Matt Vernhout - takeaways -

Improving your email deliverability by even a slight margin can improve sales a great deal

250ok provides a tool that allows you to track the deliverability of your email on multiple platforms and Email Service Providers

Matt enjoyed working with 250ok so much that when the chance to work for them came up he jumped at the chance

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Doug: Welcome back, listeners. We've got joining us today, Matthew Vernhout. He is the Director and the Privacy and Industry Relations at a company called 250ok. He's also a Certified International Privacy Professional in Canada with more than 17 years experience in email. He actively shares his thoughts and his industry trends via his own social media blog, emailkarma.net, which was recognized in 2010 as one of Canada's Top 40 Marketing Blogs.

Matthew has also contributed to several benchmark publications during his career, including "The Marketer's Guide to Successful Email," "The EEC's Global Email Marketing Compliance Guide," "The Impact of CASL on Email Marketing" and many others. Matthew is also active in various organizations and a Director-at-large of the Coalition Against Unsolicited Email, The Email Experience Council Advocacies Subcommittee Chair and a Senior Administrator for both Email Marketer Club and Email Roundtable. He is also a frequent speaker at conferences and covers topics in this area. Matthew graduated from St. Clair College in 2000 with a diploma in Computer Science and Information.

We're looking forward to Matthew explaining and helping us do a better job with our email deliverability, or at least our tracking. Welcome to the show, Matthew.

Matt Vernhout: Thank you very much for having me.

Doug: Do you wanna fill in the blanks? Is there anything that's missing or anything new that you wanna update us on?

Matt Vernhout: Sure. Just some forward-looking. In the new year, once the Email Experience Council's Annual Conference happens, I will actually be stepping up from my role as the Advocacy Chair and actually becoming the Vice Chair of the organization. That's a pretty exciting thing that's gonna be happening in the next couple of months for myself.

Doug: Well, good for you. I'm familiar with both the EEC and I'm also familiar with the product or the company that you work with, 250ok, as a user of the tool through a third party email provider I use. Could you just give us the highlights of what is 250ok and basically what it does for people?

Matt Vernhout: Sure. Here at 250ok, we're really looking at email analytics from a holistic point of view: pre-deployment, testing. How does your message look? How does it render? What is the expectation in regards to getting messages to the inbox for subscribers you're looking to contact? If you're having problems, we offer a number of suggestions on things you could modify or change within your message to increase the deliverability rates for those.

We also offer tools that monitor reputation. How is your blacklistings if you have any? Are you having any rather types of reputation issues in regards to spam traps that you might be delivering mail to? We host our own spam trap network that receives several million messages every month. We work with clients to report on that. We have an external analytics platform. This comes in really handy for clients that may be using multiple email service providers but wanna have a centralized, consistent analytics platform.

Then on top of that, we also offer DMARC reporting and analytics tools. DMARC is the latest in anti-fraud, anti-phishing type solutions. We have a platform that works with the open source DMARC community to ingest the reports.