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Author Profile

Heather Goff

  • Heather Goff brings her tenacious client centric attitude and over 11 years of experience with email deliverability and digital communication strategy to Responsys in the role of Sr. Strategic Deliverability Consultant. Heather’s expertise helps drive deliverability success by arming Responsys customers with strategies to increase engagement and reduce spam traps and complaints. Heather is active in the broader Deliverability community as an active member of the Email Sender & Provider Coalition (ESPC) and the International Association of Privacy Professionals (IAPP).

    Heather Goff brings her tenacious client centric attitude and over 11 years of experience with email deliverability and digital communication strategy to Responsys in the role of Sr. Strategic Deliverability Consultant. Heather’s expertise helps drive deliverability success by arming Responsys customers with strategies to increase engagement and reduce spam traps and complaints. Heather is active in the broader Deliverability community as an active member of the Email Sender & Provider Coalition (ESPC) and the International Association of Privacy Professionals (IAPP).

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Recent Posts by Heather Goff

Email deliverability: Secrets to new subscriber engagement

Want to engage with email subscribers? Make sure to lead with customer data. Marketers who orchestrate their efforts based on customer data, such as channel preferences and purchase history, are more likely to drive high engagement with their email subscribers. This matters even more when it comes to email deliverability. Major ISPs monitor user-level engagement in order to determine whether an email marketer is spam or not. In our new eBook, The New School Marketer’s Guide...

Email marketing: 3 tips for steering clear of blacklists

It's every email marketer’s worst nightmare: Getting branded a spammer and put on any one of hundreds of vigilante email blacklists that Internet service providers use to automatically block messages to subscriber inboxes. When that happens, even the best-intentioned email marketing campaigns are doomed. The problem could plague any  company, big or small. ISPs filter up to 80 percent of incoming emails, which can result in as much as 60 percent of a sender’s email being...

Still "Out-Looking" for Success

The ongoing saga of re-branding Hotmail is fairly convoluted as you can see in the diagram above. However, Microsoft may have nailed it this time. Earlier this month Jessica Hastings wrote about "our outlook on Outlook.com." Here's a follow up from a deliverability perspective.What is Outlook.com?You may be asking yourself, "Are they trying to make Hotmail more like Outlook, as in the Outlook I use for work?" I'll admit at first I thought so too. But it's more of a make-over...

When the Word "Free" Works on Your Behalf

From: Southwest AirlinesSubject Line: Fly One, Get One FREE For Colorado Rapid Rewards Members!Date: January, 2010 From: Southwest Airlines Landing Page Not too long ago, I received an awesome email from Southwest Airlines. The 3 things I like most about this email are the fact that it's relevant, simple and truly rewarding. 1. It's relevant because I'm a Colorado resident, a Rapid Rewards member and I just happened to need travel booked in the month of January. How did they...

On the 12th Day of Christmas

From: Fresh PairSubject Line: The 12 Thongs of Christmas + Shop Our Biggest Sale of the YearDate: Friday, December 9, 2009 I want to thank the Smith-Harmon team for building a great blog and allowing us to contribute. It's an honor. I don't know about you, but I have a ton of emails pouring into my inbox right about now and it takes a lot to get me to open them. The subject line of this particular email made me smile, but more importantly, it got me to open it. 12 thongs of...