Articles by Tanya Plaza


Tanya is SendGrid's Email Deliverability Consultant.

Email Feedback Loops 101

Best Practices
feedback loops

Recently, we’ve gone back to the basics to shed some light on email terms and frameworks, like SPF and DKIM, that are essential to email delivery. Today, we’d like to highlight one of the most important tools you have in your email delivery toolkit: feedback loops. We’ll give a brief overview of what email feedback loops are, how you should implement them, and which ISPs provide them. Feedback loops defined: A feedback loop (FBL) is a service offered by some ISPs that report back complaints (when a subscriber hits the spam or junk button in their inbox) to senders. It’s provided to aid senders in keeping a clean list. Senders should use feedback loops to listen to their subscribers andRead More ›


What You Need to Know About List-Unsubscribe

Best Practices
Unsubscribe

Whenever we see changes in the world of deliverability and compliance, we want to make sure people are aware of it. Recently, some changes were made to List-Unsubscribe features, and we thought it was a great opportunity to re-visit the subject. List-unsubscribe is an x-header that allows end-recipients the ability to be removed from a mailing list without clicking the unsubscribe link or hitting the spam/junk button. It was created so consumers who were scared of clicking the unsubscribe link would have an alternate way to opt-out of receiving email that wouldn’t affect the senders reputation. List-unsubscribe is used by Gmail and Microsoft, and both mailbox providers handle the functionality a little differently. Senders are able to use two versionsRead More ›


DIY Email: Where to Start

Best Practices
DIY email

My family owns a granola business. Olde Man Granola is a relatively new company – about 5 years old. I’ve watched them work so hard for little personal gain. They do everything themselves, including small-scale marketing if/when they have the resources. Their focus is making delicious granola. Those involved have families, work multiple jobs, and one is a full time student. I often find myself brainstorming what the best way to help them would be. “Do It Yourself” Content Marketing A couple of weeks ago, I had the opportunity to attend the inaugural Denver Digital Summit. I was looking forward to the content as it looked super relevant to my interest in email and making sure it’s used properly. IRead More ›


Is Gmail’s “Easy Unsubscribe” a Business Killer for Marketers?

Best Practices
Unsubscribe

In March, SendGrid’s VP of Delivery, Paul Kincaid-Smith, wrote an open letter to the Gmail team regarding the spam feedback loop they recently launched. Another feature Gmail has rolled out is their “easy unsubscribe” option. What this means is, if an email is sent from a sender with a good reputation that implements a List-Unsubscribe header, Gmail will automatically display an unsubscribe function at the top of the email. Here’s an example:     Gmail’s reason for making this change is to allow them to more easily tell the difference between spam and “soft” spam. Gmail’s definition of “soft” spam is: “an email that a user of their services has signed up for, but doesn’t want to receive.” Improving theRead More ›