SendGrid's Email Deliverability Blog

From email deliverability best practices, to hackathon highlights, API tutorials, and everything in between, the SendGrid blog is your destination for all things email. Browse our most recent posts in the main feed or filter by category. Be sure to subscribe to the blog to get a daily digest of posts and reach out to us in the comments to let us know how we're doing.

5 CAN-SPAM Myths & Best Practices: From a Lawyer’s POV

Michael Tognetti Best Practices
killer email

As a lawyer, one of my favorite party tricks is to correct people who misquote the law. I don’t get invited to many parties. In casual conversation around our busiest SendGrid office, I often hear misstatements of the law, particularly the relevant CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing enacted in 2003) and I’ll start the awkward conversation with “Well, actually…” I suspect the reason our employees misquote the CAN-SPAM Act at SendGrid is because the law is too lenient (sometimes referred to as the YOU CAN-SPAM law). SendGrid, and our customers’ success, however, depends on not following the lowest common denominator. For entertainment’s sake only, I’d like to spell out five myths and facts about CAN-SPAM,

Why Good Delivery Practices are Critical to Avoiding Spam Designations

Best Practices
email deliverability

What is spam? Technically, it is unsolicited commercial email (UCE) or unsolicited bulk email (UBE). In other words, email sent in large quantities to users who did not give permission to receive those messages. However, that only scratches the surface. In reality, spam is any email that is determined to be unwanted by any entity between the sender and the recipient. This includes filtering services, Internet Service Providers (ISPs), inbox providers, corporate information security, and potentially more. Each service that processes a message in transit has the potential to stop it for one reason or another. Commercial email must meet legal conditions as well, like the US’s CAN-SPAM and Canada’s CASL. Getting any particular email to an inbox therefore requires

Canada’s Anti-Spam Legislation (CASL): FAQ

Best Practices
A concept based on the Canadian legal system.

If you haven’t visited the content corner of SendGrid in a while, you may have missed some of the new content we’ve created around Canada’s Anti-Spam Legislation (CASL). Our delivery consultant, Jacob Hansen, hosted legal expert, Shaun Brown, in a CASL-focused webcast where we discussed what CASL is, what it does and doesn’t apply to, and what measures you need to put in place for your email program to be compliant. We received a ton of great questions that we summarized and submitted to Shaun for a quick webcast recap–check out Shaun’s answers below! CONSENT CLARIFICATION Is there a similar nation or state law (e.g. California) that may be comparable to CASL? Are there good examples of sites that are doing it correctly according to

Exceptions to Canada’s Anti-Spam Legislation (CASL)

Best Practices
A concept based on the Canadian legal system.

Disclaimer: This is not legal advice. An equally important notion of being aware of what a law applies to, is knowing what it doesn’t apply to! We were lucky enough to host legal expert Shaun Brown from Nnovation LLP for our webcast CASL Compliance 101 to discuss a range of topics involving Canada’s Anti-Spam Legislation. For a thorough download from Shaun, check out our webcast byte below (just under 6 min) or for just a quick list of complete and partial exclusions scroll down!    Complete CASL Exclusions Personal/family relationship Inquiry or application Within organizations Between organizations with a relationship In response to inquiry or request To satisfy legal obligation To provide notice of legal rights Certain messaging platforms and

What Your Business Needs to Know About Canada’s Anti-Spam Legislation (CASL)

Best Practices
Gavel on sounding block

Since Canada’s Anti-Spam Legislation (CASL) was introduced last year, we’ve received a lot of questions from people that are confused and intimidated by the law. We hear you and we want to help! To assist with sorting through the legal jargon (and help prevent you from incurring any large fines), we’ve brought in an expert to provide the most up to date information about the law and to answer your questions. Join us on July 14th for our live webcast CASL Compliance 101: What Your Business Needs to Know About Canada’s Anti-Spam Legislation. Our legal expert Shaun Brown will guide our guests through the ins and outs of CASL and answer questions in our live *Q&A at the end. Topics we’ll cover

Spam as Overcommunication: Preventing Unsubscribes and False Spam Reports

Best Practices
spam as overcommunication

As you continue to innovate your app, it’s easy to want to reach out and update your customers about your innovations as much as possible. Unfortunately, this can be a mistake. When you communicate too often with your recipient list, you can dilute the importance of your messages and annoy your recipients because you’re flooding their inboxes with information that may not be relevant to them. This frustration from over communication often leads to recipients re-thinking their subscription or even flagging you as a spammer. While you may only want to inform your list, recipients may not want all those emails. This can cause spikes in unsubscribes and spam reports. Questions to Ask Before Hitting “Send” Customer (or potential customer) communication

Tips and Tricks to Stay Out of the Spam Folder – Q&A #2

Best Practices

As we mentioned in the previous Q&A follow-up post, we received so many great questions during our webcast, Tips and Tricks to Stay Out of the Spam Folder, we had to wrap them up in two different blog posts. Even senders with the best intentions (sending wanted email) can end up in the spam folder. To finish off the Q&A, our presenter, and Senior Technical Account Manager, Melanie Rowe, took the second half of questions we received to answer: Q:  Do you need all three authenticating practices (DKIM, SPF, and DMARC)?  A:  The two main methods of authentication that you should implement are SPF and DKIM.  DMARC is not a requirement, however we are seeing many companies move towards implementing this standard. If

Tips and Tricks to Stay Out of the Spam Folder – Q&A

Best Practices

We had a crazy number of great questions during our webcast Tips and Tricks to Stay Out of the Spam Folder last week. So many that we couldn’t get to them all! Our kickass presenters Melanie Rowe and Rob Piers put their heads together to answer some remaining questions we didn’t have time to get to during the presentation. For today, we have Rob’s round of questions he decided to tackle: Q: Do you recommend Litmus for email testing? A: We do recommend ensuring your emails are optimized from a display perspective before sending them out in order to maximize readability and engagement from recipients. Tools like Litmus and Email on Acid show you what your email will look like in

Can’t Stay Out of the Spam Folder?


There is nothing more frustrating than being accused of something you’re not. So if you’re not sending spam, but keep ending up in the spam folder, we hear your pain and want to help! Even the smartest, best-intentioned senders can get caught in a dreadful spam trap or forget to whitelabel, so don’t beat yourself up. It happens. The good news is, we’ve created a webcast Tips and Tricks to Stay Out of the Spam Folder focused entirely on staying out of the spam folder and getting in the inbox. (Because we all know at the end of the day, that’s where you need to be to communicate to your customers!) Join us this Tuesday, July 22nd at 1 PM

My Email is Sending Spam! Now what?

Best Practices
my email is sending spam

From Inbox to the Spam Folder My email is sending spam! It’s the bane of any email campaign. Whether you’ve just started to send email, or you’re sending millions of emails each month, it’s never a good thing for messages to end up in the spam folder. If you’ve noticed more and more instances where your email is being considered spam, it’s time to make some changes. Fortunately, we have a 3-Step System to getting your email back on track and delivered correctly. Step 1 – Learn About Spam If your email is sending spam, get familiar with the top ways email is flagged as spam and how to avoid them. We cover all kinds of spam topics right here

CAN-SPAM Compliance: Breaking it Down

Best Practices
Why Legitimate App Email is Mistaken for Spam

Some of the most common questions we hear from customers are “What is CAN-SPAM Compliance?” or “What is the CAN-SPAM law?”. Fortunately, as experts in email deliverability, we’re here to help! We’ve put together an easy CAN-SPAM FAQ, and the steps you can take to make sure your email campaign is CAN-SPAM compliant. What is CAN-SPAM? CAN-SPAM is short for the CAN-SPAM Act of 2003, which is a law that was signed into effect to set rules for commercial electronic messages and provide recipients with the right to request that messages stop getting sent to them. Why should I care about CAN-SPAM? Organizations that violate the CAN-SPAM Act can face penalties up to $16,000 per message that is in violation.