Author Archives: Jillian Wohlfarth

About Jillian Wohlfarth

As SendGrid's Senior Manager of Content, Jillian is responsible for ensuring that SendGrid provides valuable thought leadership content through the blog, whitepapers, webcasts, case studies, and more. An editor and writer by trade, Jillian considers The Chicago Manual of Style one of her favorite reads.


Articles Posted by Jillian


12 Days of Holiday Sending: Listen To Your Subscribers

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For our eighth day of our 12 Days of Holiday Sending series, we’re closing out our “Subscribers” section with a reminder to listen to what your subscribers want. If you’re noticing that your subscribers are not engaging (clicking, opening, sharing, replying) with your emails, or even worse, if you’re seeing lots of unsubscribes or spam complaints, it’s time to take a look at your sending frequency and most importantly, your content. Are your low engagement rates and high unsubscribes telling you that there is a disconnect between what you’re promising your subscribers and what you’re delivering? Do a deep dive

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12 Days of Holiday Sending: Don’t Be Too Aggressive

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For our fourth day of holiday email sending tips, we want to talk a little more about monitoring your sending volume. Yesterday, Kate shared the importance of maintaining relevance in your emails as you ramp up your volume (not ramping up your sends just for the sake of staying top of mind). I want to take it a step further into today’s tip to make sure that your sending patterns don’t become erratic during the holidays. Sometimes, you can get so filled with the holiday spirit, that you get overly aggressive with your sending volumes—one day you send a discount opportunity

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Are You A/B Testing Your Emails?

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Before you answer this question, let us clarify–are you testing your emails on an ongoing basis? There is no one and done methodology with email. Your customers are constantly evolving (and likely so is your product), so it’s imperative that you keep testing  different elements of your emails to ensure that you are sending the most optimized campaigns. Email Testing Categories When it comes to email testing, there are three main categories you need to cover – content, design and timing. Content consists of everything from subject lines, to headlines, to calls to action, and each have their own significance in driving response

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12 Days of Holiday Sending: Personalize Your Content

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To kick off our “12 Days of Holiday Sending,” Kate discussed the importance of staying consistent with your branding (especially your “from” name) during the holidays. Now for Day 2 of our 12 days of tips, we’d like to share another content tip: remember to always (not just during the holidays!) personalize your content. There’s no excuse to not at least address your subscriber by name. But why not take it a step further—customize your messaging based on your subscriber’s past purchase behavior or past engagement behavior. Customize Your Message You should treat your most engaged users with different attention

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A Q&A With Sameer Dholakia, SendGrid’s CEO

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We were happy to welcome Sameer Dholakia as SendGrid’s new CEO at the end of September. As we approach the close of the year, we were excited to talk with him about his new role, what his first 30 days on the job were like, and what he sees as priorities for SendGrid moving forward. Q: You’ve been a CEO of a startup before and an executive at a large enterprise IT company. How does that experience carry over to your new role as the chief executive of SendGrid? A: SendGrid is at a great inflection point. I’m excited to help carry

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What is the Objective of Your Email Call to Action?

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In support of the release of our CTA Guide (How to Build a Strong Email Call to Action), we’ve been sharing some tips on how to create a CTA strategy. We started by talking about tips around where to place your CTAs (and how many CTAs should you include in an email) and today, we’ll cover the descriptive text in your CTAs. To begin, your CTA should meet two main objectives: CTA Objective #1: Tell the reader what to do. Rely on the main message of your email to showcase the benefit of your offer and leave the role of

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Your Quick Guide To: Email Reputation and Email Engagement Metrics

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ISPs use a series of reputation and engagement metrics to determine email deliverability. By understanding all of these factors, you can better influence the outcome of your email program. In this post, we’ll break down 3 factors that can affect your reputation and 5 behaviors that show engagement.  Reputation Metrics It’s important to know that each time you deploy messages to your email list, your reputation is impacted. While thresholds vary by ISP, these 3 factors will definitely make an impact: 1. Spam Complaint Rate This is the percentage of subscribers who have reported your email as spam. A high

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