Why Email List Hygiene is Still the Cure for Improving Deliverability

If I were to ask every email marketing professional his or her top headache-inducing challenge, I’m willing to bet it would have something to do with email deliverability.

In 2014, Marketing Land reported 11% of permission-based email marketing campaigns were blocked and 6% ended up in people’s spam folders. With ISPs moving toward engagement-based filtering, in which specific subscriber signals determine how and where email should be delivered, accessing and analyzing email and subscriber data are essential to help senders improve deliverability. Continue reading

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5 Ways Email Validation Can Help All Types of Marketing

There is only one drawback to data-driven marketing: It requires conclusive, comprehensive data to be effective. While this may seem obvious, some brands continue to make important decisions about their marketing with an inaccurate or incomplete email database. Unfortunately, if they don’t do anything to verify their data (particularly user email addresses), they’ll be unaware of one of the primary reasons their marketing efforts failed. Continue reading