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Why is my email going to the spam folder?

There’s nothing worse than working long and hard on an email campaign, only to discover it never even made it to your recipient’s inbox.

Spam algorithms are one of the more arcane elements of the email marketing world, but it’s important to remember that despite what you might believe, ISPs (Internet Service Providers) aren’t out to get you. What they really want to do is create a great user experience by giving people the emails they expect where they expect them.

So how do you influence whether ISPs decide to place your campaign in the inbox or in the spam folder? Well, it’s important to remember that from start to finish, you’re building a relationship with each subscriber – and if you get it right, you'll naturally improve your email deliverability.

Here are ten ways to do just that.

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Use these stats to guide your marketing strategy in 2017

For most marketers, the arrival of the new year means you’ll be taking a fresh look at your strategy: Are you getting the most out of your budget? Are you reaching your audience in the right ways (and in the right places)?

If you’re currently focused on hitting your 2017 goals, one great way to prepare for the year ahead is to take a moment to look back. Here are some of the most impactful industry stats we saw in 2016 – learn from them, use them to inform your marketing strategy, and have your best year of email yet!

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Cyber Monday 2016 by the numbers

You can breathe now, email marketers: Cyber Monday is over.

The day we’ve all frantically been prepping for has finally passed, and the numbers are starting to trickle in. The biggest takeaways? Cyber Monday 2016 was the most successful online sales day ever, inboxes were insanely crowded, and – perhaps most surprisingly – Black Friday became a key player in it all.

Here’s a look at some of the data, plus what it means for next time around.

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How to use your response data to send better email

We’ve already discussed how capturing your customers' behavior outside the inbox can help you send smarter, more effective email campaigns…  but what valuable insights can you gain from their activity inside the inbox?

Every email is an opportunity to learn more about your audience, so here are three easy ways you can use that response data to inform your follow-up strategy and send your most targeted, relevant messages yet.

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9 re-engagement emails that won us over for good

Turning “We Are Never, Ever Getting Back Together” into “You Belong With Me"

By sending your inactive subscribers a re-engagement email, you’ll not only see who’s still interested in your brand – you may even generate some immediate sales! So for inspiration, here are a few awesome ways different brands have approached the re-engagement email.

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Why sending replenishment emails is an absolute must for retailers

Most people can remember a time they’ve run out of toilet paper, or baby formula, or gotten down to the last pill in their monthly prescription and thought, “Golly, gee… I really wish I had remembered to stock up on that BEFORE I needed more of it."

Enter the replenishment email.

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Why email marketers should start thinking beyond the inbox

As an email marketer, it’s easy to get caught up in everything you see happening inside the inbox: opens, clicks, opt-outs, etc.

But even though your subscribers spend a ton of time there (a whopping 6.3 hours a day, according to one study), they also spend a pretty significant part of their lives outside the inbox. That’s why collecting data about their behavior in other places – your website or brick-and-mortar store, for instance – should be a central part of your email strategy.

Your subscribers expect you to send timely, relevant email that’s aligned with their interests and preferences. Using that outside-the-inbox data is how you can deliver it, so here are a few ideas to get you started.


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