Research: How Should You Follow Up A Mailbox Full Bounce?

Research: How Should You Follow Up a Mailbox Full Bounce?

A few weeks ago, we shared our research on different types of bounces and their implications for senders. One of our most notable findings pertained to Mailbox Full bounces — specifically, that almost ⅓ of recipients with a Mailbox Full bounce opened another message within the next 12 months.

The surprising results sparked conversation in the industry, with senders and providers debating how to handle Mailbox Full bounces in light of the data. Rumors have also been swirling of Gmail making changes to the way they handle Mailbox Full bounces, so we thought a deeper analysis of the results by ISP was in order.

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Five Best Practices For Email Deliverability

Five Best Practices for Email Deliverability

It’s not news to us (nor likely to you) that email marketing is one of the top drivers of customer engagement, yielding the highest potential ROI of all marketing channels. Marketing departments are often building entire budgets around email marketing — but are they optimizing their email efforts to improve deliverability?

According to 250ok, delivery to the inbox for North America was around 88% in 2019, but the DMA reports that some industries saw much lower deliverability. While trends in deliverability and engagement are trending upward as a whole, the industry average doesn’t mean much if your organization’s mail isn’t making the cut.

Nearly all major mailbox providers (MBPs) utilize machine learning to determine how they should filter inbound mail. Their primary goal is to ensure their users are happy, by delivering “wanted” mail to the inbox and keeping everything else out — whether it’s never delivered or filtered to spam. These filters monitor user engagement and sender reputation in real time to determine how mail is routed on their networks.

As a sender, you’ll need to follow some core best practices if you want to be sure your mail reaches the inbox.

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Research: What Do Bounces Really Mean For Super Senders?

Research: What Do Bounces Really Mean for Super Senders?

Bounces are inevitable. Every email you send is almost assured to see instances where that mail cannot be delivered — whether temporary or permanent. These bounces create a variety of responses from marketers: some ignore them, some meticulously analyze bounce logs, and others retry sending every. single. one. The recommended approach is somewhere in the middle, leaving many marketers to question how they should handle certain types of bounces and what those rejections really mean.

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Deliverability Do’s And Don’ts Of The Holiday Season

Deliverability Do’s and Don’ts of the Holiday Season

The holiday season isn’t just closing in — it’s already started for many marketers preparing for Black Friday, Cyber Monday, and beyond. A big holiday season also brings big revenue goals, prompting many marketers to expand mailing lists and increase sending frequency to meet these goals. Before you make a decision that might derail your marketing efforts, here are a couple of recommendations to optimize your deliverability during the holiday season.

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Do “Spam Words” Lead To Spam Complaints?

Do “Spam Words” Lead to Spam Complaints?

In the early days of email, spam filters were all about the content. Including specific combinations of words and phrases would often make your message more likely to be flagged as spam or blocked outright. As mailbox providers and their spam filters evolved, sender reputation became more important as a factor: instead of a single message, providers evaluate a sender’s “body of work.” Senders whose messages often generate spam complaints or are ignored by recipients are now the most likely to end up in the dreaded spam folder. Message content still factors into many spam filters, but is almost always outweighed by IP or domain reputation.

Even so, many in the industry remain convinced certain words or phrases are the kiss of death for an email. You can find recent articles advising marketers to avoid including words like “free” in the subject line, along with symbols like dollar signs or exclamation points. It’s not hard for senders to get confused with the seemingly conflicting information out there, so we wanted to investigate how it all might tie together.

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Google Postmaster Tools And How They Help You

Google Postmaster Tools and How They Help You

If you’ve visited any forums or read any blog posts related to the email industry in the past few days, you’ve probably seen mention of Google’s Postmaster Tools. Specifically, the tools have been experiencing a partial outage, leaving many marketers and deliverability professionals searching for solace or news about a fix (count us among that group!).

To help pass the time until that sweet, sweet Google data is flowing again, here’s a primer on Google Postmaster Tools (GPT) — what they are, how they’re used, and how they complement your own (or your ESP’s) data and services to optimize delivery to Gmail.

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Unsubscribe Rates And The “New Gmail”

Unsubscribe rates and the “New Gmail”

Over its 15 years of existence, Gmail has undergone some major changes – some heralded by fanfare, others made without warning or even acknowledgement. From perpetual beta status and Priority Inbox to Promotion annotations and AMP, Google’s penchant for innovation has often left marketers running to keep up with the latest update.

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