Tag Archives: ReturnPath

Beyond the Beginning: Refining Your Triggered Email Program in the Age of Personalization

beyond-the-beginning:-refining-your-triggered-email-program-in-the-age-of-personalization

Triggered emails, defined as an email deployed when an individual takes an action or meets a condition defined by the sender, has been around since the early 2000s (SmartInsights). When someone signs up for an email program, they might receive a welcome email, which is a very common form of triggered email. Some other common types of triggered emails are welcome emails, educational series, abandoned…

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The Secret to Salesforce Adoption and Better Data Quality

the-secret-to-salesforce-adoption-and-better-data-quality

As experts in Salesforce data management we are frequently asked, “What do I focus on first, my data quality or adoption?” Since these are the top two challenges faced in every CRM implementation, the question isn’t surprising. Adoption and data quality are both equally important and daunting to accomplish without the right tools and approach. So, what do you do? First, stop viewing data quality…

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DMA Awards 2020: Dare to Be Judged

dma-awards-2020:-dare-to-be-judged

The final blog in our run-up to the 2020 DMA Awards will shine the limelight on past winners. The 2019 DMAs was a notable success for the Validity community, with two “Best Use of Email” category winners. First Direct – 2019 Silver Best Use of Email First Direct’s objective was to make mortgages more personal, driven by a clear rethink in approach. The inbox is…

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Your Email Campaign is Trying to Tell You Something

your-email-campaign-is-trying-to-tell-you-something

Have you ever listened to your email campaign, like really, truly listened? If you haven’t, try to do that right now. It needs to tell you things. Surely your email service provider (ESP) tells you basic information like how many emails you sent, how many were delivered, how many bounced (maybe even whether the bound was hard or soft), and how many people opened them…

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Who Run the World? Email!

who-run-the-world?-email!

Just kidding, we all know it’s girls. That’s why we invited Kiersti Esparza from Marketo and Alyssa Nahatis of Adobe, two powerhouse email experts, to guest star in our latest State of Email Live webinar, this time hosted by Laura Christensen of Validity! With their expansive deliverability and email marketing backgrounds from years of experience, they brought our viewers their insights on what the future…

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Retail Renaissance – Marketing’s Tectonic Plates Are Shifting!

retail-renaissance-–-marketing’s-tectonic-plates-are-shifting!

“Renaissance” is a French word meaning “rebirth.” We think of it particularly as the period in European history that saw the transition from the Middle Ages to Modernity, and which was marked by a revival of classical learning and wisdom. As we emerge blinking into the daylight from the darkness of the pandemic lockdown, it definitely feels like Emarsys has captured the zeitgeist with their…

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A Fresh Look at Beauty Marketing Post-lockdown

a-fresh-look-at-beauty-marketing-post-lockdown

It’s easy to think the beauty and cosmetics industry drives interest through its star-studded TV advertising campaigns. We see beautiful celebrities talking to the camera, telling us how the product helped them battle their grey hairs or rejuvenated their skin, or they post a thinly veiled endorsement online, and that’s what makes us buy, right? It’s not that simple. Although these are certainly the most…

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DMA Awards 2020: Fortune Befriends the Bold

dma-awards-2020:-fortune-befriends-the-bold

In my first blog in this series, we walked through what the DMA Awards are and why they should matter to you. Now it’s time to peel back some layers of the onion and provide our guidance on curating a winning entry. Regardless of the category, entries should be focused upon three pillars: strategy, creativity, and results. Here are some key things to keep in…

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Edit your Related Items Without Leaving the Salesforce Record

edit-your-related-items-without-leaving-the-salesforce-record

Hmm…How can I best describe Salesforce’s Related Items? They show me almost what I need, but not the complete list. The records are almost within reach, but not quite. Related Items show me records related to the record I’m on. Seems like the perfect solution, right? Except the Related Items tab only shows six records for each related object, and I have to click “View…

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2020 Versus 2019: Email Edition

2020-versus-2019:-email-edition

It’s true: These are unprecedented times. It’s annoying, I know, but the fact is, email marketers were faced with challenges never experienced before. From social and civil unrest in the United States to a global pandemic forcing total lockdown in countless countries, selling products via email just didn’t hit the same this year as it did in years past. Or so we assumed. In State…

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Holiday Email Tips for Marketers During COVID-19

holiday-email-tips-for-marketers-during-covid-19

It’s no surprise this year’s biggest shopping season is going to look a little different due to COVID-19 and its impact changing the retail landscape. Many brands have been fighting an uphill battle during this pandemic to stay relevant in the mind of the consumer. In order to adequately plan for a successful holiday shopping season, it’s critical for brands to get ahead of the…

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The Wait is Over: Introducing Everest, the Newest Email Success Platform from Validity

the-wait-is-over:-introducing-everest,-the-newest-email-success-platform-from-validity

It’s here. After months of hard work in one of the strangest and challenging years experienced, we’ve combined (and improved) the best features of the two industry-leading email deliverability technologies to create the premier email success platform. Meet Everest. MyEverest Custom Dashboard With Everest, users benefit from exclusive data feeds, access to the largest data network in the industry, and widespread integration and support within…

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DMA Awards 2020: Pursue Excellence and Success Will Follow

dma-awards-2020:-pursue-excellence-and-success-will-follow

At Validity, we know how important it is to keep our finger on the pulse of industries at the heart of our mission. An essential part of that is recognising extraordinary brands for doing extraordinary things. After all, excellence is taking the ordinary and doing it in an extraordinary way. We know Validity customers fit the bill neatly, and that’s why we’d like to help…

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Get on Mailbox Providers’ Nice List this Holiday Season

get-on-mailbox-providers’-nice-list-this-holiday-season

Over time, some things change and some do not—like spam. Recent stats show spammers were the first movers in adapting to the pandemic and being innovative getting past spam filters. While marketers were busy strategizing to update their outreach to customers, spammers found ways to keep spam filters over-worked and on their toes. As the holidays approach, the collateral damage of deeply disrupted email marketing…

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Edit Data from Multiple Salesforce Orgs in a Single Grid

edit-data-from-multiple-salesforce-orgs-in-a-single-grid

Have you ever had to maintain data in multiple Salesforce orgs? Maybe your company was acquired, but the CRMs haven’t been merged, or your organization started with separate CRMs per team and you still need to refer to data in your old database. Either way, searching and editing data in multiple Salesforce orgs is painful. Unless you have GridBuddy Cloud. Using GridBuddy Cloud to edit…

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Why Do Email Marketers Come to Us for Help?

why-do-email-marketers-come-to-us-for-help?

In my career, I’ve learned very rarely does anyone think on their own, “You know what? I’m gonna go out and buy some MARKETING SOFTWARE today!” They’re motivated by a buying trigger that shakes them out of business-as-usual and compels them to look for an alternative. Email marketers who come to Validity are no exception. They fall into three categories, based on their buying triggers:…

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Retail Reality Surfaces Down Under

retail-reality-surfaces-down-under

Validity took our “Retail Reality” roadshow to Australia, and the webinar enjoyed a fantastic turnout from our antipodean customers, who were full of great questions! We were delighted to welcome Felicity Robilliard, senior engagement marketing manager at online fashion retailer THE ICONIC, as our very special guest presenter. THE ICONIC’S emails are highly regarded, and Felicity was generous in sharing an illuminating set of insights…

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State of Email Live: CDP or ESP?

state-of-email-live:-cdp-or-esp?

The stars aligned and we managed to get three, count ‘em THREE, email titans on our most recent State of Email Live webinar. Joining host Guy Hanson was Dan Denewith, senior director, strategic services (deliverability) at Oracle Marketing Cloud, Will Devlin, vice president of marketing at MessageGears, and Seth Charles, principal email deliverability and industry relations manager at Iterable. They got down to brass tacks…

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Gmail is Not Maliciously Filtering Political Email

gmail-is-not-maliciously-filtering-political-email

That’s it, that’s the blog. Kidding, though only kind-of. Email marketers cringed this week when Sundar Pichai, CEO of Google, was asked by not one, but two US Representatives why their email is filtered into the spam folder rather than into (presumed) constituents’ inboxes. This is not a new question for anyone in the business of sending email, nor are the concerns about “political bias…

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