Deliverability

It’s probably no surprise to hear that I spend a lot of time looking at email statistics. Something occurred to me very recently. While we focus so much on open rates and click rates, there are other statistics that matter just as much, if not more. What other statistics are important to you when you […]

Today I’m writing about something that’s not always fully understood and I’m going to do my best to debunk a few myths along the way. IP Reputation, also known as Server Reputation, used to be one of the most important factors that determined whether or not your emails would reach the inbox. While many other

I often talk about the four key pillars of deliverability that spell out the word RACE – they stand for Reputation, Authentication, Content and Engagement. Today I’m going to talk a little more about Authentication, one of the ways you can increase your chances of getting more emails delivered to the inbox and to avoid

Last week’s Open Q&A on Email Deliverability was a huge success!  We had a great turnout for the live call with some great questions, and lots of people have already watched the recording. I’m going to be writing some blog posts answering some of the questions that were asked on the call, starting with this

Right now, world events have meant that our lives, and our businesses, are more uncertain than most of us have ever seen. Some businesses are already in danger of collapsing. Others are having to make significant changes to the way they work. Some are having to move almost everything that they do online. And for

An engaged audience is a happy audience. They’re the people who read your emails, who find value in them. They’re the ones growing to trust and respect your authority, and ultimately, they’re more likely to invest in your products and service. But aside from the obvious happy audience, there’s another reason engagement is crucially important.

You’ve done the hard work of targeting your audience, attracting them to your website and persuading them to sign up for your mailing list. Your next step is figuring out how to keep them happy and engaged with your content.   Email service providers work extremely hard to protect their users from spam and unwanted

Anyone who knows me will know I talk a lot about the importance of managing your engagement. That’s because it can have such a huge impact on your deliverability and inbox placement, which means that more people will see and open your emails. Once upon a time, email marketing used to involve gathering lots of

Today, I’m going to share a sorry tale with you… I’ve been working with one of my clients since August – to preserve his anonymity I’ll call him Fred. I helped him improve his open rates from 12% to 25% between September and November by focusing his email efforts only on the most engaged part

One of the first recommendations I make to help people get more emails into the inbox is to only send emails to the people on their list who have opened something recently.  The main reason is that the Big Three mailbox providers (Google, Microsoft and Yahoo) favour senders who proactively manage their engagement and remove