One thing I’ve recently realized in the email deliverability and compliance field is that I use a lot of terms that aren’t really common knowledge, which is why lately I’ve been making an effort to ensure everyone understands the vocabulary that I’m using. Try talking to a non-marketing friend about how confirmed opt in improves your acceptance rate, how your senderscore is looking pretty good, and the fact that you aren’t on any blacklists right now…and watch the look of confusion cross their face as they try to figure out what it is you said.

In today’s post, I’m going to try and […]

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Two years ago, we released our Complete Guide to B2B Email Marketing, complete with actionable how-to information to help our readers optimize their deliverability rates, create eye-catching email templates, choose their perfect sending time, and more. But the email industry is changing (as noted in the statistics below from Salesforce’s 2015 State of Marketing Report) — and our Complete Guide needed to change with it.

73% of marketers agree that email marketing is core to their business. 

60% of marketers claim that email is a critical enabler of products and services, versus 42% of marketers in 2014. 

74% of marketers believe email produces […]

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By now, you should know that I’m all about email compliance — and knowing your email terminology (if you missed it, catch up on the war I’m waging against the phrase “email blast” here). In today’s post, we’ll be reviewing a couple of different opt-in methods, as well as the pros and cons of each. Take a look at the list below to make sure you’re choosing the right opt-in method for your business’ email needs.

1. Single Opt-in

Single opt-in is the most common method of getting prospects into your database and sending them emails. With single opt-in, prospects come to […]

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Lately, Microsoft’s Office 365 product has been picking up steam in the email world. The value proposition is excellent for companies that are already using Microsoft Exchange and the Office suite of products. Instead of having to maintain your own email servers, worry about updating to the latest version of Exchange, and stay on top of the latest anti-spam updates, you can forgo all of that hassle and just pay Microsoft to do it for you. Seems pretty amazing, right?

Unfortunately, Office 365 sometimes creates some problems out of the box for email marketers. If you’re a marketing professional that uses a […]

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Marketing automation features like lead nurturing and email marketing get a lot of the glory — but what about another underemphasized feature: autoresponders?

Autoresponder emails are emails that are deployed automatically, typically in response to a prospect action like filling out a form. These emails provide another way to get a tracked touch point with prospects or customers and lead them to interact more deeply with your site.

Autoresponders can be used to welcome prospects to a mailing list, send a link to requested resources such as white papers, confirm event registrations, or simply acknowledge that you have received a prospect’s inquiry […]

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Email isn’t dead — and Econsultancy recently released their 2015 Email Marketing Industry Census to prove it. With over 1,000 respondents participating, the Census took a look at the effectiveness of email marketing, resources required, industry trends, and more.

According to the study, 25% of companies rate email marketing as ‘excellent’ for ROI. In addition, respondents indicated that 20% of sales can be attributed to their email channel.

But in order to achieve these results — and grow your email programs over the next year — the Census also pinpoints a number of areas that marketers really need to focus on in […]

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There are a number of schools of thought when it comes to email list management. One is that permission, once given, never expires. The other believes permission has a time limit of six months, a year, two years — everyone thinks something completely different when it comes to appropriate list hygiene. So what’s the best answer?

This is where I’m proposing a new “Golden Rule” of email list management: Email unto others as you would have emailed unto you. If you were a prospect, would you be okay with receiving that email? It’s a simple, quick rule that can help you make […]

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Salesforce Marketing Cloud recently put out an awesome blog post that’s really stuck with me the past few weeks. The article pitches the idea of an #emailswearjar for when you use “bad” words as they relate to email. It was a great post that I definitely think bears repeating and significant consideration by anyone who uses these words. Today, I’d like to expand on their post and explain a little more about why these words are considered the swear words of the email industry, in order of egregiousness.

1. Campaign

This one isn’t so bad, since anyone in the email marketing industry will […]

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