How IP Warming Will Increase Email Delivery

How IP Warming Will Increase Email Delivery

IP warming is a deliverability best practice. In other words, it will increase email delivery. You have a dedicated IP address, right? When using your dedicated IP address, warming it up helps build your reputation with ISPs (Internet Service Providers). Why do we want to keep a good relationship with ISPs, you ask? Well, having a good reputation with ISPs will mark you as a legitimate email sender and more of your mail will be delivered to the correct inbox. When IP warming, you are gradually sending more mail from your dedicated IP to establish a good reputation with ISPs. I have a dedicated IP address, but I haven’t started IP warming. What can I do? The answer to this depends on how long you have had your dedicated IP, how many emails you send out, how people are interacting with those emails (opening, clicking, forwarding, deleting, etc), how large your list is, etc. There are several IP Warming Plans available now that will increase email...
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Get the Attention and Investment Your Email Program Deserves

Get the Attention and Investment Your Email Program Deserves

Get the Attention and Investment Your Email Program Deserves I spend a lot of time speaking at conferences and events, which gives me the opportunity to talk with email marketers across the country. While the cities may change, I often hear a similar refrain: I’m understaffed and undervalued. People in my organization give very little attention to the email program. Every year I am continually tasked with growing lists and the program while budgets remain flat and patience amongst stakeholders wears thin. Email has been around for so long that there’s a perception that it’s easy — that it just chugs along without much oversight. The reality is that email marketing is the offensive line and without it other parts of the marketing department don’t shine. Whether it’s 5,000, 5 million or 50 million people, email has a huge influence on your brand. So how do you get people to understand that without a stellar offensive line, the quarterback can’t pass, the...
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California Consumer Privacy Act of 2018

California Consumer Privacy Act of 2018

a Trendline Point of View: California Consumer Privacy Act of 2018 Disclaimer: Trendline Interactive cannot provide any legal advice, nor should anything within this Point of View be construed as such. Customers should consult their legal teams and resources to ensure they are aware of their obligations under applicable regulations. Background - Privacy in the US: In the US, there is no single, comprehensive federal (national) law regulating the collection and use of personal data. Instead, the US has a patchwork system of federal and state laws that sometimes overlap or contradict one another. There are laws such as HIPPA, COPPA, CAN-SPAM and Gramm-Leach-Bliley, all which prohibit unfair and deceptive practices involving the disclosure of and security procedures for protecting personal information yet these apply to particular categories of information. In recent years, the surge of companies who are collecting, storing, and using personal information for better “customer experiences” and “valuation” is astronomical. A study conducted by Pew Research Center in 2016 revealed that roughly 50%...
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6 Critical New Email Engagement Metrics To Track

6 Critical New Email Engagement Metrics To Track

Introduction For close to 20 years, the tracking of email marketing engagement metrics has not changed very much. Apart from the standard open and click metrics with variants, marketers rely on engagement metrics that only scratch the surface of what it takes to propel growth within a program. In fact many industry benchmark reports, still use metrics that have been been around for a long time. Let’s be honest, the metrics we have come to rely and report on the most are directional at best. Despite industry norms or what you were led to believe when you first took over as the lead in email, there may be other metrics that can drive your program to even greater heights. To be clear, Trendline believes that the standard email metrics of uCTR, uCTOR, uOR, tOR, tCTR, device breakdown, bounces (hard, soft, technical, block), complaints, unsubscribes, etc., are still worthy of tracking and, in most cases, can tell a compelling story of what is happening...
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