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3 days ago by Matt McGowan

From cookies to ad IDs, why email is key

Necessity is the mother of invention, and the need to provide a reliable identifier for mobile users has led to a revolution in identifying and tracking users across all devices. We may not see the fruit of this revolution for a few years, but I predict that the depreciation of the cookie will continue. Responding…

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4 weeks ago by John Stephenson

Three chilling deliverability tales (and seven ways to save yourself)

Halloween has just passed. The holiday shopping season is nearly upon us. Gather near to hear the tales of three unlucky eCommerce programs and learn how to avoid their fates! 1. ‘The 25-day haunting’ A retailer ran a “25 Days of Christmas” campaign, sending a message a day to an audience that it usually emailed…

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4 months ago by John Stephenson

Why your email ends up in the spam folder and how you can stop it

It’s one of the great mysteries of email marketing: Why do some emails go to the inbox while others land in the spam folder? Although each sender’s situation is unique, some general issues affect where your email goes. Fortunately, you can correct just about every factor that affects your deliverability – your ability to reach…

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6 months ago by Aimee Howell

Never-active email subscribers and how to deal with them

Never-active email subscribers are contacts who have never engaged with an email. Marketers should be wary of these as they can ultimately affect deliverability if they continue to be sent email campaigns. There are a few reasons as to why your reports are not showing any engagement for those particular contacts: They may have signed…

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7 months ago by Peter Rylands

Term of the Week: What is Graymail?

Otherwise known as ‘ham’, Graymail isn’t spam. It’s email that someone has opted-in to receive but doesn’t really want. Why would someone opt in to this, if they don’t want it? The contact may have been to a conference or signed up for a competition; often they will be asked for their details so they can…

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8 months ago by Peter Rylands

Term of the Week: Spam Trap

A spam trap is an email address used to expose any poor data collection and list management from email marketers. As they are not used for communicative purposes, and are not ‘owned’ by a user who could solicit email, they are only found using automated data harvesters. Therefore, if any email is sent to one…

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9 months ago by Peter Rylands

Term of the Week: Email Key Performance Indicators (KPIs)

KPIs stands for ‘key performance indicators’, they’re used to evaluate factors considered crucial to the success of an organisation or project. What email KPIs should I consider? Conversion: whether this is sales or sign-ups, conversions create interest and revenue. Having it as a KPI allows you to evaluate the success of your strategy and judge…

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11 months ago by Peter Rylands

Term of the Week: Whitelist

Last week we looked at blacklisting so now it’s time to explain whitelists. As you’d expect, the two are opposites. A whitelist, otherwise known as the Safe Sender list, catalogues email addresses that are approved and accepted. This ensures their delivery to the recipient’s inbox. How can you be whitelisted? Whitelisting can be done by…

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11 months ago by Peter Rylands

Term of the Week: Blacklist

A blacklist is a register of IP addresses that fail to satisfy criteria for ‘acceptable email’; this is often provoked by a large number of spam complaints. So ‘being blacklisted’ is a phrase no one wants to hear. What do blacklists do? A blacklist serves as a tool for ISPs to decide whether action needs to…

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11 months ago by Peter Rylands

Term of the Week: Hard Bounce

Bounces are the total number of recipients who didn’t receive the attempted send. We have talked about Soft Bounces before in Term of the Week but they aren’t the only kind. Today we’ll explain hard bounces. What is a Hard Bounce? A hard bounce is an email that wasn’t delivered because the recipient’s email address…

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