The Fifth Age of Email Deliverability

The Fifth Age of Email Deliverability

The feedback mechanisms, controls, and algorithms that inbox providers use to decide whether to block, junk, or deliver email messages to their users continues to evolve. Since the 1990s, there have been five ages of email deliverability, each of which was ushered in by the arrival of a major change: In the…

Marketing Book Podcast: ‘A Lot of Structural Changes to How Email Marketing Works’

The Marketing Book Podcast - The 4th edition of Email Marketing Rules

Six years after being on the Marketing Book Podcast to discuss the 3rd edition of Email Marketing Rules, I rejoin host Douglas Burdett to talk about the new 4th edition. During our 1 hour and 17 minute conversation, we cover a wide range of topics, including: What’s new in the 4th edition…

13 Warning Signs of Email Deliverability Problems Ahead

13 Warning Signs of Email Deliverability Problems Ahead

Nothing can destroy your email marketing performance quite like email deliverability problems. Whether it’s the slow slip of inbox placement due to diminishing engagement or the sudden collapse due to a blocklisting, it’s always devastating and usually a shock. But honestly, email deliverability problems are rarely a surprise if you know what…

Validity’s Email After Hours Podcast: Why We’re Still Mad About Apple’s MPP

Validity’s Email After Hours Podcast: Why We’re Still Mad About Apple’s MPP

Since Apple introduced it in 2021, Mail Privacy Protection has had a profound impact on how email marketers operate and many are still struggling with how to adapt. I join Validity’s Guy Hanson and Danielle Gallant on the Email After Hours podcast to discuss everything MPP. We tackle the following questions: How…

7 Ways to Get More Email Clicks in the Age of MPP

How to Get More Email Clicks in the Age of MPP

By flooding email service providers with auto-generated opens, Apple’s Mail Privacy Protection (MPP) has substantially devalued email opens and dramatically increased the value of the next most common email action—clicks. In the wake of MPP, clicks have become much more important in two critical areas of email marketing. First, clicks have become…

Email Marketing Trends for 2023: Proven Essentials

Email Marketing Trends for 2023: Proven Essentials

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when the economic environment, consumer behaviors, and business goals are shifting rapidly. To help you prioritize your email marketing efforts this…

Email Blocklists: How to Get Off One, and Stay Off Them

How to Get Off an Email Blocklist and Stay Off

Having your email IP address or domain added to an email blocklist can seriously affect your deliverability, and therefore the profitability of your email program. This is doubly true if you’re blocklisted during one of your key selling seasons. For those reasons, it’s important to routinely check if your brand is on…

First Quarter 2023 Holiday Marketing Quarterly

First Quarter 2023 Holiday Marketing Quarterly

The holiday season doesn’t have an off-season. Having a successful holiday season means executing a successful four-quarter strategy. Oracle Marketing Consulting’s Holiday Marketing Quarterly gives you a quarter-by-quarter plan for how to achieve more during the critical holiday season with your digital marketing efforts. The first quarter is focused on seizing opportunities,…

4 Ways to Maximize Double Opt-In Confirmations

4 Ways to Maximize Double Opt-In Confirmations

One of the many impacts of Apple’s Mail Privacy Protection is that it’s now significantly more difficult to determine whether a subscriber is active or inactive. This challenge has led to a decline in deliverability rates and contributed to a spike in Spamhaus listings, with many marketers feeling forced to take greater…

BIMI: The Carrot to Get Email Marketing Managers to Fully Authenticate

BIMI- The carrot to get email marketers to fully authenticate

Inbox providers’ long-standing approach has been to punish email marketing managers for not authenticating their emails with SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting and Conformance). This all-stick-and-no-carrot approach to email authentication led to slow adoption of SPF and DKIM since their introductions in…