{"id":2068,"date":"2014-03-18T11:26:38","date_gmt":"2014-03-18T15:26:38","guid":{"rendered":"http:\/\/brickstreetsoftware.com\/content\/?p=2068"},"modified":"2014-05-09T11:11:54","modified_gmt":"2014-05-09T15:11:54","slug":"laura-atkins-on-email-deliverability","status":"publish","type":"post","link":"https:\/\/brickstreetsoftware.com\/content\/posts\/laura-atkins-on-email-deliverability\/","title":{"rendered":"PODCAST: Laura Atkins shares email deliverability insights from M3AAWG"},"content":{"rendered":"<h1 style=\"text-align: center;\"><span style=\"color: #f15a29;\">Marketing Tech Talk #4<\/span><\/h1>\n<h2 style=\"text-align: center;\"><b><\/b><b>Email deliverability\u00a0a hot topic for digital marketers<\/b><\/h2>\n<p>It seems when it comes to email marketing the first issue discussed is relevancy, and the second is deliverability. Making it to the inbox involves a complex set of issues, and is a perennial challenge for email marketers.<\/p>\n<p>A recent <i>\u201cEmail Marketing Benchmark Summary Report\u201d<\/i> is from <a title=\"Ascend2 Research\" href=\"http:\/\/ascend2.com\/home\/latest-report\/\" target=\"_blank\">Ascend2<\/a> last month, found that<\/p>\n<ul>\n<li><b><span style=\"color: #13979e;\">32%<\/span> <\/b>of marketers \u201cReaching the inbox\u201d the most difficult challenge to email marketing success<\/li>\n<li><span style=\"color: #13979e;\"><b>27% <\/b><\/span>of marketers wanted \u201cimproved deliverability\u00a0optimization\u201d upgrades from their ESPs<\/li>\n<\/ul>\n<p>One reason why marketers find reaching the inbox a difficult challenge is that the definition of spam is no longer shouldered solely by the permissibility of sender; rather the responsibility is with the \u00a0message itself. In this evolving ecosystem where subscribers&#8217;\u00a0expectations of email have risen; an unwanted or untimely communication condemns the message to the spam folder.<\/p>\n<p>Today\u2019s <a title=\"Tech Talk podcast\" href=\"http:\/\/urbusinessnetwork.com\/laura-atkins-founding-partner-word-wise-tech-talk-w-jeffrey-rice\/\" target=\"_blank\">podcast <\/a>will attempt to answer the following question.<\/p>\n<blockquote><p>\u201cHow can I identify opportunities for improvement in my email marketing process to increase my deliverability\u00a0and inbox placement rates to positively impact conversion?\u201d<\/p><\/blockquote>\n<h3><span style=\"color: #13979e;\">Laura Atkins shares her thoughts on conversations with Google at M3AAWG<\/span><\/h3>\n<p>To help us answer that question, we have invited <a title=\"Laura Atkins LinkedIn profile\" href=\"http:\/\/www.linkedin.com\/in\/lauraatkins\" target=\"_blank\">Laura Atkins<\/a>, Founding Partner of <a title=\"Word to the Wise website\" href=\"http:\/\/wordtothewise.com\/\" target=\"_blank\">Word to the Wise<\/a>, a firm specializing in helping clients get email to the inbox.<\/p>\n<p>In this program, we explore the impact of Google\u2019s recent announcements at the 2014 <a title=\"M3AAWG website\" href=\"http:\/\/www.maawg.org\/\" target=\"_blank\">M3AAWG<\/a> conference in San Francisco. These include:<\/p>\n<ol>\n<li>Google\u2019s expectation of senders to <span style=\"color: #000000;\">authenticate <\/span>and use and maintain an<span style=\"color: #000000;\"> opt-in process <\/span>for subscribers <span style=\"color: #13979e;\">(5:29)<\/span>\n<ul>\n<li>Specifically retailers, whose challenges to collect <span style=\"color: #000000;\">clean email address <\/span>at the point of sale are mounting <span style=\"color: #13979e;\">(9:01)<\/span><\/li>\n<li>The importance o<span style=\"color: #000000;\">f separating <\/span>transactional email and promotional email domains? <span style=\"color: #13979e;\">(12:56)<\/span><\/li>\n<\/ul>\n<\/li>\n<li><span style=\"line-height: 1.5em;\">Google\u2019s new <span style=\"color: #000000;\">Feed Back Loop\u00a0a<\/span>imed to provide a report card to aid ESPs\u00a0\u00a0<span style=\"color: #13979e;\">(18:29)<\/span><\/span><\/li>\n<li><span style=\"line-height: 1.5em;\">Google\u2019s UI change in how <span style=\"color: #000000;\">list-unsubscribe headers ap<\/span>pears in the subscriber\u2019s view of the email message.<\/span><\/li>\n<\/ol>\n<p>Listen or download the entire interview now.<a title=\"Tech Talk podcast\" href=\"http:\/\/urbusinessnetwork.com\/laura-atkins-founding-partner-word-wise-tech-talk-w-jeffrey-rice\/\" target=\"_blank\"><strong> The podcast is 26 minutes long<\/strong><\/a>, the perfect length to listen to during the morning or evening commute.<\/p>\n<h4><span style=\"color: #13979e;\">Guest: Laura Atkins, Founding Partner of Word to the Wise<\/span><\/h4>\n<p>Laura has over fifteen years\u2019 worth of experience in helping companies mitigate and manage mailing risks, respond to spam complaints and interact more effectively with ISPs. She works with clients to define email-related goals and to identify and implement policy and procedural changes that further those goals. She regularly helps to mediate client delivery and blocking issues with anti-spam blacklists and internet service providers.<\/p>\n<p>Before founding Word to the Wise, Laura led the outsourced abuse desk group for the Mail Abuse Prevention System (the industry\u2019s first anti-spam blacklist). In this role, she advised ISPs on the most effective ways to manage their customers and complaints about their customer\u2019s behavior.<\/p>\n<p>With her background in molecular biology, Laura is well suited to investigating and troubleshooting complex processes from scientific and analytical perspectives, allowing her to expertly investigate and resolve email delivery problems for a variety of types of email senders.<\/p>\n<p>Keep up with latest email deliverability news by visiting Laura&#8217;s <a title=\"Word to the Wise blog\" href=\"http:\/\/blog.wordtothewise.com\/2014\/03\/best-practices-a-gmail-perspective\/\" target=\"_blank\">Word to the Wise blog<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing Tech Talk #4 Email deliverability\u00a0a hot topic for digital marketers It seems when it comes to email marketing the first issue discussed is relevancy, and the second is deliverability. Making it to the inbox involves a complex set of issues, and is a perennial challenge for email marketers. A recent \u201cEmail Marketing Benchmark Summary [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,82,1],"tags":[85,58,81],"class_list":["post-2068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinions","category-podcasts","category-posts","tag-email-deliverability","tag-email-marketing","tag-podcast","entry","odd"],"_links":{"self":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts\/2068","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/comments?post=2068"}],"version-history":[{"count":14,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts\/2068\/revisions"}],"predecessor-version":[{"id":2207,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/posts\/2068\/revisions\/2207"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/media\/2073"}],"wp:attachment":[{"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/media?parent=2068"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/categories?post=2068"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brickstreetsoftware.com\/content\/wp-json\/wp\/v2\/tags?post=2068"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}