Deliverability

Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges

why-b2b-brands-face-unique—and-sometimes-self-inflicted—email-deliverability-challenges

Email deliverability can feel out of your control. This is perhaps especially true of B2B brands, which have traditionally struggled with the mercurial spam filtering behaviors of corporate email servers and the IT overlords that control them. However, with Google Workspace and Outlook 365 making serious inroads into the corporate email market, B2B email deliverability is behaving more and more like deliverability for B2C brands.…

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Hide My Email Elevates Risks of Temporary Email Addresses

hide-my-email-elevates-risks-of-temporary-email-addresses

Email marketing is a great way to build long-term relationships, but marketers have always wrestled with accepting low-value email addresses from would-be subscribers. B2C brands wonder if a subscriber has provided their primary email account or a secondary address they check far less frequently. And B2B marketers debate accepting freemail addresses or only corporate email addresses, which make lead scoring easier. While businesses can make…

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Audience Acquisition Source Ideas to Explore: An Oracle Consulting Checklist

audience-acquisition-source-ideas-to-explore:-an-oracle-consulting-checklist

Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this one about audience acquisition source ideas. Whether you’re building your audience in email,…

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How Many of My Subscribers Will Be Affected by Apple’s Mail Privacy Protection?

how-many-of-my-subscribers-will-be-affected-by-apple’s-mail-privacy-protection?

Marketers now realize that Apple’s Mail Privacy Protection will impact a wide range of email marketing functions. By generating false opens, distorting open times, and obscuring IP addresses and device information, Apple’s changes will affect everything from email analytics and deliverability to email strategy and design in a significant way. However, some marketers are unclear exactly how big the impact will be on those aspects…

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The 7 Factors that Determine Email Deliverability

the-7-factors-that-determine-email-deliverability

Poor email deliverability can be costly, causing a brand’s emails to end up in the spam folder or blocked entirely instead of reaching their subscribers. While deliverability can sometimes feel out of a business’s control, inbox placement is actually governed by seven factors, all of which are directly or indirectly under their control: Infrastructure Volume Content Bounces & Spam Traps Spam Complaints Engagement Reputation For…

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The 2 Social Contracts Being Broken by Apple’s New Privacy Protections

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Apple’s Mail Privacy Protection will have broad implications for how brands operate their email marketing program. These changes are most disturbing because they disrupt norms that have been in place for more than a decade—norms that have served consumers well and kept marketers honest. I would go so far as to say that these norms amount to social contracts, which Apple is now putting marketers…

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Dyspatch: 11 Quick Tips to Avoid the Email Spam Folder

dyspatch:-11-quick-tips-to-avoid-the-email-spam-folder

There are no sneaky loopholes to trick the algorithms. But there are rules and tips you can use to hit the inbox and avoid the spam folder. In this post, Dyspatch talks with me and three other email experts to assemble 11 quick, proven ways to send emails that always land in the inbox: Get permission Set expectations and follow through on them Send valuable…

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Identifying ‘Real Opens’ Is Key to Adapting to Apple’s Mail Privacy Protection

identifying-‘real-opens’-is-key-to-adapting-to-apple’s-mail-privacy-protection

Apple’s new Mail Privacy Protection features will have widespread implications for email marketers. Why? It’ll affect everything from email analytics and deliverability to email strategy and design in a significant way. That’s because these changes, which debut this fall, will prevent email senders from seeing Apple Mail users’ open behavior, IP address, location, and device information. In particular, the lack of visibility around opens will…

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EEC: Apple’s Privacy Moves – Sky Falling or Time to Innovate?

eec:-apple’s-privacy-moves-–-sky-falling-or-time-to-innovate?

The Email Experience Council asked me and 11 other industry thought leaders to provide their initial reaction and take on Apple’s newest privacy change to limit email tracking and mask IP addresses on the Apple Mail app, and its potential implications on email marketing. For my part, I said: “Consumers have been consistent in wanting more privacy and more relevant emails—not fully appreciating that these…

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Webbula: Promotional Tab vs. Primary Tab in Gmail

webbula:-promotional-tab-vs.-primary-tab-in-gmail

Some marketers worry a lot about whether their emails land in their subscribers’ Primary tab or Promotions tab in Gmail. To get a sense of whether marketers’ worry with worthwhile, Webbula reached out to me and six other email marketing experts to get our takes. For my part, I think concerns about tabs are way overblown—and there seems to be a high level of agreement among…

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13 Ways Email Marketers Should Adapt to Apple’s Mail Privacy Protection

13-ways-email-marketers-should-adapt-to-apple’s-mail-privacy-protection

Apple’s announcement on June 7 of new privacy protections, debuting this fall in iOS 15, iPadOS 15, macOS Monterey, and watchOS 8, has generated mixed reactions. Some marketers fear the demise of email marketing, while others have dismissed the announcement as a non-event. We think the actual result will fall somewhere in the middle, but marketers should prepare for impact to analytics, deliverability, and email…

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Holiday Marketing Quarterly: First Quarter 2021 Checklist

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Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle Marketing Consulting’s more than 500 digital marketing experts. Our first quarter guide contains a 27-point checklist and is focused…

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Email Deliverability Quarterly: Gmail’s Spam Rate Recalculation, CPRA Passes, and More

email-deliverability-quarterly:-gmail’s-spam-rate-recalculation,-cpra-passes,-and-more

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes. To help you avoid trouble, the Email Deliverability Services team at Oracle CX Marketing Consulting shares the latest news and tips for what to watch out for in our…

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Inboxroad: How to Build a Strong Email Program in the Years Ahead

inboxroad:-how-to-build-a-strong-email-program-in-the-years-ahead

I recently spoke with Ferry van Hoolwerff for an interview on the Inboxroad blog. While we talked about a range of issues, much of the conversation revolved around how marketers should prepare for the years ahead in order to build stronger email marketing programs. Here are the questions Ferry asked me: How did you end up in this industry, and when did email start playing…

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3 Spooky Email Click Bots to Beware Of

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Bots are a well-known scourge on Twitter and Facebook, but they’re also a problem on email lists. Even bots that aren’t explicitly trying to compromise your systems represent a serious risk, as they can inflate performance numbers, muddy targeting efforts, and lead brands to make tactical or strategic changes that serve bots rather than human subscribers. In this article for SmarterCX, I explore the 3…

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Email Deliverability Quarterly: Gmail Launches BIMI Pilot, DigiCert-Valimail Partnership, and More

email-deliverability-quarterly:-gmail-launches-bimi-pilot,-digicert-valimail-partnership,-and-more

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes. To help you avoid trouble, the Email Deliverability Services team at Oracle CX Marketing Consulting shares the latest news and tips for what to watch out for in our…

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Litmus Live Week: The Factors that Affect Email Deliverability

litmus-live-week:-the-factors-that-affect-email-deliverability

Inbox placement often feels like it’s out of marketers’ hands. However, the truth is that businesses have a tremendous amount of control as to whether inbox providers view their emails as safe or spam. That was the overarching message of my presentation at Litmus Live Week last week. To help empower marketers to take full ownership of their deliverability, I discussed the seven factors that…

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On-Demand Webinar: The Most Critical Email Deliverability Questions

on-demand-webinar:-the-most-critical-email-deliverability-questions

The most critical email deliverability questions are YOUR QUESTIONS, especially during this time when so many companies and email programs have been disrupted and are under so much pressure. To help you get the answers you need, Oracle CX Marketing Consulting’s Email Deliverability Services team got together to answer pre-submitted and live questions about a range of issues that fall under the umbrella of email…

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On-Demand Webinar: Keep Optimizing Email Marketing Webinar

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As a follow-up to my appearance on the Keep Optimizing Podcast, I join host Chloe Thomas and her podcast’s other email marketing expert guests to talk about a wide range of email marketing issues, including: How can marketers best prepare themselves for Black Friday, Cyber Monday, and the rest of the holiday season? What do watch out for when running sweepstakes to grow your email…

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On-Demand Webinar: Understanding the Mailbox Provider Landscape

on-demand-webinar:-understanding-the-mailbox-provider-landscape

The mailbox provider landscape continues to be dynamic, with ongoing unannounced changes to email filtering and reputation algorithms. That means ongoing headaches for email marketers. During this 43-minute on-demand webinar, Oracle CX Marketing Consulting’s Clea Moore helps lessen the pain of these changes by catching you up on what the major mailbox providers have been up to so you can take action appropriately. She discusses…

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