So, your last email campaign didn’t generate any hard bounces or complaints. That’s great! But (and it’s a big one), that doesn’t mean it’s clean. True email hygiene runs much deeper than removing undeliverable addresses. There are a wide variety of bad addresses that can mess up your email marketing ROI. It’s very difficult, if […]

Many of us monitor opens, clicks, sales, and other metrics to help us understand what we’re doing right  – or wrong –  with our emails.  After all, it’s not only the positive responses that provide valuable insight. It would be good to know, for example, how many people are marking your emails as spam. Then […]

If there’s a problem getting your emails into inboxes, then you definitely want to know about it. Fortunately, most email campaign reports include your delivery rate. Excellent! Except, as we’ve explained before, this delivery rate isn’t telling you how many of your mails actually reached the inbox. So how DO you measure inbox delivery rates? First, […]

Have you ever seen emails where you had to squint, scroll and guess your way to the unsubscribe link? It’s certainly one way to keep people from unsubscribing, but it’s not very sensible or subscriber-friendly. As a marketing professional, you probably don’t give up easily when unsubscribing turns into a game of “Where’s Waldo?”. Others […]

The New York Times recently published an article on the love-hate relationship we have with complaining. While it seems quite a few of us love to air our grievances, listening to someone else gripe is another matter. As marketers, though, we need to pay attention to complaints, especially those of the spam variety. Too many spam […]

Sending email can sometimes feel like a salmon run. Instead of rapids and bears, messages must navigate spam checks and filters to reach their end destination: the hallowed inbox. Your email marketing software or service provider tells you how many of your emails were delivered. Provided you keep your lists free of invalid email addresses, […]

If you’re not one of the 500 million active users of Gmail, or you’re not much of an email marketer, then maybe you haven’t heard: Gmail has been rolling out a brand new inbox for their desktop and mobile users. The new interface automatically categorizes incoming emails into different sections or tabs. Primary: The default tab, […]

Database Quality: The Foundation of Email Deliverability Bouncing emails are the scourge of any email marketing program. They can result in an array of negative outcomes including lowered response rates, lost revenues, wasted marketing resources, and, in the worst-case scenario, even blacklisting. Most email marketers keep a close eye on their email deliverability rate, as […]

The more things change, the more they stay the same. Return Path recently released its Global Email Deliverability Benchmark Report, 1H 2011, and aggregate email deliverability stats have essentially remained stagnant over the past five years. According to Return Path’s study, “email deliverability still plagues commercial email senders worldwide with only 81% of all permissioned […]

Your roving reporter had an opportunity to sit down (over email, of course) with several leading email industry experts and ask a series of questions of interest to our readers. This is the second in a continuing series of “Partner Insights”, which we hope will provide you with answers to some of your most vexing […]