Focus on the Fundamentals

“In the end, it’s extra effort that separates a winner from second place. But winning takes a lot more that, too. It starts with complete command of the fundamentals. Then it takes desire, determination, discipline, and self-sacrifice. And finally, it takes a great deal of love, fairness, and respect for your fellow man. Put all these together, and even if you don’t win, how can you lose?” — Jesse... Continue »

Email Space Monkeys: Use Seed Data to Test Your Campaign before Hitting "Send"

If you’re anything like me, you might think of an email campaign as a space ship… Okay, maybe that’s just me. As we all know, just like rockets and other spacecraft, some email campaigns might fly through the metaphorical heavens while others may never get off the ground. As legendary aerospace engineer Burt Rutan, the brains behind Voyager, once said, “Testing leads to failure, and failure leads... Continue »

List Validation Service FAQs

List validation services are a hot topic among many senders recently. But aside from the information on each service’s individual site, it can be hard to find basic education on their function and purpose. Before you buy a list validation service, read through these FAQs to gain a better understanding of how and why a validation service might benefit your email program. What is a list validation... Continue »

Why You Should Stop Using a Shared IP Address

From the time we’re little kids, we are taught to share. We share our gum, we share rides, we share an umbrella in the rain. But for an email marketer, there are times when you shouldn’t share—especially when it comes to sharing an IP address. So what is a shared IP address? It’s an IP address that is used by more than one sender to deploy their emails. Shared IP addresses are most commonly used... Continue »

Data Overload? Focus On These 3 Metrics that Drive Sender Reputation

In the world of email marketing, engagement is king. But who (or what) is queen? When I think about engagement, the obvious complement is sender reputation metrics—to be successful, you need both! And because Sender Score is typically used as a leading indicator of sender reputation, the most important sender reputations metrics are those that influence Sender Score. Many of the conversations I... Continue »