Why BIMI is Important for Email Deliverability

Why BIMI is Important for Email Deliverability

What is BIMI? The acronym BIMI stands for Brand Indicators for Message Identification. BIMI is the latest development in email authentication to prevent fraudulent email and serves as a huge, new opportunity for companies to put their brands in front of consumers for free. BIMI also serves as a revolutionary way to reassure your recipients that you have the proper security measures in place by simply displaying your logo next to your email. “A new opportunity for companies to put their brands in front of consumers for free.” By implementing BIMI, companies (email senders) receive free added value by increasing brand visibility in the inbox. Not only is this something that CMOs are raving over, but more importantly, it ensures the level of authenticity from the sender, building trust with your consumers. “This is a win-win situation: the brand has better exposure, better control of their logo, higher engagement on the consumer side, it’s more secure and Yahoo can authenticate emails in our system,” said Marcel...
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What Is A Deliverability Audit?

What Is A Deliverability Audit?

When you hear the word ‘audit’ what do you think of? Before I got into the email space, I thought of the IRS. Fortunately, there are other audits out there that aren’t as scary, such as an Email Deliverability Audit. I have learned there are many businesses that are completely unaware that they have deliverability issues. In fact, most marketers aren't totally sure what the word "deliverability" means. Some are just not educated on the subject, and others are afraid to really get to know how their email program is performing. Ignoring deliverability issues within your email program isn't an option if the goal of the program is to drive revenue. You cannot begin making improvements if you don't know what's going wrong. Because of this, an email deliverability audit is a great place to start uncovering areas that can be bolstered to improve your program's ROI. When an email is "delivered," it means that it made it to the intended recipient. "Deliverability" is...
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Your ESP and Deliverability: Who’s Responsible?

Your ESP and Deliverability: Who’s Responsible?

The Common Misconception Before you begin the search for an email service provider (ESP), it’s important that you are aware of a common misconception about who's responsible for a sender's reputation. Often times, it is believed that deliverability successes and failures are solely based on the ESP a sender chooses. Unfortunately, that isn't entirely true. Laura Atkins couldn't have said it any better when she said, "This is a subject that doesn't get talked about very much because marketers often don't understand deliverability, and ESPs get paid to respond to delivery problems not prevent them. Worse than that, many companies expect that deliverability is what their ESP does, and if there are problems, the ESP will be responsible and fix it. This isn't actually true. In most cases, a sender having problems getting to the inbox is responsible for those problems." I hope this sheds a little light on that dilemma so I can safely say that, though a sender is responsible...
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Deliverability: Marketing’s Best Kept Secret

Deliverability: Marketing’s Best Kept Secret

Deliverability: The Best Kept Secret in Marketing Let’s confirm some of the facts on email deliverability. We sat in on a short discussion on deliverability at the 2017 Marketing Conference in Boston. In referencing some discussion during the conference, we want to focus on those top priorities of getting into the inbox the right way. We have compiled a list of key ways to align with best practices and achieve high deliverability. Authentication The first way of achieving high deliverability is by setting up authentication. Authentication is the foundation of excellent email sending practices, helping you secure and legitimize your emails for recipients. The most optimal way to secure your email is by setting up SPF, DKIM and DMARC. Here is a brief look into each and why they are important: – SPF stands for Sender Policy Framework. It’s a security feature that confirms the sending IP is who they say they are. Having one in place will help you monitor incoming email and allow...
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