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Give Recipients Options
A few years ago I subscribed to a financial website that emails out articles about investing as well as a recap of your investments. For the first few months I enjoyed reading these emails but as time...
View ArticleContinuous Testing
HubSpot recently posted an blog article comparing which was better for engagement, plain text emails or HTML emails. In a survey they sent out in 2014, 64% of the responses said they preferred the HTML...
View ArticleUtilizing all of your data
Email marketing continues to be a great way to reach out to prospects and customers and many companies utilize multiple mail streams. Companies often have the following systems sending mail: Welcome...
View ArticleDeliverability strategy to reach the inbox
I wrote a piece for the Only Influencers special Holiday Preparations edition about deliverability and the holiday email rush. One thing I like about the chance to write for other publications is the...
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Reputation is about behavior
Reputation is calculated based on actions. Send mail people want and like and interact with and get a good reputation. Send mail people don’t want and don’t like and don’t interact with and get a bad...
View ArticleThe holiday mailing season
We’re half way through September and it seems way too early to start thinking about the holidays. But for marketers, even email marketers, planning should be starting now. This planning shouldn’t just...
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Outrunning the Bear
You’ve started to notice that your campaigns aren’t working as well as they used to. Your metrics suggest fewer people are clicking through, perhaps because more of your mail is ending up in junk...
View ArticleIPv6 and authentication
I just saw a post over on the mailop mailing list where someone had been bitten by some of the IPv6 email issues I discussed a couple of months ago. They have dual-stack smarthosts – meaning that their...
View ArticleDeliverability at Yahoo
We have multiple measures of deliverability. Ones that we don’t even let in the door, and then we have ones that customers indicated that they don’t want to be delivered. – Jeff Bonforte, Senior VP...
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SPF debugging
Someone mentioned on a mailing list that mail “from” intuit.com was being filed in the gmail spam folder, with the warning “Our systems couldn’t verify that this message was really sent by intuit.com“....
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Tell me about your business model
I posted Friday about how most deliverability folks roll their eyes when a sender starts talking about their business model. The irony is that one of the first things I do with a client is ask them to...
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CASL botnet take down
The CRTC served its first ever warrant as part of an international botnet takedown. The warrant was to take down a C&C (command and control) server for Win32/Dorkbot. International efforts to take...
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Troubleshooting delivery is hard, but doable
Even for those of us who’ve been around for a while, and who have a lot of experience troubleshooting delivery problems things are getting harder. It used to be we could identify some thing about an...
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Ask Laura
An Advice Column on Email Delivery When we work with brands and senders to improve email delivery, there are many questions that come up again and again. For 2016, we thought it might be interesting to...
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The 10 worst …
Spamhaus gave a bunch of us a preview of their new “Top 10 worst” (or should that be bottom 10?) lists at M3AAWG. These lists have now been released to the public. The categories they’re measuring are:...
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Dueling data
One of the things I miss about being in science is the regular discussions (sometimes heated) about data and experimental results. To be fair, I get some of that when talking about email stuff with...
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The source of deliverability problems
Most deliverability problems don’t start where many people think they do. So very often people call looking for deliverability help and tell me all about the things they’re doing to reach the inbox....
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Who owns the inbox
One of the questions asked of my panel during Connections 16 last month was who owns the inbox. My point of view is that the end user owns the inbox, with a few minor exceptions. For instance, in the...
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Ask Laura: What should we be measuring?
Dear Laura, We are trying to evaluate the success of our email programs, and I don’t have a good sense of what metrics we should be monitoring. We have a lot of data, but I don’t have a good sense of...
View ArticleOpen subscription forms going away?
A few weeks ago, I got a call from a potential client. He was all angry and yelling because his ESP had kicked him off for spamming. “Only one person complained!! Do you know him? His name is Name. And...
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