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Tag: inbox

Deliverability is critical for marketing

It is increasingly clear that successful email marketing programs measure and emphasize deliverability. No longer is deliverability the crisis management team called when everything breaks. They’re part and parcel of an effective email marketing team. Today I watched a bit of the EIS livestream where acquisition marketers were discussing their processes. Everyone of them talked […]

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Thinking about deliverability

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 […]

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Doing email right

Over on the MarketingLand website, Len Shneyder talks about 3 companies (Uber, REI and eBay) that do email right. In there he shows how the companies use email to further their business goals while understanding and meeting the needs of their customers. Meeting the needs of recipients is the way to get your mail to the inbox. […]

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Security, safety and the cavalry

In some ways it’s been really hard to focus on email for the last few months. There are so many more important issues in the world. Terrorism, Brexit, the US elections compromised by a foreign government, nuclear threats from multiple countries, the repeal of ACA, mass deportations and ICE raids here in the US.  I […]

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It’s not fair

In the delivery space, stuff comes in cycles. We’re currently in a cycle where people are unhappy with spam filters. There are two reasons they’re unhappy: false positives and false negatives. False positives are emails that the user doesn’t think is spam but goes into the bulk folder anyway. Fales negatives are emails that the […]

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Engagement, Engagement, Engagement

I saw a headline today: New Research from Return Path Shows Strong Correlation Between Subscriber Engagement and Spam Placement I have to admit, my first reaction was “Uh, Yeah.” But then I realized that there are some email marketers who do not believe engagement is important for email deliverability. This is exactly the report they […]

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From the archives: Taking Permission

From February 2010, Taking Permission. Permission is always a hot topic in email marketing. Permission is key! the experts tell us. Get permission to send email! the ISPs tell us. Marketers have responded by setting up processes to “get” permission from recipients before adding them to mailing lists. They point to their privacy polices and signup […]

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Gmail filtering in a nutshell

Gmail’s approach to filtering; as described by one of the old timers. This person was dealing with network abuse back when I was still slinging DNA around as my job and just reading headers as a hobby. Gmail uses a 10+ year old neural network that analyzes thousands of factors, related to email, IP, and web, […]

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Recipients and the Spam Button

Earlier this week Litmus and Fluent hosted a webinar title “Adapting to Consumers’ New Definition of Spam.” This had a number of fascinating facts about email marketing, many of which should reassure folks. Litmus has a blog post up highlighting some of the findings specific to millennials and email. Good news is millennials like getting […]

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Changing deliverability thinking

Almost every email marketing program, at least those sending millions of emails per campaign, have delivery problems at one time or another. The problems seem random and unpredictable. Thus most marketers think that they can only address delivery problems, they can’t prepare or prevent them. On the delivery side, though, we know deliverability problems are […]

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