Microsoft Changes List-Unsubscribe Requirements

Microsoft recently confirmed changes to how they support the list-unsubscribe header in their webmail interfaces, and now only accept the mailto URI. The updated Outlook.com postmaster page states: In order to receive unsubscribe feedback, senders must include an RFC2369-compliant List-Unsubscribe header containing a mailto: address. Please note that we only enable this feedback via email, so URIs... Continue »

4 Reasons Now is the Time to Re-Assess Your Email Program

With the holidays just behind us, subscribers are likely experiencing some inbox fatigue, having been inundated with DEALS! and SALES! for the last two months straight. Find that balance between quality and quantity. As many of us were reminded during the recent holidays, surrounded by a dearth of wonderful foods and treats, even the most tasty offerings eventually become excessive and... Continue »

Why are My Emails Landing in Spam? Tactics to Reach the Inbox and Your Subscribers #Webinar

Please join me and eLearning University this Thursday at 2PM EST for a primer and discussion on email deliverability and what travel and tourism email marketers need to know, and do, to reach their customers. eLearning University provides live and recorded tourism webinars to individuals, companies, associations, and state tourism departments. They offer a wide range of tourism webinars,... Continue »

Smartwatches and Email: What You Need to Know

Desktop.  Mobile.  Smartwatch?   Roll your eyes if you must, but as a digital marketer you have likely noticed that it’s getting harder to ignore the buzz about wearables.  The market is finally catching up with Dick Tracy and Inspector Gadget's Penny, creating another shift in the landscape for digital marketers.  This post explores some of the available information on smartwatches to put things... Continue »

Optimizing Email Performance Using New KPIs

Email marketing is the most effective online marketing channel that consistently delivers the highest ROI (Return on Investment) of all digital channels. I therefore see email marketing as performance marketing, though some of my industry peers may disagree. Email marketing is performance marketing Let’s take a look at the reasons why I consider email marketing to be performance marketing:... Continue »