Sunset Policy in Email Marketing: The Smart Way to Clean Your List

In email marketing, engagement is everything. If your emails land in inboxes but never get opened, you’re not just wasting effort — you’re actively harming your sender reputation. That’s where a sunset policy comes in. A well-executed email sunset policy helps brands maintain high deliverability rates, optimize engagement, and clean up inactive subscribers without unnecessary risk.

CTOR or Click-to-Open Rate in Email Marketing: Why Measure and How to Improve

Written by Julia G

It is difficult to stand out in today’s email environment, when people are receiving hundreds of emails every day. A good news is that email campaigns give data that demonstrates how recipients engage with your email campaigns without the need to directly contact the customer.

AI-Powered Phishing Attacks: How to Protect Email Recipients

Written by Julia G

Email users may still remember the days when identifying a phishing email was easy – spelling errors or incredible stories revealed bad actors. Those days are quickly disappearing. With artificial intelligence now a part of the email landscape, hackers have greatly upped their game, and the cyber threats have changed dramatically.

Sustainable Email Marketing: How to Go Green Without Losing Impact

Written by Tanya Tarasenko

Email marketing is one of the most powerful tools for businesses, but have you ever considered its environmental impact? While digital marketing seems “clean” compared to print, emails still consume energy — especially when sent in bulk. Every email requires data storage, transmission, and processing, all of which contribute to carbon emissions.

10 Reasons You Might Have Email Delivery Challenges and How to Avoid Them

Written by Julia G

Given the rapidly changing landscape of email marketing, it can be difficult for email marketers to maintain their email deliverability at a high level. This article explains the most common errors and overlooked things related to email delivery and provides advice on how to do it right to avoid email delivery challenges.

Why Email Open Rates Are No Longer a Reliable Metric (And What to Track Instead)

Written by Tanya Tarasenko

For years, email marketers have obsessed over open rates. “What’s a good open rate for emails?” and “How can I increase my email open rate?” were the golden questions. But here’s the reality: open rates are no longer a reliable way to measure email marketing success.

Why Email Reputation is Important & Top 5 Tools to Check Your Sender Reputation Score

Written by Julia G

Gone are the times when email filters only checked the message’s content to filter out the email as spam or deliver it in the Inbox. Today, Internet service providers are more concerned about the email integrity, sender’s authenticity, and email reputation. They automatically assess the reputation of the sender analyzing each incoming email and the recipient’s reaction to it. The email reputation score then influences the way the message is handled: delivered, filtered, or blocked.

10 Mistakes to Avoid When Setting up DMARC

Written by Julia G

A DMARC (Domain-based Message Authentication Reporting and Conformance) protocol provides email senders with a powerful tool to protect their email domains from spoofing assaults and ensure the authenticity and integrity of their email communications.

DKIM Setup: Can You Have Multiple DKIM Records?

Written by Julia G

DKIM (DomainKeys Identified Mail) is an effective email authentication method that ensures the integrity and authenticity of your emails while they are in transit. Similar to the SPF and DMARC email authentication protocols, the implementation of DKIM requires the addition of a DNS record.

How to Manage and Merge Multiple SPF Records

Written by Tanya Tarasenko

If you’re responsible for managing email domains, you’ve likely come across the need to work with SPF records. Email authentication can cause a lot of stress, especially when dealing with multiple services that send emails on your domain’s behalf. One question pops up time and again: can you have multiple SPF records for one domain? The short answer: no, and here’s why.

Email Deliverability