Tag Archives: Blog

Accelerated Interactivity Accelerates Customer Loyalty

accelerated-interactivity-accelerates-customer-loyalty

In our recent “Next Big Thing” webinar we brought together a cross section of Validity’s community—email marketing, data quality, and sales performance— to review the events of 2020 and preview 2021. This made for a fascinating conversation, and one area our expert guests were in full consensus was the rapid rise in email’s use of interactive elements that enhance customer experience and deliver increased engagement.…

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Big GDPR Penalties are Rolling In

big-gdpr-penalties-are-rolling-in

Since time feels like a vacuum right now, this reminder may surprise you: The General Data Protection Regulation (GDPR) was enacted over two years ago. Even though many marketers are familiar with the best practices and protections required for compliance, we’re starting to see fines roll in for companies who either are unaware of the regulation’s nuances, or who simply messed up one way or…

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Are Yahoo’s Disposable Email Addresses [Spam] Trapping You?

are-yahoo’s-disposable-email-addresses-[spam]-trapping-you?

When looking to start any relationship, it’s important to present an enticing first impression. Whether it’s dressing in your best clothes for a first date or putting the finishing touches on a portfolio for an interview, making sure  you are clearly communicating intention and value sets the perfect stage for a relationship of any kind. The same is true of the email ecosphere. Without providing…

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Send Time Optimization is Old News

send-time-optimization-is-old-news

Let’s stop perpetuating the idea that email is stale. It’s not. So why do we keep pushing email marketers to use the same, outdated strategies they’ve been using for years? The savviest (and most successful) email marketers are constantly innovating and finding new ways to provide value to not just their subscribers, but to their company overall. If you still believe Send Time Optimization (STO)…

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How to Provide Value Without Providing Discounts

how-to-provide-value-without-providing-discounts

In the first two posts of our Holiday Reading Series, we looked at how 2020 forced email marketers to innovate and adopt new technology, and explored how email marketers have dealt with the emotional hardships of this year. Peak sales periods come with many challenges for retailers and marketers. Not only are average email volumes around 25% higher during these periods, the more competitive landscape…

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Email & Ecommerce: Christmas 2020 Trends

email-&-ecommerce:-christmas-2020-trends

In the first post of our Holiday Reading Series, we considered how 2020 was a catalyst for email innovation and adoption of new technology. November saw major retailers launch their Christmas TV campaigns. For some, like John Lewis, it’s a major end-of-year media event, and consumers await each year’s new seasonal blockbuster with bated breath. But the technology-fueled email fireworks show we expect hasn’t really…

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2020 State of Email Live…Wrapped!

2020-state-of-email-live…wrapped!

Here we are, folks. What a ride it’s been this year! We’ve done the State of Email Live webinars for most of the year, and each episode brought something new, whether data or expertise from all corners of the industry. We couldn’t just ask our viewers to sift through every webcast to get the information they were looking for, so we created DISRUPTION: How the…

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How to Please Gmail

how-to-please-gmail

Gmail forms a large part of a typical B2C email list and can be a challenging mailbox provider (MBP) when it comes to email deliverability. We regularly get asked for the Gmail secret sauce, but it’s not that simple, given they operate a highly sophisticated AI-powered filtering solution. However, there are several practices Gmail likes to see from good senders, and in this blog we’ll…

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Innovation Starts With “A”

innovation-starts-with-“a”

For many, 2020 has been one of the most challenging years ever, and that includes for email marketing. One upside is that innovation thrives during periods of disruption, and we’ve seen many examples this year. In this blog, we’ll review how this has reshaped email marketing—for the better! Authentication: The COVID-19 pandemic provided many new opportunities for fraudsters. Security vendor Mimecast reports a 26% increase…

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Speed Up Your Sales Cycle with Data

speed-up-your-sales-cycle-with-data

Let’s be honest, 2020 was not a great year for many businesses. With COVID-19 still ravaging economies around the globe, finding ways to improve sales continues to be top of mind for many. Thankfully, there are some simple steps businesses can take to help enhance their sales processes and customer engagement efforts. Making sure customer data is up to scratch is one of the best…

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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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Got DemandTools? Do These 3 Things RIGHT NOW

got-demandtools?-do-these-3-things-right-now

Being one of the first ever to use DemandTools, I’ve been asked countless times where to start with this amazing suite of data management functionality. Below are my tips for using it to quickly prove how easy it is to get high quality data, once you have the right tools. Find some dupes. DUPLICATES! We all have ‘em, we all hate ‘em, and the havoc…

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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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A Journey Through the State of CRM Data to Implementation

a-journey-through-the-state-of-crm-data-to-implementation

For any organisation, data should act as a single source of truth surfaced within a CRM system for all to view, consume, and act upon. With action being the communication with customers, prospects, and the wider market, data is undeniably the bedrock for great sales and marketing relationships. At Validity, we could write the book when it comes to talking about CRM data challenges from…

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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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