Guest Author

Guest Author for Madrivo

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Apr 2017
There are no books, no strategies, no step-by-step manuals that can ensure that your emails will inbox.  We are all reliant on the ISPs and their regulations, their filters, and their often unknown guidelines that determine whether or not we have met their qualifications for inboxing.  This is the bane of a mailer’s existence.  It appears to be ever-changing with zero insight in to why or how we can accommodate these changes.  With that being said, there is one thing that is set in stone…the demand of ISPs that mailers have email engagement.  What exactly does that mean?
I’ve been asked repeatedly by mailers why ip reputation suffers when they are running mainstream offers, they are removing complaints, they are ramping up slowly, etc.  The bottom line is not going to change.  Solid, engaged data is going to ensure good subscriber engagement which means traffic to your sites, email opens, click-through rates.  Email engagement is a direct result of these factors and it’s non-negotiable. One of the biggest issues I’ve heard from mailers is that their subscribers have opted in, even double opted-in, so WHY are their emails hitting spam when they are sending mainstream offers appealing to seniors, homeowners, and the average Joe just wanting to get by?  Unfortunately most of us perceive that when we speak of spam it’s all about the unsolicited invitations for “dates”, a quick way to earn a buck, or other salacious opportunities which, while intriguing, are the epitome of spam.  Spam is actually anything that is unsolicited regardless of the content. You may have the most active, clean list, but if you’re sending unsolicited messages, ISPs will perceive it as spam.  The key to avoiding this is to ensure that the potential subscriber knows what they are signing up for and that they receive only those emails. The more you send unsolicited content to your active lists, the less engaged your subscribers become and the higher the risk of them complaining or not clicking on your emails.  When this occurs, ISPs are far more likely to route your mail to the junk folder, prohibiting even those interested in your emails from ever seeing them.  This can irreparably harm your ip reputation, resulting in temporary deferrals, 100% junking or hard blocks on your ips. The bottom line is that if you want continued or increased delivery, don’t spam your subscribers.  Send only relevant content.
If you want to learn more about ISPs and their impact on your IP reputation, send us a note on our contact page or email us at
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Increase your email deliverability by staying up-to-date on emerging industry advances.
Mar 2017
Unless you are a high-volume mailer, learning about IPv4's successor, IPv6, can be as exhilarating as watching paint dry. Internet Protocol addresses (IPs), as a topic, lack pizazz. For people mailing more than a million messages a day though, IP talk can get borderline sexy. Good IPs are vital for success. That's why it's time to have the talk about IPv6. Internet land is fresh out of IPv4 (technically). But hardly anybody is using IPv6 (Why? see: time and money)! So, let's outline what's going on with the transition from IPv4 to IPv6. Why the Switch from 4 to 6? When the Internet was just a pup, 4.29 billion IPs seemed like enough. But the Internet has exploded. Now we have so many people, so many Internet-enabled devices and too little IPs. The American Registry for Internet Numbers (ARIN) came to the rescue in 1998 by releasing IPv6. It has a dizzying number of hexadecimal addresses; 340,282,366,920, 938, 463, 374,607,431,768, 211,456 (340 undecillion for all you Jeopardy! Champions) to be exact. According to Steve Leibson, we could assign an IPv6 to every atom on the surface of the planet and still have plenty more to spare. Transitioning from 32 bit with IPv4 to 128 bit with IPv6 made all the difference. Why Should a Mailer Care about the Transition Serious mailers must posses above-average IP knowledge. The technical side of mailing demands it. If you are a computer dullard, just ground yourself in the basics. How Will the Transition Impact High-Volume Mailing Truth: nobody REALLY knows! What We Do Know About the Transition There Will Be Hick-Ups             IPv4 and IPv6 cannot directly connect. Currently there are short-term workarounds put in place by the Internet Engineering Task Force (IETF) such as: CIDR (Class-less Inter Domain Routing), NAT (Network Address Translation) and Private Addressing. These methods have squeezed more life of IPv4 and are making the segue to IPv6 possible. IT administrators have to learn a new bag of tricks. IPv6 cannot be deployed the same as IPv4. We are, collectively, in the midst of a learning curve for how to trouble-shoot, configure and security monitor IPv6. Security and Reputation IPv6 is but a baby. Nobody knows what the exact security issues will be. It's going to be tricky for awhile. IPv6 has, baked into it, several nice security features, like end-to-end encryption. Which is great...but useless while we're still in the transition. IPv4, by contrast, has to be specially tricked out to be secure. SPAM Fighting in the Age of IPv6 could get interesting. One thing most email experts agree on is that domain reputation will be the new “email credit rating” method. Exponential expansion of available IP addresses made possible by IPv6 means spammers will have an endless supply of fresh IPs. Therefore, IP reputation may become pointless. Deliverability Issues It is hard to pin-point specific delivery issues on IPv6. Though latency, caused by service providers using dual stack IPv4/ IPv6 servers, could be a problem when it comes to managing IP throttle rates. Generally it's the case that IPv4 machines are retrofitted to communicate with IPv6 infrastructures. Some IT specialists prefer to stick to IPv4 just for mail servers, at least for now. Pricing and Availability There's an interesting problem/opportunity that will arise as more individuals and institutions switch over to IPv6 and release their IPv4 blocks. It could be that all the email administrators snatch up all the IPv4 blocks to use only for mail severs thereby spiking the asking price for IPv4. That could in turn help spur the use of IPv6 which in turn may cause the price of IPv4 blocks to then drop. Or maybe not. It's Going to Take Time In 2016 IPv6 reached 10% deployment. That's almost 20 years since its release. Slowly but surely we're working our way to full saturation. Buckle in and take a nap. It's going to be a while. Meet the Author - VoloMP As one of the earliest platforms to deliver high volume e-mail marketing, VoloMP is dedicated to providing the best solution for e-mail marketers that impact both top line and bottom line performance. VoloMP strives to optimize the time spent on sending e-mail campaigns, and increase the efficiency and performance of e-mail marketers.  
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Send millions of emails a day with high-quality email software.
Jan 2017
Need to send an absolute ton of email?  Great news! You. Can. Do. It . Conventional email providers, like Gmail, and standard ESPs, like Mailchimp, are not built for cost-effective high-volume mailing. You've probably already figured this out:  If you have a big list, they're just not that into you. Standard, hosted ESPs either severely throttle your send or exploit  it. That is to say, they can and will facilitate a mighty large-scale deployment  but....oops! They also want your first born (i.e. a ton o' cash).
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Madrivo empowers advertisers to effectively grow brands online and enables publishers to optimize online media and to leverage customer acquisition channels.

In the constantly evolving and incredibly fast-paced digital era, Madrivo is an integrated online marketing agency that develops efficient marketing solutions, unifies customer acquisition strategies, and develops tactics to successfully move traditional operations to the Internet. The team at Madrivo guides companies, large and small, globally, to establish the most cost effective online presence.

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