I’ve seen a bunch of folks in different places looking for advice on what to do when they can’t get a response from a postmaster team, or a filtering company. I was all set to write yet another post about how silence is an answer. Digging through the archives, though, I see I’ve written about this twice already in the last 18 months. Well. OK then. Instead of retreading...
I was chatting with folks over on one of the email slack channels today. The discussion was about an ESP not wanting to implement a particular change as it would hurt deliverability. It led me down a path of thinking about how we think of deliverability and how that informs how we approach email. The biggest problem I see is the black and white thinking. There’s an underlying belief in the...
The two most hated words in deliverability. Many people ask general questions about deliverability and most experts, including myself, answer, “It depends.” There are a lot of problems with this answer. The biggest problem is that it’s led to the impression that there are no real answers about deliverability. That because we can’t answer hypothetical questions we are...
Dear Laura, We are trying to evaluate the success of our email programs, and I don’t have a good sense of what metrics we should be monitoring. We have a lot of data, but I don’t have a good sense of what matters and what doesn’t. Can you advise us what we should look at and why? Thanks, Metrics Are Hard Dear Metrically-Challenged, You’re not going to like this answer, but here goes. It depends...
If you’re at Connections 2016 stop by our session at 3:00 in the Sidney Marcus Auditorium. Bring your pressing deliverability questions.
What really are the best practices for email? A year ago I wrote a post about best practices and how most of my best practices were different from what other people recommend. I don’t talk about rules for frequency or subject line length. I don’t focus on best practices for bounce processing or content length. My best practice recommendations are really about process. Send only opt-in...
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