Buyer trust: the overlooked factor in deliverability

Buyer trust: the overlooked factor in deliverability

When you discover that your email messages are going to your subscribers' spam folders, you're probably going to blame the ISPs first. After all, you never sign up subscribers without their permission. If you're already using opt-in, why are you having deliverability issues? The answer is that deliverability is a complex network of factors in which senders, ISPs and subscribers play roles and is rooted in buyer trust.  Buyer trust begins with permission and getting to the inbox. Then, it broadens into the relationships you build with your subscribers. This is a tall order – it's not something you can fix with an algorithm tweak here and there. And you must be able to collect and use your customer and subscriber data at a much higher level than just inserting a first name in the subject line.  But the reward is just as big: conversions and long-term engagement. After all, isn't that why you invest in email marketing?  You should be able to answer three...
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How ARC can keep forwarded emails out of spam

How ARC can keep forwarded emails out of spam

Email is the original social channel, thanks to email forwarding. We'll bet that the minute computer salesperson Gary Thuerk sent that famous email message to 400 prospects back in 1978, many of them forwarded it on to their friends.  Forwarding messaging is one of the most popular email activities. By 2015, 1 in 21 commercial messages was being sent on to other recipients. For email marketers, it also expands your reach and exposure without any effort on your part. Besides person-to-person forwarding, many email users also forward their messages automatically from one email service to another (from Gmail to Yahoo, for example) so they can read email from multiple email addresses in one inbox.  But a forwarded email can actually end up in the spam folder instead of the inbox. It all has to do with email authentication, which verifies that the senders and messages are legitimate. If your emails are authenticated properly, messages that get forwarded have a better chance of hitting...
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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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