4 Keys to Better Email Deliverability

4 Keys to Better Email Deliverability

For almost a decade, email has laid claim to the title of Highest ROI–over all other direct marketing channels. For every $1 spent, email marketing generates $42 in ROI. For many companies, email has become the foundation of their digital marketing programs. As marketers, you have spent years honing your email expertise, refining your strategies, and improving your campaigns. Yet, according to a Return Path study, even though global inbox placement rates (IPRs) were up overall, still only approximately 80% of messages from legitimate senders were delivered into subscribers' inboxes in 2018. What is Email Deliverability? What’s Happening Here? Many attribute the overall improvement to the GDPR and CASL laws’ consent requirements generally improving the overall quality of leads and lists for senders in the EU, Canada, and even tangentially in the United States. However, this doesn’t mean it’s time to relax. Rather, it’s more important than ever to be sure that you’re getting in the inbox because your competitors are that much more...
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Q4 Email Deliverability | Finish the Game Strong With These 5 Tips 

Q4 Email Deliverability | Finish the Game Strong With These 5 Tips 

The last quarter of the year is the busiest and most competitive time for email marketers. To ensure your email campaigns are reaching the inbox and your subscribers are engaged, Trendline and Webbula have teamed up to put together 5 tips for Email Marketers to end Q4 with a win.  Target Active Subscribers You can kick off your journey to deliverability success by focusing on targeting your active audience. As spam filters continue to grow more complex and proprietary, engagement remains a key metric in the game of email deliverability. Mailbox providers have a duty to their customers to provide a good experience by sending mail their users want to receive to the inbox and filtering or rejecting mail their users do not want to receive. When a recipient opens, reads, and clicks your emails, it shows their mailbox provider that they are interested in content from you as a sender. In return, that Internet service provider (ISP) will be more likely...
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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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CASL: 5 Key Facts & Observations

CASL: 5 Key Facts & Observations

Five years have come and gone since Canada’s Anti-Spam Law, better known as CASL, was introduced. Ever since the legislation received royal assent, the law conjured up strong emotions in either direction. For some, CASL was the best thing to happen to the email industry. For others, it was the worst. To get a firm answer as to the real impact of CASL on email marketing, we decided to take a closer look. Get CASL Help CASL: 5 Key Facts & Observations Spam Has Declined A study by Cloudmark Inc. assessed email traffic in the eight months following CASL’s implementation and found that there was a 37% reduction of spam originating from Canada. This significant decrease in spam may be largely attributed to the strict enforcement stance of the Canadian Radio-television and Telecommunications Commission (CRTC). Since July 2014, the CRTC has issued major Administrative Monetary Penalties (AMPs) against a number of high-profile companies, including Rogers Media Inc., Compu-Finder, Porter Airlines, and the online dating site Plentyoffish. Email...
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Three Reasons You Should Get Rid of Perfectly Good Email Subscribers

Three Reasons You Should Get Rid of Perfectly Good Email Subscribers

Three Reasons You Should Get Rid of Perfectly Good Email Subscribers For some email marketers, the thought of removing perfectly good email subscribers from your baseline campaigns is a frightening thought. Why would you even consider opting down a user if they haven’t raised their hand and explicitly unsubscribed? Well, there are a few reasons, actually… #1 - Spam Traps The most obvious reason to clean your list is to avoid spam traps. Spam Traps are well documented, and are essentially email addresses that were once active users, and have been repurposed by ISPs to track who sends to these addresses. They can also be addresses that have been deliberately published to catch commercial senders who buy and sell lists. Long story short — these addresses can appear on your lists, even if you’ve been collecting addresses properly with a double opt-in, and they can have a negative impact on your sender reputation and overall deliverability. There are services such as BriteVerify, Informatica,...
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