Tag Archives: Email Deliverability

Email throttling for marketers.

email-throttling-for-marketers.

For a new email marketer, seeing email being throttled can feel like mailbox providers are attacking us. “Why won’t you let my emails through,” some of us have shouted into the sky. But once you understand what throttling really is and why it’s happening, you can better avoid it and the accompanying frustration. What is email throttling? First things first: Throttling is the limitation on…

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Is a set-and-forget strategy damaging your email authentication?

is-a-set-and-forget-strategy-damaging-your-email-authentication?

We spend a lot of time talking about the configuration of SPF, DKIM, and DMARC records, because, well…they’re really important for good email deliverability. But what about the older strategies made obsolete due to the adoption of these standards, specifically Sender ID and DomainKey? Not all email marketers treat these solutions as things of the past. As the technology adoption life cycle demonstrates, it can…

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Six things to do instead of freaking out about Gmail’s Promotions tab.

six-things-to-do-instead-of-freaking-out-about-gmail’s-promotions-tab.

**Editor’s note: This post is brought to you by Janet Roberts with MailCharts, some of our favorite people!** Seven years after Gmail introduced Tabs, which sorts email into five organizational sections, marketers are still asking, “How do I keep my emails out of the Promotions tab?” Short answer: You can’t. Plus, this is the wrong question, but that’s been discussed already. However, you can create…

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How Microsoft’s filtering changes impact your marketing email.

how-microsoft’s-filtering-changes-impact-your-marketing-email.

In January, Microsoft decided to shake up the way their filters look at mail and elevate their anti-spoofing and anti-phishing filters, potentially impacting email marketers’ email campaigns. For those of you who’ve been around long enough will remember Microsoft always tries to push their own way, with initiatives like SenderID rather than supporting industry initiatives like SPF. After fully supporting SPF, DKIM, and DMARC standards…

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Ask LB: Should I be worried about my email deliverability?

ask-lb:-should-i-be-worried-about-my-email-deliverability?

One of the most basic questions asked of us Experts is, “Should I be worried?” This question gets asked at a lot of different moments, and for good reason. Maybe there’s been a spike in complaints, or a drop in deliverability, or another troubling change in the metrics that matter most to your email deliverability. If you’re reading this, you know how important email deliverability…

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How Will Consolidation in Email Deliverability Providers Affect You?

how-will-consolidation-in-email-deliverability-providers-affect-you?

If you follow email industry news, you’ve most likely recently seen stories about deliverability services provider Validity buying up two deliverability software vendors: Return Path and 250ok. It’s natural to wonder what these and other acquisitions in the email space might mean for your own efforts to improve deliverability, or for the industry as a whole. Here’s our take: Validity’s two acquisitions mean that the…

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Why should I care about email deliverability?

why-should-i-care-about-email-deliverability?

For people not directly involved in email marketing, the word “deliverability” is abstract. Deliverability isn’t a tangible asset, so marketers may not understand why they should care about it. When someone asks me about my work, sometimes it’s easier to skip over the what of deliverability and get straight to the why. The why is something anyone can understand: Email is an incredibly lucrative marketing…

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Email on Tap Episode 19, with Morgan Chemij, Sr. Director of Acquisition and Retention Marketing for HP.com, HP Inc.

email-on-tap-episode-19,-with-morgan-chemij,-sr-director-of-acquisition-and-retention-marketing-for-hpcom,-hp-inc.

If you’ve seen a printer, you know what Hewlett-Packard (HP Inc.) is, and Anthony Chiulli, our director of product marketing, met with Morgan Chemij, Sr. Director of Acquisition and Retention Marketing for HP.com, to discuss…well…email, of course. HP Inc. is a titan of the computer world, so they discussed how this technology giant uses email to attract and retain customers, how they analyze and optimize…

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What are honeypots? An email marketing secret weapon!

what-are-honeypots?-an-email-marketing-secret-weapon!

Can anyone resist a honeypot? Certainly Winnie the Pooh can’t, and in email, neither can email marketers…in a way. But let’s start at the beginning. What is a honeypot? It’s a mechanism created to identify, redirect, or counteract unauthorized use of information systems, be it email addresses or otherwise. Generally speaking, a honeypot consists of data (on a network site, for example) appearing to be…

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How do I achieve DMARC compliance?

how-do-i-achieve-dmarc-compliance?

So you decided to implement a stricter DMARC policy to protect yourself from a recent spoofing attack. Great job! But upon review of your non-complaint mail sources, you realize there is an authorized vendor, but they are not DMARC-compliant. What do you do? One of the more important details to identify during the DMARC authentication setup process is identifier alignment, often seen in non-compliant mail…

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Email marketers need to understand how mailbox providers (MBPs) work. Do you?

email-marketers-need-to-understand-how-mailbox-providers-(mbps)-work.-do-you?

Let’s cut to the chase. Simply put, mailbox providers (MBPs) are the gatekeepers between your email and your subscribers. Using proprietary algorithms, they filter your email into the appropriate place, be it the proper tab, the spam folder, or the inbox in general. Marketers who are serious about their email ROI are also serious about their deliverability, and by using email analytics, you can start…

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Email Experts Series: Free Email Infrastructure Tips

email-experts-series:-free-email-infrastructure-tips

The best things in life are free, and thus we asked a couple of our most savvy email experts to list and explain some of the best free email development features in this edition of our Email Experts Series. From unsubscribe headers making subscribers’ lives a little easier (helping you reduce your number of spam complaints) to branded links and images to keep your sender…

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Email on Tap Episode 18, with Marcel Becker, Director of Product Management, Verizon Media

email-on-tap-episode-18,-with-marcel-becker,-director-of-product-management,-verizon-media

Verizon Media is one of the largest inbox providers in the world, and Anthony Chiulli, our director of product marketing, was lucky enough to be able to talk directly with Marcel Becker, Verizon Media’s director of product management, at a recent email industry event for our Email on Tap video series. Marcel has deep insight into how the email industry works, and how email marketers…

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Join us in Chicago for the Global Sender Summit on May 14!

join-us-in-chicago-for-the-global-sender-summit-on-may-14!

If you love something, don’t let it go, that’s our motto. Not really, actually, but it does explain why we are doing another Global Sender Summit. Our inaugural Global Sender Summit in Amsterdam was such a great gathering of sophisticated senders and forward-thinking email geeks. Since international travel isn’t always an easy thing to do, we thought it was time to bring it closer to…

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Email Experts Series: Understanding ESP Migration

email-experts-series:-understanding-esp-migration

There are so many tools of the trade for email marketers, it’s obvious email service providers (ESPs) would be something of a big topic in the industry. Which ESPs provide which services, do they impact your deliverability, how do you decide which one is right for you? After those questions comes an even harder one: How should I migrate from one ESP to another without…

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What you need to know about Gmail’s updated Sender Guidelines.

what-you-need-to-know-about-gmail’s-updated-sender-guidelines.

It’s increasingly common for people to ask us, “What’s going on at Gmail,” be it the instability of email being delivered to the wrong tab, or increased spam folder placement. It’s hard to say exactly why some of these things happen, as the filters are always being tuned based on the mail actively being sent to the mailbox provider (MBP) at any given time. However,…

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Email open rates are actually up to three times lower than reported.

email-open-rates-are-actually-up-to-three-times-lower-than-reported.

Open rates are a key engagement signal for marketers. I mean, the name says it all—it’s the rate at which your recipients are opening the email you send them. Who wouldn’t be invested in understanding how many emails are opened? For all intents and purposes, it’s an indicator of a great subject line, or a recipient well-targeted, or several other potential things marketers lean on…

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Your email deliverability depends on engaging content.

your-email-deliverability-depends-on-engaging-content.

*Editor’s note: This post is brought to you by a guest blogger, Cheyenne Ng of Zembula!* Getting trapped in the spam folder is one of a marketer’s worst nightmares. After all, we spend countless hours crafting our email campaigns, and for them to fall on deaf ears, so to speak, is really unfortunate. Deliverability is a fickle beast. As many as 15% of emails never…

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Email Deliverability Unfiltered: Communicating With Stakeholders

email-deliverability-unfiltered:-communicating-with-stakeholders

Email deliverability is often misunderstood. So, it's no suprise that trying to get buy-in from stakeholders when attempting to take proactive measures or when you suspect a deliverability issue isn't always an easy task. We asked email deliverability experts John Peters from Campaign Monitor, Laura Atkins from Word to the Wise and Raja Datta from TrueAccord to offer tips to help you effectively communicate deliveriability…

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Email open rates are actually up to three times lower than reported.

email-open-rates-are-actually-up-to-three-times-lower-than-reported.

Open rates are a key engagement signal for marketers. I mean, the name says it all—it’s the rate at which your recipients are opening the email you send them. Who wouldn’t be invested in understanding how many emails are opened? For all intents and purposes, it’s an indicator of a great subject line, or a […]

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