Author Archives: Luke Martinez

About Luke Martinez

Luke is a software developer with a passion for solving tough problems. He's been tasked with building tools that automate and simplify the work of SendGrid's compliance and delivery teams. He loves that SendGrid encourages him to grow as a developer, and he hopes to pay it forward by doing everything he can to help SendGrid grow as a company.

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Articles Posted by Luke


What Is and What Isn’t an IP Warm Up?

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As an email marketer, you’re most likely not a stranger to the term “IP warm up.” In this blog I’ll explain exactly what IP warm up is for those who are unfamiliar with the term, and I’ll explain exactly what it isn’t for those who are. Why do we warm up IPs? Unfortunately, the need to warm up IP addresses is mostly the result of a tremendous number of bad actors who abuse the medium of email to send recipients content and messages they didn’t agree to receive. The result of this is that inbox providers inherently (and necessarily) distrust unfamiliar senders. Because

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Two New Email Segmentation Techniques

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If you’re an email marketer and you haven’t adopted some sort of address list segmentation strategy, you’re way behind the times. Just a few years ago, list segmentation simply meant splitting your mailing list into a few parts based on demographics: women get these messages, men get these messages, east-coasters get these messages and west-coasters get these messages, etc. These days, recipients still expect personalized content that caters to their interests, but there are two segmentation strategies that take the concept of targeted sending up a notch: Target your openers first… As an expert email marketer, you should know which

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Gmail Postmaster Tools: What You Need to Know

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Our friends at Gmail recently announced Google’s new Postmaster Tools dashboard. (Thank you, Google!) Like the release of their Spam Feedback Loop a year ago, it eliminates a blind spot in the email ecosystem. It gives qualified high volume senders visibility into key metrics that help them improve the quality of their email campaigns and troubleshoot deliverability hiccups. SendGrid has been using Google’s Postmaster Tools for a while now and the data is incredibly valuable. It helps our delivery consulting team quickly identify root causes of deliverability difficulties, and our anti-spam team uses it to identify customers that sent unwanted

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Expectation Setting and CASL

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These days, expectation setting also has legal implications. With the introduction of the Canadian Anti‑Spam Legislation (CASL) a little less than a year ago, expectation setting has a new level of importance. In the context of your email program, setting expectations means that when a user signs up to receive your newsletter or your mail stream, they have a good idea of what kind of mail they’re going to be receiving from you and how often they’ll be receiving it. The majority of spam complaints are the result of getting an unexpected email. This means that even though someone has signed

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Sender Policy Framework (SPF): A Layer of Protection in Email Infrastructure

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When email is sent from one server to another, simple mail transfer protocol (SMTP) is used to get a message from the sender to the receiver. As an SMTP service, SendGrid facilitates this process. One security weakness in the infrastructure of email is the ability of any sender or host to identify themselves, and their email, as any domain that they wish. This makes it difficult for receivers to trust that a message is actually from who it says it’s from. It also makes senders uneasy knowing anyone out there can send mail from their domain and potentially tarnish their brand’s

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A DKIM FAQ from SendGrid’s Email Compliance Team

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Making sure your email is getting delivered to the right person at the right time in the right frequency with the right message is the key for email deliverability. SendGrid’s email compliance team lives and breathes all things email, but we also know that not everyone shares our passion and knowledge. To better help you get your next email delivered, we’re providing the most frequently asked questions and answers about DKIM: What is DKIM? DKIM stands for Domain Keys Identified Mail. It is a cryptographic technology created by Cisco and Yahoo. DKIM is the 2nd version of this technology, the original version is

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What is DMARC?

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DMARC stands for “Domain-based Message Authentication, Reporting & Conformance.” DMARC is protocol that uses SPF and DKIM to determine the authenticity of an email message. DMARC requires both SPF and DKIM to fail in order for it to act on a message. Your DMARC record is published alongside your domain’s other DNS records (SPF, A record, CNAME, DKIM, etc.). Unlike SPF and DKIM, a properly configured DMARC policy can tell a receiving server whether or not to accept an email from a particular sender. It is important to note that not all receiving servers will perform a DMARC check before

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