Deliverability

Email Marketing in Flux: The Biggest Changes Impacting the Channel

email-marketing-in-flux:-the-biggest-changes-impacting-the-channel

Email marketing is more powerful than ever, but the strategies and tactics needed to succeed are changing because of 3 mega-trends: The sunsetting of third-party cookies driving an increased focus on customer identification and the collection of zero- and first-party data Apple’s Mail Privacy Protection forcing marketers to take a holistic, cross-channel approach to measuring performance and selecting safe mailable audiences The pandemic-driven consumers behavior

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Email Deliverability Warning Signs Heading into Holiday Season

email-deliverability-warning-signs-heading-into-holiday-season

The last thing email marketers want during the critical holiday season is deliverability problems, which is why many dedicate considerable time during the third quarter to getting their sender reputations and inbox placement rates as healthy as they can get them. However, marketers are facing two unique challenges this year that may foreshadow greater than usual deliverability risks during the all-important fourth quarter. The 1-year

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The Definitive Guide to Adapting to Mail Privacy Protection

the-definitive-guide-to-adapting-to-mail-privacy-protection

Prior to the launch of Mail Privacy Protection (MPP) by Apple in the fall of 2021, marketers could easily see the engagement of their subscribers and reliably manage their email deliverability by following best practices established over the course of more than a decade. However, MPP has blurred marketers’ visibility into engagement and is causing all of those deliverability best practices to be rewritten to

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5 Truths about Inactive Email Subscribers

5-truths-about-inactive-email-subscribers

“Should you email inactive subscribers who haven’t opened or clicked any of your promotional emails in a long time?” That seemingly simple question is actually fraught with nuance and complexity. But it’s critical to have a clear answer because maintaining your email engagement levels is probably the biggest factor determining your email deliverability. Let’s decode that question by discussing five truths about inactive email subscribers.

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The Future of Email Podcast: A Conversation with Chad S. White of Oracle

the-future-of-email-podcast:-a-conversation-with-chad-s.-white-of-oracle

I join Matthew Dunn, the host of The Future of Email Podcast, to talk about major email marketing trends and where the industry is headed over the next 12-24 months. Recorded in the early days of the Russian invasion of Ukraine, our conversation is pretty heavy, getting into cyber- and geopolitics. We talk about: The need for a strategic roadmap, but also the disruptions that…

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The Biggest Shifts in Email Marketing Trends for 2022

the-biggest-shifts-in-email-marketing-trends-for-2022

The turbulence of the past two years has heavily influenced recent email marketing priorities and is shaping the trends that will dominate 2022. We can see those shifts in the results of our third-annual Email Marketing Trends Survey, where we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts about the adoption and impact of 26 email marketing tactics and technologies. For a detailed…

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Email Marketing Trends for 2022: Proven Essentials

email-marketing-trends-for-2022:-proven-essentials

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate…

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Email Marketing Trends for 2022: Competitive Differentiators

email-marketing-trends-for-2022:-competitive-differentiators

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate…

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BIMI: The Carrot to Get Email Marketing Managers to Fully Authenticate

bimi:-the-carrot-to-get-email-marketing-managers-to-fully-authenticate

Inbox providers’ long-standing approach has been to punish email marketing managers for not authenticating their emails with SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting and Conformance). This all-stick-and-no-carrot approach to email authentication led to slow adoption of SPF and DKIM since their introductions in the early 2000s, as well as slow adoption of DMARC since its creation…

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How to Define Active Email Audiences as Opens Depreciate + Priorities for a Mail Privacy Protection World On-Demand Webinar

how-to-define-active-email-audiences-as-opens-depreciate-+-priorities-for-a-mail-privacy-protection-world-on-demand-webinar

Apple’s Mail Privacy Protection (MPP) will likely only be the first mailbox provider to flood marketers’ systems with fake opens, obscuring real ones. Welcome to the Age of Email Open Depreciation. Although far from perfect, opens were email marketers’ most frequent signal of engagement, generally clocking in at about eight times the number of clicks. As such, marketers relied on the metric to drive a…

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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

the-2-social-contracts-being-broken-by-apple’s-new-privacy-protections

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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