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Tag: data hygiene

Spamtraps on the brain

I really dislike whomever it was that coined the term pristine spamtraps. I get what they were trying to do, explain the different kinds of spamtraps and how different traps get on your list in different ways. Except… any type of trap can end up on your list in any way. For instance, not every recycled […]

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Recycled spamtraps

Spamtraps strike fear into the heart of senders. They’ve turned into this monster metric that can make or break a marketing program. They’ve become a measure and a goal and I think some senders put way too much emphasis on spamtraps instead of worrying about their overall data accuracy. Recently I got a question from […]

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Targets and measures

Over the past few years a number of email delivery products have been launched. Many of these products are intended to improve deliverability by improving metrics. The problem is they don’t work the way their purchasers thing. Take data hygiene services. For the most part, these services take a list of email addresses, do data […]

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Data never dies

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Metric Monetization

As a digital channel, email provides a lot of different metrics for marketers to use. Not only can marketers measure things like open and click rates, but they can tie these numbers back to a particular recipient. This treasure trove of information leads to obsessing over making the numbers look good. For good deliverability senders […]

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Not fooling anyone…

A question came up on the Women of Email Facebook page about sending cold B2B emails. This is one of those areas I have strong opinions about, mostly because I am so tired of getting deceptive and unending messages from folks. Realistically, cold emailing isn’t going to stop just because recipients hate receiving it. We […]

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10 things every mailer must do

A bit of a refresh of a post from 2011: Six best practices for every mailer. I still think best practices are primarily technical and that how senders present themselves to recipients is more about messaging and branding than best practices. These 6 best practices from 2011 are no longer best, these days, they’re the absolute minimum […]

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Equifax compromise and their insecure response

Today it was announced that someone infiltrated Equifax earlier this year and stole 143,000,000 identities. These identities include names, birthdates, and addresses, at a minimum. Details are available at your favorite news site. What I want to talk about is the website they’ve put up to address the issue. This website is Yet Another Example of how […]

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Mike might be spamming, but why?

I’ve been talking a lot about ongoing B2B spam. That is, where senders drop your address into some sort of automation, that sends mail from gmail or amazon and just spams and spams and spams. This is what my mailbox looked like this morning Yes, every one of those emails is sent to the same […]

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5 answers you need before mailing old addresses.

From the archives: Mailing old addresses: 5 questions to ask first James asked the question on twitter: If you haven’t mailed an address in 5-10 yrs, would you include it in a re-engagement mail? A number of people responded that addresses that old should not be mailed. I think the answer is more complex than […]

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