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


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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Great Expectations: Setting User Expectations Before Pressing “Send”

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If you have read our blog on what it means to be a white hat sender, and why it’s good for your brand, some of this may be review for you. However, the topic of properly setting expectations for your email program at the point of sign-up is worth writing about. You might remember our slogan from the “Why White Hat?” article above–send the right message, to the right person, at the right time, with the right frequency. When all four of these criteria are met, we rarely see deliverability problems. So, how do you ensure that your email program

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Why White Hat?

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White hat senders experience better email deliverability. With 22% of wanted commercial email never making it to the inbox, being a white hat sender can help you beat the odds. So what does it mean to be white hat and why is it the only choice for your business? What Is White Hat? A white hat sender’s primary concern is permission. Ask yourself: do I have the recipient’s express permission to send them this email? If the answer to this question is anything other than a resounding “yes!”, a white hat sender will not send that email. The specifics of

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