We have multiple measures of deliverability. Ones that we don’t even let in the door, and then we have ones that customers indicated that they don’t want to be delivered.
– Jeff Bonforte, Senior VP Communications, Yahoo Mail
Read a little more about Yahoo and spam over at Tech Insider, or listen to the podcast at codebreaker.codes.
I just saw a post over on the mailop mailing list where someone had been bitten by some of the IPv6 email issues I discussed a couple of months ago. They have dual-stack smarthosts – meaning that their smarthosts have both IPv4 and IPv6 addresses, and will choose one or the other to send mail over. Some domains they send to use Office 365 and opted-in to receiving mail over IPv6, so their...
You’ve started to notice that your campaigns aren’t working as well as they used to. Your metrics suggest fewer people are clicking through, perhaps because more of your mail is ending up in junk folders. Maybe your outbound queues are bigger than they used to be. You’ve not changed anything – you’re doing what’s worked well for years – and it’s not...
We’re half way through September and it seems way too early to start thinking about the holidays. But for marketers, even email marketers, planning should be starting now. This planning shouldn’t just be about content and targeting and segmentation, but should also cover deliverability. Most retailers use email marketing to drive traffic to their websites during the holidays. Experian...
Reputation is calculated based on actions. Send mail people want and like and interact with and get a good reputation. Send mail people don’t want and don’t like and don’t interact with and get a bad reputation. Reputation is not … about who the sender is. … about legitimacy. … about speech. … about message. Reputation is … about sender...
I wrote a piece for the Only Influencers special Holiday Preparations edition about deliverability and the holiday email rush. One thing I like about the chance to write for other publications is the process often leads me down thought pathways and generate some new ideas. One thing this post helped crystalize in my mind is the idea that every company doing email marketing needs a deliverability...
Email marketing continues to be a great way to reach out to prospects and customers and many companies utilize multiple mail streams. Companies often have the following systems sending mail: Welcome Messages for new subscribers Transactional Messages such as password resets or receipts from purchases Drip programs from a marketing automation system Direct to customers via CRM Depending on your...
HubSpot recently posted an blog article comparing which was better for engagement, plain text emails or HTML emails. In a survey they sent out in 2014, 64% of the responses said they preferred the HTML and image-based emails. It seems pretty straight forward, recipients say they want HTML emails over text based emails but through their A/B testing, the text versions had a higher open rate. They...
A few years ago I subscribed to a financial website that emails out articles about investing as well as a recap of your investments. For the first few months I enjoyed reading these emails but as time went on, I found them less valuable and receiving them every other day they turned into a burden to clean up and deal with. My options were to either unsubscribe or I could create a rule in Outlook...
Yesterday I talked about how data collection, management, and maintenance play a crucial role in deliverability. I mentioned, briefly, the idea that bad data can accumulate on a list that isn’t well managed. Today I’d like to dig into that a little more and talk about the non-permanence of email addresses. A common statistic used to describe list churn is that 30% of addresses become...
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