Deliverability in Brazil

The Carnival, the Lung of Earth, and of course football, that’s what comes to mind when we think about Brazil. However the view is slightly different from the inside, and specifically in email marketing.


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Spamtraps and GDPR

In less than six month’s time, GDPR will come fully into effect. This should be nothing new to you and if you never heard of GDPR, you should run down to your Legal Department and ask for information. Speaking of Legal, the author of this blog post is no lawyer and everything written here is his own opinion.

What is GDPR?

The General Data Protection Regulation (EU 2016/679) is the new eu-wide data protection law, adopted in 2016, it will come into effect on the 25th of May, 2018. If you are a European company or have customers in Europe, you need to be compliant with GDPR.

What are Spamtraps?

I do not think we need to talk about spamtraps, when you are reading this blog. There are several posts in regards to spamtraps (e.g. this or this). I also think, that we can all agree, that sending mail to spamtraps is bad. They can get your mail blocked or junked, which not just takes time and effort to resolve, but will cost revenue in the process.

Sending mail to spamtraps, especially commercial mail, is illegal in most countries, because you usually do not have consent of the operator of that spamtrap or an active customer relationship.

Spamtraps and transactional mail?

When we talk about transactional mail, we talk about the mails like order and shipping confirmation, online tickets or boarding passes and ToC changes. These mails are cool, aren’t they? And the answer is of course … yes and no. Certainly a clean confirmation mail will not cause a huge blacklisting or at least you can talk to the Provider to resolve that issue faster than normal.

transmitting PII to a real person

transmitting PII to a real person

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Deliverability.TV – Episode 021: “Abuse handling”

Anthony meets with Tobias Knecht (Abusix) in Toronto after another successful M3AAWG, discussing his journey, Abuse handling, spamtraps & other interesting topics! Check it out!

Find more about Tobias & his work here:

Full episode can be watched here:

Starring: Anthony Mitchell
Guest: Tobias Knecht
Edits: Anthony Mitchell

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Caching vs. Tracking: Wie Öffnungsraten im E-Mail Marketing gemessen werden und was sie bedeuten

Für die meisten Marketer stellt die Öffnungsrate von E-Mails eine der wichtigsten Kenngrößen dar. Warum ist das eigentlich so? Und wie wird die Öffnungsrate eigentlich gemessen? Sind hohe Abweichungen bei den verschiedenen ISPs (z.B. GMX, Yahoo, Hotmail) ein Grund zur Sorge?

Im Dezember 2013 kündigte GMail eine interessante Änderung an: Die Zwischenspeicherung (Caching) für in E-Mails enthaltenen Bildern wurde eingeführt. Hintergrund dafür war die Implementierung einer neuen Grundeinstellung, die Bilder in E-Mails defaultmäßig anzeigte statt – wie zuvor – ausblendete. Aus Sicherheitsgründen sollten die Bilder auf Schadsoftware untersucht werden, welches eine Zwischenspeicherung erforderlich machte.

Mittels Tracking-Pixel (ein 1x1 Pixel großes, transparentes Bild, werden Öffnungen gezählt und zusammen mit weiteren META-Daten (z.B. der Geolocation) gespeichert.

Mittels Tracking-Pixel (ein 1×1 Pixel großes, transparentes Bild, werden Öffnungen gezählt und zusammen mit weiteren META-Daten (z.B. der Geolocation) gespeichert.


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Deliverability.TV – Episode 020: “Data Validation (part I)

In preparation to the 41th General Meeting of the M3AAWG in Toronto, Anthony and Florian are talking about Data Validation tools. How can those tools help to acquire and maintain a clean list of interested and engaged email recipients? Is that possible at all? What piece can tools add to the usage of Email best-practices?

This video is part 1 for this topic – we will have an interview with an expert out of the industry, but due to lack of time before M3AAWG, we will add this piece in a follow-up episode.

Enjoy out take on this topic first.

Starring: Anthony Mitchell, Florian Vierke
Edits: Florian Vierke

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„Inbox by Gmail“ – Wegweiser für das E-Mail-Marketing der Zukunft?

Vor drei Jahren hat Gmail die auf Inhalt basierende, automatische Kategorisierung von eingehenden Nachrichten eingeführt. Für das meiste Aufsehen hat hierbei die Einführung des “Werbe-Tabs” gesorgt. Marketer befürchteten dadurch eine geringere Sichtbarkeit und damit verbunden geringere Öffnungsraten und geringeren Umsatz.

Ende 2014 startete Gmail dann mit „Inbox by Gmail“ ein weiteres Tool, welches die Inbox komplett neue strukturiert. Zeit, sich anzuschauen, wie diese Änderungen auf Seiten der Nutzer aufgenommen wurden und welche Auswirkungen auf das E-Mail Marketing erkennbar sind.

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