Email Verification & Marketing

Beyond the Beginning: Refining Your Triggered Email Program in the Age of Personalization

beyond-the-beginning:-refining-your-triggered-email-program-in-the-age-of-personalization

Triggered emails, defined as an email deployed when an individual takes an action or meets a condition defined by the sender, has been around since the early 2000s (SmartInsights). When someone signs up for an email program, they might receive a welcome email, which is a very common form of triggered email. Some other common types of triggered emails are welcome emails, educational series, abandoned…

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DMA Awards 2020: Dare to Be Judged

dma-awards-2020:-dare-to-be-judged

The final blog in our run-up to the 2020 DMA Awards will shine the limelight on past winners. The 2019 DMAs was a notable success for the Validity community, with two “Best Use of Email” category winners. First Direct – 2019 Silver Best Use of Email First Direct’s objective was to make mortgages more personal, driven by a clear rethink in approach. The inbox is…

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Your Email Campaign is Trying to Tell You Something

your-email-campaign-is-trying-to-tell-you-something

Have you ever listened to your email campaign, like really, truly listened? If you haven’t, try to do that right now. It needs to tell you things. Surely your email service provider (ESP) tells you basic information like how many emails you sent, how many were delivered, how many bounced (maybe even whether the bound was hard or soft), and how many people opened them…

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Who Run the World? Email!

who-run-the-world?-email!

Just kidding, we all know it’s girls. That’s why we invited Kiersti Esparza from Marketo and Alyssa Nahatis of Adobe, two powerhouse email experts, to guest star in our latest State of Email Live webinar, this time hosted by Laura Christensen of Validity! With their expansive deliverability and email marketing backgrounds from years of experience, they brought our viewers their insights on what the future…

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Retail Renaissance – Marketing’s Tectonic Plates Are Shifting!

retail-renaissance-–-marketing’s-tectonic-plates-are-shifting!

“Renaissance” is a French word meaning “rebirth.” We think of it particularly as the period in European history that saw the transition from the Middle Ages to Modernity, and which was marked by a revival of classical learning and wisdom. As we emerge blinking into the daylight from the darkness of the pandemic lockdown, it definitely feels like Emarsys has captured the zeitgeist with their…

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2020 Versus 2019: Email Edition

2020-versus-2019:-email-edition

It’s true: These are unprecedented times. It’s annoying, I know, but the fact is, email marketers were faced with challenges never experienced before. From social and civil unrest in the United States to a global pandemic forcing total lockdown in countless countries, selling products via email just didn’t hit the same this year as it did in years past. Or so we assumed. In State…

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Holiday Email Tips for Marketers During COVID-19

holiday-email-tips-for-marketers-during-covid-19

It’s no surprise this year’s biggest shopping season is going to look a little different due to COVID-19 and its impact changing the retail landscape. Many brands have been fighting an uphill battle during this pandemic to stay relevant in the mind of the consumer. In order to adequately plan for a successful holiday shopping season, it’s critical for brands to get ahead of the…

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DMA Awards 2020: Pursue Excellence and Success Will Follow

dma-awards-2020:-pursue-excellence-and-success-will-follow

At Validity, we know how important it is to keep our finger on the pulse of industries at the heart of our mission. An essential part of that is recognising extraordinary brands for doing extraordinary things. After all, excellence is taking the ordinary and doing it in an extraordinary way. We know Validity customers fit the bill neatly, and that’s why we’d like to help…

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Get on Mailbox Providers’ Nice List this Holiday Season

get-on-mailbox-providers’-nice-list-this-holiday-season

Over time, some things change and some do not—like spam. Recent stats show spammers were the first movers in adapting to the pandemic and being innovative getting past spam filters. While marketers were busy strategizing to update their outreach to customers, spammers found ways to keep spam filters over-worked and on their toes. As the holidays approach, the collateral damage of deeply disrupted email marketing…

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Why Do Email Marketers Come to Us for Help?

why-do-email-marketers-come-to-us-for-help?

In my career, I’ve learned very rarely does anyone think on their own, “You know what? I’m gonna go out and buy some MARKETING SOFTWARE today!” They’re motivated by a buying trigger that shakes them out of business-as-usual and compels them to look for an alternative. Email marketers who come to Validity are no exception. They fall into three categories, based on their buying triggers:…

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Retail Reality Surfaces Down Under

retail-reality-surfaces-down-under

Validity took our “Retail Reality” roadshow to Australia, and the webinar enjoyed a fantastic turnout from our antipodean customers, who were full of great questions! We were delighted to welcome Felicity Robilliard, senior engagement marketing manager at online fashion retailer THE ICONIC, as our very special guest presenter. THE ICONIC’S emails are highly regarded, and Felicity was generous in sharing an illuminating set of insights…

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State of Email Live: CDP or ESP?

state-of-email-live:-cdp-or-esp?

The stars aligned and we managed to get three, count ‘em THREE, email titans on our most recent State of Email Live webinar. Joining host Guy Hanson was Dan Denewith, senior director, strategic services (deliverability) at Oracle Marketing Cloud, Will Devlin, vice president of marketing at MessageGears, and Seth Charles, principal email deliverability and industry relations manager at Iterable. They got down to brass tacks…

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Gmail is Not Maliciously Filtering Political Email

gmail-is-not-maliciously-filtering-political-email

That’s it, that’s the blog. Kidding, though only kind-of. Email marketers cringed this week when Sundar Pichai, CEO of Google, was asked by not one, but two US Representatives why their email is filtered into the spam folder rather than into (presumed) constituents’ inboxes. This is not a new question for anyone in the business of sending email, nor are the concerns about “political bias…

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Cool Customer Icelolly Delivers Sizzling Email Performance!

cool-customer-icelolly-delivers-sizzling-email-performance!

The travel industry is one of the sectors worst hit by the COVID-19 crisis, and this reflected in its email programs. With no inventory to promote, many travel senders either had to suspend activity entirely or come up with creative approaches to help fill the content vacuum. Fortunately, the easing of lockdown restrictions means travel is now exploding back to life, and our “Destination Inbox:…

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Google Announces BIMI Pilot Program

google-announces-bimi-pilot-program

Big news, friends. We had an inkling this would happen, but today it is official: Google announced the pilot for Brand Indicators for Message Identification (BIMI)! As all email marketers know, Google operates Gmail, one of the most widely used mailbox platforms. Google joins a select few mailbox providers in their adoption of BIMI – a program that rewards marketers who strongly authenticate their messages…

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How RentPath Adjusted Its Email Strategy: A State of Email Live Recap

how-rentpath-adjusted-its-email-strategy:-a-state-of-email-live-recap

This week’s State of Email Live webinar welcomed an email marketer on the very edge of the economic and social disruption seen by the world this year. Host Guy Hanson welcomed Shanna Thompson, email marketing manager at RentPath. Shanna provided a clear look at how RentPath, a website designed to match potential renters with their dream homes, pivoted in the face of adversity brought on…

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Bad Deliverability is Costing You Cash

bad-deliverability-is-costing-you-cash

Many marketers are under the impression more email is better. The more subscribers you send to, the more money you make, right? While the “more equals better” mindset might work for some things (cookies, puppies, rainbows… just off the top of my mind), it doesn’t work for email. You might think to yourself, “It doesn’t matter if my program’s email deliverability is poor. As long…

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

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…

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How Much Email is TOO Much Email?

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…

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