Tag Archives: Email Verification & Marketing

Real-Time Validation APIs: How to Prevent Theft in the New Year

real-time-validation-apis:-how-to-prevent-theft-in-the-new-year

When it comes to preventing bad data from entering your CRM, real-time validation can make a world of difference. But did you know it can also put your company at risk? Theft is a common problem with real-time validation APIs. Preparing your business to deal with theft can help you protect your data, save money, and prevent future attacks. While you’ve been focused on growing…

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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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Are You Rickrolling Your Email Subscribers?

are-you-rickrolling-your-email-subscribers?

Email is a rockstar tool for engaging with fans who sing your brand’s praises. But if you’re not following common email best practices, there’s a chance you may be Rickrolling your subscribers. For those not familiar with meme culture, Rickrolling involves tricking someone into listening to Rick Astley’s 80s pop song “Never Gonna Give You Up.” While Rickrolling is an effective way to troll your…

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

apple-mpp:-how-to-defy-email-gravity-on-black-friday-and-beyond

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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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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Apple MPP Adoption is Ripening Rapidly

apple-mpp-adoption-is-ripening-rapidly

After two weeks of Apple’s Mail Privacy Protection (MPP), we are seeing early indicators of the impact it is having. In case you’ve been living in a parallel digital universe, this means email images are now being automatically pre-fetched for Apple Mail users who have upgraded to the new iOS15 operating system, meaning that tracking pixels will fire regardless of whether recipients have engaged with…

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The State of Email in APAC

the-state-of-email-in-apac

Email marketers are facing some unique challenges in 2021. As we approach peak holiday and sales season, record sending volumes mean even greater competition in the inbox. Plus, the introduction of Apple’s Mail Privacy Protection (MPP), which prevents email senders from deploying tracking pixels and masks recipients’ IP addresses, will further complicate email marketers’ lives as they start to lose important behavioural data points. In…

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Ethical & Exceptional Email: How to Rank Top for Both

ethical-&-exceptional-email:-how-to-rank-top-for-both

Ethical marketing is a hot topic right now, especially with the introduction of Apple’s Mail Privacy Protection (MPP) functionality. MPP strengthens subscriber privacy by restricting the use of tracking pixels and IP addresses to identify factors like email opens, device utilisation, and location. It’s being presented as a challenge, but MPP also creates opportunities for progressive businesses. Transparent use of personal data builds stronger relationships,…

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Apple’s Mail Privacy Protection is Here

apple’s-mail-privacy-protection-is-here

Today is the day Apple just released iOS 15, which includes its latest privacy feature, Mail Privacy Protection (MPP). This has been a hot topic among marketers since Apple first announced their plans to introduce the feature back in June. Regardless of how much (or how little) you chose to prepare your email program for this release, it introduces a huge change for marketers. Yes,…

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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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The Do’s and Don’ts of Seed Testing

the-do’s-and-don’ts-of-seed-testing

While your email service provider (ESP) can provide you with valuable metrics such as delivery rate, bounce rate, complaint rate and more, it’s important to consider the “big picture” when tracking the success of your email program. Seeding your email campaigns—or sending your campaigns to a list of test email addresses—can help you to see the big picture by allowing you to get a sense…

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Top 3 Ways to Avoid Email Spoofing Attacks

top-3-ways-to-avoid-email-spoofing-attacks

It’s hard to overstate the impact of COVID-19 on the email landscape. Marketers have leveraged the email channel to communicate with subscribers more than ever before. Volume has skyrocketed and, as covered in our June State of Email webinar, there’s no sign of slowing down. It should come as no surprise that nefarious characters have been emboldened by the crisis and are getting in on…

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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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Around the World in Data Privacy

around-the-world-in-data-privacy

Our July 7th State of Email Live webinar was truly a global affair. Validity’s Tori Garcia, Danielle Gallant, Sophie Jean, Rafael Viana, and Sandra Schubert joined us to discuss all things data privacy in different parts of the world. Before embarking on our world tour, we had the privilege of hosting Karie Burt, Chief Data & Privacy Officer from MeritB2B. She shared her insights on…

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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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