We are pleased to announce that our Chief Executive Officer, Allan Levy, has authored a comprehensive article for MediaPost. This article examines the ongoing challenges that marketers face regarding email deliverability, particularly in light of new guidelines established by Google and Yahoo.
Rich in valuable insights, the article outlines four actionable recommendations aimed at enhancing email deliverability and effectively adapting to the changing landscape. We encourage you to review these critical strategies to strengthen your email marketing efforts.
Key Takeaways:
- Diagnose the Block: Marketers should first determine if they are experiencing a “hard block” (with specific error codes) or a “soft block” (a more subtle decline in performance).
- Strategic Ramp-Up: When recovering a domain, it’s advised to slowly increase email volume, starting with the most engaged customers to rebuild sender reputation.2
- Maintain Integrity: The piece stresses the importance of being an “honest broker” by avoiding the combination of marketing offers and receipt-type emails, especially with the use of AI and semantic analysis.
- Adhere to Best Practices: The article reinforces the necessity of standard bulk sender rules, including email authentication (SPF, DKIM, DMARC), providing a one-click unsubscribe link, and keeping spam complaint rates under 0.3%.
- Clean Your Lists: A critical new point is the need to cull email lists when bouncebacks occur, as Google and Yahoo have begun purging inactive accounts.
