Articles by Luke Martinez

Luke is a software developer with a passion for solving tough problems. He's been tasked with building tools that automate and simplify the work of SendGrid's compliance and delivery teams. He loves that SendGrid encourages him to grow as a developer, and he hopes to pay it forward by doing everything he can to help SendGrid grow as a company.

Great Expectations: Setting User Expectations Before Pressing “Send”

Best Practices

If you have read our blog on what it means to be a white hat sender, and why it’s good for your brand, some of this may be review for you. However, the topic of properly setting expectations for your email program at the point of sign-up is worth writing about. You might remember our slogan from the “Why White Hat?” article above–send the right message, to the right person, at the right time, with the right frequency. When all four of these criteria are met, we rarely see deliverability problems. So, how do you ensure that your email program is meeting these four standards? Confirmed opt-in helps ensure your mail is going to the right person. Keeping track of Read More ›

Why White Hat?

Best Practices
white hat email

White hat senders experience better email deliverability. With 22% of wanted commercial email never making it to the inbox, being a white hat sender can help you beat the odds. So what does it mean to be white hat and why is it the only choice for your business? What Is White Hat? A white hat sender’s primary concern is permission. Ask yourself: do I have the recipient’s express permission to send them this email? If the answer to this question is anything other than a resounding “yes!”, a white hat sender will not send that email. The specifics of what it means to have express permission are debatable, and an in-depth conversation on the matter is outside the scope Read More ›