Articles by Jacob Hansen


Jacob Hansen

Jacob comes from a background in technical account management and delivery analysis for the last six years, and has been with SendGrid's Deliverability Consultant team for the last two years. He enjoys spreading knowledge to help the email community send more "wanted email" and to help senders realize their full potential. Originally from Nebraska, but living in Colorado long enough for it to feel like home, Jacob enjoys a lot of what the Denver restaurant, bar, brewery and music scenes have to offer.

Considerations When Switching ESPs

Jacob Hansen Best Practices
email delivery
Senders who make a choice to use any Email Service Provider (ESP), such as SendGrid, are always looking for good email delivery. They want the email sent out on a daily/weekly/monthly basis to get out the door successfully and reach the intended recipients. This success largely involves making sure the sender is following email best practices. However, even if you already are following best practices, there are additional considerations when switching ESPs. Read More ›

The Email Ecosystem: From Start to Send

Jacob Hansen Best Practices, Email Marketing
how email works
As we’ve worked with marketers and developers, we’ve found that there is definitely different languages used by each group. But the end goal for both is the same – good delivery in a complicated email ecosystem. We created the following infographic to provide both developers and email marketers with valuable email delivery information and tips. Read More ›

What Makes an Email Message Transactional or Promotional?

Jacob Hansen Best Practices

When giving delivery advice to any of our 30k+ senders, we first always like to make sure that we are clear on how a sender defines the types of messages they are sending. We ask this because, from the perspective of a mailbox provider (i.e. Gmail or Yahoo) there is a very different way they view and deliver a transactional email vs. a promotional email. This view is all based on the value provided to the recipient. Spoiler alert: A message is much more likely to be viewed as transactional the more it is providing a larger value to the recipient (i.e. a password reset that the user needs to get back into the system they are attempting to log into). What Value Read More ›


A Look at the World of Sending Political Emails

Jacob Hansen Best Practices

With the election season well under way, you may have noticed an influx of emails getting to your inbox from various political organizations. As one of the Delivery Consultants at SendGrid, I wanted to look into political sending, what’s unique about it, how it relates to other types of marketing email, and provide some tips on improving political email performance. How do political campaign emails compare to marketing emails in other sectors? Although the content may be different than standard retail or marketing mail, a good number of the same basic principles apply. First, the relationship between the sender and the recipients is extremely important, possibly even more important for political senders. This is because political senders have a limited amount of Read More ›


Email’s a Stage: A Look Behind The Curtain of Your Email Program

Jacob Hansen Best Practices, Email Marketing
Email's a Stage
After a busy February that included a conference focused on reducing email abuse, teaching an “email delivery bootcamp” class at SendGrid, and delivering a few successful onsite delivery consulting sessions with clients, I was reminded that the terminology and overall larger ideas of email and delivery best practices aren’t so easily understood. What really seemed to stick throughout these different engagements was an analogy of how the world of email is closely related to that of a live theater setting. All pieces of an email program, similar to the pieces of a great show, must all be in proper working order to get the best desired result. Read More ›

Why Proper Vetting Matters: How To Prevent Email Delivery Issues

Jacob Hansen Best Practices
email vetting

At the most recent M3AAWG conference, our delivery team attended a focus group on client vetting and how a proper plan can decrease the chance of delivery issues. James Koons of dotmailer reported that their users have a 92% less chance of having delivery issues if they’re properly vetted during the sales process. These “delivery issues” are any results that weren’t anticipated or deemed favorable in terms of inbox placement or user engagement. Here at SendGrid, we absolutely agree. Over the past few months, we’ve increased the involvement of our Delivery Team in discussions with the prospects of our sales team. What We’ve Learned The SendGrid Delivery Team has found that major mailbox providers are quick to punish and very Read More ›


What Bounce Codes Are Telling You

Jacob Hansen Product
bounce code example

To be fair, I’m sure most people would argue that any article on bounce codes (aka SMTP response codes) should be titled “what bounce codes are NOT telling you.” We know that these can at best be cryptic or, most often, very misleading. Most commonly we see codes that say “mailbox unavailable” that should really say “this mailbox doesn’t exist, so don’t send messages to it anymore.” Knowing that this clarity is lacking in the bounce code world, our Delivery Team wanted to add some assistance in interpreting what a bounce code is trying to tell you. SendGrid’s Bounce Code Resource In our SendGrid Deliverability Center, we have always logged some of our more common bounce codes we see with Read More ›


Role Addresses and Their Effect on Email Deliverability

Jacob Hansen Best Practices
role addresses

The data that follows was collected and analyzed by Victor Amin of SendGrid’s Big Data team and summarized by Jacob Hansen from the Delivery team. When marketers are deciding what criteria they should use to measure the health or potential deliverability success of their email address list, we know that it is hard to narrow down that decision to just one or two indicators. Even a handful of known indicators would be nice. But, we see that there are numerous factors to consider at all times. One main factor we have seen recently as a great indicator of list health is the presence of “role addresses.” They may indicate poor list acquisition practices or poor list management practices. Either way, Read More ›