Email optimization
Email optimization is all about enhancing your current email program and increasing your ROI. Email optimization encompasses everything from implementing industry best practices and standards to learning how to make a positive impact on your sending reputation. Use this section to become an email expert in topics such as deliverability, engagement, and others.
Authentication and infrastructure
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Why should I rotate DKIM keys and how frequently should I rotate them?
Why should I rotate my DKIM keys? DKIM is a cryptographic protocol involving private and public ...
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What is an abuse.net entry and why is it useful?
The Network Abuse Clearinghouse, A.K.A. abuse.net, is a public database that tracks the contact i...
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Including domains in your SPF record
An SPF record is your way of telling mailbox providers which IP addresses or domains are authoriz...
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Why isn’t everyone using DMARC?
We believe this partially because existing solutions are not easy to use or understand. It is ou...
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What is valid MX for sending domain?
In the most simple terms, your MX records tell the internet where your mail servers exist to rec...
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Will DMARC cause my legitimate email to be rejected?
The first step in leveraging DMARC involves using “observation” mode – in other words, simply vie...
B2B
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What is list hygiene and why do I need to do it as a B2B sender?
List hygiene is the process of cleaning your email address records to ensure the removal or suppr...
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Why is it important to authenticate B2B email?
Authenticating your email is a widely accepted industry best practice and recommended for all ema...
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Troubleshooting B2B deliverability problems
Troubleshooting B2B deliverability can be a challenge. Many companies deploy third-party spam fil...
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Best practices for sending B2B email
B2B senders face numerous deliverability challenges with mailbox providers. One of the main chall...
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I send B2B email, do I need to sign up with complaint feedback loops (FBLs)?
Yes. B2B senders need to sign up for all available FBLs and suppress complainers from receiving f...
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How do I check my B2B sending reputation?
As a B2B sender, it is a good idea to check the health of your IP and domain sending reputations ...
Deliverability
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FAQ: The Universal Feedback Loop (uFBL)
How do I get a login for the uFBL? New subscribers should navigate to the Universal Feedback Loop...
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What is domain warming and why do you need to do it?
Domain warming is the way you establish a sending reputation for a new domain, or a domain that h...
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Troubleshooting filtered messages
Filtered rate means the message was accepted at the gateway but then bulked or was dropped due to...
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Troubleshooting rejected sender
Rejected rate means the message was not accepted (blocked) due to reputation drivers such as end ...
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Troubleshooting volume
What can I do to fix my points lost due to a volume spike? The two most important factors that...
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Troubleshooting infrastructure
What can I do to fix rDNS? If you're failing this test, your system administrator will need to up...
Reputation
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What are the pros and cons of IP and domain sending reputations?
IP reputation Pros: IP reputations can be a good indicator of trustworthiness to mailbox provid...
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What is the difference between an IP and domain sending reputation?
The IP sending reputation is associated more to a computer device (what) used to send an email, w...
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How much does the This is Not Spam (TINS) rate matter?
The TINS rate is an important indicator to mailbox providers because a high TINS rate tells them ...
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Tips for removing pristine and recycled spam traps from your email list
Sending email to pristine and recycled spam traps harms your sending reputation and can cause ema...
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Tips for preventing pristine and recycled spam traps from reaching your email list
Sending email to pristine and recycled spam traps harms your sending reputation and can cause ema...
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What are the most common scenarios that contribute to and result from poor sender reputation?
The most common scenarios that contribute to a poor sender reputation include: Sending email to ...
Engagement
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Preference center best practices
A preference center allows your customer to specify what content they want and when they want it,...
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Best practices for re-engagement campaigns
Re-engagement (aka. win-back) emails can be an effective way to re-engage subscribers as long as ...
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What are the Visual Hierarchy elements in email design?
Visual hierarchy elements help a subscriber focus on the more important aspects of your email. Yo...
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How should I design my emails to maximize engagement?
It is not enough to have good inbox placement. Once your email reaches the inbox, it is important...
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Tips for improving engagement
Mailbox providers are increasing their dependence on subscriber engagement metrics to determine y...
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How do I use list segmentation to improve engagement?
Segmenting your email list is the process of breaking down your list into small pieces in order t...
Research, guides, infographics, and webinars
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2020 Deliverability Benchmark Report (Webinar)
Watch the webinar, Insights from the 2020 Deliverability Benchmark, hosted by Guy Hanson, VP of ...
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2020 Deliverability Benchmark Report (PDF)
In our eighth annual deliverability benchmark report, we analyzed the performance of over 2 billi...
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Ask the Experts: The Power of an Amazing Welcome Email (webinar)
In this webinar, you'll hear the following: Industry Stats and Success Metrics Content ideas for...
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Ask the Experts: Bounce Codes: All you need to know (webinar)
In this webinar, you'll hear the following: What are bounce codes? Should I be worried? What is ...
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Ask the Experts: Email Marketing Metrics (webinar)
In this webinar, you'll hear the following: How Awareness, Clarity and Connection can help marke...
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Ask the Experts: Holidays: The Little Things That Will Get You to the Inbox (webinar)
In this webinar, you'll hear the following: Is your infrastructure and authentication naughty or...