Marketing Tips

6 Tips to Power Up Your Email Preference Center

6-tips-to-power-up-your-email-preference-center

Email preference centers: Everybody has them, but few senders take the time to build them in ways that drive meaningful improvements to their marketing efforts.   Let’s start with the basics: An email preference center is a landing page that subscribers can use to make choices about the emails they’ll receive. The simplest preference centers provide options for the frequency of mailings, the type of messaging…

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New Year’s Resolutions for Growth Marketers in 2022 

new-year’s-resolutions-for-growth-marketers-in-2022 

As marketers, we’re used to facing new challenges—but last year took the cake.  We fielded ongoing curveballs from COVID-19, dealt with the impacts of new industry forces like Apple Mail Privacy Protection (MPP), and tried to meet ever-rising consumer expectations.  I’m excited to see what new challenges and opportunities 2022 brings. But starting the year without a concrete list of goals is a recipe for…

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6 Most Clickable Email Marketing Campaigns of 2021

6-most-clickable-email-marketing-campaigns-of-2021

With global email volumes at an all-time high, fierce competition in the inbox, and increased levels of subscriber fatigue, it’s never been more difficult for email marketers to capture subscribers’ attention. Luckily, there are many tactics senders can use to appeal to subscribers and get their campaigns noticed. Let’s look at six of this year’s most clickable email campaigns for inspiration: 1. Spotify If you’ve…

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How to Build Your SPF Record in 5 Simple Steps

how-to-build-your-spf-record-in-5-simple-steps

Did you know more than 90 percent of all cyberattacks start with email? In the evolving email landscape, danger lurks everywhere. Phishing attempts and domain spoofing attacks skyrocketed during COVID-19, increasing by 220 percent during the peak of the pandemic.  Even the most experienced marketing teams can mistakenly expose their email programs to harm. To protect yourself, your brand, and your customers from phishing and spoofing attacks,…

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Apple MPP: How to Defy Email Gravity on Black Friday and Beyond

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As we highlighted in our previous post, Apple MPP is already creating unexpected changes in email subscriber behavior. After losing such an important guiding signal for list hygiene and recency management, senders should move quickly to minimize the negative impact on their programs. There’s already a wealth of generic advice on dealing with MPP—advising senders to focus on alternative data points, lean into zero-party data,…

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Peak Sales, Peak Headaches!

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Our latest State of Email Live webinar featured another fantastic lineup of guests, including Kostas Karagkounis from Emarsys, Antony Humphreys from the Royal Society for the Protection of Birds (a valued Validity customer!), and Validity’s own Tori Garcia. We discussed the upcoming peak sales season, which is not only getting busier—it’s getting longer. A period that was once limited to Black Friday and Cyber Monday now…

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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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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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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

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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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E-commerce: How to Attract New Customers with Newsletters

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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

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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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Data 101: What You Can Do Today to Improve Your Organisation’s Data

data-101:-what-you-can-do-today-to-improve-your-organisation’s-data

We all know clean and reliable data is critical to any high-performing organisation. Good data improves customer relationships, drives more effective marketing campaigns, and contributes to accurate pipeline management. However, to many organisations, data management can feel overwhelming. We asked our very own William Zhang, Senior Account Executive, and Andrew Fragias, Product Manager and Certified Salesforce Admin, to sit down with us and talk about…

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Deep Dive into Sender Reputation

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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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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

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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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