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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How to Get Email Delivered to Gmail | How Gmail Filters

How to Get Email Delivered to Gmail | How Gmail Filters

How to Get Email Delivered to Gmail | How Gmail Filters Gmail Getting email delivered to Gmail depends on how Gmail filters its mail. The first step is performing your own deliverability test; send out an email, and see how many are being delivered to Gmail. I’m sure you’re wondering what Gmail looks for when processing inbox placement, right? One aspect Gmail looks at in an email is its double opt-in/confirmed opt-in history. This is when someone signs up for emails and then has to verify that their information is correct. Therefore, it’s a great idea to have an “add to address book” section or any confirmation CTA that a recipient will click on in the first email. This button helps you pass spam filters a lot faster because it is similar to a personal whitelist for the user. Gmail focuses heavily on recipient engagement. Therefore, keeping list hygiene is important. If you are sending to old lists, your engagement will be lowered,...
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How to Get Email Delivered to Yahoo | How Yahoo Filters

How to Get Email Delivered to Yahoo | How Yahoo Filters

How to Get Email Delivered to Yahoo | How Yahoo Filters Yahoo The key mission of Yahoo is to deliver messages that people want to receive and filter messages they don’t. With Yahoo, you’ll need to perform list management tasks frequently and monitor hard & soft bounces as well as inactive subscribers. Sending emails to users who aren’t reading them or who mark them as “spam” will hurt your delivery metrics and reputation. Send email only to those who want it. Use an opt-in method of subscription for your mailing list and make sure subscribers have verified their intent to receive your mailings. Review email content for common characteristics of spam. Test your emails’ visual look with image placeholders. Many of your recipients won’t see images in your email. Email on Acid is an excellent place you can go to check your message rendering. Make sure you are linking to domains, not IP addresses. Yahoo will filter out these links. Don’t include: HTML forms, JavaScript, or...
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How to Get Emails Delivered to Microsoft & AOL | How ISPs Filter

How to Get Emails Delivered to Microsoft & AOL | How ISPs Filter

How to Get Emails Delivered to Microsoft & AOL | How ISPs Filter Microsoft Emails delivered to Microsoft & AOL means you are following email deliverability best practices. Deliverability to Outlook.com is based on your reputation. Microsoft releases reputation data via its Smart Network Data Service (SNDS) program. Windows Live Hotmail uses SPF and DKIM authentication. They filter email using Symantec/Brightmail Probe Network, Smartscreen filtering, and other content-level filtering. Blocking may result from being listed with Brightmail; removing those blocks requires contacting Symantec, not Hotmail. The Outlook.com Smart Network Data Service (SNDS) gives you the data you need to understand and improve your reputation. Data includes filtering, complaint rate, and spam trap hits. What Microsoft Looks for in Email Deliverability Best Practices Sending reputation They release reputation data via SNDS DKIM and DMARC authentication They filter using Symantec/Brightmail Probe Network, Smartscreen filtering, and other proprietary content-level filtering Listing (If you're listed with Brightmail, Microsoft may block you) AOL AOL focuses heavily on DKIM authentication and...
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