Is “Inbox by Gmail” a game-changer for email marketing?

3 years ago, Gmail launched a new feature that sorts messages automatically into different categories, based on type of content. The most interesting feature for marketers was the introduction of a “promotional tab”, which raised concerns about the decreasing open rate of emails that don’t show up in the main tab anymore.

At the end of 2014, Gmail introduced an additional mailing tool: “Inbox by Gmail”, which again structured the mailbox in a completely new way. How are these changes affecting email marketing and what should marketers take into account? Let’s take some time to look at both versions and how they can actually affect email marketing.

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Episode 016: “E-Mail Marketing in the Holiday Season”

Holiday season everywhere – how do people react on E-Mail Marketing campaigns during their holidays? Do they read E-Mail at all in the holidays? Should Marketers react with adapted content, targeting or mail frequency?

Anthony and Florian (while on holiday himself) are reflecting this topic with William Astout and Jon Burke. Due to the missing conference opportunity this time via asynchroneous video chat.


Starring: Anthony Mitchell, Florian Vierke
Guests: William Astout, Jon Burke
Edits: Florian Vierke

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Spamtraps – Gehen Sie nicht in die Falle

Über Spamfallen (“Spamtraps”) und “Honeypots” sollte jeder E-Mail-Marketer Bescheid wissen, dennoch gibt nach nach wie vor viele Mythen und Gerüchte zu diesem Thema. Wir klären heute die Fragen, welches Ziel Spamtraps verfolgen, welchen Einfluss sie auf die Zustellbarkeit haben, ob sie wirklich automatisch E-Mails bzw. in E-Mails enthaltene Links öffnen und vor allem – wie man in der Mailingliste befindliche Spamtraps wieder los wird!

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Episode 015: “How to recognize Spam and Phishing”

Florian presents his blog post about how to recognize spam and phishing. What can end-users do to protect themselves? How can you distinguish valid emails from fraudulent ones?

We will show you examples, which aspects you should take care of and give practical advise, what (not) to do.

Blog post:

Starring: Anthony Mitchell, Florian Vierke
Edits: Florian Vierke

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Caching vs. Tracking: Meaning and measurement of open rates in e-mail marketing

For most marketers, open rate is one of the most important metrics. But why is this the case? And how is open rate mesured? Are high deviations between the different ISPs (e.g. Yahoo, Hotmail) a reason to worry?

In December 2013, GMail announced an interesting update: Image Caching was introduced. Per default, images should be displayed (instead of suppressed as before). For security reasons, images should be scanned for malware , therefore caching was a necessary measure to be taken.

A tracking pixel is a transparent image of 1×1 pixel size. With it’s help, openings and META-data like geo-location can be tracked. Read more ›

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12 Fragen und Antworten zur Zustellbarkeit

Die Zustellbarkeit (engl.: Deliverability) von E-Mail-Kampagnen ist einer der wichtigsten Erfolgsfaktoren im E-Mail-Marketing. Schließlich kann eine Nachricht nur dann Beachtung finden, wenn sie die Inbox des Empfängers erreicht. In einem Webinar habe ich vor Kurzem erklärt, welche Faktoren Einfluß auf den Versand haben und welche Regeln für eine erfolgreiche Zustellung beachtet werden müssen. Heute möchte ich die dabei am häufigsten aufgetretenen Fragen nochmal ausführlich vorstellen und beantworten. 

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