Testing: The Email Program’s Equivalent of Flossing

For many marketers, email testing can be considered the equivalent of flossing. When someone asks if you’re doing it, you say yes (even if you’re not). Why? You know it’s beneficial, it delivers results and that you should be doing it. However, it takes time, it can be somewhat unpleasant and you have to remember to do it often (preferably daily) and at a time when you just want to get everything... Continue »

M3AAWG Publishes ARF/X-ARF Usage Recommendation

M3AAWG, the Messaging, Malware, and Mobile Anti-Abuse Working Group (http://www.m3aawg.org) recently published a document affirming their recommendation that Abuse Reporting Format (ARF) be the preferred method of reporting email abuse through feedback loops (FBLs) and other means. In addition, the document recommends that the X-ARF format be used to report any abuse incidents that are... Continue »

Gmail Leads the Charge: Email Marketers Could Be in for another Wild Ride in the Year of the Horse

If you’re like many email marketers, you may be on the fence about whether or not Gmail is a friend, foe or frenemy. After all, last years’ roll out of the Tabbed Inbox is likely still fresh in your mind. At the time, there was widespread concern that having commercial messages be delivered to the Promotions Tab (as opposed to the Primary Inbox) would decrease response and engagement metrics. The... Continue »

10 Tips for Inspiring Email Love and Long-Lasting Subscriber Devotion

With heart-shaped candy boxes and over-sized teddy bears taking over store shelves just as soon as the holiday decorations came down, the abundance of pink and red baked goods on display, a constant stream of jewellery and flower advertising flashing across multiple screens and free trials for online dating sites reaching a fever pitch, there’s no denying that cupid has his arrow poised to strike... Continue »

The Reckoning: Assessing My 2013 Predictions/Unpredictions

When I published my 2013 unpredictions, I thought at least one of them was risky. Email trends and technology are developing faster than they used to, so a year isn’t a long time anymore. Sure enough, I almost missed. Still I gave myself high marks in this year’s reckoning. Here’s what I predicted/unpredicted for the past twelve months: Prediction: Marketing and Security Will Join Forces to Fight... Continue »