Marketing Tips

Decolando para a caixa de entrada: os segredos da Virgin Atlantic para o sucesso do e-mail

decolando-para-a-caixa-de-entrada:-os-segredos-da-virgin-atlantic-para-o-sucesso-do-e-mail

Quer saber como é a excelência em e-mail? Basta olhar para o céu.  A Virgin Atlantic administra um programa de e-mail de primeira classe e foi um prazer conversar com Jon Lockie da Virgin, Lead Email Developer, e Tom Nowell, gerente Customer Data and Market Database, no episódio 34 do State of Email Live.  Continue lendo para aprender uma ampla variedade de táticas de e-mail

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6 Ways to Optimize Emails to Boost Brand Engagement

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As we head into Q4 and the holiday sales period, email marketers need to pull out all the stops. Most marketers rely heavily on this high-activity period to earn revenue and meet their annual forecasts.   But (spoiler alert) marketers will have their work cut out for them this year. As revealed on State of Email Live, global sending volume this holiday season will increase

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Soaring into the Inbox: Virgin Atlantic’s Secrets to Email Success

soaring-into-the-inbox:-virgin-atlantic’s-secrets-to-email-success

Wondering what email excellence looks like? Just look to the skies.  Virgin Atlantic runs a first-class email program, and it was a pleasure to talk with Virgin’s Jon Lockie, Lead Email Developer, and Tom Nowell, Customer Data and Market Database Manager, on the latest episode of State of Email Live.  Read on to learn a broad range of email tactics and best practices used by

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The Beginner’s Guide to Domain Use in Email Marketing

the-beginner’s-guide-to-domain-use-in-email-marketing

Imagine you’re walking down the soda aisle at the supermarket. As you search for a tasty beverage, you see a familiar brown soda bottle with a red plastic label.   Without thinking, you stop and grab it. Boom! That’s the power of branding.  A company’s brand is its most valuable asset. Just look at Apple—Apple’s brand value is estimated at $241 billion. And a key part

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Finding Success with SMS: Top 7 Marketing Campaigns from Ecommerce Brands

finding-success-with-sms:-top-7-marketing-campaigns-from-ecommerce-brands

SMS marketing has created a lot of buzz lately in the marketing world. SMS marketing (Short Message Service marketing) involves sending promotional messages over the phone via text message. It’s rapidly gained popularity over the last two years in the ecommerce space—and it’s easy to see why. Nine out of ten consumers prefer to communicate with businesses through text message! In a world where people

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Email Accessibility 101: Best Practices for Email Marketers

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Accessibility is a red-hot topic in the email community. There’s a range of good reasons why senders are laser-focused on accessibility right now:   Legislation like the Americans with Disabilities Act (ADA) in the U.S. and the Equalities Act of 2010 in the U.K. create legal obligations around accessibility—and penalties for those who fail to comply. For example, in 2019, the U.S. Supreme Court sided with

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9 Off-Season Survival Tips for Email Marketers

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If you’ve just finished another chaotic peak sales season, take a moment to celebrate.   Congratulations! It’s time to take a deep breath, regroup, and work on strategy.  Peak sales season represents the year’s high point of traffic and sales for most businesses. This period used to extend from Thanksgiving through New Year’s Day. Now, it starts in October and lasts until mid-February—meaning a pressure-filled few…

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New Year’s Resolutions for Growth Marketers in 2022 

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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

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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

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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

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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

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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

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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