Fact: Engagement Impacts Deliverability

We’ve heard predictions of the death of email for years. Like those who predict the end of the world, it’s largely agreed that these people don’t know what they are talking about. Email isn’t dying. But that doesn’t mean it’s not changing. Technology is advancing, email recipients are interacting differently, and mailbox providers are adjusting their algorithms. And the same goes for Validity. Our technology is advancing, our understanding of email is growing, and we’re continually improving our product to provide the best deliverability data in the world. 

One of the sources that put our Return Path Platform in a class of its own is SmartSeedsSmartSeeds for Gmail are the newest and most advanced deliverability monitoring mechanism in the industry. They give senders insight into how their mail is delivering based on subscriber interaction.  

Here are three ways SmartSeeds are superior to anything else out there.  

They make engagement insights available
At global mailbox providers like Gmailwho are making placement decisions based on engagement, traditional seeds just don’t cut it anymore.  

The reality is that since 2010 the market has drastically changed, and major mailbox providers have moved towards engagement-based filtering. Because of this, traditional seeds (what we call CoreSeeds) aren’t going to give you the best deliverability insight at mailbox providers that use engagement-based filtering. With nothing behind the account interacting with messages, CoreSeeds don’t provide engagement data for mailbox providers to analyze. This means traditional seeds (CoreSeeds) only provide an accurate representation of inbox placement at Mailbox Providers who don’t use engagement filteringSmartSeeds provide, for the first time, engagement-based insights to senders in a complete and transparent way. While we still love our CoreSeeds, and know that they are an important piece of understanding deliverability, we also know that the industry is changing and CoreSeeds are not enough anymore. SmartSeeds are the advancement that this industry needs and will lay the foundation for the future of inbox placement monitoring. 

They provide transparency the industry has never seen before:
SmartSeeds provide the insight senders are missing to better understand deliverability metrics. They also put senders in control. SmartSeeds offer more in-depth insight into how different levels of user engagement can impact your program by showing the data broken down by engagement profile. This allows you to better understand your deliverability across your subscriber base and understand the potential impacts on your KPIs. 

This means that there’s less mystery to the data, eliminating some of the troubleshooting that senders traditionally have had to do to figure out what portion of your list is impacted. Because the data is broken out for you, you can look at the data and determine where the deliverability issue is impacting you and determine how to prioritize and approach the solution. If you see inbox placement challenges with your engaged subscribers, you will approach the problem differently than if you see inbox placement challenges with your least engaged subscribers. These insights make troubleshooting easier and help you predict impacts to your campaigns and marketing KPIs.  

They provide complete coverage: 
SmartSeeds offer 100% coverage for our senders. This means that every sender can see engagement-based deliverability metrics on every campaign they send. No guessing, no hoping, no mystery. With SmartSeeds you are not leaving engagement-based deliverability insights to chance. You see engagement-based placement data for 100% of your campaigns and we offer this coverage for 100% of our clients. We have full coverage internationally, we have full coverage for niche senders, and we have full coverage on small campaigns. For every sender on every campaign worldwide.  

We can all agree that email is not dead. But we all need to understand that email is not static either. It’s growing, advancing, and evolving constantly. With Validity and our Return Path products, we’ve got you covered. We’re moving and shaking unlike anyone else in the industry—with us you are getting the best and most advanced deliverability data available on earth. 

Want to learn more about Validity for Email, how mailbox providers filter email, and our data sources? Join us for our webinar, The Fact and Fiction of Email Filtering, tomorrow, October 23, at 12 pm EST. Register now! Can’t make it? Register anyways and we’ll send you the recording.  

Understanding Personas and How to Use Them

How well do you really know your brand’s audience? It can be easy to think of your audience as segments of prospects vs. customers or recent purchasers vs. lapsed buyers. But the most successful brands target subscribers on an individualized level. For marketers who don’t have the resources for one-to-one targeting, personas can help increase email relevance and effectiveness.

What are personas?

Personas are fictional profiles created to represent key audience and subscriber segments based on shared needs, goals or behaviors. Personas help you better understand your audience, allowing you to create specific marketing tactics around each segment.  Effective personas:

  • Describe real people with shared backgrounds, goals and values
    Represent a major user group for your brand
  • Focus on the major needs and expectations of your most important user groups
  • Provide a clear picture of how users are likely to use your products and services
  • Assist in uncovering universal features and functionality.

How do you create personas?

  • Conduct research. Who are your users and why are they using your products/services? As you consider what behaviors and expectations influence user needs and behaviors, leverage the data you have available, including demographics, behaviors and preferences.
  • Condense the research. Identify themes and characteristics which are specific, relevant and universal to your user groups. Are there differentiating behavior patterns, goals or challenges which your products or service can address?
  • Organize the condensed themes and characteristics into persona groups that represent key users. Then name or classify each group accordingly, so that stakeholders will be able to easily remember or reference the persona groups.
  • Fine-tune and prioritize personas into primary, secondary and complementary categories. Aim to create three to five personas with identified characteristics.

How do you use personas?

Contact optimizationContact optimization is not a one-size-fits all approach. Different persona groups require different contact strategies. Tolerance for contact frequency will also vary among persona groups, so it is important to test frequency and cadence for each.

Content optimization.  Focus on benefit-driven content that is most important for each persona. From call-to-action prompts to benefit statements, it is important to tailor content which meets each personas’ needs and expectations. This approach not only helps increase conversion but also promotes long term brand loyalty, continued email engagement and improved inbox placement.

Creative optimization. Is your persona group viewing your messages on a laptop or on a mobile screen? Is your persona group willing to scroll through an email, or expecting information to be condensed? Creative design and layout can be tailored to increase the likelihood of engagement among persona groups.

Email program optimization. Research drives better personas and personas drive better research. As you focus your email program strategy on effectively targeting personas, you will likely identify areas of vulnerability and opportunity to improve the overall effectiveness of your email program.

Most people see an influx of marketing messages in their inbox every day, so in order to keep subscribers engaged, your messages need to be targeted, relevant and provide value to the subscriber. Understanding who your subscriber is helps you more effectively communicate with the individuals receiving your messages.

This blog originally appeared on MarTech Cube.

New to BriteVerify: Introducing Phone and Address Verification

Today, we announce exciting new features to our real-time email validation solution, BriteVerify, including expanding our data validation capabilities beyond email to now cover phone numbers and physical mailing addresses along with the ability to verify millions of records in bulk.

The cost of bad data is staggeringly high. Companies in the US lose over $3 trillion every year as a result of poor data quality, according to IBM. Even the US Postal Service spends an estimated $1.5 billion or more every year processing undeliverable mail as a result of poor data. This is why we are thrilled to expand our verification capabilities beyond email to phone numbers and physical mailing address to the BriteVerify validation platform. These powerful new services expand and enhance your ability to prevent errors and improve data confidence. 

With the enhanced BriteVerify solution, marketers are able to:

  • Create a better customer experience from the point of data collection
  • Confidently reach customers by email, mail, and/or phone before wasting precious time and budget on marketing campaigns
  • Reduce long term costs associated with undeliverable email and mail, and unreachable phone numbers
  • Integrate easily with existing platforms like MailChimp and Constant Contact, and administrative tools like DemandTools. 

Of course, the best place to correct data quality issues is preferably in real-time and before they are added to your database. Our customers currently experience great results with our industry-leading real-time email validation. And now, you can rest easy knowing we’re checking even more to make sure your mailing addresses and telephone entries are accurate and validated in real-time. We now have three real-time APIs to choose from: our Email API, our API for Email, Phone, and Address verification, and the Bulk Verification API. Read more about them here

“Real-time email validation has allowed us to weed out bad emails without adding any additional steps to the user experience. Issues with unknown users seem to be a thing of the past as our rates have dropped from 3% to .02%.” – — Sr. Vice President, Healthy Paws Pet Insurance & Foundation

Have confidence that you have a working email address, a physical address that exists, and a phone number for a real person. This leads to a smooth customer experience and reduced business costs. Interested in using our new APIs? Contact us