Category Archives: Best Practices

SendGrid’s Updated Email API Guide

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In order to help you take full advantage of all our email APIs, we continually strive to release new content and update older resources so that you’re better able to send email exactly the way you want. Over the last couple of months, I worked with members of the SendGrid Developer Evangelist and Support teams to update the SendGrid API Guide. With their help, the updated guide has new information and use cases to help you best take advantage of our webhooks and APIs. SendGrid’s APIs Our APIs have been created to help SendGrid users quickly integrate with our platform,

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Email Marketing 101: Strategy

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There’s a lot to take into account when you’re trying to create an email marketing strategy. Whether you’ve just started out and want to create a strategy for the first time, or if you’re in the middle of a complicated email marketing program and need a gut check, our sending mantra that we share with all of our clients is a great place to start. The SendGrid mantra is that you need to… Send the right message, To the right person, At the right time, With the right frequency. Obviously those four qualifiers don’t cover every single aspect of an email

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3 Tips for Perfecting List Segmentation

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The following is a guest post from Zach Watson at TechnologyAdvice. Learn more about Zach at the end of the post. Few principles are as central to effective marketing as segmentation. Think about it: the variances in your customers’ needs, characteristics, and behavior shapes every piece of your marketing. These details influence the campaign creative, the campaign channels, and they even affect the product design. Segmentation is the act of implementing and organizing the knowledge you have about your customers. And when it comes to choosing the right tools for the job, it’s difficult to deny the utility of the tried-and-true

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Expectation Setting and CASL

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These days, expectation setting also has legal implications. With the introduction of the Canadian Anti‑Spam Legislation (CASL) a little less than a year ago, expectation setting has a new level of importance. In the context of your email program, setting expectations means that when a user signs up to receive your newsletter or your mail stream, they have a good idea of what kind of mail they’re going to be receiving from you and how often they’ll be receiving it. The majority of spam complaints are the result of getting an unexpected email. This means that even though someone has signed

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Email Tools for Early Stage Startups

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Part of my role at SendGrid is to work with accelerator programmes across Europe and help out the teams with as much advice and support that we, as a company, can give them. Getting email right at the earliest stage of a new company is incredibly important, but spending time perfecting it often comes second to all the other demands that are placed on early stage founders. This usually results in teams asking me for tips on how to achieve certain email tasks. As a reference for them (and anyone else who happens across it) here are the email tools

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Resending Email: Good Idea or Terrible Idea?

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In the fall, we were intrigued by an article on Forbes.com that discusses the value of resending emails to recipients who didn’t open your email the first time. It created some nice discussion in our office, so we turned to our friends at Windows IT Pro, and they helped put some of our thoughts to paper (so to speak!) below: The Findings The article states that during one test with the method, results showed that the second email helped reach 53.2% more people and saw 32.6% unique opens. Impressive stats, but it’s important that we don’t get ahead of ourselves. While it’s true that numbers don’t

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Sender Policy Framework (SPF): A Layer of Protection in Email Infrastructure

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When email is sent from one server to another, simple mail transfer protocol (SMTP) is used to get a message from the sender to the receiver. As an SMTP service, SendGrid facilitates this process. One security weakness in the infrastructure of email is the ability of any sender or host to identify themselves, and their email, as any domain that they wish. This makes it difficult for receivers to trust that a message is actually from who it says it’s from. It also makes senders uneasy knowing anyone out there can send mail from their domain and potentially tarnish their brand’s

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