Email Verification & Marketing

Apple MPP: Squeezing Until the Engagement Pips Squeak!

apple-mpp:-squeezing-until-the-engagement-pips-squeak!

Since the introduction of Apple’s Mail Privacy Protection (MPP) on September 20th, we’ve monitored adoption closely. One-third (32 percent) of all email “opens” are now generated by pixel fires from Apple’s proxy, according to data presented in the November edition of Validity’s State of Email Live webinar series. When MPP launched, email marketers worried degraded open rate data would make it difficult to follow established…

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Celebrating 50 Years of Email

celebrating-50-years-of-email

This October marks the 50th anniversary of email as we use it today. Half a century ago in October 1971, an MIT graduate named Ray Tomlinson became the first ever person to send an email over a network. When interviewed, he said, “The test messages were entirely forgettable… Most likely the first message was QWERTYUIOP or something similar.” We’re celebrating the 50th anniversary of email…

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How to Win in an Evolving Email Marketing Landscape

how-to-win-in-an-evolving-email-marketing-landscape

Competition in the inbox is fiercer than ever. Global email volumes are approaching record highs, and recent privacy restrictions and regulations surrounding email data have many marketers scrambling to come up with a new strategy. Marketers need to reevaluate the fundamental ways they measure and diagnose their email performance to stay ahead in this rapidly changing digital landscape. Recently, my colleague Jeff Foley, Sr. Director…

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Bridging the Gap to Email Marketing Success

bridging-the-gap-to-email-marketing-success

When it comes to email, most marketers think they’re doing a great job sending relevant and informative communications, but their customers don’t always agree! Based on key findings from this year’s DMA Email Research Series (sponsored by Validity), we’ve produced a fabulous new infographic highlighting some of the biggest perception gaps, as well as the data email senders need to close them. A direct line…

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Improving Email Engagement by Turning Inactives Into Actives

improving-email-engagement-by-turning-inactives-into-actives

In our latest State of Email Live webinar, we were joined by Craig Hood, Email & SMS Lead, Global Channel Excellence at AstraZeneca. Poor email engagement is one of the biggest challenges marketers face, and Craig’s experience managing the challenges of a global email program operating in 20 countries made him well worth listening to. Rafael Viana set the scene with Validity’s latest email analytics,…

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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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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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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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