Articles by Carly Brantz


Carly Brantz

With more than 15 years of experience, Carly Brantz is an email deliverability and inbound marketing veteran. As the VP of Revenue Marketing at SendGrid, Carly empowers her team to transform marketing from a cost center to a revenue generator. With a key focus on funnel optimization, Carly leads the team responsible for content creation, lead nurturing, SEO/SEM, and website optimization. An accomplished speaker, Carly shares her email delivery and revenue marketing tactics as a headline speaker on SendGrid’s international roadshow as well as other Marketing conferences.

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Celebrating Our Partnership With KKE in Japan

Carly Brantz Company
KKE Launch 1

Last month, I had the unique opportunity to travel to Tokyo with a group from SendGrid to celebrate the launch of SendGrid in Japan by our partner KKE. Our CEO, Jim Franklin has had a long-standing relationship with Shota Hattori, the CEO at KKE, and has worked with him in various capacities over the last 20 years. For the launch we had an afternoon meeting with local Japanese start-up companies and press.  We heard from our CEO Jim Franklin, our contact Kansuke Nakai from KKE, the U.S. Ambassador in Japan, and our friends from Microsoft Azure and Salesforce.com. Aside from Jim’s presentation, the content was in Japanese so I can’t elaborate on what was shared, but it was exciting to Read More ›


SendGrid Customer Spotlight

Carly Brantz Company
Spotlight

Web apps have moved light years beyond their humble beginnings. In the 1990s, business sites resembled little more than electronic bulletin boards and CGI was the standard delivery mechanism. As the early 2000s approached, the industry demanded flexibility in addition to functionality and web platforms came to the forefront relying on REST based systems to provide more choices and customization. Today, there are thousands of web apps that are being used to solve complex business problems. Our customers represent over 100,000 global organizations that have made it their business to solve key challenges and turn obstacles into opportunities. We admire all of our clients and as we kick off another exciting year, we want to celebrate their accomplishments by sharing Read More ›


4 Questions To Ask Your ESP When Warming Up Your IP

Carly Brantz Best Practices
Blackboard-Checklist

Good deliverability experts will tell you that before deploying large amounts of email, you should warm up your new IP to allow the ISPs to get to know you as sender. However, getting started with a new IP address can be tricky business. That’s why we created a new guide, How To Warm Up An IP to help make the process more seamless. One of the keys to make sure that your IP warm up is successful is to ask your ESP the right questions. Asking the Right Questions Reputation is the key to maximum email deliverability. Therefore, when switching providers or moving from a shared IP to a dedicated IP, you must ensure that you have the tools to Read More ›


50,000 Miles of Email Deliverability: SendGrid Delivered Retrospective 2013

Carly Brantz Company
Delivered_Jnforgraphic

2013 was a pretty incredible year for us in the world of SendGrid Delivered. Fifteen domestic and international stops kept us busy while we spread the latest trends in email and deliverability and tips, and tricks to improve email testing and analysis. Whether you are a customer, interested party, friend, (or somewhere in between) we consider ourselves lucky to have had the chance to meet with so many of you in person! Lessons Learned on the Road Not only did our attendees learn new things, but the entire tour was a learning experience for us as well. We set out initially to do the SendGrid Delivered stops to try out various content that would be used at a larger, end of year conference. However, Read More ›


How to Warm Up an IP Address: How Much and When?

Carly Brantz Best Practices
IP_Warm_Up

Lately, we’ve been talking a lot about the importance of warming up an IP address. Now that you know that warming up an IP involves ramping up email volume over a specified period of time, how much should you be sending and when? Email Volume and Timeline For IP warm up, the volume of email and over what period of time is different for all senders. How many emails you send depends on your own total email volume, but in any case you must send enough email at enough frequency so that your email reputation can be tracked. As a general baseline, you should send at least 50,000 emails per month at least twice per month (for 100,000 emails total) Read More ›


How to Warm Up an IP Address: Getting Started With a New IP Address

Carly Brantz Best Practices
IP_Warm_Up

As we mentioned earlier this week, warming up your IP is an important part of maintaining strong email deliverability. But what are the distinct advantages and why will they matter to your email program? Let’s take a look… Benefits of Warming Up From the ISP Perspective Warming up an IP address means that you start sending low volumes of email on your dedicated IP and then systematically increase your email volume over a period of time. This gives ISPs the opportunity to recognize, identify, and evaluate your sending practices. During this period ISPs evaluate your sending behavior and content to see how healthy your list is and how committed you are to deploying relevant information to responsive users. They even Read More ›


A Tale of Two Transactional Emails: For Spanish, Read Below

Carly Brantz Best Practices
Language_bubble

As you know, we like to seek out email examples and share our thoughts on what makes the emails great and what we think could be improved to make them even better. Here is an interesting find from Vonage, the VOIP telephone service. What we discovered is that Vonage sends two versions of their monthly account notification email – one in English and one in Spanish. These two versions are sent within the SAME email communication. But here’s the interesting part. To alert Spanish speaking users that there is a message for them, they include a note above the email message header that says, “Para Español, lea abajo” – “For Spanish, read below.” So how do we feel about this strategy? Read More ›


How Poor Email Deliverability Impacts Your Business

Carly Brantz Best Practices
spam_and_inbox

Here at SendGrid we always talk about the importance of good email deliverability; that the more email that reaches the inbox, the better your engagement and conversion rates. We understand that every business is different and that some of your goals for your email program may not rely directly on revenue. However, we believe that any company that depends on email to drive an action, should take a good look at the number of emails that are actually reaching their subscribers. Here’s a quick look at how email deliverability affects three different businesses: Retailers Web Apps B2B Companies A Simple Equation You don’t need fancy math to determine if email delivery is important to your email program. A quick calculation Read More ›


Email List Hygiene: 5 Tips to Help You Keep Your Lists Clean

Carly Brantz Best Practices
sponge

Good list hygiene is a key best practice for any email program. You must get rid of invalid, non-responsive and duplicate email addresses every chance you get. We recommend reviewing and cleaning your list every 6 months—just be sure to pick an interval and stick to it. Here are 5 helpful tips on how to properly scrub your list: 1. Don’t purchase lists from third party vendors How you get them is how you’ll lose them. While you may reap some immediate benefits, the majority of the file won’t earn you much. Because of the nature of these lists, these users are more likely to hit the spam button first and ask questions later. 2. Remove role accounts Only mail Read More ›


Marketing Email Inspiration: REI Asks For Your Preference

Carly Brantz Email Marketing
Who_Are_You

Personalization is key to any email strategy. That’s why you have to take every opportunity to get to know your customers beyond a simple click. Take a moment to profile your customers and collect relevant data points that will help you customize the user experience. To get started, create a preference center. A preference center provides a centralized location for customers to manage and update their information. This can include the basics like name, subscription, and email address, or you can expand to mailing address for location-based communications or interest categories to send more targeted messages. The key here is to only collect data that you will actually use. Remember, it’s okay to start small. As your capabilities to provide Read More ›


Email Segmentation: Don’t Mix Your Mail Streams

Carly Brantz Best Practices
Segmentation

Over the past few weeks we’ve talked about several ways that you can segment your emails to maximize your ROI. In addition to segmenting by activity and by demographics and purchase behavior, you should also organize your sends by email stream or type. Again, start with something simple and then work your way up. Here are a couple of suggestions: Marketing vs. Transactional: Marketing email tends to have higher delivery failures since it is most often labeled as SPAM or goes unread, unopened, or treated as “junk mail” by recipients. Since transactional email has higher open rates, a best practice is to send your transactional messages on a separate IP. This way you can better monitor, troubleshoot, and track delivery Read More ›