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The journey of an email from creation to sending takes hours of behind-the-scenes effort. Email marketers need to consider not only crafting, designing, and developing individual emails but also strategy, planning, operations, and deliverability—and of course, coordinating these efforts with the rest of your team. That’s why the MVP of any email marketing team is an integrated marketing tech stack. While we have our own favorite tools here at Litmus (we love you, Slack!), we wanted to know what real email marketers used to get their campaigns out the door and into the hands of their subscribers. To find out, we asked 938 email friends in our annual State of Email survey—thank you if you responded, you rock!—and here’s what we learned: Why your email service provider matters the most The core of any email marketing tech stack is your email service provider (ESP). Our respondents were split on whether
Table of contents HIPAA-Compliant Communication: Secure Messaging in Healthcare What Are HIPAA-Compliant Email Providers? What Emails Need to Be HIPAA-Compliant? Finding the Right HIPAA-Compliant Email Service Top 10 HIPAA-Compliant Email Providers HIPAA Compliant Email Sending: What Else You Need to Know Summing Up HIPAA-Compliant Communication: Secure Messaging in Healthcare In healthcare, protecting patient information is a top priority, especially regarding electronic communications. HIPAA-compliant email service providers are critical in ensuring the privacy and security of sensitive data transmitted via email. We recently published an in-depth article on HIPAA’s main principles regarding the use of email, and today we will dive into the details of which electronic communication tools are legal to use in the healthcare sector to contact patients. What Are HIPAA-Compliant Email Providers? As mentioned before, HIPAA is a federal law in the United States designed to protect sensitive patient health information. Essentially, HIPAA-compliant email providers are those that
I’ve seen a bunch of folks panic about some phrasing in Google’s Email sender guidelines. Buried deep in the Message formatting section Google say: Don’t use HTML and CSS to hide content in your messages. Hiding content might cause messages to be marked as spam. Read literally that might cause you to wonder about your use of CSS display:none to switch between different content on desktop and mobile. But that’s not what Google are concerned about – they’re targeting spammers who load up their mail with hidden text (“hashbusters“) in an attempt to make the content of the mail look like one thing to spam filters and a completely different thing to the human recipient. And a variety of similar deceptive behaviour intended to avoid spam filters, or avoid the spam folder or the promotions tab. (This is common behaviour amongst bottom of the barrel spammers. If you see someone
It’s important to drive potential customers through the lead lifecycle . But how do you do it? Lead management is the answer. Lead management goes far beyond capturing leads and reaching them with email campaigns. To convert leads, you need to be strategic at each stage of the customer journey. In this guide, we’ll share everything you need to know to set up an effective lead management process and move your leads down the sales funnel. What is lead management? Lead management is the process of systematically acquiring, tracking, and qualifying potential customers (a.k.a. leads). The ultimate goal is to turn these leads into paying customers. 5 Stages of lead management There are five stages in the lead management process: lead generation, lead segmentation, lead nurturing, lead scoring, and lead distribution. 1. Lead generation Lead generation is the process of attracting potential customers. The goal is to gather their contact
DMARC records are TXT records in a domain’s DNS that help protect email senders and recipients from spam, phishing, and email spoofing. A DMARC record allows a sender to indicate that their emails are protected by SPF and/or DKIM, and tells a receiving mail system what to do if neither of those authentication methods passes: Nothing Quarantine the message Reject it. Below are 5 examples of DMARC records, with an explanation of what each configuration means. At the end of the article, I also provide a quick guide on how to create and install a DMARC record yourself. DMARC Record Example 1: For Monitoring Only v=DMARC1; p=none; rua=mailto:dmarc-reports@example.com; v=DMARC1: This indicates the version of DMARC used. This part is mandatory and specifies that this is a DMARC record. p=none: The policy applied to email that fails the DMARC check. In this case, “none” means the domain is not enforcing DMARC
I wrote last year about using “stunt” nameservers for customer subdomain authentication – i.e. dynamically generating all the authentication records needed in DNS for each customer as needed. For example, if you’re an ESP that has customers who can’t or won’t use their own domains and you still need to give them unique subdomains you can generate CNAME records to support white label DKIM authentication: selector ._domainkey. customerid .espcustomer.com CNAME selector .dkim.esp.com or generate white label DMARC with useful rua= reporting: _dmarc. customerid .espcustomer.com TXT “v=DMARC1 p=none rua=rua+ customerid @esp.com” Once you’ve set up these DNS records once they’ll work for all your customers, you just need to put the right domains in your DKIM signature and return path. I shared some demo code to explain the concept last year, but since then we’ve developed a robust, production-ready application to dynamically serve DNS in this way. It’s called
We just got back from Amsterdam a couple of days ago, after attending the Deliverability Summit. It may have been the best email event I’ve been to in several years. Not too big, not too small. Plenty of space and time to meet up with folks. Mostly great sessions, a better average than most conferences. Well organized, at a lovely location, with a safe and welcoming environment. Andrew et al. did a great job putting it together. A better return on time and effort than some of the bigger conferences. Keep an eye out for it next year; maybe we’ll see you there.
Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. It’s the age of AI, and our job as marketers is to keep up. My team at Foundation Marketing recently conducted an AI Marketing study surveying hundreds of marketers, and more than 84% of all leaders, managers, SEO experts, and specialists confirmed that they used AI in the workplace. If you can overlook the fear-inducing headlines, this technology is making social media marketers more efficient and effective than ever. Translation: AI is good news for social media marketers. In fact, I predict that the marketers not using AI in their workplace will be using it before the end of this year, and that number will move closer and closer to 100%. Social media and AI are two of the most revolutionizing technologies of the last few decades. Social media
Table of contents Email Deliverability Statistics: Email Delivery Rates per Senders (ESPs) Email Deliverability Statistics: Email Delivery Rates per Mailbox Providers (ISPs) Email Deliverability Statistics: Inbox Placement Rates per ISP: Q1 2024 vs Q4 2023 Email Deliverability Statistics: Spam Placement Rates per ISP: Q1 2024 vs Q4 2023 Email Deliverability Statistics: Email Delivery Rates per Volume Email Deliverability Rate: 1 – 10,000 Emails per Month Email Deliverability Rate: 10,001 – 50,000 Emails per Month Email Deliverability Rate: 50,001 – 200,000 Emails per Month Email Deliverability Rate: 200,001 – 1,000,000 Emails per Month Email Deliverability Rate: 1,000,000+ Emails per Month The Takeaway In an attempt to secure their users from unwanted email communications, Internet service providers (ISPs) update their email filtering rules and introduce new standards for email senders. From one side, it makes the recipients’ life easier; from the other side, it requires a more thoughtful approach to email campaigns
Everything you need to know about Gmail’s auto unsubscribe feature and the potential impact it could have on your email marketing efforts.