Email Verification & Marketing

LOCKDOWN: Email Lessons Learned

lockdown:-email-lessons-learned

Many countries are back in lockdown as the world attempts to flatten COVID-19’s latest surge. When lockdown first became reality back in March/April, email marketers had to adjust their strategies overnight to address a very different set of needs. Recognising “Those who fail to learn from history are destined to repeat it”, I’ve summarised the best practices we saw back then. Which still hold true,…

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Seriously, Though. Are You Spam?

seriously,-though.-are-you-spam?

We hosted Sergey Syerkin and Kjeld Oostra of MailerQ on State of Email Live to give our audience some last-minute guidance before the holiday email rush, and it didn’t disappoint. In fact, we received more questions and commentary than ever before. What I mean to say is, more directly: you should really watch the whole episode.  But for those of you short on time, the one thing you should be considering before Black…

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What’s Beyond the Summit?

what’s-beyond-the-summit?

During our first-ever Summit, an online event designed to bring motivation, tips, and innovation to email marketers around the globe, we asked attendees a few key questions. We wanted to get a sense of goals and ambitions in the years ahead, especially after learning more about Everest, an essential element in optimizing email campaigns beyond base-level success.  The results of our poll questions provided us…

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DMA Awards Finalists Show Bold Creativity in Times of Chaos

dma-awards-finalists-show-bold-creativity-in-times-of-chaos

It certainly has been a challenging year for everyone, but amidst the chaos and confusion that has come with 2020, there have been some truly excellent marketing campaigns from companies of all sizes and across sectors. These campaigns have illustrated the resiliency of the marketing profession, and the unbridled creativity that exists within the sector, even in the face of a pandemic. This year’s DMA…

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When Marketing Gets Downright SCARY

when-marketing-gets-downright-scary

The scariest stories are true. Certainly, Hollywood monsters and masked madmen elicit chills down a spine, but for most people, real-world scenarios are a particularly jarring way to strike fear into a person. Especially marketers. Why? Because our work isn’t private, our reports only available for our bosses to scrutinize. No, our typo is sent to 100,000 people, and you KNOW someone is about to…

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The Norm is Not Normal Anymore

the-norm-is-not-normal-anymore

While we would have loved to see all your illustrious faces at an in-person event, 2020 still has other plans for us. So, instead we created The Summit, an online, live email marketing event. We hosted two panels focused on the email industry and what it’s been through this year (plus what we should be thinking about for 2021), and closed with an incredible keynote…

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DMA Awards: Dare to be Judged…and to Judge

dma-awards:-dare-to-be-judged…and-to-judge

The Data & Marketing Association (DMA) is Europe’s largest community of data-driven marketers, delivering advocacy, legal and compliance support, research, insight, and events to its members. When it comes to data, the DMA shares many common values with Validity – “trust your data,” “know the value of your data” – and this has seen us broaden our relationship with the DMA, leading to our headline…

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What to Do When Your Deliverability Journey Plateaus

what-to-do-when-your-deliverability-journey-plateaus

I’ve seen marketers like you here before! You’re savvy, you understand deliverability, and you’re actively working to improve your metrics via best practices, new schools of thought and technology, and maybe you’re even using a tool to help you optimize your email programs. But at some point…progress stalls. Performance stays flat. Perhaps you don’t notice a decline, but you know there’s more you can be…

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Australia’s Top Financial Marketing Experts Talk Engaging Customers and More

australia’s-top-financial-marketing-experts-talk-engaging-customers-and-more

Last week I had the pleasure of hosting a panel discussion with some of Australia’s top marketing experts from the region’s largest financial services firms. The panel was led by Merkle Australia’s Blair Cooke, with additional participation from Jessica Lucas at Citi, Jane Merrick at REST, and Lea Wright at MLC. The group spoke about the common challenges faced by financial services marketers, including engaging…

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Email Mythbusters: You Can Remove ALL Spam Traps from a List

email-mythbusters:-you-can-remove-all-spam-traps-from-a-list

There are more than a few myths floating around the industry about seemingly magical quick fixes for removing spam traps from your subscriber list. While that would be great, unfortunately these claims are not true. To understand why this simply is not the case, let’s dive into what a spam trap is, the purpose of these pesky email addresses, and how you can avoid them…

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Are You Haunted by Mysterious Email Performance Issues?

are-you-haunted-by-mysterious-email-performance-issues?

When there’s something strange in your email campaign performance, who ya gonna call? TEAM EVEREST! The first signs of an email performance problems could be small, innocuous. Perhaps your delivered rate is lower than usual, or your open rate is noticeably different than recent, similar sends. These little signals are tip-offs there is a larger issue at play, and you need more information to figure…

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Validity’s Certification Improves Emarsys Customers’ Click-Throughs by 35%

validity’s-certification-improves-emarsys-customers’-click-throughs-by-35%

Earlier this month we participated in Emarsys’s virtual event, Retail Renaissance, where we took the virtual stage with Steve Henderson, the company’s Head of Global Deliverability. When it comes to topics like deliverability, data quality, and compliance, he’s one of the smartest people I know. We had a great conversation about the relationship between better data, better engagement, and better return on investment (ROI), which…

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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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