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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Top 5 Email Marketing Trends of the Year (so far)

Top 5 Email Marketing Trends of the Year (so far)

2014 has been an incredible year so far at Trendline. We are growing as an agency, and I am growing as an email marketer. While I’ve learned many things this year, I wanted to share with you the top 5 things (that I can discuss publicly) that have made me a better agency owner and a better email marketer. 5. Gmail grid view is a distraction It’s easy to get distracted by a shiny new trend or product — or in this case, the sexy beta version of Gmail’s grid view. Certainly it makes for well-attended webcasts and frequently read blog posts, particularly for frazzled marketers fearful of being left behind or left out of the inbox.When confronted with these new trends, consider the bigger picture. For instance, Gmail grid view is a beta test. Secondly, it might only be used by <1% of the Gmail-verse (most of whom, I would bet, are marketers themselves). So, spending all your time optimizing for grid view, when the majority of your subscribers...
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