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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Gmail Authentication Alerts: Everything You Need to Know

Gmail Authentication Alerts: Everything You Need to Know

Gmail Authentication Alerts: Everything You Need to Know Changes to Gmail Authentication Alerts Following updates to gmail authentication alerts is important because Gmail continues to play an important role in every organization’s email marketing program. In fact, Gmail has 900 million worldwide users which means they could be the largest domain in your database right now. In a not-so-sudden move, the Gmail team is pushing a live change this week that will help the Gmail user identify whether or not the email is authenticated by altering the avatar. If sender authentication fails, Gmail will replace the avatar with a big red question mark.   This question mark warns the subscriber that the email may be unsafe and may have originated from an untrusted source. In addition, Google will also add safe-browsing precautions in to Gmail. These are the same safe-browsing precautions which have existed in Chrome for some time. This means that if a Gmail user attempts to click on a link in an email...
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