How Will Consolidation in Email Deliverability Providers Affect You?

How Will Consolidation in Email Deliverability Providers Affect You?

If you follow email industry news, you've most likely recently seen stories about deliverability services provider Validity buying up two deliverability software vendors: Return Path and 250ok. It's natural to wonder what these and other acquisitions in the email space might mean for your own efforts to improve deliverability, or for the industry as a whole. Here's our take: Validity's two acquisitions mean that the industry's top three stand-alone deliverability services are now part of other organizations, beginning when Validity bought Return Path in May 2019 and when email services provider SparkPost bought eDataSource in October 2019. These consolidations will likely bring fewer service options to companies working on their own with a single company. However, they won't affect Trendline's ability to pinpoint and help you solve nagging issues like delivering emails into the inbox. What is Email Deliverability? Service over software These consolidations, and even the potential loss of one or more of these services, won't affect our ability to provide deliverability services because we...
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Double Opt-in:  Increase Your Email Deliverability and Open Rates

Double Opt-in: Increase Your Email Deliverability and Open Rates

When it comes to email marketing, companies and organizations are faced with a choice: Should they use double opt-in or single opt-in when acquiring new email subscribers? Ultimately, email senders have to choose between list size and list quality. What Is the Difference between Double Opt-In and Single Opt-In? A popular form of opt-in is called the single opt-in, in which the user agrees to receive an email by simply checking a box, or leaving a pre-checked box checked, or entering their email address when they visit a website. Upon submission, the subscriber immediately begins receiving email marketing messages. With this form of opt-in, people are prone to forget they “asked” to be emailed in the first place and can mark your message as spam. This form of opt-in tends to generate more bounces, blacklisting, spam trap hits, and other nasty stuff that can adversely affect your deliverability rates. With double opt-in, a new email subscriber signs up on your site and provides...
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Future of Email Marketing – The Workhorse Becomes A Racehorse

Future of Email Marketing – The Workhorse Becomes A Racehorse

Email marketing continues to be the reigning champion of digital marketing. Not surprising when you consider every dollar spent on email marketing produces $44 in return. Yet, the broad perception of email marketing is that of a workhorse – tried and true – content to keep toiling away with a daily ration of oats and water. But what happens to a workhorse when the track begins to change? What happens when routine no longer gets the job done? In an age of increasing demand for hyper-personalized customer experiences across devices, the track has changed. To stay competitive, enterprise organizations today must have a strategy to fully leverage sophisticated automation, segmentation, and dynamic content capabilities at scale. They need to maximize their data for uniquely tailored content that drives engagement, maximize deliverability to ensure that uniquely tailored content actually reaches their subscribers, and grow their subscriber base with an informed acquisition strategy that builds brand loyalists. All the while ensuring compliance...
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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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Why Was My Email Blocked?

Why Was My Email Blocked?

Oftentimes, absolutely no one knows why your email got blocked or bulked, but that isn’t necessarily a problem.  The answer to the question, “Why was my email blocked?” has changed in the last 10 years. I’ve heard this question many times. It’s the first question anyone asks when they find out they have a deliverability issue. A decade ago, the answer was usually pretty straightforward. Blocklists, spamtraps, complaints, bounces, spam keywords—whichever the specific cause—it was generally fairly easy to figure out. Today, though, the honest answer in many cases is, “I don’t know.” This isn’t a popular answer. It’s not one that most deliverability people are comfortable giving, and it’s certainly not one clients want to hear, so it’s not usually the answer you’ll be given. Instead, possible, plausible, and likely causes are given. The truth is that not even the ISP’s own staff actually knows for sure why a given email was blocked. A little while back, I had the pleasure of attending...
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Staying on the Deliverability Nice List this Holiday Season

Staying on the Deliverability Nice List this Holiday Season

Staying on the Deliverability Nice List this Holiday Season *The Inbox Examiner Series is a discussion around the many challenges in the email marketing industry, with proven solutions from leading industry experts. Watch the video here. It’s here, that magical time of year; prepping for Holiday email campaigns. Every marketer steps up their email game and before they know it, they find that their campaigns are dealing with some major deliverability issues. But why? What makes sending during the Holiday season different from the rest of the year? While most of us email marketers tend to be on our best behavior year-round, following best practices and delighting our customers, it can be tempting to throw everything out the window and send, send, send during the Holidays. Subscribers go into consumer mode and marketers want to capitalize on that, which is understandable. But could it be possible that the majority tend to go about this the wrong way? Absolutely. Just because your subscribers are vulnerable...
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New Spamhaus DBL Codes

New Spamhaus DBL Codes

A couple of weeks ago, Spamhaus announced that they are introducing two new sets of return codes for its DBL that took effect on July 1st, 2014.  The first set of codes is to list all legitimate domains/senders that have been compromised, and the second set is going to be used to list malware domains and botnet C&C domains. Spamhaus said that this new information will help maintain DBL's goal of almost zero false positives, and will also give users of the DBL the ability to identify and remediate compromised users and websites. The key takeaway in all of this is that this data will be able to provide valuable insight as to whether Spamhaus thinks a domain is legit, but being abused to send spam, or if it indeed is just sending spam. Below you will find a chart from Spamhaus, which introduces the new codes and the replacements of the old ones. You can read all about the Spamhaus announcement here...
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