Author Archives: Carly Brantz

About Carly Brantz

Carly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends.

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Articles Posted by Carly


5 Questions to Ask When Troubleshooting Email Delivery Problems

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Yikes! Your delivery rates are low and you don’t know what to do. Before you panic, remember that email deliverability is a tricky business. Accept the fact that there is always a chance that one of your campaigns will fall victim to the spam folder. Even the best senders meet with a delivery failure or two every now and then. To help, here are the 5 questions you need to ask yourself when troubleshooting email delivery problems. #1: Do you know your email sending reputation? You know this already, but it’s worth repeating. ISPs make filtering decisions based on your sending

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Email Delivery Failure: What Causes It?

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Email delivery can be a frustrating business. You work hard to create emails that will capture your customers’ attention, and sometimes all of that hard work goes to waste. And despite your customers having asked to receive these emails, Internet Service Providers (ISPs—like Gmail, Yahoo, and AOL) and other filters can make can make 22% of them go undelivered. What’s a sender to do? First of all, it’s important to understand that it’s not personal. ISPs are just trying to sift through over 100 billion emails that are sent daily. This volume of spam makes it extremely difficult for ISPs to

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4 Email Subject Lines To Learn From

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Subject lines can make or break the open rates for your email. Therefore, it’s imperative to continuously test the content, tone, and length of your subject lines to see which ones work better. Often the results of your tests will surprise you and your gut instincts will be proven wrong. It is important to having data to back up your decision-making. It’s also helpful to learn from other senders. Recently, we’ve seen some subject lines that missed the mark for being too ambiguous, too forward, or too generic. So let’s take a look to learn from them: Curious What’s Inside?

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Learning from a Couple Email Unsubscribe “No-Nos”

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Unsubscribing is the process by which recipients voluntarily remove themselves from your email list. When a person decides they no longer want to hear from you, it’s your job as a sender to make sure the removal process is swift and easy. The CAN-SPAM ACT of 2003 specifically addresses the issue of unsubscribe. Because of the nature of transactional email, especially relative to that of marketing email, it is exempt to the guidelines of the CAN-SPAM Act.  Specifically when sending transactional emails, a company is not required to include a physical postal address or include an email unsubscribe link. Despite

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Send Me to Greece

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I often write about how important it is to segment your lists and the many ways you can do that whether it is by demographics and purchase behavior, or by email stream or type. Today, there is absolutely no reason why you should be sending one, generic message to your entire list.  If you want to maximize ROI and response to your email, you need to segment and speak to your subscribers in a genuine, personalized, way. We say it all the time, but by sending the right message, to the right person, at the right time, you will reach optimum

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Email Subject Lines: Word Count

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Email subject lines are arguably your first chance to make a good impression. If you say the right words, you’re more likely to get an email open and a click if your content follows suit. A recent study by Retention Science cracks the subject line code by analyzing over 260 million delivered emails. What they found is that subject lines with:   6 to 10 words yielded the highest open rates at 21%. 5 or fewer words yielded an open rate of 16% . 11 to 15 words had open rates of 14%. Incidentally, 52% of emails fell in the

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8 Email Marketing Tactics That Need to Be Part of Your Email Program

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Sometimes the “same old, same old” can be a good thing. We’re not saying not to try new and innovative ways to engage your users, but sometimes the phrase “if it ain’t broke, don’t fix it” has a bit more validity when you want surefire results. Our suggestion is to keep searching for fresh, new ways to increase response rates, but don’t forget the key tactics that have consistently worked for you in the first place. Here are 8 tactics that should always be included in your email program’s toolkit. Create relevant content:  You’ve heard this a million times before,

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