Handle deliverability and optimization like a scientist


Email has long been one of the most reliable marketing channels for getting your messages to your customers. Whether it’s content in the form of a weekly newsletter, a personalized advertisement, or a major account update, marketers need to trust that their message will be delivered and that they’ve tweaked those messages to get maximum engagement. This is why MarTech is releasing an updated Email Marketing Periodic Table today that gives you everything you need to know about sending emails your customers want to receive and not blocking their inboxes.

Because email is one of the most complex ways to communicate with customers and prospects – across different email clients, different ISPs, mobile devices and desktops, and so on – there are many barriers that can get between you and your intended recipients.

Each item in this table represents a factor that you need to consider in order to be successful in email. The items are grouped into categories based on their relationship to one another, and the categories are said to be related to optimization or deliverability. Further down the table, you can see Toxins, a category of practices that can poison your email marketing efforts and traps to fall into.

This updated email marketing periodic table includes a few new items and a new category, Compliance, which covers the recent and ongoing developments related to government laws, inclusion, and more. We also changed our language to refer to safelists and blocklists, terms that are inclusive and respectful of everyone.

Digital marketing is an art, but also a science. We hope this tool will serve as an essential reference for your experiments.

About the author

Kim Davis is the editorial director of MarTech Today. Kim was born in London but has been a New Yorker for over two decades and started studying enterprise software a decade ago. His experience includes SaaS for business, data-driven city planning for digital displays, and applications of SaaS, digital technology and data in marketing. He first wrote about marketing technology as the editor of Haymarkets The Hub, a specialty marketing tech website that later became a channel for the established direct marketing brand DMN. Kim joined DMN in 2016 as Senior Editor and became Executive Editor, then Editor-in-Chief, a position he held until January 2020. Prior to technology journalism, Kim was the associate editor of a hyperlocal news item on the New York Times website, The Local: East Village, and previously worked as an editor for a scholarly publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been an occasional guest at Eater.

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