Tag Archives: Everest

5 Ways Email Marketers Avoid Getting on a Gmail Blocklist

5-ways-email-marketers-avoid-getting-on-a-gmail-blocklist

In 2021, Gmail accounted for 36.5 percent of global email opens. As one of the most popular web-based mailbox providers (MBPs) in the world, it’s likely that they’re your go-to for email marketing. So, it stands to reason that the last thing you want is to end up on a Gmail blocklist. What is a blocklist, anyway? A blocklist is a list of IP addresses

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How to Explain SPF in Plain English

how-to-explain-spf-in-plain-english

The world of email has its share of bad apples.  Phishing and spoofing attacks have skyrocketed over the past few years. And unfortunately, the bad actors responsible are getting smarter and more dangerous by the day.  Mailbox providers and internet service providers have responded to these increased threats by requiring certain authentication measures to be in place for successful mail delivery.  But let’s face it:

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Demystifying the DMARC Record

demystifying-the-dmarc-record

The Domain-based Message Authentication, Reporting & Conformance (DMARC) standard is the best tool brands have to combat phishing attacks that target customers by spoofing their owned domains.  This is particularly important in 2021, when phishing attacks are increasing and becoming more sophisticated by the day.   But actually implementing DMARC can get confusing quickly. In this post, we’ll demystify the DMARC record by defining the DMARC tags…

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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’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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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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Deep Dive into Sender Reputation

deep-dive-into-sender-reputation

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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Don’t Wait Until Spring to Clean Up: Two Must-Do Tips for Email Marketers

don’t-wait-until-spring-to-clean-up:-two-must-do-tips-for-email-marketers

Here’s the cold truth: Every day you neglect to clean your email marketing program data is one more day of damage you could be doing to your email sender reputation. I said it was cold! Your email sender reputation is dependent on your following of best practices. Are you only emailing people who consent to receiving your email? Are you removing bad data, like addresses…

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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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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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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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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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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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