Blog

Top 3 Ways to Avoid Email Spoofing Attacks

top-3-ways-to-avoid-email-spoofing-attacks

It’s hard to overstate the impact of COVID-19 on the email landscape. Marketers have leveraged the email channel to communicate with subscribers more than ever before. Volume has skyrocketed and, as covered in our June State of Email webinar, there’s no sign of slowing down. It should come as no surprise that nefarious characters have been emboldened by the crisis and are getting in on…

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An Antispam Masterclass for Great Email Marketing

an-antispam-masterclass-for-great-email-marketing

Email is highly prized for its measurability. Senders regularly benchmark their performance against historical yardsticks – and against their competitors! This continual quest to “know what great looks like” drove record registrations for our latest webinar. Special guests included Anna Frigerio, Insight Manager at the DMA; Stéphane Decamps, Head of Anti-Abuse & PR at Vade; Guillaume Séjourné, Head of Product Management at Vade; and Validity’s…

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How to Grapple With Apple

how-to-grapple-with-apple

The dust is settling following Apple’s announcement in early June of plans to introduce Mail Privacy Protection (MPP) for its native Mail client users. This feature prevents email senders from using tracking pixels to measure open rates and device usage, while also masking recipients’ IP addresses to prevent location tracking. While Apple acknowledges the impact a degraded open signal will have for legitimate purposes (e.g.,…

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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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Why Does Email Generate Strong ROI?

why-does-email-generate-strong-roi?

Did you know the email channel is consistently top ranked for its return on marketing investment? The average email ROI is 38:1. In the recently published DMA/Validity Marketer Email Tracker 2021, around 50% of marketers reported many of email’s key metrics have shown positive increases in the last 12 months, including mailable list size (51%), delivery rates (43%), open rates (48%), and click-through rates (46%).…

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Google Announces General Availability of BIMI in Gmail

google-announces-general-availability-of-bimi-in-gmail

Today is the day. Google has just announced general support of Brand Indicators for Message Identification (BIMI) in Gmail. We’ve been anxiously awaiting this day for almost a year when Google first announced their pilot program for BIMI. A lot has changed in the email marketing world since we first learned of Google’s BIMI pilot in July 2020 (too much to cover in this blog…

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How Validity’s Customers Are Turning Improved Email Performance Into More Revenue

how-validity’s-customers-are-turning-improved-email-performance-into-more-revenue

The 2020/21 pandemic has seen an upheaval in how email marketers interact with their subscribers. Message relevance and trust are the new cornerstones, and early adopters of these new best practices have benefitted in a big way. By using quality data to demonstrate empathy and build trust, they have reaped the rewards of greater engagement with their programmes – as well as more revenue. Many…

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The Long Arm of the Law

the-long-arm-of-the-law

The rapid rise of internet marketing means many data protection laws are no longer fit for purpose. The very definition of personal data has changed beyond recognition, leading to increased focus on consumer privacy. Now, governments around the world are responding with new legislation: In the US, the early example set by California and Virginia is being followed by no fewer than 16 active bills…

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The Age of Email

the-age-of-email

Relied upon by many, the email channel is a staple in the personal and professional lives of senders and recipients around the world. In October, email will celebrate its 50th birthday… and it’s been quite the journey. Age of adoption In October 1971, email was born when Ray Tomlinson sent the first ever email. Ray’s expertise was centred in engineering, and with the insufficiency of…

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How Will Apple’s Mail Privacy Protection in iOS 15 Affect Email Marketing?

how-will-apple’s-mail-privacy-protection-in-ios-15-affect-email-marketing?

Apple’s announcement of its plans to introduce Mail Privacy Protection (MPP) has sent reverberations around the world of email marketing. Changes to the Mail app will limit the use of tracking pixels while also masking the users’ IP address, meaning the open tracking and location tracking of these users will be severely impacted. Apple’s changes to protect mail privacy are evolutionary, not revolutionary While this…

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E-commerce: How to Attract New Customers with Newsletters

e-commerce:-how-to-attract-new-customers-with-newsletters

Marketers and customers will agree: data is gold, and knowledge is essential to ensure the relevance of communications. However, the challenge of data collection remains. As consumers become increasingly suspicious of brands, they are less inclined to share their personal information. Newsletter subscriptions are one of the data collection tools at marketing teams’ disposal, as they can use it as a starting point for establishing…

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On Track for Email Success

on-track-for-email-success

In regard to email relevance, how wide is the gap between marketers and consumers when it comes to defining what this important concept actually means? And what are the reasons for their fundamentally different perceptions? These are questions the DMA’s Marketer Email Tracker – sponsored by Validity – is designed to answer. The report provides a definitive view of the email landscape, informed by over…

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Data 101: What You Can Do Today to Improve Your Organisation’s Data

data-101:-what-you-can-do-today-to-improve-your-organisation’s-data

We all know clean and reliable data is critical to any high-performing organisation. Good data improves customer relationships, drives more effective marketing campaigns, and contributes to accurate pipeline management. However, to many organisations, data management can feel overwhelming. We asked our very own William Zhang, Senior Account Executive, and Andrew Fragias, Product Manager and Certified Salesforce Admin, to sit down with us and talk about…

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Deep Dive into Sender Reputation

deep-dive-into-sender-reputation

One of the most common questions email deliverability professionals get asked is, “How do I improve my sender reputation if all my mail is spamfoldered?” Before we can answer this question, we first need to understand email sender reputation. Email sender reputation is how mailbox providers (MBPs) identify you as a legitimate sender. Each time you send an email campaign, MBPs collect important data that…

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All About Email Verification

all-about-email-verification

Email is consumers’ preferred channel for receiving marketing communications, and the basis of any email marketing program is the quality of the mailing list. Having a database of accurate email addresses is an asset for any business, but just like a home or a car, these databases require regular maintenance. So, what does it take for businesses to avoid problems and keep their mailing lists…

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Email Merit-ocracy: Shared Partnerships, Shared Success

email-merit-ocracy:-shared-partnerships,-shared-success

It was a real pleasure to share the virtual stage with Karie Burt and Courtney Cope from MeritB2B at Forrester’s North America B2B Summit. Their company delivers data-first solutions for multi-channel B2B and technology marketers, developing customized programs that are built for growth. The email channel forms a crucial part of MeritB2B’s performance marketing solutions, but it isn’t without challenges. As Courtney noted, “Email is…

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All A/Bout Split Testing

all-a/bout-split-testing

A recent Validity report showed programs achieving 90% inbox placement rates or above are 25% more likely to have A/B split testing as part of their overall strategy. However, testing presents its own challenges: what hypotheses should be tested, how should tests be built, and how should results be measured? In the latest episode of our popular State of Email Live webinar series, it was…

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Opt-in Best Practices Guaranteed to Improve Your Email Marketing

opt-in-best-practices-guaranteed-to-improve-your-email-marketing

Considering developing privacy legislation, it is important for marketers to understand their responsibility when it comes to how they collect and process consumer data. This starts with a solid form of consent, or opt-in, from the subscribers on their lists. Your subscriber acquisition process should provide clear disclosure and benefits of signing up, set expectations, and most importantly, ask for consent. These best practices have…

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King for a Day, King for an Email Lifetime

king-for-a-day,-king-for-an-email-lifetime

We were joined by Martí Díaz Lorente, Email Marketing Specialist at King, to discuss “How King Unlocked a Treasure Chest of Email Value” for franchises like Candy Crush Saga. Martí was joined by Giuseppe Capuano, his Validity Customer Success Manager. We discussed the major deliverability challenges King faced less than two years ago and their outstanding improvement journey since then. Key learnings included: The power of partnership. Martí…

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Cycling Through Trust, Data, and Engagement with WiggleCRC’s Ed Tibbitts

cycling-through-trust,-data,-and-engagement-with-wigglecrc’s-ed-tibbitts

The pandemic has highlighted the importance of messaging relevance and brand trust, and the email channel has been well-positioned. The DMA’s Consumer Email Tracker 2021 (sponsored by Validity) shows relevance is now the leading reason consumers like brand emails, and brand recognition is the top reason consumers open emails. But how do email programs achieve this? To help answer this question, I was joined by…

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