Retail Reality – Expert Advice for Navigating Your Journey to the Inbox


The COVID-19 crisis posed very different challenges for email marketers, depending on their vertical. In retail, which faced store closures and a customer base restricted to their homes, we saw a load of resilience as companies relied on email to keep their businesses moving. It worked! As operations moved online, customers followed. New account sign-ups increased 2.5x and even re-engagement rates were up as lapsed…

Read More »

How Much Email is TOO Much Email?


One of the most difficult parts of email deliverability and optimization is the fact no one-size-fits-all solution exists. One sender’s situation can vary so vastly from another that a piece of advice for Sender A would be harmful for Sender B. But something you can start to use to parse out what you need to do to improve your email sender reputation and overall deliverability…

Read More »

The Quick 411 on View Time Optimization


As I’m sure you’ve noticed, we’re really hyped about View Time Optimization (VTO) by Verizon Media—and our exclusive partnership to provide it to Validity for Email customers. Not only does it change the way email marketers strategize, but the history of how it came to be is an intriguing and cool story we’re so happy to be a part of. We recently had a chat…

Read More »

What the Global Travel Industry Taught Us About Email During Lockdown


How are you holding up? If you’re still impacted by lockdowns, I hope you are at home and safe. In April, I presented a webinar containing some insights, trends, and recommendations for big travel and tourism companies in Brazil, so I decided to share it with others around the globe, in hopes they might benefit from these learnings. What we saw COVID-19 is impacting many…

Read More »

Takeaways from our DMA Webinar, A Journey to the Inbox


The journey to the inbox is just that – an adventure, not just a destination. Deliverability is hard; it’s part science, part dark arts, and full-time challenge! Getting a better understanding of how over 200 email marketers think about email deliverability, be it challenges, best practices, strategies, and budgets, led to new a report called “Email Deliverability 2020 – A Journey to the Inbox,” in…

Read More »

Three Things Email Marketers Should Do in Crisis, from State of Email Live


As we move farther away from the government-mandated orders and life in certain geographies begin to find a new cadence, we’re able to look at what we’ve learned through this trying time. In our latest State of Email Live webinar, Guy Hanson welcomed Bobby Tichy, regional vice president – sales, at Lev, a digital marketing consultancy, who shared some of his best advice gleaned from…

Read More »

Delivery Versus DeliverABILITY


The email ecosystem is extremely complex, which makes sense. Email is consistently the leading source of ROI for marketers. It couldn’t possibly be so simply as hitting “send” and waiting for the money to roll in. Temple University mocked up a sample email ecosystem to show just how complex email marketing really is: Image via Temple University While this gives you a good sense of…

Read More »

Divining the Future of Email Clients


The recent rumors of Hotmail’s plans to update their email clients and follow Gmail’s lead on tabbed inboxes got me thinking—are we seeing a change in consumer mail clients evolving to better address consumer behaviors, moving away from the idea of a traditional inbox? Email clients are historically slow to evolve, especially in the enterprise world, partly due to no major communication disruptors (apart from…

Read More »