Articles by Kate Schmeisser


When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Content Marketing Associate.

Email Marketing We’re Geeking Out About

Email Marketing

After working at an email company for close to three years, something will change in you and you’ll never look at your inbox the same way again. Jury’s out on whether it’s for the better or worse, but when my alarm goes off in the morning and I grab my phone off of my nightstand to scan what I missed (hey, no judgement—it’s been almost a whole eight hours!) my inbox is my first destination. It takes a lot to make my heart go aflutter as I’m scrolling through, but the welcome email below from Airbnb did just that. This email delivers a thoughtful and pleasing experience for its recipient because it answers the questions recipients mentally check off when skimming a message: #1. Who are Read More ›


2016 Email Marketing Tip: Your Subscribers Come First

Email Marketing
Your Customers Come First

To celebrate the release of our new guide “A-Z of Email Marketing,” we’re spotlighting a few of our favorite letters. Today’s 2016 email marketing tip comes to you courtesy of the letter “Y.” For the full alphabet of tips (26 of them to be exact) download our guide! In my last post, 2016 Email Marketing Tip: “E” is for Engagement, I talked about the importance of engagement when it comes to the health and success of your email marketing program. Watching your engagement metrics teaches you a lot about your subscribers, but don’t let that be the only time you keep them top of mind. It can be all too easy to get caught up in the metrics (clicks, opens, unsubscribes) Read More ›


2016 Email Marketing Tip: “E” is for Engagement

Email Marketing
E is for Engagement

To celebrate the release of our new guide “A-Z of Email Marketing,” we’re spotlighting a few of our favorite letters. Today’s 2016 email marketing tip comes to you courtesy of the letter “E.” For the full alphabet of tips (26 of them to be exact) download our guide! I predict that 2016 is going to be the year of engagement in the world of marketing. Not to say it wasn’t a big deal before (it’s always been a behemoth deal), but this year it’s going to play an even more important role in helping email marketers cut through the clutter and deliver wanted content to their recipients. We often talk about email engagement metrics as if they’re common knowledge, but to Read More ›


Email Marketing Manners: 4 Tips to Guide Your Sending Strategy

Email Marketing
Email Marketing Manners

Manners are more important in some situation than others. Will it make a huge difference if you correctly set the table for a Chinese takeout dinner? Probably not. Do you need to take off your hat the moment you enter a home if you’re the only one around? Nobody will know! However, the inbox is a place where manners definitely matter, and your behavior can quickly determine if you will be invited for another visit or if you’ll be asked to leave (with a not-so-subtle unsubscribe). We asked our resident email marketing maven, Jill Guest, to share some of her pet peeves with email marketing and to describe her overall subscriber philosophy that guides her email marketing strategy for SendGrid. Watch the Read More ›


Holiday Email Tip – “F” is for Frequency

Best Practices

Our “A-Z of Email Marketing” guide is hot off the press, and to celebrate its release we’re spotlighting a few of our favorite letters. Today’s holiday email tip comes to you courtesy of the letter “F.” For the full alphabet of tips (26 of them to be exact) download our guide! Frequency and the Holidays Not to be confused with volume (which is the total number of emails you send) or timing (which is when you send), frequency is how often you send email to your subscribers. Sending frequency has a way of shooting through the roof during the holidays—what started as an occasional message about sales or new products, can snowball into an email avalanche that’s headed straight for subscribers’ inboxes once Read More ›


3 Friendly Holiday Email Reminders for 2015

Best Practices
HolidayEmailReminders

The holidays are a wonderful, memorable, and…insanely stressful time for everyone. Whether you’re knee deep in wrapping up 2016 planning or in wrapping up presents, it can be easy to get swept up in the beautiful mess of the holidays and throw your email program on the back burner. So I want to highlight a few quick holiday email reminders to help keep you on track these next few weeks. Avoid Email Exhaustion Email is a communication tool often abused by senders around the holidays. What was typically a weekly newsletter can morph into multiple daily emails. Yes, recipients probably will anticipate a slightly higher volume of emails hitting their inbox because the holidays are exciting and worthy of more communication, Read More ›


Delivery Download 2015 – Your Questions Answered!

Best Practices

We had an incredible amount of questions come in at the very last minute during the live Q&A portion of our webcast Delivery Download 2015. We couldn’t get to them all in time, so our host Kurt Diver took a few minutes to answer some of the lingering questions we couldn’t get to! If you’d like to watch the presentation first, you can view it on-demand here, otherwise you can read through Kurt’s responses below: Your IP Address 1. If we segment our mail to a new IP address, how does the “warming up” process work? There are two ways we can warm up a new IP address. With the first method, SendGrid can add the new IP to the Read More ›


Email Trick or Treat? Images and Legal Requirements (Double Trouble!)

Best Practices
email trick or treat

Today’s the last “Trick or Treat” post in our series, and to end everything we have a double trouble feature! If you’re interested in starting from the very beginning, here’s where you can find all of the previous posts. The more images you include, the more enticing the email is. Trick! Don’t get us wrong, images are an awesome tool to advance the aesthetic of your emails, but they should rarely be the main event. Too many images can throw off the text to image ratio and that can get Internet Service Providers (ISPs) spooked that you’re sending spam! We recommend keeping your text to image ratio between 60:40 and 70:30 to make sure it won’t affect your deliverability! As Jacob Read More ›


Email Trick or Treat? Getting Clicks is the End Game.

Best Practices
email trick or treat

This post is in continuation of our “Email Trick or Treat” blog series. If you’d like to start from the beginning check out our first and second posts on email tricks (common misconceptions) and treats (best practices). TRICK! You never want to put all of your candy into one basket when it comes to metrics. When you focus solely on improving and optimizing just one metric like your delivery, open, or click rate, your other stats can completely tank. Say “No” to Clickbait Let’s walk through a spooky scenario together. Your boss just let you know that you’re responsible for driving an additional 5% of traffic (on top of the normal traffic) to the company’s website from your email program this Read More ›


Email Trick or Treat? The Larger the List, the Better

Best Practices
email trick or treat

Over the next few weeks leading up to Halloween, we’ll be hosting an “Email Trick or Treat?” series of blog posts featuring email “tricks” (misconceptions) or “treats” (best practices). Trick! This mentality can really poison your email program–more specifically, your sending reputation. If your ultimate goal is to just increase the quantity of people you’re blasting your emails to (with no regards to quality), you’re headed down a very slippery slope. To put this in perspective, your fate as a sender ultimately lands in the hands of the recipients of your mail. Their engagement (or lack of engagement) with your mail will determine your sending reputation–then your sending reputation will define if your messages make it into the inbox or the spam Read More ›


Next Level Personalization From Spotify

Best Practices

I’m the new playlist cover star? Spotify had me at hello with that enticing subject line. Granted, I didn’t think I was actually the new face of their playlist, but low and behold when I opened it, I saw my face (and Waylin the mule’s face) in their email. Talk about taking personalization to the next level! From start to finish, this email delivers many of the best practices we recommend. For the purpose of this post, we’ll focus on: Personalization One clear CTA An easy unsubscribe process Personalization Personalized content can help pique your recipients’ attention. In this Spotify email, the combination of the bold headline and the “hey, that’s my face!” reaction from recipients, helps zone them in Read More ›


Unsubscribe Link Placement: Up High or Down Low?

Best Practices

In our latest webcast Anatomy of a Marketing Email we ended with one of our best live Q&As yet. One question stuck out to me in particular and I think it requires a longer response than what would fit in our webcast Q&A follow-up post. The question was: I’ve seen unsubscribe links at the top of marketing emails—is this a good or bad thing to do? It’s a tough decision to make! I see arguments from two differing perspectives: Perspective 1: Up top is a downer By placing the link at the very top of your emails, it becomes a focal point of the marketing email—and instead of being a tool for subscribers to use at the end of the Read More ›