How Flashissue Improves Deliverability with List Hygiene

If you are a small business owner, email marketing probably isn't the only thing on your mind. You know it drives more ROI than any other digital marketing channel, but you certainly don’t have all day to think about your email strategy. What matters most to you is communicating with your audience in the fastest most efficient way so you can get back to the rest of your business.

For email senders, one of the biggest hurdles with email marketing is running into deliverability issues. There are so many moving pieces to deliverability it can be hard to understand why your mail isn’t reaching the inbox. For email service providers, it is challenging to educate senders on deliverability best practices before problems arise. If you’ve ever experienced delivery problems, you know that there is no "fix it fast and forever" button. Rather than work through the problems, some email senders resign to give up their email program all together when they run into deliverability issues.

"By removing the onus from the user of having to clean their list manually we can improve the experience they have with Flashissue and better retain customers." Phil Hill, CEO

An ESP with a different approach

When we first spoke to Flashissue, we were impressed with its approach as an email service provider, particularly how it addressed the needs of small business owners. Flashissue is an ESP that prides itself on making newsletters fast. It removed many barriers to entry by enabling marketing campaigns to be created, designed, and deployed in a matter of minutes. Phil Hill, CEO of Flashissue, explained to us that for many SMBs, problems with email list hygiene can be the straw that breaks the camel’s back.

One of his business goals was to be able to offer Flashissue services to senders who have experienced deliverability trouble in the past, but it couldn’t be at the sake of all other Flashissue users. For an email service provider, one sender with a bad email list (i.e. a list that has a high number of undeliverable email addresses) can destroy deliverability for all other users. Meaning, if an ESP has ONE user who deploys mail to a dirty list, the ISPs (like Gmail, AOL, Yahoo) most likely will not accept incoming mail from any other users on that ESP’s platform.

In order to be able to allow any marketer to use its platform and uphold a good sender reputation, one of the biggest hurdles Flashissue had to overcome was email list hygiene. The most friction was occurring during the onboarding process, when a user uploaded an email list for the first time. Knowing whether an email list will bounce before a user sends email is a significant challenge for ESPs, because once it's deployed, the damage is done. To prevent this from happening, Flashissue asks senders flagged with high bounce rates to clean their email list with DataValidation. While this may seem like a hassle, it protects Flashissue's sender reputation from spammers and bad senders who try to pump and dump bad data through the platform.

How Flashissue uses DataValidation's API

Flashissue approached DataValidation with 3 goals in mind:

  1. Find a way to optimize the onboarding process and accept legitimate senders.

  2. Pinpoint bad data prior to sending to keep lists from going stale.

  3. Provide a more positive experience for users around email list hygiene.

By using DataValidation’s API, Flashissue is able to scan the quality of email lists as they are uploaded, helping it identify which senders to accept on the platform. In addition to screening users pre-send for low-quality lists, it needed a way to keep these lists from going bad over time. The DataValidation API can automate the list cleaning process during onboarding, as well as prevent email lists that have been in the system from going stale and causing deliverability problems. Phil explained that while email lists are the holy grail to marketers, they can turn without warning and wreak havoc on deliverability.

"Many of our small business customers are genuinely unaware their mailing list goes stale. If we can relieve some of the hassle of keeping their list current then it frees up time for them." Phil Hill, CEO

Flashissue will soon be able to alert users when list quality diminishes, give actionable and timely feedback to its users, and offer a seamless list cleaning solution. Having a way to remove the friction point between maintaining a good list and all of the other things required for email marketing will not only improve their service and deliverability, but will make a huge impact on the marketers using Flashissue.

comments powered by Disqus

Most Recent Blog Posts

This Week In Email March 28th 2016
Building and Maintaining a High Quality Email List
This Week In Email March 7th 2016
5 Important Things that Affect Email Delivery & How You Can Overcome Them
This Week In Email February 3rd 2016

View All Recent Posts >



What People Are Saying

In less than two weeks we went from an 87% reputation to 98% with SendGrid. We have pleased the ISP gods thanks to your team!
— Mikhail Avady, IP SmartUP
I was a bit desperate yesterday after MailChimp blocked one of my uploaded lists. It is clear that DataValidation solved this very quickly. Thanks a lot!
— Yves Van Hee, Atradius
DataValidation saved my life! I had to migrate the newsletter campaigns from a self-programmed system to Zoho Campaigns, and I recognized, too late, that the dataset was horrible. Zoho blocked me during the first campaign.
— Hans-Henning Schulz, Deutscher Verlag für Gesundh
I LOVE your service. I’ve used the MailChimp integration, which works like a dream. I will be recommending your service to all my MailChimp clients as a “good practice” tool to add to their arsenal.
— Bridget Gilchrist, Tin Soldier Ltd.
Thanks very much for cleaning my list, the service works very well.
— Ross Debos, Sunday SouLounge
Super. I didn't expect the Mailchimp integration. It made everything painless.
— Philip Owen,
The service I have received has been fantastic. Without any doubt the best online service I have ever had. Thank you!
— Andrés Gómez-Peña, IDB
On our first eNews to nearly 2,500 subscribers, we had only 5 bounce-backs and 7 unsubscribes. No way that would have been possible without your service! Thanks, DataValidation, for keeping us in compliance!
— Jodie Rogers, University of Oregon
You guys are awesome. I've been looking for a platform like this for 2 months to vet media contacts for my startup so I don't trash our domain in spam traps. This was the most effective tool I've found, and I'll be using it again on the consumer side as we develop a direct email marketing campaign.
— Jared Criscuolo,
Y’all have a great service with a nice clean, user friendly interface. Glad to be able to have multiple versions of our list to make use of. No doubt I’ll be using the services of your company again in the near future.
— Cody Reid, Brunk Auctions
I'm very pleased with how fast I got a reply to my questions. Also very satified with the price and service. Great job.
— Joshua Guilfoyle, New York City, NY
Very useful — helped us get over the hump with our first import of 6-year old data to MailChimp. Now running much more smoothly!
— Alex English, Tampa Bay Regional Transportation Authority (TBARTA)
Thanks Data Validation! It was easy to use and after I studied the definitions, I was able to re-sort my data for upload to MailChimp. In addition, your tips about sending emails to the Accepts All emails was extremely helpful!
— Jennifer Hoskins, PHR
It's awesome!! I was able to import the cleaned list of A's and B's into MailChimp no problem, whereas before cleaning with DV, MailChimp let me know a re-opt in would be required. I'm thrilled with this service!
— Lily Starling,
We tried DataValidation on advice from a colleague. The service was easy to link to Mailchimp, and was extremely affordable.
— Jodie Rogers, University of Oregon
We are VERY satisfied. Your service has refreshed our stale mailing list and contributed to the surrealistic celebration of the Domestic Research Society's 10th anniversary - high in the Julian Alps!
— Alenka Pirman, Domestic Research Team
Your service has been outstanding, and I especially liked your LiveChat feature - very helpful!
— Karen Burke, Crop King
We saved thousands of dollars that would have been spent on bounces and opt-outs by using DataValidation's cleaning tools. Now, we use their real-time protection so we never have a bad list again.
— Blake, Perdue for Senate
Thank you very much! Your service is super!
— Lexi Serebro,
Thanks for your service, it was helpful and easy to use! MailChimp knew what they were doing when they recommended you.
— Abby Rubottom,
We are very pleased with your service and fast turnaround time. We ran a small list through and then sampled those emails through our email platform.
— James J. Marks, Background Info USA