Blog

How to Explain Email Sunsetting to Your Boss

how-to-explain-email-sunsetting-to-your-boss

Though it might seem counterintuitive to some, email sunsetting is the process of removing addresses without engagement for a specified length of time. Removing email addresses can be a hard pill to swallow for supervisors who may believe you need every address possible to increase ROI, but it’s essential. There are a few key things to highlight to your boss to help them understand why…

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Why Email Data Quality Matters: Excellence from Expedia

why-email-data-quality-matters:-excellence-from-expedia

Our February 16 webinar on “Why Email Data Quality Matters” featured special guests Dan Goran from Expedia Group, plus Tim Bond from the Data & Marketing Association and Kate Barrett from eFocus Marketing. We reviewed key findings from our brand-new report, and discussed the critical importance of good data for building strong relationships and effective tactics for achieving this. Key talking points included: Business Critical:…

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Data Quality: The CReaM of the Crop

data-quality:-the-cream-of-the-crop

In Validity’s State of CRM Data Management report, 44% of businesses estimate poor quality data can mean losses of 5% to more than 20% in revenue. A vicious cycle develops, with lack of trust in the data reducing CRM adoption, which in turn drives down productivity. The report also considers positive factors—for businesses managing data quality really well, full-time responsibility of a cross-functional team is…

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Email Data Quality: The Rise of the CDP

email-data-quality:-the-rise-of-the-cdp

In our new report “Email Data Quality: Compliant, Correct & Complete,” we viewed data quality practices through the lens of what type of data platform was being used. We asked marketers, “Where does your organisation currently store customer and email data?” They responded: Customer Relationship Management (CRM) system: 53% Email Service Provider (ESP) platform: 50% Customer Data Platform (CDP): 33% Note: These responses aren’t mutually…

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Tips to Accelerate Your Email Programs

tips-to-accelerate-your-email-programs

Our February 3 State of Email Live featured two special guests! We start with our own Sridhar Chandran, solutions architect, sat down to discuss the latest email data we have, while later, Sarah Jones, senior CRM manager at Auto Trader UK, shared her email expertise with the class. First, some interesting data to share. Email volume is stabilizing. Though, to be clear, it is still…

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Email Data Quality: Compliant, Correct, Complete

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Validity and the Data & Marketing Association (DMA) recently published the ”Email Data Quality: Compliant, Correct, and Complete” report. It highlights how important most marketers consider data quality and its three core tenets of compliance, correctness, and completeness. We talk about data being the new oxygen, and a vital part of our industry. Without it, marketers would not be able to understand their customers, nor…

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Going for Gold

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Three of the UK’s outstanding marketing campaigns from 2020 were recognised at the DMA’s Grand Prix Reveal ceremony last week, including the National Health Services (NHS), England’s health care program, BT Sport, a football-focused television channel package, and Klarna, an online bank allowing customers installment payment at their favourite shops. Each program had to solve big challenges: The NHS needed to fill a huge recruitment…

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Data in Sight: A New Horizon

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Validity likes data. Validity might even love data. Olivia Hinkle, senior product marketing manager for DemandTools and Gridbuddy Cloud, surely loves data, which is why she’s the regular host of Validity’s Data in Sight webinar series! In our January edition, Olivia welcomed two data quality and CRM management powerhouses: Corbin Neike, senior Salesforce administrator at 84.51˚, and Branden Bellanca, director, consulting expert, at CGI. While…

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Don’t Wait Until Spring to Clean Up: Two Must-Do Tips for Email Marketers

don’t-wait-until-spring-to-clean-up:-two-must-do-tips-for-email-marketers

Here’s the cold truth: Every day you neglect to clean your email marketing program data is one more day of damage you could be doing to your email sender reputation. I said it was cold! Your email sender reputation is dependent on your following of best practices. Are you only emailing people who consent to receiving your email? Are you removing bad data, like addresses…

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Accelerated Interactivity Accelerates Customer Loyalty

accelerated-interactivity-accelerates-customer-loyalty

In our recent “Next Big Thing” webinar we brought together a cross section of Validity’s community—email marketing, data quality, and sales performance— to review the events of 2020 and preview 2021. This made for a fascinating conversation, and one area our expert guests were in full consensus was the rapid rise in email’s use of interactive elements that enhance customer experience and deliver increased engagement.…

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Big GDPR Penalties are Rolling In

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Since time feels like a vacuum right now, this reminder may surprise you: The General Data Protection Regulation (GDPR) was enacted over two years ago. Even though many marketers are familiar with the best practices and protections required for compliance, we’re starting to see fines roll in for companies who either are unaware of the regulation’s nuances, or who simply messed up one way or…

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Are Yahoo’s Disposable Email Addresses [Spam] Trapping You?

are-yahoo’s-disposable-email-addresses-[spam]-trapping-you?

When looking to start any relationship, it’s important to present an enticing first impression. Whether it’s dressing in your best clothes for a first date or putting the finishing touches on a portfolio for an interview, making sure  you are clearly communicating intention and value sets the perfect stage for a relationship of any kind. The same is true of the email ecosphere. Without providing…

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Send Time Optimization is Old News

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Let’s stop perpetuating the idea that email is stale. It’s not. So why do we keep pushing email marketers to use the same, outdated strategies they’ve been using for years? The savviest (and most successful) email marketers are constantly innovating and finding new ways to provide value to not just their subscribers, but to their company overall. If you still believe Send Time Optimization (STO)…

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How to Provide Value Without Providing Discounts

how-to-provide-value-without-providing-discounts

In the first two posts of our Holiday Reading Series, we looked at how 2020 forced email marketers to innovate and adopt new technology, and explored how email marketers have dealt with the emotional hardships of this year. Peak sales periods come with many challenges for retailers and marketers. Not only are average email volumes around 25% higher during these periods, the more competitive landscape…

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Email & Ecommerce: Christmas 2020 Trends

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In the first post of our Holiday Reading Series, we considered how 2020 was a catalyst for email innovation and adoption of new technology. November saw major retailers launch their Christmas TV campaigns. For some, like John Lewis, it’s a major end-of-year media event, and consumers await each year’s new seasonal blockbuster with bated breath. But the technology-fueled email fireworks show we expect hasn’t really…

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2020 State of Email Live…Wrapped!

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Here we are, folks. What a ride it’s been this year! We’ve done the State of Email Live webinars for most of the year, and each episode brought something new, whether data or expertise from all corners of the industry. We couldn’t just ask our viewers to sift through every webcast to get the information they were looking for, so we created DISRUPTION: How the…

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How to Please Gmail

how-to-please-gmail

Gmail forms a large part of a typical B2C email list and can be a challenging mailbox provider (MBP) when it comes to email deliverability. We regularly get asked for the Gmail secret sauce, but it’s not that simple, given they operate a highly sophisticated AI-powered filtering solution. However, there are several practices Gmail likes to see from good senders, and in this blog we’ll…

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Innovation Starts With “A”

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For many, 2020 has been one of the most challenging years ever, and that includes for email marketing. One upside is that innovation thrives during periods of disruption, and we’ve seen many examples this year. In this blog, we’ll review how this has reshaped email marketing—for the better! Authentication: The COVID-19 pandemic provided many new opportunities for fraudsters. Security vendor Mimecast reports a 26% increase…

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