Good morning, ready for some email marketing news?

Email delivery platform Twilio SendGrid has rolled out a new email validation API, which developers can integrate in order to catch potential typos, inactive email addresses and shared email accounts. The API, which launched in beta earlier this year, uses machine learning trained on SendGrid’s data set to detect invalid email addresses. According to Twilio SendGrid, the service is now generally available to customers with Pro and Premier Email API plans.

In other news, Facebook advertisers can now start conversations in Messenger through Stories ads. Users have the ability to message with brands and businesses that use the Stories ad format on Facebook, Instagram and Messenger. The integration adds another level of engagement through which advertisers can connect with audiences, which could be appealing given the 1.3 billion active users on Messenger. The feature is now available to businesses with Messenger templates set up in their Facebook Ads accounts.

Keep scrolling for more, including a Pro Tip on adopting a leaner data strategy, plus an update on what’s happening in the social media world. 

Taylor Peterson,
Deputy Editor

Pro Tip

Only collect data you can use to deliver value

“To adopt a leaner data strategy, brands need to hyper-focus on the needs of your target customers, and that starts with asking the right questions,” explains Jeremy Korst of GBH Insights.

“1) What data is essential to improving CX and Customer Lifetime Value (CLV) over time? 2) When customers provide you with their personal data, what value are you offering in exchange? 3) What sources should we use for the data? 4) How can we minimize the amount of data our company collects (minimum viable data)?” 

“By asking these questions and sourcing the right data, we better understand target customers, purchasing behavior, habits and preferences, and in turn deliver better products, experiences and marketing offers. By creating focus, CMOs can also vastly improve ROI for their marketing analytics investment.”

Read More »


12 common questions marketers ask about call tracking

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Social Shorts

Zuckerberg’s not-so-secret plan to take on TikTok

Facebook’s strategy against TikTok. “We have a product called Lasso that’s a standalone app that we’re working on, trying to get product-market fit in countries like Mexico,” Facebook CEO Mark Zuckerberg said to employees during an internal meeting. “We’re trying to first see if we can get it to work in countries where TikTok is not already big before we go and compete with TikTok in countries where they are big.”

The quote above, along with Zuckerberg’s responses to questions from employees regarding the potential breakup of the company, refusing to testify before other governments, why he wants to retain a controlling interest over the platform and more come from leaked recordings published by The Verge on October 1.

Reddit updates its bullying and harassment policy. The platform’s revised content policy “will expand our ability to take action at scale,” an administrator posted on October 1.

The new rules lower the bar for what is considered actionable: Abuse towards both individuals and groups is now covered. “Continued” or “systematic” abuse is no longer a criterion. And, harassment reports from bystanders will now be investigated, where, previously, reports had to be filed by the victim.

The effort to create a safer environment for users is something that’s happening across many social media platforms. If Reddit can make users feel safer, it may be a more viable place for them as well as advertisers.

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