big picture” when tracking the success of your email program. Seeding your email campaigns—or sending your campaigns to a list of test email addresses—can help you to see the big picture by allowing you to get a sense…

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Around the World in Data Privacy

around-the-world-in-data-privacy

Our July 7th State of Email Live webinar was truly a global affair. Validity’s Tori Garcia, Danielle Gallant, Sophie Jean, Rafael Viana, and Sandra Schubert joined us to discuss all things data privacy in different parts of the world. Before embarking on our world tour, we had the privilege of hosting Karie Burt, Chief Data & Privacy Officer from MeritB2B. She shared her insights on…

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Email: The Swiss Army Knife of Marketing

email:-the-swiss-army-knife-of-marketing

During our “Train Your Email Brain” webinar featuring Anna Frigerio from the DMA, Alex Fadahunsi from Trainline, and Validity colleagues Elliot Hogg and Ignacio Lecuona, we reviewed key findings from this year’s Marketer Email Tracker report. Email budgets benefitted in 2020 as spending was diverted from non-digital channels and they now represent over 20% of total marketing budgets. However, Anna showed us that this success…

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Top 6 Tips for Communicating With Consumers During a Natural Disaster

top-6-tips-for-communicating-with-consumers-during-a-natural-disaster

Natural disasters aren’t going anywhere any time soon – and unfortunately, it seems like the frequency in unprecedented natural disasters has increased in recent years. While you cannot control the severity or frequency of natural disasters, you can control how you handle your communication with consumers. You might be asking yourself, what does this have to do with email? The answer is: a lot more…

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