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  "sourcesContent": ["import { jsx as _jsx, jsxs as _jsxs } from \"react/jsx-runtime\";\nimport { addPropertyControls, ControlType, Link } from \"framer\";\nimport * as React from \"react\"; /**\n                                * @framerRecordIdKey id\n                                * @framerSlug EPTBMG5Qx\n                                * @framerData\n                                */\nconst data = [{\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"How do email clients download a message?\",\n  EPTBMG5Qx: \"email-message-flow-sending-delivery\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsx(React.Fragment, {\n    children: /*#__PURE__*/_jsx(\"p\", {\n      children: \"For most users, how an email message flows from the sender to a\\xa0recipient\u2019s inbox is something that happens behind the scenes.\\xa0When an individual or an organization sends an email, the message travels\\xa0from its point of origination, such as an email client where it was composed, across the Internet to its destination. Along the way, it passes through multiple servers that help ensure it arrives at the right place.\\xa0That\\xa0email message flow uses a\\xa0systematic process based on a number of long-established technical standards.\"\n    })\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Web-based email services like Gmail or Hotmail/Outlook.com use their own internal protocols to manage email. But when recipients use a stand-alone email client on a phone or desktop computer, that software uses standard protocols to download messages from\\xa0mail servers.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When the recipient uses POP, the server delivers all new emails to them and only keeps copies of them if an option in the email client is checked, if applicable. If the server doesn\u2019t have copies of the emails and the recipient suffers a hardware loss or failure, those messages are gone forever, unless the senders have copies of them.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When the recipient uses IMAP, the server syncs the contents of the mailbox, including its Sent Items and other folders, to each device that connects with it. The messages remain on the server, and when the status of one changes (for example, it\u2019s read or deleted), that change propagates across all devices when they connect again.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The ability to retain and sync messages on multiple devices is why most email services today use IMAP instead of POP.\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Email involves many different steps and systems. You can\\xa0learn more about the inner workings of email delivery with these resources:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://en.wikipedia.org/wiki/Email\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Email\"\n            })\n          }), \": This Wikipedia article delves into the history of email as well as its many technical details. It links out to several supporting articles that flesh out the main subject.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/email-api/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Email API\"\n            })\n          }), \": Learn more about how e-commerce and other systems can generate transactional email very efficiently.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/cloud-email-delivery/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Cloud Email Delivery\"\n            })\n          }), \": Learn more about how systems\\xa0the SparkPost email delivery service work to make large-scale email transmission and delivery practical.\"]\n        })\n      })]\n    })]\n  }),\n  GS3uHYgse: \"Understanding Email Message Flow, from Sending to Delivery\",\n  HSOUc4U5r: \"\",\n  id: \"U5YnGRN0G\",\n  iUkwxI3ry: \"How Does an Email Message Flow from Sending to Delivery?\",\n  IwJQUWVIl: \"How does an email message flow?\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Email has been around since the 1960s, when the creators of nascent computer networks began devising ways to send messages to each other. In those early days, users were limited to communicating only with others on the same\\xa0shared mainframe\\xa0system.\\xa0However, the adoption of standard\\xa0protocols and the interconnection of systems into\\xa0the shared network we now know as the Internet allowed different mail systems\\xa0to \u201Ctalk\u201D to each other.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It\u2019s these standards that allow us to send email messages\\xa0to virtually anyone.\\xa0When someone sends an email\\xa0message, it flows\\xa0through a series of steps to reach its destination.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"When an individual writes a message, it\u2019s usually done in an email client like Outlook or Apple Mail\u2014or in a web-based service like Gmail.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [\"However, when\\xa0the message is a\\xa0\", /*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/transactional-email/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"transactional email\"\n            })\n          }), \"\\xa0like a shipping notice or a password reset, the message is created automatically by those systems, usually\\xa0using an\\xa0\", /*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/email-api/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"email API\"\n            })\n          }), \".\\xa0(Marketing messages are generated by automated systems as well, although usually in large batches, rather than one at a time like transactional messages.)\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"In both cases, whether\\xa0the message is created by an email client or by an automated system, it\\xa0is specially formatted to be transmitted\\xa0over the Internet\\xa0using a standard called \u201CSimple Mail Transfer Protocol\u201D (SMTP).\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The sender\u2019s mail server (technically called a \u201CMail Transfer\\xa0Agent,\u201D or\\xa0MTA) looks\\xa0up the \u201C@domain.com\u201D portion of the\\xa0recipient\u2019s email address in a\\xa0Domain Name System (DNS) server to determine which destination mail server (referred to as\\xa0a \u201CMail Exchanger,\u201D or MX) it should contact to deliver the message.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The sending and receiving servers communicate using the SMTP protocol. The receiving server accepts the message\\xa0so that it can be delivered to the\\xa0recipient.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The recipient\u2019s email client retrieves the message using standards like the\\xa0Post Office Protocol (POP) or Internet Message Access Protocol (IMAP) to download the message so it can be read.\"\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"Read more about email message flow\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2018-06-06T00:00:00.000Z\",\n  UTBKyjhuP: \"An email passes through multiple servers that help ensure it arrives at the right place. That email message flow uses a systematic process based on a number of long-established technical standards.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Learn more about SPF\\xa0with these resources from SparkPost\u2019s email experts and elsewhere on the web.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"http://www.openspf.org/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Sender Policy Framework (SPF) Project Overview\"\n            })\n          }), \". The group that developed the SPF standard has published detailed explanations, how-to\u2019s, and news about SPF.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://tools.ietf.org/html/rfc7208\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"RFC 7208\"\n            })\n          }), \". This document published by the Internet Engineering Taskforce (IETF) formally defines the SPF technical standard.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/blog/spf-authentication/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"SPF Authentication: An Overview and Best Practices\"\n            })\n          }), \". Practical, hands-on advice for\\xa0implementing SPF from our email deliverability experts.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/blog/understanding-spf-and-dkim-in-sixth-grade-english/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Understanding SPF and DKIM In Sixth Grade English\"\n            })\n          }), \". An easy-to-understand explanation of how SPF and DKIM work together to ensure email is authenticated.\"]\n        })\n      })]\n    })]\n  }),\n  BwUseuhso: \"What is an SPF record?\",\n  EPTBMG5Qx: \"what-is-spf\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"The Sender Policy Framework (SPF), is a technical standard and\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/academy/email-technical/introduction-email-authentication/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email authentication\"\n        })\n      }), \"\\xa0technique that helps protect email senders and recipients from spam, spoofing, and phishing.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Specifically, it defines a way to validate an email message was sent from an authorized mail server in order to detect forgery and to prevent spam. It was designed to supplement SMTP, the basic protocol used to send email, because SMTP does not itself include any authentication mechanisms.\"\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {\n    children: /*#__PURE__*/_jsx(\"p\", {\n      children: \"Yes. SparkPost implements and adheres to email authentication standards including SPF. In fact,\\xa0SparkPost handles the SPF part of that automatically, so all email from your account is already SPF-compliant.\"\n    })\n  }),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"An SPF record is included in an organization\u2019s DNS database. An SPF record is a specially-formatted version of a standard DNS TXT record. An SPF record looks something like this:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: 'mydomain.com\\xa0\\xa0 TXT \\xa0\\xa0\"v=spf1 include:myauthorizeddomain.com\\xa0include:sparkpostmail.com\\xa0~all\u201D'\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Reading left-to-right in plain English, this record is saying that any email that claims to be from \u201Cmydomain.com\u201D should be validated with SPF (that\u2019s the \u201Cv=spf1\u201D prefix to the record). It then specifies that the SPF records for \u201Cmyauthorizeddomain.com\u201D and \u201Csparkpostmail.com\u201D also should be included when\\xa0validating email from mydomain.com (those are the parts labeled \u201Cinclude:\u201D). In practical terms, that usually is done to indicate that the other domains\\xa0authorized to send email on its behalf. Finally, the record concludes by stating that any other servers claiming to send mail should be flagged as questionable, and possibly failing, the SPF test (\u201C~all\u201D).\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"SPF records can be more complicated than this example, but the basic mechanism remains the same.\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"SPF, DKIM, and DMARC are all standards that enable different aspects of email authentication. They address complementary issues.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"SPF allows senders to define which IP addresses are allowed to send mail for a particular domain.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/dkim-domainkeys-identified-mail/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"DKIM\"\n            })\n          }), \"\\xa0provides an encryption key and digital signature that verifies that an email message was not faked or altered.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"DMARC unifies the SPF and DKIM authentication mechanisms into a common framework and allows domain owners to declare how they\\xa0would like\\xa0email from that domain to\\xa0be handled if it fails an authorization test.\"\n        })\n      })]\n    })]\n  }),\n  GS3uHYgse: \"Understanding SPF\",\n  HSOUc4U5r: \"Does SparkPost support SPF?\",\n  id: \"O7LwYTl1e\",\n  iUkwxI3ry: \"What Is SPF?\",\n  IwJQUWVIl: \"How does SPF work?\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"SPF establishes a method for receiving mail servers to verify that incoming email from a domain was sent from a host authorized by that domain\u2019s administrators. It\\xa0piggybacks on the well-established Domain Name System (DNS). In general terms, the process works like this:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ol\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"A domain administrator publishes the policy defining mail servers that are authorized to send email from that domain. This policy is called an SPF record, and it is listed as part of the domain\u2019s overall DNS records.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"When an inbound mail server receives an incoming email, it looks up the rules for the bounce (Return-Path) domain in DNS. The inbound server then compares the IP address of the mail sender with the authorized IP addresses defined in the SPF record.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The receiving mail server then uses the rules specified in the sending domain\u2019s SPF record to decide whether to accept, reject, or otherwise flag the email message.\"\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {\n    children: /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"If you are a business sending commercial or transactional email, you definitely need to implement one or more forms of\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/email-authentication/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email authentication\"\n        })\n      }), \"\\xa0to verify that an email is actually from you or your business. Properly configuring email authentication standards like SPF is one of the most important steps you can take to improve your deliverability. However, SPF by itself only goes so far; SparkPost and other email experts\\xa0recommend also implementing DKIM and DMARC to define a more complete email authentication policy.\"]\n    })\n  }),\n  nqTaUprqU: \"How is SPF related to DKIM, DMARC, or other standards?\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"Read more about SPF best practices\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2019-07-10T00:00:00.000Z\",\n  UTBKyjhuP: \"The Sender Policy Framework (SPF), is a technical standard and email authentication technique that helps protect email senders and recipients from spam, spoofing, and phishing.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"Do I need SPF?\",\n  ZH8jqC7Bh: \"How can I verify my SPF settings?\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {\n    children: /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"SparkPost\u2019s\\xa0free email tools for developers make working with email authentication standards like SPF easy. Our\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://tools.sparkpost.com/spf/inspector\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"SPF Inspector\"\n        })\n      }), \"\\xa0lets you quickly\\xa0check who\u2019s authorized to send email for your domain. And our\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://tools.sparkpost.com/spf/builder\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"SPF Builder\"\n        })\n      }), \"\\xa0is an\\xa0easy way to create a working SPF record for your domain.\"]\n    })\n  })\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"email-difference-transactional-vs-commercial-emails\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"The line between transactional and commercial emails sometimes can be ambiguous, but both laws\\xa0and industry best practices for deliverability require that some aspects, like opt-in and unsubscribe,\\xa0be treated in very specific ways depending upon the message type. That\u2019s why the team at SparkPost has created this\\xa0infographic to help you understand the difference between transactional vs\\xa0commercial email. It\u2019s the email difference!\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Transactional emails\"\n          }), \" are sent in response to a user\u2019s interaction with a website or an app and are defined in strictly functional terms. Examples include password resets, shipping notifications, receipts, legal notices, and so on.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Commercial emails\"\n          }), \" are sent to a list of recipients who have opted-in for promotional content from your brand. Examples include sales offers, newsletters, new product updates, email designed to increase user engagement, and onboarding, etc.\"]\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Whether you\u2019re sending a transactional email or a commercial one, make sure your message gets where it\u2019s going, gets read, and makes an impression. 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Transactional vs. Commercial Emails\",\n  IwJQUWVIl: \"\",\n  KmEkpOvao: /*#__PURE__*/_jsx(React.Fragment, {}),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2018-07-31T00:00:00.000Z\",\n  UTBKyjhuP: \"Understanding the Rules and Best Practices That Ensure Your Email Hits the Inbox\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"AMP for Email is exclusive to Gmail, meaning these dynamic emails will only work for Gmail users. 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It\u2019s had a huge impact on SEO and now it\u2019s ready for email.\\xa0\", /*#__PURE__*/_jsx(\"strong\", {\n        children: \"AMP for Email\\xa0\"\n      }), \"is the ability to combine dynamic, real-time, up-to-date content, and interactivity into a personalized individual experience for every Gmail recipient inside their inbox.\"]\n    })\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"While AMP for Email offers many benefits for companies and email users, the justification for incorporating this element into a business\u2019s email strategy varies per organization. If you\u2019re unsure whether AMP is right for your business, you should keep various considerations in mind before making your final decision:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Viewability:\"\n          }), \"\\xa0It\u2019s important to verify that your email subscribers use a supported email client that allows them to open and view AMP emails. If most of your subscribers have this capability, AMP for Email is likely a good fit.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Return on investment (ROI):\"\n          }), \"\\xa0AMP-enabled emails take double the amount of time to create than standard Hypertext Markup Language (HTML) emails, meaning they have higher development costs. It\u2019s vital to confirm that you can recover these expenses through your campaign ROI.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Value:\"\n          }), \"\\xa0Consider whether AMP emails will provide additional value to your emails. 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These actions require extensive development knowledge and can come with a steep learning curve for those who lack this expertise.\"]\n        })\n      })]\n    })]\n  }),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"In an earlier blog post, we gave a list of suggestions of how AMP for Email could best be used, however, here are some real-life examples and quotes from some of our customers who were part of the Google AMP beta program.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"With Booking.com, recipients can filter between domestic and international travel destinations.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,XZuSCYNQnHHogmDLrFKzt8MS4.png\",\n      \"data-framer-height\": \"666\",\n      \"data-framer-width\": \"1265\",\n      height: \"333\",\n      src: new URL(\"https://framerusercontent.com/images/XZuSCYNQnHHogmDLrFKzt8MS4.png\").href,\n      style: {\n        aspectRatio: \"1265 / 666\"\n      },\n      width: \"632\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"With Pinterest, recipients can search for top board suggestions and add new pins to their boards, all within the inbox!\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,Zysm38l8yhnWPl0SXiJxx3mvP4.png\",\n      \"data-framer-height\": \"450\",\n      \"data-framer-width\": \"900\",\n      height: \"225\",\n      src: new URL(\"https://framerusercontent.com/images/Zysm38l8yhnWPl0SXiJxx3mvP4.png\").href,\n      style: {\n        aspectRatio: \"900 / 450\"\n      },\n      width: \"450\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Our other customers are currently experimenting with incorporating AMP into their email campaigns.\"\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"\u201CWe\u2019re super excited to see how AMP transforms the email space and are looking forward to adding our product to the mix soon\u201D\"\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"\u2013 Makena, Product Manager, Zillow\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Before you get super excited about adding AMP to your emails, you\u2019ll want to stop and think about how exactly you want to thoughtfully add AMP to enhance your readers\u2019 experiences within the inbox. To be honest, recipients shouldn\u2019t abruptly realize that their messages have been embedded with AMP content, but more so just an intuitive improvement within the email that should have been there from the start.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Think of adding in the carousel component for giving customers\\xa0\u2014\\xa0the option to preview the interior photos of an Airbnb rental or new home for sale on Zillow, a shipping status update button on a FedEx and UPS email, or the ability to search and browse without being kicked into a web browser.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Second, AMP content is dynamic and shouldn\u2019t take away from the static nature that email users trust and expect when it comes to email. Confirmation numbers, invoices, purchase confirmations, flight information,\\xa0and\\xa0calendar events are parts of an email that shouldn\u2019t be dynamically updated and changed\\xa0over time, for the sake of users to go back and search their emails to recall certain information on transaction emails.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"However, adding in the ability to opt-in and subscribe or opt-out on transaction emails dynamically\\xa0could\\xa0be a better transactional email use case. 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Styling can be customized easily via CSS3, and you can leverage various AMP elements from carousels to up-to-date fresh content. But to add it to existing emails, you just need to add a new MIME part with a content type of text/x-amp-html as a descendant of multipart/alternative. For developers using SparkPost, we\u2019ve rolled out support for AMP, and you can view documentation\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/docs/user-guide/amp-for-email/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"here\"\n        })\n      }), \".\"]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"There\u2019s no doubt that AMP emails are convenient for email recipients, enabling them to accomplish tasks like RSVPing for events, confirming appointments, managing email preferences, booking travel, and more without ever leaving their inbox. AMP marketing benefits customers and businesses alike with all of the following advantages:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        style: {\n          \"--framer-font-size\": \"14px\",\n          \"--framer-text-color\": \"rgb(97, 115, 139)\",\n          \"--framer-text-transform\": \"none\"\n        },\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Rich inbox experience:\"\n          }), \"\\xa0AMP emails deliver a highly interactive customer experience, utilizing components like carousels, accordions, tabs, and other dynamic layout options to create a rich and engaging inbox experience.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        style: {\n          \"--framer-font-size\": \"14px\",\n          \"--framer-text-color\": \"rgb(97, 115, 139)\",\n          \"--framer-text-transform\": \"none\"\n        },\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Enhanced security:\"\n          }), \"\\xa0Because AMP for Email doesn\u2019t allow third-party advertisements, it maintains greater security and privacy for users, protecting their information from breaches.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        style: {\n          \"--framer-font-size\": \"14px\",\n          \"--framer-text-color\": \"rgb(97, 115, 139)\",\n          \"--framer-text-transform\": \"none\"\n        },\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Up-to-date information:\"\n          }), \"\\xa0This technology ensures that all emails stay up to date, reducing the need to send newer, more relevant messages and freeing recipients\u2019 inboxes of excess correspondence.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        style: {\n          \"--framer-font-size\": \"14px\",\n          \"--framer-text-color\": \"rgb(97, 115, 139)\",\n          \"--framer-text-transform\": \"none\"\n        },\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Improved in-mail capabilities:\"\n          }), \"\\xa0AMP emails enable users to engage with content and take immediate action with fewer clicks necessary to achieve the intended function. This feature boosts the amount of time recipients spend browsing your email, increasing the chances of user responses.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        style: {\n          \"--framer-font-size\": \"14px\",\n          \"--framer-text-color\": \"rgb(97, 115, 139)\",\n          \"--framer-text-transform\": \"none\"\n        },\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Better customer experience:\"\n          }), \"\\xa0Due to the simple and convenient nature of AMP emails, users are likely to have an improved user experience, and in turn, a more positive reception for your brand.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        style: {\n          \"--framer-font-size\": \"14px\",\n          \"--framer-text-color\": \"rgb(97, 115, 139)\",\n          \"--framer-text-transform\": \"none\"\n        },\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Greater engagement:\"\n          }), \"\\xa0AMP for Email enables you to build exciting visual elements into your emails, such as GIFs, videos, and other creative content, to increase user engagement.\"]\n        })\n      })]\n    })]\n  }),\n  nqTaUprqU: \"What to Look Out for When Using AMP for Email?\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"Where Does AMP for Email Work? What Email Providers Support AMP Emails?\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2019-08-06T00:00:00.000Z\",\n  UTBKyjhuP: \"AMP for Email helps companies optimize their emails with interactive elements that deliver a unique and engaging user experience. If you\u2019re interested in using AMP marketing in your email strategy, it\u2019s essential to know the functions, benefits, limitations, and stipulations regarding AMP emails.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"Benefits of AMP Email\",\n  ZH8jqC7Bh: \"How Do I Get Access From Gmail to Send AMP Emails?\",\n  zxrlzeicw: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Gmail has implemented a set of guidelines that you have to follow to send AMP emails through any email service provider (ESP). When you\u2019re ready to launch a dynamic email like AMP, you must first register with Google by following a series of steps.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"1. Verify That You Meet the Registration Guidelines\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Google has a comprehensive set of registration guidelines that you must meet to use AMP for Email. Be sure to confirm that you adhere to all of the following requirements before registering:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Send a real example email, not a demo.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Ensure that all emails have a similar HTML or text Multipurpose Internet Mail Extension (MIME) part.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Verify that your emails contain no bugs.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Authenticate all emails using\\xa0Sender Policy Framework (SPF),\\xa0DomainKeys Identified Mail (DKIM), and\\xa0Domain-based Message Authentication, Reporting, and Conformance (DMARC).\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Conform to the suggested email best practices.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Register each sender email separately.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Don\u2019t allow third parties to create or send emails directly.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Follow all Gmail Bulk Sender Guidelines.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Maintain a low spam complaint rate.\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"2. Send an Email From Your Production Server\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Once you\u2019ve confirmed that you meet Google\u2019s registration guidelines, you will send a real, production-ready email from your production servers and submit the AMP email MIME part to ampforemail.whitelisting@gmail.com. Google uses this email to verify that you comply with all applicable requirements.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When you transmit the email, make sure you send it directly rather than forwarding it, as Google removes AMP MIME parts from forwarded emails. It\u2019s also a good rule of thumb to test your email in Gmail to ensure that the AMP version is correct before submitting it to Google.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"3. Fill out a Registration Form\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"After completing all of the previous steps, you can finalize the process by filling out the four-page sender registration form. Once you submit the questionnaire, your part is over. Google should respond to your request within five business days.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Note that Google will not accept your application if you send a test email, submit an email that doesn\u2019t contain an AMP MIME part, or don\u2019t send an email for review at all.\"\n    })]\n  })\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"Where to prioritize email notifications in your app\",\n  EPTBMG5Qx: \"getting-started-email-notifications\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Email notifications are a type of triggered email\u2014email that\u2019s sent in response to specific user action or other event. For SaaS applications and web sites, common examples of these app-generated emails include activation and welcome messages, activity notifications, account and security alerts, and utilitarian functions like password resets.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"Product Emails in the User Lifecycle\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,JyiUm6On19p3qzuGeaORqxVFDLE.png\",\n      \"data-framer-height\": \"238\",\n      \"data-framer-width\": \"760\",\n      height: \"119\",\n      src: new URL(\"https://framerusercontent.com/images/JyiUm6On19p3qzuGeaORqxVFDLE.png\").href,\n      style: {\n        aspectRatio: \"760 / 238\"\n      },\n      width: \"380\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"These notifications serve an important purpose\u2014alerting us when a post was shared on social media, reminding us to take action on a personal account, or asking us to approve payment for goods and services.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Beyond these purely functional needs, notifications also are a valuable communication tool that enables product teams to directly engage with their customers. They are a persuasive instrument for drawing users back to using apps that they might have forgotten about. They help deliver a great user experience and are one of the most influential tools that product management teams have to drive conversion, retention, and growth. Additionally, and perhaps most importantly, they reinforce trust in services and help to build long-lasting relationships between a SaaS business and its customers.\"\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Users value notifications when they\u2019re relevant, but quickly learn to ignore, delete, or even flag as spam messages that are repetitive or don\u2019t add value to how they interact with an app.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"But that still leaves a question for product teams. Deciding where to begin with notifications can be daunting. It\u2019s important to make strategic choices about which to send, and how often.Notifications and reminders help your users navigate their \u201Cmake or break\u201D moments and are essential emails your product must send.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Notifications and reminders help your users navigate their \u201Cmake or break\u201D moments and are essential emails your product must send.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Identifying your product\u2019s key \u201Cmake or break\u201D moment(s) is a good place to begin. Notifications and reminders about these points are among the most essential emails your product can send. This notification can help keep a user engaged, or potentially lose them and cause an app to be forgotten. A password reset or a prompt to update a product is a vital example of this type of notification. Both need action from a user to continue their usage of an app, and if not sent correctly and quickly, can result in a permanent loss of business.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Similarly, the security config email is one that product leaders should focus on. You never get a second chance to make a good first impression, and this type of notification sets the scene for the service that users will experience. The right security set-up notification helps to instill trust in the relationship between user and product, reassuring them that their data will be safe with the use of techniques such as two-factor authentication.\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \" What are email notifications?\",\n  HSOUc4U5r: \"\",\n  id: \"fEAhv3c91\",\n  iUkwxI3ry: \"Getting Started With Email Notifications\",\n  IwJQUWVIl: \" 7 essential types of email notifications\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Understanding what types of email notifications to use throughout various touchpoints of the customer journey can be critical to a product or app\u2019s success. Below, are the essential email notification types product and app teams use when communicating with customers at various instances of user engagement.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Activation emails\"\n      }), \"\\xa0are sent as soon as a new user creates an account. It\u2019s the first email notification your users will receive, and is a critical path step towards user activation. For many services, users very literally cannot use the app until an account has been activated by clicking a link in the email.Activation emails serve to verify that the email address the user provided is valid and working. They also remind users that they chose to sign-up for your product, an important step in making the difference between a genuine user and a \u201Cdrive-by\u201D signup.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Welcome and onboarding messages\"\n      }), \"\\xa0are sent once a user has verified their email address to activate a new account. Most often, a welcome message is sent as soon as an account has been activated. Welcome messages reinforce a service\u2019s core promises, set the tone for future interactions, and say thanks for joining.One or more onboarding messages are sent to help users explore and get started with the product. Whether timed or triggered by specific actions, these emails provide information and prompt users to get up and running\u2014and to accelerate their pace to become active, engaged users.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"User invites and shares\"\n      }), \"\\xa0are are a core email for consumer and B2B apps alike. Both contribute to viral, word-of-mouth growth. Explicit invitations asking colleagues to join a project team are essential for many categories of services and are a notification example that product teams must consider implementing.Although shares are very often associated with social networks and similar consumer services, they also have a place in many B2B contexts. Document sharing and other forms collaboration are common examples. It is worth noting that shares also play the role of an implicit invitation to join when sent to a new user.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Activity notifications\"\n      }), \"\\xa0are an important tool for alerting users to changes in workflows and for integrating in-app activity with many users\u2019 primary environment, their email inbox. They also are an effective way of reengaging passive users who might not be using the app on a regular basis.These messages can be triggered by explicit events or sent on a scheduled basis, depending upon the context. Typical examples include reminders to complete a task or a summary of missed social media notifications.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Reports and dashboards\"\n      }), \"\\xa0are especially important for B2B services. The information they contain is essential for users and their teams to keep tabs on the business processes they manage.Like other forms of activity notifications, these messages reinforce engagement for users who may not be active in the app itself. And well-designed reports and dashboards are an effective way of explicitly reminding users and their executive decision-makers of a service\u2019s value.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Password resets and two-factor authentication\"\n      }), \"\\xa0are examples of utilitarian notifications that every app must implement reliably. Like activation emails, they\u2019re quite literally the sort of product email can make or break a user\u2019s ability to use a service.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"Security and account alerts\\xa0are an essential aspect of helping users to protect their accounts. They\u2019re a crucial bulwark against fraud, misuse, and the theft of sensitive information and credentials.\"\n      })\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2021-07-28T00:00:00.000Z\",\n  UTBKyjhuP: \"Email notifications are an integral part of SaaS product strategy and development. They convey essential information, drive app activity and visits, and nurture user relationships.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"what-is-an-email-feedback-loop-(fbl)\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"What is an email feedback loop?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"An email feedback loop, also known as a complaint feedback loop, enables an Internet service provider (ISP) to inform a sending organization about spam complaints submitted by recipients of their messages. Doing so enables the sender to remove those email subscribers from their lists and ensure they won\u2019t continue to receive unwanted messages and file more spam complaints.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Removing email subscribers who have filed complaints also helps keep a sending organization\u2019s spam complaint rate low. The lower a sender\u2019s spam complaint rate is, the better their chances of successfully reaching recipients\u2019 inboxes in the future, because ISPs won\u2019t be as likely to quarantine or reject their messages.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How does an email feedback loop work?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Each ISP offers its own feedback loop (FBL), and it\u2019s incumbent on a sending organization, whether that\u2019s an email service provider (ESP) like SparkPost or a business handling email on its own, to register for each one. A typical FBL uses a button or a link to a form that allows a recipient to register a complaint about unwanted email.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Some ISPs send the details of each individual spam complaint to the sending organization while others, such as Gmail, provide aggregate data that doesn\u2019t say which recipients filed complaints. The business that generated the email and should immediately remove people who file spam complaints from their mailing list, preferably through an automated process that eliminates the potential for human error.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Why should you care about an FBL?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It\u2019s critical that you maintain a suppression list, or exclusion list, and add people to it when they file spam complaints or submit unsubscription requests, or when their email addresses produce a hard bounce, which means the address is no longer valid. (A soft bounce means there was a temporary error or delay, so the address can be tried again.)\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"If you repeatedly send email to people who should be on your suppression list, your sending reputation will take a hit. ISPs will limit delivery of email from you to inboxes on their network, and will refuse all messages from you if your sending reputation drops too low.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How does SparkPost work\\xa0with FBLs?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"SparkPost has registered with all the major ISPs\u2019 feedback loops. We support two types of suppression lists:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"An account-specific list available via the Suppression List API (subaccounts have individual lists that are separate from the master account list)\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"A global list that spans all SparkPost customers (it is not accessible via the Suppression List API)\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When a message is injected using either SMTP or HTTP, SparkPost checks the recipient\u2019s email address against both lists. If it\u2019s found on one of the lists, SparkPost automatically refuses to send the message to that person.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"SparkPost adds email addresses to the account-specific list or both lists in the following circumstances:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"An ISP sends a spam complaint or FBL: SparkPost automatically adds that email address to the account-specific list.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"An ISP sends a hard bounce message: SparkPost automatically adds that email address to the account-specific list.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"A recipient sends an unsubscribe request: SparkPost automatically includes an unsubscribe link in each message. Recipients can use it or the List-Unsubscribe header, which is not included in transactional messages. SparkPost automatically adds that email address to the account-specific list.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"A recipient contacts SparkPost: SparkPost\u2019s Compliance Team adds a recipient\u2019s email address to the account-specific list if they contact us to request that you no longer send them emails.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"You use the Suppression List API: SparkPost\u2019s REST API lets you insert or update a single entry or multiple entries in your suppression list, as well as check the suppression status for specific recipients and remove email addresses from your list.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [\"You use the Suppression List UI: In the user interface, you can choose your suppression list and manually manage it.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      })]\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsx(React.Fragment, {}),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"Understanding Feedback Loops\",\n  HSOUc4U5r: \"\",\n  id: \"M1wG2DJ25\",\n  iUkwxI3ry: \"What is an Email Feedback Loop (FBL)?\",\n  IwJQUWVIl: \"Learn More about FBLs\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"h3\", {\n      children: \"Dig deeper into useful\\xa0FBL resources\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Here are some resources that will help you dig deeper into FBLs:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://en.wikipedia.org/wiki/Feedback_loop_(email)\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Wikipedia\u2019s entry on email FBLs:\"\n            })\n          }), \"\\xa0This is a good overview of how FBLs work.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.m3aawg.org/fbl-resources\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"A list of IP-based, aggregated, and domain-based FBLs:\"\n            })\n          }), \"\\xa0This list is maintained by the Messaging, Malware and Mobile Anti-Abuse Working Group.\"]\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2020-04-11T00:00:00.000Z\",\n  UTBKyjhuP: \"An email feedback loop, also known as a complaint feedback loop, enables an Internet service provider (ISP) to inform a sending organization about spam complaints submitted by recipients of their messages. Doing so enables the sender to remove those email subscribers from their lists and ensure they won\u2019t continue to receive unwanted messages and file more spam complaints.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"Testing \u201Cminimum value\u201D one step at a time\",\n  EPTBMG5Qx: \"how-to-define-mvp-for-growth-pm\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"A minimum viable product (MVP) is an early version of a product, such as a SaaS (software as a service) application, that is\\xa0designed to ensure that product vision and strategy are aligned with market needs.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Typically, an MVP delivers just enough functionality and value to appeal to early adopters and other innovators. It\u2019s\\xa0\", /*#__PURE__*/_jsx(\"em\", {\n        children: \"not\"\n      }), \"\\xa0a beta version of your product, designed for shaking out bugs or for fine-tuning features and interface elements.\\xa0It\u2019s also\\xa0\", /*#__PURE__*/_jsx(\"em\", {\n        children: \"not\"\n      }), \"\\xa0an idea that exists only on paper (or slides), or a raw demonstration of a\\xa0proof-of-concept.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Instead, the term \u201CMVP\u201D suggests something very specific:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"em\", {\n            children: \"Minimum\"\n          }), \": the smallest number of capabilities, features, and packaging that\u2026\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"em\", {\n            children: \"Viable\"\n          }), \": deliver enough value that customers are willing to spend money (or another currency such as personal information)\u2026\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"em\", {\n            children: \"Product\"\n          }), \": on something they can use today\u2026 not just invest in a future concept, promise, or offer.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The goals of an MVP are to validate the premise of a product, to\\xa0test hypotheses about market needs, to make\\xa0adjustments to the product vision, and to prioritize where to invest in future development. As such, MVPs are a profoundly powerful approach towards finding product-market fit.\"\n    })]\n  }),\n  f9Rq42hcw: \"Product\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"As noted earlier, a proper MVP means something quite specific. But just like an MVP helps accelerate product-market fit, there also are ways to get to an MVP itself faster and with less risk. Here are three approaches to try as you work towards developing an MVP.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"Before building an MVP, test your\\xa0promise and offer\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You don\u2019t even have to have a single line of code written to start down the path of creating an MVP. Create a landing page complete with compelling bullet points that sell people on your product\u2019s features and mocked-up screenshots that show them your vision. You might also want to create a video that narrates your screenshots and explains what problem your product will solve.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Include a sign-up field where visitors can add their email addresses to your list. You could even list different pricing plan options and ask people to choose the one that interests them, which will help you understand what they want from your product.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Create an AdWords campaign to drive people to the landing page, so you know which search keywords are creating the most traffic. You might be surprised by the results.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"These preliminary steps won\u2019t take the place on an actual MVP, but they can help determine if developing an MVP is worth pursuing.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"Use a manual process to deliver your product or service\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The trick with this approach is to give the illusion that you\u2019re offering a fully functional experience even when you\u2019re not. As long as you\u2019re giving customers what they paid for, it doesn\u2019t matter if you\u2019re using a clunky process behind the scenes.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"For example, when Zappos founder Nick Swinmurn hit on the idea of selling shoes online, which seemed outlandish in 1999, he first tested his concept by photographing shoes on store shelves and listing them for sale on his site. When someone bought a pair, he purchased them from the store and shipped them.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"While that wasn\u2019t a viable long-term plan, that simple idea allowed Swinmurn to see if he was correct in his assumption that people would buy shoes on the Internet without trying them on first. It turned out he was right. And as an added bonus, he didn\u2019t have to invest heavily in warehouse stock and risk getting stuck with a lot of unsold shoes.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"Use existing apps and services to approximate the experience\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"There are plenty of ways to use modern technology to create a process that you can later refine with unique software development. You can use existing tools to essentially develop a demo without sinking a lot of money into programming resources.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"For example, Groupon started as a WordPress site where founder Andrew Mason and his small staff published deals as blog posts. They used an AppleScript to generate a PDF of a coupon that they emailed to everyone who had claimed a deal. It was a clunky way to operate, but it proved that the concept worked.\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"What is a Minimum Viable Product (MVP)?\",\n  HSOUc4U5r: \"\",\n  id: \"efzrmUYCW\",\n  iUkwxI3ry: \"How To Define A Minimum Viable Product (MVP) For Growth\",\n  IwJQUWVIl: \"Great MVPs start with tough questions\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Don\u2019t be fooled thinking \u201Cminimum\u201D means \u201Ceasy.\u201D Determining an MVP\u2019s minimum feature set is hard work, but asking the right questions is an important part of the process.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"What problem are you trying to solve, and is it really a problem worth solving?\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"All of us encounter pain points large and small in our day-to-day lives. If you\u2019ve identified one that you think needs a solution, spend some time considering whether it\u2019s a problem that has enough friction that people will want to use your product.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"For example, consider Uber. Anyone who has spent enough time in a large city knows how frustrating it can to be to stand at a curb and try to hail a taxi. That was a pain point large enough to make Uber compelling to anyone who wanted to be able to simply pull out their smartphone, launch an app, and quickly summon transportation.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"On the other hand, consider Juicero. It turned out that very few people wanted an expensive juice press that had Wi-Fi and required the scanning of a QR code before it would squeeze a juice pack. It didn\u2019t help that squeezing a juice pack by hand worked nearly as well as putting it in the press.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"What\u2019s the easiest, most direct way to solve the problem?\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Don\u2019t worry about all the cool features your product could offer. Just think about the straight line from problem to solution, with as few steps as possible along the way.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Consider Uber again. Originally known as UberCab, it was first offered only in San Francisco and it only featured a black car service that was more expensive than a taxi. However, it allowed you to grab a ride by simply clicking a button or sending a text message, and that basic functionality proved to be wildly popular. Seeing how well it worked convinced the company to aggressively pursue the idea.\"\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2019-07-02T00:00:00.000Z\",\n  UTBKyjhuP: \"The \u201Cminimum viable product\u201D is a widely misused and misunderstood concept. But it\u2019s powerful when done right. In this article, you will learn:  The definition of a minimum viable product (MVP), What questions to ask to to create an MVP, and How to test your MVP\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"return-path-explained\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"When an email doesn\u2019t make it to its intended destination, the return path indicates where non-delivery receipts\u2014or bounce messages\u2014are to be sent.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The return path may also be referred to as bounce address, reverse path, envelope from, MAIL FROM (and quite a few more).\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Isn\u2019t the return path the same as the sender\u2019s email address?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When you send an email to a handful of people, it makes sense that any bounce receipts are sent back to you, the sender. But when sending messages to a stadium-full, you don\u2019t have that kind of time. Companies use the return path as a place to park the hundreds of bounce receipts that may come back from an email campaign sent to thousands. The receipts can then be sifted through, analyzed, and corrected from this compartmentalized location.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"What email address does the recipient see?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"An email header includes both a sender address that is visible to the recipient, and a return path, which is not normally visible.\\xa0While the visible sender address generates familiarity between your company and those you are trying to reach.\\xa0The return path isn\u2019t visible to the recipient but is instead recognized by the delivery processes running in the background.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Who comes up with the return path address?\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Many senders will incorporate identifiers into the return path address to ease handling of reply and bounce traffic, referred to as\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://en.wikipedia.org/wiki/Variable_envelope_return_path\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Variable Envelope Return Path (VERP)\"\n        })\n      }), \".\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"What about customized return paths and alignment?\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Some companies do use headers containing a customized return path. And the reason for doing so has to do with email authentication processes\u2014or how the recipient\u2019s server determines which emails to let through and which ones to boot.\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/dmarc-explained/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"DMARC\"\n        })\n      }), \"\\xa0(Domain-based Message Authentication, Reporting, and Conformance) is an email validation system created to detect and prevent spoofing (which is when the bad guys pretend to be the good guys so their spam emails get through). One of the many things the DMARC system does is to check for alignment between your sender name and your return-path name.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Does that mean that my messages won\u2019t get through unless my sender/return path is aligned?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Not necessarily. Email authentication checks for a host of things and makes a decision based on the complete picture.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Does creating a custom return path help improve my chances of getting an email through?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Probably. Every server has a different way of interpreting the mail headers to establish authenticity, but the more consistent the signals contained in your messages are, the better.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Editing your email header to improve deliverability\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"As phishing and spoofing attacks increase and ISPs work to protect their own reputations, even reputable emails are subject to scrutiny. Although there are a whole host of things that play into your sending reputation, cleaning up your email header and customizing your return path is an easy fix to get your emails past the gates.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"How does using SparkPost affect your Return-Path?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"SparkPost allows companies to set a custom return path so they can begin building their reputation now. Not only do SparkPost\u2019s developer friendly tools make it easy for you to set up and manage customized return path names, we have tools on top of that for marketers to better manage booted messages and improve the cleanliness (and therefore effectiveness) of their email lists.\"\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsx(React.Fragment, {}),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"Understanding the Return-Path\",\n  HSOUc4U5r: \"\",\n  id: \"nCZW3BRpL\",\n  iUkwxI3ry: \"What Is Email Return Path?\",\n  IwJQUWVIl: \"\",\n  KmEkpOvao: /*#__PURE__*/_jsx(React.Fragment, {}),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2019-02-07T00:00:00.000Z\",\n  UTBKyjhuP: \"When an email doesn\u2019t make it to its intended destination, the return path indicates where non-delivery receipts\u2014or bounce messages\u2014are to be sent.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"Email authentication relies on basic standards\",\n  EPTBMG5Qx: \"introduction-to-email-authentication\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Email authentication is a technical solution to proving that an email is not forged. In other words, it provides a way to verify that an email comes from who it claims to be from. Email authentication\\xa0is most often used to block harmful or fraudulent uses of email such as phishing and spam.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"In practice, we use the term \u201Cemail authentication\u201D to refer to technical standards that make this verification possible. The most commonly used email authentication standards are SPF, DKIM, and DMARC. These standards were designed to supplement SMTP, the basic protocol used to send email, because SMTP does not itself include any authentication mechanisms.\"\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"SPF, DKIM, and DMARC are all standards that enable different aspects of email authentication. They address complementary issues.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"SPF\"\n          }), \"\\xa0allows senders to define which IP addresses are allowed to send mail for a particular domain.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"DKIM\"\n          }), \"\\xa0provides an encryption key and digital signature that verifies that an email message was not faked or altered.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"DMARC\"\n          }), \"\\xa0unifies the SPF and DKIM authentication mechanisms into a common framework and allows domain owners to declare how they would like email from that domain to be handled if it fails an authorization test.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"These email authentication standards supplement SMTP, the basic protocol used to send email, and most modern email systems support them. All three of these standards leverage the ubiquitous domain name system (DNS) for implementation. With DNS acting as the phone book of the Web, essentially establishing the legitimacy of domains through a rigorous process of analysis and verification, sophisticated email senders leverage email domain authentication as a fundamental component of security and deliverability.\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"If your SaaS application sends email\u2014and nearly every modern app does\u2014you definitely need to implement one or more forms of email authentication to verify that an email is actually from your product.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Think of it like a digital identification card: it protects your brand, identity, and reputation. 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Cybercriminals frequently send email without authentication and copy the brand look and feel of banks, social networks, and other well-known entities to entice recipients into clicking through to fraudulent websites where user information like passwords or account numbers can be stolen.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"A phishing attack that impersonates your app could result in customers losing trust in your service and present an existential threat to your business.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You may believe that you\u2019re not liable for a customer\u2019s internal security training and that there\u2019s not much you can do to stop attacks like this. And you\u2019re right in thinking you can\u2019t easily stop these emails being sent. You can, however, strongly influence whether your users receive these emails.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Properly configuring email authentication is a key step for SaaS companies. It helps to ensure that your app\u2019s domain cannot be forged in emails. That\u2019s critical for protecting your users.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Taking proper email authentication measures also have another benefit: they can help improve your ability to get notifications and other critical product emails to your users\u2019 inboxes. That\u2019s because email authentication can help make it more likely that the IP addresses and sending domains for your email will be trusted by receiving mail servers.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Email authentication protects your SaaS product\u2019s brand and domain reputation from spammers and spoofers. It also improves the likelihood your users will see the messages your app sends. That\u2019s a win-win for you and for your users.\"\n    })]\n  }),\n  GS3uHYgse: \"What is email authentication?\",\n  HSOUc4U5r: \"\",\n  id: \"u9YCY7xD1\",\n  iUkwxI3ry: \"Introduction To Email Authentication\",\n  IwJQUWVIl: \"How does email authentication work?\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"There are several different approaches to email authentication, each with its own advantages and disadvantages. Although the specific technical implementation varies from approach to approach, in general, the process works something like this:\"\n    }), /*#__PURE__*/_jsxs(\"ol\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"A business or organization that sends email establishes a policy that defines the rules by which email from its domain name can be authenticated.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The email sender configures its mail servers and other technical infrastructure to implement and publish these rules.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"A mail server that receives email authenticates the messages it receives by checking details about an incoming email message against the rules defined by the domain owner.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [\"The receiving mail server acts upon the results of this authentication to deliver, flag, or even reject the message.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,ecBZTof8PcuLC2ChGF5HSHaiOOk.png\",\n      \"data-framer-height\": \"186\",\n      \"data-framer-width\": \"612\",\n      height: \"93\",\n      src: new URL(\"https://framerusercontent.com/images/ecBZTof8PcuLC2ChGF5HSHaiOOk.png\").href,\n      style: {\n        aspectRatio: \"612 / 186\"\n      },\n      width: \"306\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"br\", {}), \"As these steps make clear, in order for this process\\xa0to work, the sender and the receiver both must participate. That\u2019s why technical standards for email authentication are so important: they define a common approach to defining the rules for email authentication that any organization can implement. Bear in mind that email sender authentication provides recipients of a message some level of certainty that the email message actually originated from the represented source. This ultimately generates trust and confidence in recipients, which is why understanding how to authenticate email is crucial to organizations.\"]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"Email authentication is essential for any SaaS app\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2020-08-08T00:00:00.000Z\",\n  UTBKyjhuP: \"Email authentication is a technical solution to preventing phishing and forged emails. It\u2019s essential that SaaS product teams understand how to use email authentication to protect their apps\u2019 email notifications. In this article, you will learn:\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"email-sender-reputation\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"An email sender reputation is a score that an Internet Service Provider (ISP) assigns to an organization that sends email. It\u2019s a crucial component of your\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/features/email-deliverability/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email deliverability\"\n        })\n      }), \". The higher the score, the more likely an ISP will deliver emails to the inboxes of recipients on their network. If the score falls below a certain threshold, the ISP may send messages to recipients\u2019 spam folders or even reject them outright. Several factors can go into determining the score, including, but not necessarily limited to:\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })]\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The amount of email sent by the organization\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"How many recipients mark the organization\u2019s emails as spam or otherwise complain to the ISP about the messages\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"How often the organization\u2019s emails hit the ISP\u2019s spam trap\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The organization\u2019s inclusion on different blacklists\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"How many of the organization\u2019s emails bounce because they were sent to unknown users or for other reasons\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"How many recipients open, reply to, forward, and delete the organization\u2019s messages, as well as click the links found in them\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"How many recipients unsubscribe from the organization\u2019s email list\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Each ISP decides which factors to include in its sender reputation and how heavily it weights those factors when calculating the reputation for each organization that sends email to some of its users. A sender could have varying reputation scores for different ISPs. If a sender has multiple domain names and sends email from different IP addresses, each one will have its own sender reputation.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How do you protect your sending reputation?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It\u2019s crucial to follow some best practices so you can keep your sending reputation score as high as possible.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Maintain your email list: Purge your list regularly of invalid emails and non-responders. High bounce rates can affect your sender reputation so keeping your lists clean will go a long way to achieving higher email delivery rates. You can review and manage your bounce lists right from the dashboard of the SparkPost web app.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Adopt an opt-in policy: Send a confirmation email when users subscribe to your list. This way you can ensure that the user\u2019s email is not only valid, but that they in fact want to receive your email messages. And never purchase an email list from a third party \u2013 you\u2019re setting yourself up to trash your sending reputation if you use such a list.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Monitor your email delivery: Track your email delivery rates by paying close attention to your bounce rates as well as your response rates. With regular monitoring, you can catch potential failures before they happen.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Pay attention to bounce codes: Hard bounces are easy to deal with, because they mean the address is DOA and it should be added to your suppression list. (SparkPost does this for you automatically.) However, a soft bounce is a temporary problem that occurs for a variety of reasons, so it\u2019s important to look at the accompanying bounce code to determine how to handle that address. (SparkPost\u2019s\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/features/email-deliverability/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"deliverability features\"\n        })\n      }), \"\\xa0really make a difference there.)\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Make your emails interesting and click-able: How people interact with your messages has an impact on your sending reputation, so give them destinations to click to and offer reasons for them to open your emails and take action. If you come across as spammy, you can hurt your sending reputation even if you take care of everything else.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Implement\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/docs/deliverability/ip-warm-up-overview/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"an IP warm-up plan\"\n        })\n      }), \": The last thing an ISP wants to see is a new sender bombarding their network with messages. The best way to establish a good sending reputation with an ISP is to methodically add campaign volume week-over-week.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The bottom line is that you should think about your sending reputation the same way you think about your professional reputation. If you\u2019re an easy person to work with and don\u2019t make life difficult for others, you\u2019ll earn a good reputation and your career will have a better chance for success. However, if you create problems, people will likely avoid you and your career will suffer.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Your email sending reputation works the same way. Protect it as if your company\u2019s success rides on it because, in part, it does.\"\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsx(React.Fragment, {}),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"Understanding Email Sender Reputation\",\n  HSOUc4U5r: \"\",\n  id: \"veUNTiQXM\",\n  iUkwxI3ry: \"Email Sender Reputation Explained\",\n  IwJQUWVIl: \"Learn More about Email Sender Reputation\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"h3\", {\n      children: \"Read more email sending reputation best practices\"\n    }), /*#__PURE__*/_jsx(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.m3aawg.org/sites/default/files/document/M3AAWG_Senders_BCP_Ver3-2015-02.pdf\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"M3AAWG Sender Best Common Practices\"\n            })\n          }), \": A comprehensive look at best practices for sending email, from the Messaging, Malware and Mobile Anti-Abuse Working Group.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Sites where you can check your sending reputation:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: /*#__PURE__*/_jsx(Link, {\n            href: \"https://senderscore.org/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"SenderScore.org\"\n            })\n          })\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: /*#__PURE__*/_jsx(Link, {\n            href: \"https://www.barracudacentral.org/lookups\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"BarracudaCentral\"\n            })\n          })\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.trustedsource.org/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"TrustedSource.org\"\n            })\n          }), /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Get help with email sending reputation with\\xa0SparkPost\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"The\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/docs/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"SparkPost Support Center\"\n        })\n      }), \"\\xa0is a good place to start learning about SparkPost in general.\"]\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/email-bounces/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"What Are Email Bounces?\"\n            })\n          }), \": An explanation of hard vs. soft bounces and how to handle them. You can find more information about bounces in the Support Center.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/docs/deliverability/ip-warm-up-overview/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"IP Warm-Up Overview\"\n            })\n          }), \": Learn how to carefully build your sending reputation with various ISPs.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/docs/getting-started/requirements-for-sending-domains/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Requirements For Sending Domains\"\n            })\n          }), \": We explain how to become a Responsible Sender through SparkPost, so your sending reputation remains strong.\"]\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2021-07-14T00:00:00.000Z\",\n  UTBKyjhuP: \"An email sender reputation is a score that an Internet Service Provider (ISP) assigns to an organization that sends email. It\u2019s a crucial component of your email deliverability. The higher the score, the more likely an ISP will deliver emails to the inboxes of recipients on their network.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"ssl-tls-starttls-encyption\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"SSL, TLS, and STARTTLS refer to standard protocols used to secure email transmissions.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"SSL (Secure Sockets Layer) and its successor, Transport Layer Security (TLS),\\xa0provide a way to encrypt a communication channel between two computers over the Internet.\\xa0In most cases, the\\xa0terms SSL and TLS can be\\xa0used interchangeably unless you\u2019re referring to a specific version of the protocol.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Because\\xa0TLS and SSL\\xa0are application-layer protocols, senders and receivers need to know that they are being\\xa0used to encrypt emails during transit. That\u2019s where STARTTLS comes into play.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"STARTTLS is an email protocol command that tells an email server that an email client, including an email client running in a web browser, wants to turn an existing insecure connection into a secure one. (By the way, the use of \u201CTLS\u201D in the STARTTLS command name does not mean that it only works with the TLS security protocol. It works with SSL too.)\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How does SSL work?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When an email client sends and receives email, it uses TCP (Transmission Control Protocol) via the transport layer to initiate a \u201Chandshake\u201D with the email server. During that basic setup process, the email client tells the email server which version of SSL or TLS it\u2019s running and what cipher suites (a combination of processes used to negotiate security settings) and compression methods it wants to use.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"After the setup is finished, the email server verifies its identity to the email client by sending a certificate that is trusted by the user\u2019s software, or by a third party trusted by it. Doing so ensures that the email client isn\u2019t sending messages to an imposter. Once the client knows it can trust the server, a key is exchanged between the two, which allows all messages sent and received to be encrypted.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Why should you care about SSL or TLS?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It\u2019s important to use SSL or TLS with your email setup because unsecure email is a common attack vector for the bad guys. Anyone who intercepts encrypted emails is left with garbage text that they can\u2019t do anything with, because only the email server and client have the keys to decode the messages.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"This is key for ensuring the protection of user names, passwords, personal details, and other sensitive information that\u2019s often found in emails. If an attacker discovers a weakness, they will exploit it for as long as they can and mine data that will be sold on the black market.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"TLS is the preferred encryption method because it\u2019s newer and offers more robust security features than SSL does.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"It\u2019s also a good idea to combine TLS-based email encryption with\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/email-authentication/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email authentication\"\n        })\n      }), \"\\xa0to ensure the integrity of email messages.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How does SparkPost use SSL, TLS, and STARTTLS?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"SparkPost\u2019s incoming API calls use HTTPS (the secure version of HTTP) and are SSL/TLS encrypted. If you choose to enable Encryption: STARTTLS, then TLS will be used with incoming SMTP. SparkPost also uses opportunistic TLS for outbound messages, meaning that it uses TLS to encrypt them if the receiving SMTP server supports TLS.\"\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsx(React.Fragment, {}),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"Understanding SSL, TLS, and STARTTLS Email Encryption\",\n  HSOUc4U5r: \"\",\n  id: \"isikVNrUp\",\n  iUkwxI3ry: \"What Are SSL, TLS, & STARTTLS Email Encryption?\",\n  IwJQUWVIl: \"Learn More about SSL, TLS, and STARTTLS\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"h3\", {\n      children: \"Read additional SSL, TLS, and STARTTLS\\xa0resources\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Here are some resources that will help you dig deeper into SSL, TLS, and STARTTLS:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://en.wikipedia.org/wiki/Transport_Layer_Security\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Wikipedia\u2019s entry on SSL and TLS\"\n            })\n          }), \": This is a good overview of the history of the encryption protocols and their technical details.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: /*#__PURE__*/_jsx(Link, {\n            href: \"https://en.wikipedia.org/wiki/Opportunistic_TLS\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Wikipedia\u2019s entry on Opportunistic TLS, or STARTTLS\"\n            })\n          })\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2020-12-02T00:00:00.000Z\",\n  UTBKyjhuP: \"SSL, TLS, and STARTTLS refer to standard protocols used to secure email transmissions.  SSL (Secure Sockets Layer) and its successor, Transport Layer Security (TLS), provide a way to encrypt a communication channel between two computers over the Internet. In most cases, the terms SSL and TLS can be used interchangeably unless you\u2019re referring to a specific version of the protocol.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"dkim-domainkeys-identified-mail\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"DomainKeys Identified Mail, or DKIM, is a technical standard that helps protect email senders and recipients from spam, spoofing, and phishing. \\xa0It is a form of\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: {\n          webPageId: \"YxQuVUdV8\"\n        },\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email authentication\\xa0\"\n        })\n      }), \"that\\xa0allows an organization to claim responsibility for a message in a way that can be validated by the recipient.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Specifically, it\\xa0uses an approach called \u201Cpublic key cryptography\u201D to verify that an email message was sent from an authorized mail server, in order to detect forgery and to prevent delivery of harmful email like spam. It\\xa0supplements SMTP, the basic protocol used to send email, because it\\xa0does not itself include any authentication mechanisms.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How does it\\xa0work?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It\\xa0works by adding a digital signature to the headers of an email message.\\xa0That signature can be validated against a public cryptographic key in the organization\u2019s Domain Name System (DNS) records. In general terms, the process works like this:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"A domain owner publishes a cryptographic public key as a specially-formatted TXT record in the domain\u2019s overall DNS records.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When a mail message is sent by an outbound mail server, the server generates and attaches a unique DKIM signature header to the message.\\xa0This header includes two cryptographic hashes, one of specified\\xa0headers, and one of the message body (or part of it). The header contains information about how the signature was generated.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When an inbound mail server receives an incoming email, it looks up the sender\u2019s public DKIM key in DNS. The inbound server uses this key to decrypt the signature and compare it against a freshly computed version. If the two values match, the message can be proved to authentic and unaltered in transit.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"What is a\\xa0DKIM\\xa0signature?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"A DKIM signature is a header added to email messages. The header contains values that allow a receiving mail server to validate the email message by looking up a sender\u2019s DKIM key and using it to verify the encrypted signature. It\\xa0looks something like this:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"DKIM-Signature: v=1; a=rsa-sha256; c=relaxed/relaxed; d=sparkpost.com; s=google; h=from:content-transfer-encoding:subject:message-id:date:to:mime-version; bh=ZkwViLQ8B7I9vFIen3+/FXErUuKv33PmCuZAwpemGco=; b=kF31DkXsbP5bMGzOwivNE4fmMKX5W2/Yq0YqXD4Og1fPT6ViqB35uLxLGGhHv2lqXBWwFhODPVPauUXxRYEpMsuisdU5TgYmbwSJYYrFLFj5ZWTZ7VGgg6/nI1hoPWbzDaL9qh\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"A DKIM signature header packs in a lot of information, as it is intended for automated processing. As you can see in this example, the header contains a list of tag=value parts. Notable tags include \u201Cd=\u201D for the signing domain, \u201Cb=\u201D for the actual digital signature, and \u201Cbh=\u201D for a hash that can be verified by recalculating using the sender\u2019s public key.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Signatures are by definition unique from message to message, but these basic elements will be present in every DKIM signature header.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How is it\\xa0related to SPF, DMARC, or other standards?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"DKIM, SPF, and DMARC are all standards that enable different aspects of email authentication. They address complementary issues.\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/spf-sender-policy-framework/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"SPF\"\n            })\n          }), \"\\xa0allows senders to define which IP addresses are allowed to send mail for a particular domain.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"DKIM provides an encryption key and digital signature that verifies that an email message was not faked or altered.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"DMARC unifies the SPF and DKIM authentication mechanisms into a common framework and allows domain owners to declare how they\\xa0would like\\xa0email from that domain to\\xa0be handled if it fails an authorization test.\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Do I need DKIM?\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"If you are a business sending commercial or transactional email, you definitely need to implement one or more forms of\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/email-authentication/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email authentication\"\n        })\n      }), \"\\xa0to verify that an email is actually from you or your business. Properly configuring email authentication standards is one of the most important steps you can take to improve your deliverability. However, by itself it only goes so far; SparkPost and other email experts\\xa0recommend also implementing SPF\\xa0and DMARC to define a more complete email authentication policy.\"]\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsx(React.Fragment, {}),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"Understanding DKIM\",\n  HSOUc4U5r: \"\",\n  id: \"r2DPMHjWp\",\n  iUkwxI3ry: \"What Is DKIM?\",\n  IwJQUWVIl: \"\",\n  KmEkpOvao: /*#__PURE__*/_jsx(React.Fragment, {}),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2018-07-05T00:00:00.000Z\",\n  UTBKyjhuP: \"DomainKeys Identified Mail, or DKIM, is a technical standard that helps protect email senders and recipients from spam, spoofing, and phishing.  It is a form of email authentication that allows an organization to claim responsibility for a message in a way that can be validated by the recipient.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {\n    children: /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"If you are a business sending commercial or\\xa0transactional email, you definitely need to implement one or more forms of\\xa0email authentication\\xa0to verify that an email is actually from you or your business. Properly configuring\\xa0DMARC\\xa0helps receiving mail servers determine how to evaluate messages that claim to be from your domain, and it is one of the most important steps you can take to improve your deliverability.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {}), \"However, standards like DMARC\\xa0only go so far; MessageBird and other email experts\\xa0recommend implementing a DMARC email authentication policy in\\xa0context of\\xa0a\\xa0complete messaging strategy.\"]\n    })\n  }),\n  BwUseuhso: \"What is a DMARC record?\",\n  EPTBMG5Qx: \"dmarc-explained\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Domain-based Message Authentication, Reporting, and Conformance, or DMARC, is a technical standard that helps protect email senders and recipients from spam, spoofing, and phishing.\\xa0DMARC\\xa0allows an organization to publish a policy that defines its\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/email-authentication/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"email authentication\"\n        })\n      }), \"\\xa0practices and provides instructions to receiving mail servers for how to enforce them. In this edition of\\xa0\u201CDMARC Explained\u201D you\u2019ll learn what\\xa0DMARC is and how it works.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Specifically,\\xa0DMARC establishes a method for a\\xa0domain owner to:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Publish its email authentication practices\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"State\\xa0what\\xa0actions should be taken on\\xa0mail that fails authentication checks\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Enable reporting of these actions taken on mail claiming to be from its domain\"\n        })\n      })]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"DMARC itself is not itself an email authentication protocol, but it builds on key authentication standards\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/spf-sender-policy-framework/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"SPF\"\n        })\n      }), \"\\xa0and\\xa0\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.sparkpost.com/resources/email-explained/dkim-domainkeys-identified-mail/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"DKIM\"\n        })\n      }), \". With\\xa0them, it supplements SMTP, the basic protocol used to send email, because SMTP does not itself include any mechanisms for implementing or defining policies for email authentication.\"]\n    })]\n  }),\n  f9Rq42hcw: \"Email\",\n  FTIbH1Gta: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"DMARC reports are generated by inbound mail servers as part of the DMARC validation process. There are two formats of DMARC\\xa0reports:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Aggregate reports\"\n          }), \", which are XML documents showing statistical data about the messages\\xa0received that claimed to be from a particular domain. Date reported includes authentication results\\xa0and message disposition. Aggregate reports are designed to be machine-readable.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"Forensic reports\"\n          }), \", which are individual copies of messages which failed authentication, each enclosed in a full email message using a special format called AFRF.\\xa0Forensic report can be useful both for troubleshooting a domain\u2019s own authentication issues and for identifying malicious domains and web sites.\"]\n        })\n      })]\n    })]\n  }),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"A DMARC record is included in an organization\u2019s DNS database. An DMARC\\xa0record is a specially-formatted version of a standard DNS TXT record with a particular name,\\xa0namely \u201C_dmarc.mydomain.com\u201D (note the leading underscore). A DMARC\\xa0record looks something like this:\\xa0_dmarc.mydomain.com. IN TXT \u201Cv=DMARC1\\\\; p=none\\\\; rua=mailto:dmarc-aggregate@mydomain.com\\\\; ruf=mailto:dmarc-afrf@mydomain.com\\\\; pct=100\u201D\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Reading left-to-right in plain English, this record says:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"v=DMARC1\"\n          }), \"\\xa0specifies the DMARC version\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"p=none\"\n          }), \"\\xa0specifies the preferred treatment, or DMARC policy\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"rua=mailto:dmarc-aggregate@mydomain.com\"\n          }), \"\\xa0is the mailbox to which aggregate reports should be sent\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"ruf=mailto:dmarc-afrf@mydomain.com\"\n          }), \"\\xa0is the mailbox to which forensic reports should be sent\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"pct=100\"\n          }), \"\\xa0is the percentage of mail to which the domain owner would like to have its policy applied\"]\n        })\n      })]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://tools.ietf.org/html/rfc7489#section-6.1\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Additional\\xa0configuration options\"\n        })\n      }), \"\\xa0are available for a domain owner to use in its DMARC policy record as well, but these are the basics.\"]\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"\u201CDomain alignment\u201D is a concept in DMARC that expands\\xa0the domain validation intrinsic to SPF and DKIM. DMARC domain alignment matches a message\u2019s \u201Cfrom\u201D domain with information relevant to these other standards:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"For SPF, the message\u2019s From domain and its Return-Path domain must match\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"For DKIM, the message\u2019s From domain and its\\xa0DKIM d= domain must\\xa0match\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The alignment can be relaxed (matching base domains, but allowing different subdomains) or strict (precisely matching the entire domain). This choice is specified\\xa0in the published DMARC policy of the sending domain.\"\n    })]\n  }),\n  GS3uHYgse: \"Understanding DMARC\",\n  HSOUc4U5r: \"What is a DMARC report?\",\n  id: \"nfnjuuxlB\",\n  iUkwxI3ry: \"What Is DMARC?\",\n  IwJQUWVIl: \"How does DMARC work?\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"DMARC\\xa0relies on the established SPF and DKIM standards for email authentication. It also piggybacks on the well-established Domain Name System (DNS). In general terms, the process of DMARC validation works like this:\"\n    }), /*#__PURE__*/_jsxs(\"ol\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [\"A domain administrator publishes the policy defining its email authentication practices and how receiving mail servers should handle mail that violates this policy. This DMARC policy\\xa0is listed as part of the domain\u2019s overall DNS records.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      }), /*#__PURE__*/_jsxs(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: [/*#__PURE__*/_jsx(\"p\", {\n          children: \"When an inbound mail server receives an incoming email, it uses DNS to look up the DMARC\\xa0policy for the domain contained in the message\u2019s \u201CFrom\u201D (RFC 5322)\\xa0header. The inbound server then checks\\xa0evaluates the message for three key factors:\"\n        }), /*#__PURE__*/_jsxs(\"ul\", {\n          children: [/*#__PURE__*/_jsx(\"li\", {\n            \"data-preset-tag\": \"p\",\n            children: /*#__PURE__*/_jsx(\"p\", {\n              children: \"Does the\\xa0message\u2019s DKIM signature validate?\"\n            })\n          }), /*#__PURE__*/_jsx(\"li\", {\n            \"data-preset-tag\": \"p\",\n            children: /*#__PURE__*/_jsx(\"p\", {\n              children: \"Did the message come from IP addresses allowed by the sending domain\u2019s SPF records?\"\n            })\n          }), /*#__PURE__*/_jsx(\"li\", {\n            \"data-preset-tag\": \"p\",\n            children: /*#__PURE__*/_jsxs(\"p\", {\n              children: [\"Do the headers in the\\xa0message show proper \u201Cdomain alignment\u201D?\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n                className: \"trailing-break\"\n              })]\n            })\n          })]\n        })]\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [\"With this information, the server is ready to apply the sending domain\u2019s DMARC policy\\xa0to decide whether to accept, reject, or otherwise flag the email message.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"After using\\xa0DMARC\\xa0policy to determine\\xa0the proper disposition for the message, the receiving mail server will report the outcome\\xa0to the sending domain owner.\"\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"The DMARC specification provides three choices for domain owners to use to specify their preferred treatment of mail that fails DMARC validation checks. These \u201Cp= policies\u201D\\xa0are:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"none\"\n          }), \":\\xa0treat the mail\\xa0the same as it would be without any DMARC validation\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"quarantine:\"\n          }), \"\\xa0accept the mail but place it somewhere other than the recipient\u2019s inbox (typically the spam folder)\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(\"strong\", {\n            children: \"reject:\"\n          }), \"\\xa0reject the message outright\"]\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Remember that the domain owner can only request, not force, enforcement of its DMARC record; it\u2019s up to the inbound mail server\\xa0to decide whether or not to honor the requested policy.\"\n    })]\n  }),\n  nqTaUprqU: \"What does DMARC domain alignment mean?\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"Do I need DMARC?\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2019-10-31T00:00:00.000Z\",\n  UTBKyjhuP: \"Domain-based Message Authentication, Reporting, and Conformance, or DMARC, is a technical standard that helps protect email senders and recipients from spam, spoofing, and phishing.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"What are DMARC p= policies?\",\n  ZH8jqC7Bh: \"How is DMARC related to SPF, DKIM, or other standards?\",\n  zxrlzeicw: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"DKIM, SPF, and DMARC are all standards that enable different aspects of email authentication. They address complementary issues.\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/spf-sender-policy-framework/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"SPF\"\n            })\n          }), \"\\xa0allows senders to define which IP addresses are allowed to send mail for a particular domain.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/dkim-domainkeys-identified-mail/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"DKIM\"\n            })\n          }), \"\\xa0provides an encryption key and digital signature that verifies that an email message was not faked or altered.\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"DMARC unifies the SPF and DKIM authentication mechanisms into a common framework and allows domain owners to declare how they\\xa0would like\\xa0email from that domain to\\xa0be handled if it fails an authorization test.\"\n        })\n      })]\n    })]\n  })\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"\",\n  EPTBMG5Qx: \"how-does-an-email-message-flow-from-sending-to-delivery\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"For most users, how an email message flows from the sender to a\\xa0recipient\u2019s inbox is something that happens behind the scenes.\\xa0When an individual or an organization sends an email, the message travels\\xa0from its point of origination, such as an email client where it was composed, across the Internet to its destination. Along the way, it passes through multiple servers that help ensure it arrives at the right place.\\xa0That\\xa0email message flow uses a\\xa0systematic process based on a number of long-established technical standards.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"How does an email message\\xa0flow?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Email has been around since the 1960s, when the creators of nascent computer networks began devising ways to send messages to each other. In those early days, users were limited to communicating only with others on the same\\xa0shared mainframe\\xa0system.\\xa0However, the adoption of standard\\xa0protocols and the interconnection of systems into\\xa0the shared network we now know as the Internet allowed different mail systems\\xa0to \u201Ctalk\u201D to each other.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It\u2019s these standards that allow us to send email messages\\xa0to virtually anyone.\\xa0When someone sends an email\\xa0message, it flows\\xa0through a series of steps to reach its destination.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"When an individual writes a message, it\u2019s usually done in an email client like Outlook or Apple Mail\u2014or in a web-based service like Gmail.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [\"However, when\\xa0the message is a\\xa0\", /*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/transactional-email/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"transactional email\"\n            })\n          }), \"\\xa0like a shipping notice or a password reset, the message is created automatically by those systems, usually\\xa0using an\\xa0\", /*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/email-api/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"email API\"\n            })\n          }), \".\\xa0(Marketing messages are generated by automated systems as well, although usually in large batches, rather than one at a time like transactional messages.)\"]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"In both cases, whether\\xa0the message is created by an email client or by an automated system, it\\xa0is specially formatted to be transmitted\\xa0over the Internet\\xa0using a standard called \u201CSimple Mail Transfer Protocol\u201D (SMTP).\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The sender\u2019s mail server (technically called a \u201CMail Transfer\\xa0Agent,\u201D or\\xa0MTA) looks\\xa0up the \u201C@domain.com\u201D portion of the\\xa0recipient\u2019s email address in a\\xa0Domain Name System (DNS) server to determine which destination mail server (referred to as\\xa0a \u201CMail Exchanger,\u201D or MX) it should contact to deliver the message.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"The sending and receiving servers communicate using the SMTP protocol. 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But when recipients use a stand-alone email client on a phone or desktop computer, that software uses standard protocols to download messages from\\xa0mail servers.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When the recipient uses POP, the server delivers all new emails to them and only keeps copies of them if an option in the email client is checked, if applicable. If the server doesn\u2019t have copies of the emails and the recipient suffers a hardware loss or failure, those messages are gone forever, unless the senders have copies of them.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"When the recipient uses IMAP, the server syncs the contents of the mailbox, including its Sent Items and other folders, to each device that connects with it. The messages remain on the server, and when the status of one changes (for example, it\u2019s read or deleted), that change propagates across all devices when they connect again.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The ability to retain and sync messages on multiple devices is why most email services today use IMAP instead of POP.\"\n    })]\n  }),\n  f9Rq42hcw: \"email-message-flow-sending-delivery\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsx(React.Fragment, {}),\n  g9TCwJIAZ: /*#__PURE__*/_jsx(React.Fragment, {}),\n  GS3uHYgse: \"Understanding Email Message Flow, from Sending to Delivery\",\n  HSOUc4U5r: \"\",\n  id: \"wuVy0flx2\",\n  iUkwxI3ry: \"How Does an Email Message Flow from Sending to Delivery?\",\n  IwJQUWVIl: \"Learn More about Email Message Flow, Sending, and Delivery\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"h3\", {\n      children: \"Read more about email message flow\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Email involves many different steps and systems. You can\\xa0learn more about the inner workings of email delivery with these resources:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"14px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(97, 115, 139)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://en.wikipedia.org/wiki/Email\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Email\"\n            })\n          }), \": This Wikipedia article delves into the history of email as well as its many technical details. It links out to several supporting articles that flesh out the main subject.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: \"https://www.sparkpost.com/resources/email-explained/email-api/\",\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Email API\"\n            })\n          }), \": Learn more about how e-commerce and other systems can generate transactional email very efficiently.\", /*#__PURE__*/_jsx(\"br\", {}), /*#__PURE__*/_jsx(\"br\", {\n            className: \"trailing-break\"\n          })]\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsxs(\"p\", {\n          children: [/*#__PURE__*/_jsx(Link, {\n            href: {\n              webPageId: \"gCzmY7TYf\"\n            },\n            openInNewTab: false,\n            smoothScroll: false,\n            children: /*#__PURE__*/_jsx(\"a\", {\n              children: \"Email Analytics\"\n            })\n          }), \": Learn more about how systems\\xa0our email delivery analytics service work to make large-scale email transmission and delivery practical.\"]\n        })\n      })]\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  t9Dc4v5z2: \"2019-06-06T00:00:00.000Z\",\n  UTBKyjhuP: \"For most users, how an email message flows from the sender to a recipient\u2019s inbox is something that happens behind the scenes. 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Maybe all of them?\\xa0\"\n      })]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Then it\u2019s probably time to consider \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.messagebird.com/posts/whatsapp-marketing-12-practical-campaign-examples\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"the potential of conversational marketing\"\n        })\n      }), \".\\xa0Conversational marketing is making it easier for consumers to engage with brands, and for businesses to have better insight into customers' needs and preferences.\"]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"In a world where\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.facebook.com/business/news/insights/3-ways-messaging-is-transforming-the-path-to-purchase?ref=fbiq_series\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" 61% of customers consider messaging\"\n        })\n      }), \" businesses more convenient than picking up the phone, and 59% choose it over email, the movement towards messaging as a customer communication channel is becoming too big to ignore.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Take the 800-pound gorilla, for example. In its Q2 earnings call, Meta reported that more than 3 billion people use a Meta messaging product\u2014Instagram, Messenger, and WhatsApp\u2014every month. WhatsApp, the world\u2019s most popular messaging app, sees 2 billion active users each month.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,RyaAf4gPeHtqZrM5c5L8juPhF8.png\",\n      \"data-framer-height\": \"815\",\n      \"data-framer-width\": \"1600\",\n      height: \"407\",\n      src: new URL(\"https://framerusercontent.com/images/RyaAf4gPeHtqZrM5c5L8juPhF8.png\").href,\n      style: {\n        aspectRatio: \"1600 / 815\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"WhatsApp monthly active user figures \", /*#__PURE__*/_jsx(\"em\", {\n        children: \"Source: \"\n      }), /*#__PURE__*/_jsx(Link, {\n        href: \"https://backlinko.com/whatsapp-users\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: /*#__PURE__*/_jsx(\"em\", {\n            children: \"Backlinko\"\n          })\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"These changes spell out the need for businesses to use technology to better understand their customers and communicate with them easily and efficiently. Conversational marketing will allow businesses to offer personalized assistance and immediate responses to customers, as well as proactive support and targeted recommendations.\\xa0\"\n    })]\n  }),\n  f9Rq42hcw: \"Marketing\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"The takeaway here is clear: to drive customer loyalty and increase sales, you need to prioritize conversation-based marketing.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"By integrating your messaging channels with conversational marketing, you can create a personalized experience for each customer and help develop relationships that will last for years.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"And the results are worth it.\\xa0\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Messaging interactions with customers helps build relationships, reduces customer service wait times, establishes better two-way communication, and ensures customers\u2019 privacy.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Whether you\u2019re an eCommerce store, a streaming service, or another type of business, don\u2019t underestimate the power of conversation. 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They don't have the time or patience to wait for a response.\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.hubspot.com/sales/live-chat-go-to-market-flaw?__hstc=238111519.65558a5559f749bad7712f60d581983e.1671028949690.1671028949690.1672861392562.2&__hssc=238111519.1.1672861392562&__hsfp=1383244671\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" 90% of them want immediate responses\"\n        })\n      }), \" when they have a customer service question, which more than half of people consider to be ten minutes or less.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The key is to make sure that your business is set up in such a way as to be able to respond quickly and effectively, and conversational marketing platforms enable this.\"\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Build better customer relationships\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Reacquiring a customer every time can be costly. Instead, build long-term relationships with them and make sure they\u2019re engaged throughout the entire journey.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"By establishing an open dialogue, you create a conversation that reflects each customer's needs. And by using opt-ins, you can gain consent at every interaction and each time your customer shares information with you.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You can then use that information to build richer customer profiles and build out personalized relationships. Your customers are more likely to keep coming back if they feel they\u2019re part of a conversation. Not just as a sales call.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Conversation enhances engagement\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Conversational marketing allows you to engage customers at every stage of the customer journey. 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If they\u2019re in the consideration phase, you can provide additional information and recommendations that will help them make an informed decision because 83% of them will ask about a product or service in this stage. And if they\u2019re ready to purchase \u2014 which 75% will be \u2014 you can guide them through the checkout process quickly and easily with a few clicks.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Channel performance\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"When compared to other marketing channels, conversational marketing has shown impressive results. For example: \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.messagebird.com/en/customer-stories/matahari\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Matahari\"\n        })\n      }), \", a leading Indonesian eCommerce platform, ahieved a 2.5x conversion rate across tens of millions of messages using WhatsApp as a conversational channel to share promotions.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"There\u2019s potential to use conversational marketing\u2019s high conversion rate to improve the performance of your digital ads. By using click-to-messaging ads, you can drive customers to a more personal (and effective) interaction.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"And, of course, messaging directly into your conversational channels means you don\u2019t have to pay for ads (or at least not spend as much on ads).\\xa0\"\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Richer interactions\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Alongside a speedy response, using different channels opens the door to rich media content. These can include videos, podcasts, chatbots, and other interactive formats.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,6JmbvPrpY565YTgkwXkt36PaQ.png\",\n      \"data-framer-height\": \"815\",\n      \"data-framer-width\": \"1600\",\n      height: \"407\",\n      src: new URL(\"https://framerusercontent.com/images/6JmbvPrpY565YTgkwXkt36PaQ.png\").href,\n      style: {\n        aspectRatio: \"1600 / 815\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"\u200D\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The more questions your rich media can answer, the better. When using a messaging platform, offer suggestions with buttons to guide the conversation before pushing right to a human being.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You can also customize your conversational workflows, with buttons to guide the conversation and the option to escalate to an agent or sales rep at the right time.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"This benefits both the customer and the business: customers get quick answers to their questions, and marketers can collect data to build richer profiles for more personalized interactions over time.\\xa0\"\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsx(React.Fragment, {}),\n  nqTaUprqU: \"\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  ssGX0epUP: {\n    alt: \"\",\n    src: new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png\").href,\n    srcSet: `${new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png?scale-down-to=512\").href} 512w, ${new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png?scale-down-to=1024\").href} 1024w, ${new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png\").href} 1474w`\n  },\n  t9Dc4v5z2: \"2023-01-31T00:00:00.000Z\",\n  UTBKyjhuP: \"Shrinking budgets, difficulty tracking customers due to evolving privacy regulations, and ever-rising consumer expectations. These are some of the macro trends we expect will affect Marketing in 2023.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  xk4YqTShp: {\n    alt: \"\",\n    src: new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png\").href,\n    srcSet: `${new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png?scale-down-to=512\").href} 512w, ${new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png?scale-down-to=1024\").href} 1024w, ${new URL(\"https://framerusercontent.com/images/YdO2kYE0GAu6R2dc8yy7a4Xlukk.png\").href} 1474w`\n  },\n  yV5DpioDL: \"\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"Consumers are messaging businesses\",\n  EPTBMG5Qx: \"macro-trends-that-will-impact-marketing-in-2023\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"mktg\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"We\u2019re entering 2023, and still change is the only constant.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Changes in customer expectations, the need to tighten belts, and the \u201Cdeath\u201D of cookies all impact how you market to your customers.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"To help you plan your marketing efforts in context and navigate the current economic environment, we\u2019ve laid out the consumer and marketing macro trends for 2023. Making sure that your brand can navigate the new terrain \u2014 and reach all its targets.\"\n    })]\n  }),\n  f9Rq42hcw: \"Marketing\",\n  FTIbH1Gta: /*#__PURE__*/_jsx(React.Fragment, {}),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"In one minute, a person can order dinner from an app, send text messages to three different people, and check the weather. Why wouldn't they expect to be able to get help from your business just as easily?\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"In 2021, around \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.radicati.com/wp/wp-content/uploads/2021/Mobile_Statistics_Report,_2021-2025_Executive_Summary.pdf\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"16 billion mobile phones\"\n        })\n      }), \" were operating worldwide, allowing people to connect with anyone from anywhere in the world, at any time. As a result, consumer expectations for efficient communication have skyrocketed. People are gravitating to platforms like Whatsapp, Messenger, Instagram, and WeChat with billions of monly active users across the world. And it\u2019s not just family and friends that people want to connect with \u2014 it\u2019s businesses too.\"]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Conversations are happening in the palm of our hands every day. But what do consumers want to \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.facebook.com/business/news/insights/3-ways-messaging-is-transforming-the-path-to-purchase\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"message businesses about\"\n        })\n      }), \"?\"]\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Over 81% message businesses to ask about products or services.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Over 74% message businesses to make a purchase.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Over 75% message businesses to get support.\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,vzbkvwtGArVmaM3l0djwfCxleA.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/vzbkvwtGArVmaM3l0djwfCxleA.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Facebook IQ source: \u201CMotivations, Mindsets and Emotional Experiences in Messaging (vs. Feed)\u201D by Sentient Decision Science (Facebook commissioned survey of 8,156 people in BR, GB, IN, and the US), Jun 2018. Research refers to people surveyed who use a messaging app daily and have messaged a business in the past three months using one of their most commonly used apps.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"That's why it's critical hat businesses develop a conversational marketing and customer engagement strategy. The businesses that don\u2019t find a way to connect with people via a scaled messaging solution risk being left out during this transformational shift; and it\u2019s undeniable shift to messaging is happening. So much so that\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.gartner.com/smarterwithgartner/top-cx-trends-for-cios-to-watch\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" Gartner predicted\"\n        })\n      }), \" that by 2022, 70% of all customer interactions would involve emerging tools like chatbots and messaging.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"Consumers move between channels\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Alongside the use of more personal platforms for communication with businesses, the tendency to move between different channels also highlights a massive marketing opportunity. Your customers might contact you via SMS messaging, before switching to email to send you a document, and finally jumping on a call with your customer services team.\\xa0\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Customers want to be able to contact businesses easily, in any way that is convenient for the customer and in a timeframe that works for the customer. All this makes it challenging for teams to stay on top of information coming in from multiple channels. According to BCG, \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.bcg.com/publications/2021/the-value-of-first-party-data\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"only around 30% of companies\"\n        })\n      }), \" are creating a single customer view across their communication channels.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Marrying consumer data with channel interactions is a difficult technical challenge, but one that needs to be addressed to enable true personalization. As such we are expecting more businesses exploring the options for scalable customers data platforms.\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"We\u2019ve become used to 3rd party cookies on websites, and their ability to allow advertisers to send personalized ads off-site. But the era of such tracking is coming to an end.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.google/products/ads-commerce/a-more-privacy-first-web/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Google\"\n        })\n      }), \" and \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.theverge.com/2020/3/24/21192830/apple-safari-intelligent-tracking-privacy-full-third-party-cookie-blocking\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Safari\"\n        })\n      }), \" which together constitute almost \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://gs.statcounter.com/browser-market-share\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"83% of global browser market share\"\n        })\n      }), \" have announced they would be ditching third-party cookies effectively putting an end to the practice. Google Crhome, the larger of the two already shared they wouldn\u2019t be replacing cookies with an alternative tracking system.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,eue7jM1B25gFO7BDTJXNWKjY.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/eue7jM1B25gFO7BDTJXNWKjY.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Going forward, businesses will have to resort to unpersonalized ads and blended campaign performance to identify which campaign drove their conversions.\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"When GettApp surveyed marketers on Google\u2019s plans, they found that 44% of them were predicting an increase of \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.hubspot.com/marketing/third-party-cookie-phase-out\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"5-25% in spending\"\n        })\n      }), \" in order to reach the same goals as in 2021.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Privacy-conscious ripple effects make tracking less effective\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"We\u2019re entering a new era of privacy.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Apple and Android's 2020 updates to data privacy regulations have given consumers more transparency and control over their personal information. These changes included:\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"1. All apps must submit information about their app\u2019s data collection practices via Apple\u2019s App Store Connect.\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"2. All App Store Apps must ask users for permission to track them across third-party apps and websites through Apple\u2019s App Tracking Transparency framework (aka: ATT or prompt).\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"\u200D\", /*#__PURE__*/_jsx(\"em\", {\n        children: \"3. All platforms must use a new framework that restricts, aggregates, and delays event reporting.\"\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The updates have significantly impacted how businesses track user behavior.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"It\u2019s no wonder that marketers are starting to explore alternative channels.\\xa0\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Which leads us to another trend: changes in budget and spending.\\xa0\"\n    })]\n  }),\n  GS3uHYgse: \"Introduction\",\n  HSOUc4U5r: \"\",\n  id: \"r3DIQG5QE\",\n  iUkwxI3ry: \"Macro Trends That Will Impact Marketing in 2023\",\n  IwJQUWVIl: \"Marketing and advertising budgets are getting tighter\u2014and more strategic\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [\"The combined effect of inflation and the rumored recession have caused many companies to reduce their budgets in 2023: \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://cmosurvey.org/wp-content/uploads/2022/09/The_CMO_Survey-Highlights_and_Insights_Report-September_2022.pdf\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"4 out of 10 CMO\"\n        })\n      }), \"s said their company plans to spend less on marketing in 2023.\"]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,qEYSoUNJyzx4PdmPduVPC37VB0.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/qEYSoUNJyzx4PdmPduVPC37VB0.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"At the same time, nearly the same number of marketing leaders have added social channels to sell their products and services\u2014and 65% have increased the number of channels they rely on.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"In other words: marketers are experimenting with experimenting with new channels to find out what will have the biggest impact on engagement in 2023\u2014and what will give them the biggest bang for their buck.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Consumers are increasingly selective about the brands they engage with\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Two (plus) years of constant digital bombardment has caused an immense amount of burnout for consumers. They've tuned out advertising and email blasts \u2014 opting for more personalized experiences and always-on support whenever and wherever they are in the world.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Yet irrelevant ads continue to spread across platforms, watching an ad before being able to read an article or stream a video has become the norm\u2014 further aggravating the ad fatigue.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Take this stat, for example: the average mobile user sees\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.similarweb.com/blog/insights/facebook-in-decline-meta-in-doldrums/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" 30 ads per day\"\n        })\n      }), \" on Facebook alone.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"With some much noise, how can brands have their moment of quality engagement?\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"By listening to what consumers want.\"\n    }), /*#__PURE__*/_jsx(\"h2\", {\n      children: \"Consumers are looking for personal interaction\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://martech.org/new-era-personalization-hyper-connected-customer-experience/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"81% of consumers\"\n        })\n      }), \" want brands to understand them better and know when and when not to approach them. They want to feel like they are talking to someone they know, with 3 out of 4 adults looking for business messaging to replicate personal interactions.\"]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,mcMSBGSc1WnyXNNGY2VwT25q9Q.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/mcMSBGSc1WnyXNNGY2VwT25q9Q.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://martech.org/new-era-personalization-hyper-connected-customer-experience/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"81% of consumers\"\n        })\n      }), \" want brands to understand them better and know when and when not to approach them\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"In the era of Amazon, Netflix, and Spotify, personalization has become a baseline expectation, rather than a \u201Cnice-to-have.\u201D\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Messaging helps people build trust and feel more connected to businesses, 75% of adults want to message businesses the same way they do people.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,MD15WnF9BioKqvF9I7iZuXY.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/MD15WnF9BioKqvF9I7iZuXY.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Source: The Harris Poll September 2020 online survey of the U.S., Germany, the UK, India, Mexico, Brazil and Indonesia to understand their thoughts about business messaging. The survey was commissioned by Facebook and conducted among 8,214 adults ages 18 and older and specific brands and products were not mentioned, including WhatsApp.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"57% of consumers say that messaging a business (e.g., via a chat app, text, or social media) feels more personal than calling.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,Qmq1f9oe3F7qZWy6EWUoPcRrt0.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/Qmq1f9oe3F7qZWy6EWUoPcRrt0.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Source: The Harris Poll September 2020 online survey of the U.S., Germany, the UK, India,Mexico, Brazil and Indonesia to understand their thoughts about business messaging. The survey was commissioned by Facebook and conducted among 8,214 adults ages 18 and older and specific brands and products were not mentioned, including WhatsApp.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"If this personal interaction is lacking in your marketing plan, then you could be leaving money on the table. Messaging offers a wealth of untapped potential to build stronger personal connections \u2014 in turn increasing conversions and returning customers. It also increases opportunities to find out more about your consumers to further personalize the experience.\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"And gathering data is a real challenge, \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.bcg.com/publications/2021/the-value-of-first-party-data\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"research from BCG shows\"\n        })\n      }), \". While data-driven marketing can double revenue and increase cost savings by 1.6 times, only about 30% of companies are creating a single customer view across channels, and just 1% to 2% are using data to deliver a full cross-channel experience for their customers.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"And, to achieve this personal level of interaction, you need to consider just how accessible your business is.\"\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"While we are seeing a lot of uncertainty on the horizon, it\u2019s also important to recognize the positive aspects of change.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Yes we will have to reduce budgets, but it will also force us to cut wasteful spending.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"No, we won\u2019t be able to stalk customers around the web with cheap ads any longer. But it shouldn't matter, because businesses who compete on experiences will still always able to capture the attention of loyal customers who care about what they have to say.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"So, are you looking for a type of marketing that puts customers first and helps build resilience in the face of uncertainty - \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.messagebird.com/posts/the-rise-of-conversational-marketing\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"then keep on reading to learn more about Conversational Marketing\"\n        })\n      }), \".\"]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"As always, \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.messagebird.com/contact-sales?utm_source=content&utm_medium=blog&utm_campaign=whatsapp-marketing&utm_id=whatsapp-marketing\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"feel free to reach out\"\n        })\n      }), \" if you have any questions or if you are looking for help setting up your use-case.\"]\n    })]\n  }),\n  nqTaUprqU: \"The death of cookies\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  ssGX0epUP: {\n    alt: \"\",\n    src: new URL(\"https://framerusercontent.com/images/ujo0N8O6t0IUv0rkTv7tiqAHWAY.png\").href,\n    srcSet: `${new URL(\"https://framerusercontent.com/images/ujo0N8O6t0IUv0rkTv7tiqAHWAY.png?scale-down-to=512\").href} 512w, ${new URL(\"https://framerusercontent.com/images/ujo0N8O6t0IUv0rkTv7tiqAHWAY.png?scale-down-to=1024\").href} 1024w, ${new URL(\"https://framerusercontent.com/images/ujo0N8O6t0IUv0rkTv7tiqAHWAY.png\").href} 1680w`\n  },\n  t9Dc4v5z2: \"2023-01-31T00:00:00.000Z\",\n  UTBKyjhuP: \"To help you plan your marketing efforts in context and navigate the current economic environment, we\u2019ve laid out the consumer and marketing macro trends for 2023. Making sure that your brand can navigate the new terrain \u2014 and reach all its targets.\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  xk4YqTShp: {\n    alt: \"\",\n    src: new URL(\"https://framerusercontent.com/images/VYssk7WCmb6S4JNyvU9vowcnnk.png\").href,\n    srcSet: `${new URL(\"https://framerusercontent.com/images/VYssk7WCmb6S4JNyvU9vowcnnk.png?scale-down-to=512\").href} 512w, ${new URL(\"https://framerusercontent.com/images/VYssk7WCmb6S4JNyvU9vowcnnk.png?scale-down-to=1024\").href} 1024w, ${new URL(\"https://framerusercontent.com/images/VYssk7WCmb6S4JNyvU9vowcnnk.png?scale-down-to=2048\").href} 2048w, ${new URL(\"https://framerusercontent.com/images/VYssk7WCmb6S4JNyvU9vowcnnk.png\").href} 3600w`\n  },\n  yV5DpioDL: \"The light at the end of the tunnel\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"Make purchasing easy\",\n  EPTBMG5Qx: \"whatsapp-marketing-12-practical-campaign-examples\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"mktg\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"How many people need to back a platform before it becomes a no-brainer marketing channel?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"How about 2 billion?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"That\u2019s the case with WhatsApp, a messaging platform quickly becoming one of the most popular ways for businesses to connect with their customers. Companies can use this channel to send automated notifications along the funnel, re-engage with users, turn website visitors into customers, and more.\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Here\u2019s the crucial part: customers are \", /*#__PURE__*/_jsx(\"em\", {\n        children: \"already \"\n      }), \"messaging businesses across all stages of the lifecycle:\"]\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"81% message businesses to ask about products or services.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"74% message businesses to make a purchase.\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"75% message businesses to get support.\\xa0\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Let's dive into some real-life examples of how brands use WhatsApp to increase engagement, conversion and leads across the customer journey.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Already convinced? \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.messagebird.com/posts/is-whatsapp-marketing-worth-it-key-whatsapp-marketing-statistics-and-how-to-calculate-your-roi\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Read on to calculate the ROI\\xa0of WhatsApp Marketing\"\n        })\n      }), \".\"]\n    })]\n  }),\n  f9Rq42hcw: \"WhatsApp\",\n  FTIbH1Gta: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Today\u2019s customers not only want a quick and easy way to connect with brands, but they also want to engage with businesses while they shop. While being able to connect with your customers on their terms in their preferred digital spaces can increase your revenue and customer retention.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Conversations via messaging apps offer both you and your customers flexibility, convenience, and the personalized experiences that we believe customers have come to expect in the digital age.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"And, with an open rate reaching 75%+, conversational messages can give your business an easy way to\\xa0 provide value and assistance to your customers. All helping to establish a long-term relationship that keeps customers coming back.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"MessageBird has helped thousands of companies across industries unlock the marketing potential of WhatsApp Business. The sooner your business optimizes for messaging, the sooner you may start to reap the rewards.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"As always, \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.messagebird.com/contact-sales?utm_source=content&utm_medium=blog&utm_campaign=whatsapp-marketing&utm_id=whatsapp-marketing\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"feel free to reach out\"\n        })\n      }), \" if you have any questions or if you are looking for help setting up your use-case.\"]\n    })]\n  }),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"It\u2019s not enough to just have great products. The entire purchasing process needs to be seamless, too.\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"And because\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://influencermarketinghub.com/c-commerce-stats/#toc-16\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" 72% of non-baby boomers prefer eCommerce\"\n        })\n      }), \" interactions over in-store shopping experiences,\\xa0 it\u2019s important to create an effortless purchasing process. Conversations can help deliver that personalized and streamlined experience customers desire.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Here are a few ways you can harness conversational marketing tools like Whatsapp to make purchasing a no-brainer.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Re-engage potential customers\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"WhatsApp helps make buying easy. If a customer leaves a product in their cart or download an app without signing up, it may not be because they changed their mind.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"It could be because they have a question that needs to be answered before they commit to the purchase, or they simply forgot to finish checking out. To account for cart abandonment, you can schedule reenagement messages to go out after a certain amount (say, 12 or 24 hours). By enabling WhatsApp, you give them the opportunity to ask questions and complete their purchase from the conversation instead of starting from scratch.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,HSEJXQ7VheHQVcvZMtZfjUUCs.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/HSEJXQ7VheHQVcvZMtZfjUUCs.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"In a phrase, leaning on conversational marketing lets you bring your customers back to complete their purchases. Keep them hooked with:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"fresh offers,\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"product restock notifications, and\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"abandoned cart reminders.\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Offer point-of-purchase deals and discounts\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"There is a huge opportunity waiting at the point of purchase. Consider your offers, and leverage the checkout page as an opportunity to boost sales by offering:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"bundle deals,\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"subscription packages, and\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"discounts for multiple items.\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You can also use these offers as a follow-up to past purchases, increasing your customer\u2019s lifetime value over time.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,Uq8l0eQbr8q28LAEC4cPeYh4.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/Uq8l0eQbr8q28LAEC4cPeYh4.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"\u200D\"\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Create a \u201Creceived purchase experience\u201D\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Congratulate customers on their purchase with engaging multimedia and interactive content.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You can use this content to:\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"share information about their product,\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"show them examples of how they can use it,\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"provide info for making returns, and\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"invite them to explore more items similar to the one they just received.\"\n        })\n      })]\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Instead of a one-off purchase, you\u2019re creating a better experience for your customers \", /*#__PURE__*/_jsx(\"em\", {\n        children: \"after \"\n      }), \"the purchase point, increasing the likelihood that they\u2019ll purchase again down the line.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,gr8VNkr090Zi7jZG5eRsKlbE.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/gr8VNkr090Zi7jZG5eRsKlbE.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"WhatsApp helps you complete the sale\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"For every\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://baymard.com/lists/cart-abandonment-rate\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" ten potential customers, seven of them will leave\"\n        })\n      }), \" without making a purchase.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"How much would your revenues increase if you didn't lose those sales?\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Complicating the purchase stage can have a severe impact on your bottom line, but coversational marketing makes it possible to increase your chances of converting browsers to buyers.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"A couple of examples:\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://messagebird.com/en/customer-stories/matahari\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: /*#__PURE__*/_jsx(\"strong\", {\n            children: \"Matahari\"\n          })\n        })\n      }), \", the largest retail platform in Indonesia, used WhatsApp to reengage their over 1.75 million customers and \", /*#__PURE__*/_jsx(\"strong\", {\n        children: \"increase conversion rates by 2.5x\"\n      }), \". They created promotional messaging that gave customers the option to respond in WhatsApp and immediately engage with sales agents.\"]\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,NdChphWZ70otN0BDrOFBQC3Si8.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/NdChphWZ70otN0BDrOFBQC3Si8.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Using MessageBird, Matahari was able to identify its most profitable customer segment and target them with exclusive offers in WhatsApp, with the option to start a conversational experience.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Domino\u2019s, the largest pizza chain in the world, traditionally sent special offers to a list of 80,000 customers via email. When the company decided to run conversational marketing campaigns via SMS text messages, the team saw a sales increase of 40% and nearly triple the conversion rates that they had seen via their email campaigns.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,dhgb7f9XRV9fr4E9aXG0lU6E2sE.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/dhgb7f9XRV9fr4E9aXG0lU6E2sE.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"So a customer has made a purchase. Great! The next stage is just as important. It's time to delight and retain your customers, so they return.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Conversational commerce also helps ensure happiness and long-term relationships with your customers.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"strong\", {\n        children: \"Sales are great. But repeat sales are even better.\\xa0\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"And can see more of those by keeping in touch with your customers using personalized outreach via messaging and conversations.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"With WhatsApp, you can even monitor the quality of your messaging outreach so that you preserve those valuable long-term customer relationships.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"Here are a few ideas:\\xa0\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Send personalized follow-up messages\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Show your customers you care by sending them thank-you notes, product reviews, surveys, and more.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,0X6sGSFfLnG4Xtb1DqeQBEvSQho.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/0X6sGSFfLnG4Xtb1DqeQBEvSQho.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Provide customer service\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Give customers the ability to get help at any point in their journey. If they have a question or need help with returns, provide that support through WhatsApp.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,U5BM6v823dIPNiSGOBlCZDQEk.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/U5BM6v823dIPNiSGOBlCZDQEk.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"\u200D\"\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Send shipping updates\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Keep your customers informed of each step in the shipping process, from when they place their order to when it's delivered. This will help create a sense of transparency and reliability for your business.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,IEJSGTbzmM1JLktCxG2AnZxQfc.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/IEJSGTbzmM1JLktCxG2AnZxQfc.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    })]\n  }),\n  ghfVSxkYv: {\n    alt: \"\",\n    src: new URL(\"https://framerusercontent.com/images/QfvkpiPnyn8tbsZJ1M1ab0I.png\").href,\n    srcSet: `${new URL(\"https://framerusercontent.com/images/QfvkpiPnyn8tbsZJ1M1ab0I.png?scale-down-to=512\").href} 512w, ${new URL(\"https://framerusercontent.com/images/QfvkpiPnyn8tbsZJ1M1ab0I.png?scale-down-to=1024\").href} 1024w, ${new URL(\"https://framerusercontent.com/images/QfvkpiPnyn8tbsZJ1M1ab0I.png?scale-down-to=2048\").href} 2048w, ${new URL(\"https://framerusercontent.com/images/QfvkpiPnyn8tbsZJ1M1ab0I.png\").href} 3600w`\n  },\n  GS3uHYgse: \"Introduction\",\n  HSOUc4U5r: \"What should your brand take away from this?\\xa0\",\n  id: \"uEsgvhDHx\",\n  iUkwxI3ry: \"WhatsApp Marketing: 12 Practical Campaign Examples\",\n  IwJQUWVIl: \"Delight during discovery\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"If your ads and site visits are the bait that draws customers in, conversations are how you reel those potential leads into long-term relationships with your business. By engaging in conversation with your buyers, you can better understand their needs and speed up the buyer journey \u2014 even when they are just starting to explore what you have to offer.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Conversation-based marketing is one of the most effective strategies to maximize the impact of your digital advertising.\"\n      }), \" Just ask\", /*#__PURE__*/_jsx(Link, {\n        href: \"https://www.messagebird.com/en/customer-stories/expert\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \" Expert\"\n        })\n      }), \", an electronics retailer who \", /*#__PURE__*/_jsx(\"strong\", {\n        children: \"converted 80% of inbound leads using WhatsApp\"\n      }), \".\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Teach customers about your products\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Why leave your (potential) customers to their own devices, when you can instead take them straight to a conversation that speaks to their needs and allows them to ask any last questions they have before completing their purchase? This helps give customers a personalized experience and increase purchase retention.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Expert focused on providing virtual sales assistants, guiding their customers along the purchase journey within their eCommerce store experience.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,9q7ciZbwJKtSGwoYMAhEcxF8X8I.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/9q7ciZbwJKtSGwoYMAhEcxF8X8I.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Using MessageBird's WhatsApp integration, customers now have an on-demand chat service that lets them ask questions about products directly through WhatsApp. Each product display page has a WhatsApp button, directing them to an Expert agent with one click. When customers click the WhatsApp button, customers get the same advice as they would in a store.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Optimize ad conversion\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Rather than sending your customers to a landing page after they click on an ad, why not direct them straight to a personalized conversation that speaks to what you\u2019re advertising?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"To really hit it out of the park, drive those clicks from ads to tools like WhatsApp so people can quickly jump into a conversation with your business. You can personalize your process, by using a bot-run, message-based conversation to qualify leads before you direc them to a virtual sales agent.\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"(Side note: \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://messagebird.com/en/customer-stories/amazon-prime-video\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Amazon Prime Video\"\n        })\n      }), \" took this exact approach when promoting a new show, helping them achieve a 97% click through rate.)\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Learn more about your customers\u2019 preferences\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The discovery stage also allows brands to learn more about their customer preferences.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"By giving them the opportunity to opt-in for notifications on valuable offers, restock alerts, new products, and more, you create an even better way to build relationships and increase customer loyalty.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"This will help you deliver messages that are expected, timely, and relevant to their preferences.\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,zLT1g6A9wTBXiGe37I02TsCtSeI.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/zLT1g6A9wTBXiGe37I02TsCtSeI.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Once you've built a relationship with a customer, you\u2019ll want to nurture it and get more value from it.\\xa0 You can do this by utilizing conversations for upselling and cross-selling.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Upselling means trying to get customers to buy more expensive items, while cross-selling is the process of selling related products or services.\\xa0\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"By engaging with your customers through WhatsApp, you can suggest product upgrades and complementary items that may interest them. This will result in more sales and increased customer loyalty. Take this director\u2019s perspective, for example, from a recent Meta guide:\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,OZvXgZrLEWPIiOxw2vBrTw5nGI.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/OZvXgZrLEWPIiOxw2vBrTw5nGI.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"With conversational marketing, you can use the information you\u2019ve gathered about your customers to increase their long-term value.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Send back-in-stock alerts\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Leverage your customers' purchase history to tell them about products that match their interests, or products they\u2019ve previously inquired about.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Since you can connect your eCommerce store\u2014on Shopify, Shopify Plus, WooCommerce, BigCommerce, and more\u2014with conversational marketing tools like MessageBird, you can automate this process. This simple step can turn what was previously lost revenue into a revenue opportunity.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,HLSr3taTnkcrEY1tOJ7ZdJxk8.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/HLSr3taTnkcrEY1tOJ7ZdJxk8.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Offer opt-ins for subscriptions and repeat purchases\\xa0\"\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Make it easier for your customers to repurchase your products on a regular basis \", /*#__PURE__*/_jsx(\"em\", {\n        children: \"and\"\n      }), \" find value in maintaining the relationship.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Tailoring these messages to a customer\u2019s actual buying patterns means your messages come off as less \u2018salesy\u2019 and more personalized to their experience.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,rFSLmNjY7J3Y44e6L9RGqV4DzSs.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/rFSLmNjY7J3Y44e6L9RGqV4DzSs.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Cross-sell products\\xa0\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Suggest related products and services to boost sales based on your customer\u2019s purchasing information and past engagement with your content.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Again, integrating your conversational campaigns with your customer data means these messages won\u2019t feel out-of-the-blue\u2014they should make sense within the context of purchases the customer has already made.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,xVtfwI4dZraJF6jS8buXpZVNs.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/xVtfwI4dZraJF6jS8buXpZVNs.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    })]\n  }),\n  nqTaUprqU: \"Post-purchase relationship building\",\n  ozl3foNPa: \"\",\n  Q_cuX0oXY: false,\n  qGtt1emjL: \"\",\n  QHH81xqe8: false,\n  QTrRRgmE2: true,\n  SpB3WFG8g: \"\",\n  ssGX0epUP: {\n    alt: \"\",\n    src: new URL(\"https://framerusercontent.com/images/VeDkvQPmYBb2a5VLoWfAJ1msxA.png\").href,\n    srcSet: `${new URL(\"https://framerusercontent.com/images/VeDkvQPmYBb2a5VLoWfAJ1msxA.png?scale-down-to=512\").href} 512w, ${new URL(\"https://framerusercontent.com/images/VeDkvQPmYBb2a5VLoWfAJ1msxA.png?scale-down-to=1024\").href} 1024w, ${new URL(\"https://framerusercontent.com/images/VeDkvQPmYBb2a5VLoWfAJ1msxA.png\").href} 1776w`\n  },\n  t9Dc4v5z2: \"2023-01-31T00:00:00.000Z\",\n  UTBKyjhuP: \"12 real-life examples of how brands use WhatsApp to increase engagement, conversion and leads across the customer journey\",\n  whSzzN4UN: \"\",\n  Wn2einM5U: \"\",\n  yV5DpioDL: \"Use conversations to maximize the value of your relationship\",\n  ZH8jqC7Bh: \"\",\n  zxrlzeicw: /*#__PURE__*/_jsx(React.Fragment, {})\n}, {\n  AjLBkUr4S: \"How to calculate your ROI\",\n  BJTJWZ3e7: /*#__PURE__*/_jsx(React.Fragment, {}),\n  BwUseuhso: \"Capture better data\",\n  EPTBMG5Qx: \"is-whatsapp-worth-it-the-whatsapp-marketing-statistics-and-how-to-calculate-your-roi\",\n  ev_FLZ3ER: \"ZoUe6U6_F\",\n  EzEwLcGbx: \"mktg\",\n  F2b6tmEHp: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Should I run campaigns on WhatsApp? Seems like a simple back-of-the-napkin CPA calculation. Unfortunately, it hasn\u2019t been that straightforward so far.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Up until now, accurate data on open and engagement rates have not been accessible to the public.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"And as you start putting things together, you\u2019ll soon come to realize there are various factors that play a role\\xa0 in forecasting what you can expect. Are you running inbound or outbound campaigns? What countries are your subscribers in? And what does \u201Cquality\u201D content mean?\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"Wonder no longer. In this article, will unpack the black box that is WhatsApp marketing performance and provide you with the tool to assess its potential.\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"We\u2019ll cover four ways conversational marketing can help increase the returns on marketing investments:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"17px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(51, 51, 51)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Through expanded reach\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"By improving data capture for better personalization\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"By increased conversion and engagement rates\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"By facilitating expedited experimentation speed\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"We\u2019ll further dig into specific examples, establish benchmarks to work off of, and provide a template ROI calculation to see if conversational marketing is the right investment for your business at this moment.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Let\u2019s dive right in.\"\n    })]\n  }),\n  f9Rq42hcw: \"WhatsApp Marketing\",\n  FTIbH1Gta: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"If you can estimate you target audience size WhatsApp onversation-based pricing makes the cost of your campaigns very predictable. There are just a couple of things to consider.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The first is whether your campaign starts inbound (through a user-generated message) or outbound (through a business-generated message).\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"User-generated messages\"\n      }), \" are initiated by the customer to kickstart a conversation with a business and don\u2019t require the customer to opt-in.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Think return or refund requests, general inquiries, product availability requests, delivery inquiries, and statement requests. You have a 24-hour window to answer this type of message without incurring a fee per message.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"strong\", {\n        children: \"Business-generated messages\"\n      }), \" are initiated by businesses and directed at the customer and require the end-user to opt-in.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,TrbHAkJXXusLHYIcog1H1RsxWbU.png\",\n      \"data-framer-height\": \"815\",\n      \"data-framer-width\": \"1600\",\n      height: \"407\",\n      src: new URL(\"https://framerusercontent.com/images/TrbHAkJXXusLHYIcog1H1RsxWbU.png\").href,\n      style: {\n        aspectRatio: \"1600 / 815\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://messagebird.com/en/pricing/messaging\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Business-initiated messages can cost\"\n        })\n      }), \" as low as $0.015 in North America and as high as $0.14 in Western Europe. We recommend establishing a country-specific Customer Acquisition Cost (CAC) to use as a benchmark for your conversational marketing campaigns.\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Here are some things to consider as you establish your own benchmarks:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"17px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(51, 51, 51)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"How many people are you targeting?\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"What is your conversion rate?\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"What is the engagement rate?\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"What is your click-through rate?\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"What is your conversion rate?\\xa0\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"These metrics will depend on your industry, who you\u2019re selling to, and how good your content and offers are. It\u2019s paramount that you gather this data yourself eventually But until then, to enable you back of the napkin calculation, here are some baseline outbound metrics to get you to a rough estimate:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"17px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(51, 51, 51)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"70% engagement rate\\xa0\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"15% click-through rate\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"5% conversion rate\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Armed with these metrics, these are the calculations you can run to establish the ROI of your WhatsApp marketing efforts:\"\n    }), /*#__PURE__*/_jsxs(\"ul\", {\n      style: {\n        \"--framer-font-size\": \"17px\",\n        \"--framer-text-alignment\": \"start\",\n        \"--framer-text-color\": \"rgb(51, 51, 51)\",\n        \"--framer-text-transform\": \"none\"\n      },\n      children: [/*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Total Messages (x) Message Cost = Total Cost\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Total message count (x) Engagement Rate (x) Conversion Rate = Total Conversions\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Total Cost / Total Conversions = Cost Per Conversion\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Total Conversions (x) Value Per Conversion = Campaign Value\"\n        })\n      }), /*#__PURE__*/_jsx(\"li\", {\n        \"data-preset-tag\": \"p\",\n        children: /*#__PURE__*/_jsx(\"p\", {\n          children: \"Campaign Value / Total Cost = ROI\"\n        })\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Here are a couple of examples for running the numbers on your WhatsApp investment:\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Say ACME corp is sending 250k messages across two countries with varying open and click-through-rates calculating the cost per conversion allows them to compare against their LTV to understand if the channel is worth the investment.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,yoZC8n0gZMnG37q3RVEXjbLfj0g.png\",\n      \"data-framer-height\": \"840\",\n      \"data-framer-width\": \"1600\",\n      height: \"420\",\n      src: new URL(\"https://framerusercontent.com/images/yoZC8n0gZMnG37q3RVEXjbLfj0g.png\").href,\n      style: {\n        aspectRatio: \"1600 / 840\"\n      },\n      width: \"800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Long story, short: WhatsApp is an untapped channel, promising new reach and cost-effective marketing campaigns for new players who get it right.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Just remember: quality and creativity in the campaign make all the difference in your ROI.\"\n    })]\n  }),\n  ftUuf8WJl: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"Conversational marketing also helps you prepare for the future.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"With Google \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://blog.google/products/ads-commerce/a-more-privacy-first-web/\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"planning to phase out third-party cookies\"\n        })\n      }), \", the way we are used to market will stop working.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"By the end of 2024, most of the signals from third-party tracking will no longer exist. So businesses that rely solely on third-party cookies to personalize consumers\u2019 experiences are at risk of losing their competitive edge.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(\"em\", {\n        children: \"So, how can companies continue their personalization efforts in a cookie-less era?\"\n      }), \"\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The answer is customer-first data, information collected directly from customers.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Through conversations, WhatsApp gives you a direct entry point to consumers\u2019 mobile phones.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Marketers can ask questions and collect data directly from their customers. These can, for example, be qualification questions to better understand your customer's preference, but also opt-ins to ensure you can keep re-engaging customers with proper consent.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The details of the conversation can be further enriched with past consumer behavior like transactions and product usage to create a complete picture of the customer. With an accurate view of their customers at hand, businesses can develop better segmentation restulting in more relevant engagement and in turn higher conversions.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Aside from data collected in your conversations, WhatsApp provides all messages with read receipts. This means 100% accurate open rates directly from the source (unlike what you might be used to in other channels).\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://messagebird.com/en/customer-stories/ovo-energy\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"OVO Energy, one of the UK's leading utility companies\"\n        })\n      }), \", for example, increased their marketing opt-ins by 128% when prompting their customers after a good experience.\"]\n    })]\n  }),\n  g9TCwJIAZ: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"h3\", {\n      children: \"Leverage higher open rates\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"WhatsApp is a channel that is generally used for communication with your closest friends and family. But now that it has opened up to marketers, it presents us with a wealth of untapped potential.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"There is not a lot of competition on the channel yet, and in order to comply with channel guidelines, businesses need to uphold a high level of quality. Together this results in very high open rates.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"How high can these open rates get?\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"The baseline open rate we see on WhatsApp is 58%. In other words, if you do nothing and move your email campaigns to WhatsApp, you can expect about a 2x+ uplift in terms of opens.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"img\", {\n      alt: \"\",\n      className: \"framer-image\",\n      \"data-framer-asset\": \"data:framer/asset-reference,ZxNuKjQVdCUMBDFfdXTHyrk.png\",\n      \"data-framer-height\": \"1890\",\n      \"data-framer-width\": \"3600\",\n      height: \"945\",\n      src: new URL(\"https://framerusercontent.com/images/ZxNuKjQVdCUMBDFfdXTHyrk.png\").href,\n      style: {\n        aspectRatio: \"3600 / 1890\"\n      },\n      width: \"1800\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"You can improve this by working on your targeting and ensuring your messages are expected, timely, and relevant. After optimization, we often see open rates in the high 70s.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"For \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://messagebird.com/en/customer-stories/matahari\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Matahari, a leading eCommerce platform\"\n        })\n      }), \" that sent tens of millions of promotional messages that materialized to around 2.5x the conversion rate they saw from emails.\\xa0\"]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"h3\", {\n      children: \"Increase engagement with media-rich and interactive content.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"WhatsApp allows you to interact with customers uniquely through its rich set of interactive media formats.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"Supplementing your basic text messages with interactive content formats like images, videos, carousels, stickers, and buttons allows you to create experiences that captivate consumers and stand out from a sea of advertisers.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"So what kind of engagement can you realistically expect?\\xa0\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"For interactive outbound campaigns, we generally see down-funnel conversion improvements anywhere in the range of 3x-10x compared to email. This largely depends on the level of personalization of the content and friction in the conversion funnel.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"For inbound messages, the numbers look slightly different.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsxs(\"p\", {\n      children: [\"Inbound messages already indicate a certain degree of quality which results in very high conversions. In one campaign example offering sticker packs and Burger King coupons, \", /*#__PURE__*/_jsx(Link, {\n        href: \"https://messagebird.com/en/customer-stories/amazon-prime-video\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"Amazon Prime Video realized a 97% click-through rate\"\n        })\n      }), \" across 70k engaged users.\"]\n    })]\n  }),\n  GS3uHYgse: \"What we'll cover today\",\n  HSOUc4U5r: \"How to calculate the ROI of conversational marketing\",\n  id: \"oOfuNYJdu\",\n  iUkwxI3ry: \"Is WhatsApp Marketing Worth It? Key WhatsApp Marketing Statistics and How to Calculate Your ROI\",\n  IwJQUWVIl: \"Expand your reach\",\n  KmEkpOvao: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsx(\"p\", {\n      children: \"While it does not directly affect your cost per conversion, we have to highlight the reach WhatsApp offers.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"As the primary communication channel in many countries across the world, WhatsApp\u2019s scale is unrivalled. Over 2 billion people across 180 countries use WhatsApp every month, with 70% of them checking the app daily.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"WhatsApp offers great adoption across demographics and countries making it a great channel for all sorts of businesses.\"\n    })]\n  }),\n  mfHzSH2So: /*#__PURE__*/_jsxs(React.Fragment, {\n    children: [/*#__PURE__*/_jsxs(\"p\", {\n      children: [/*#__PURE__*/_jsx(Link, {\n        href: \"https://cmosurvey.org/wp-content/uploads/2022/09/The_CMO_Survey-Highlights_and_Insights_Report-September_2022.pdf\",\n        openInNewTab: false,\n        smoothScroll: false,\n        children: /*#__PURE__*/_jsx(\"a\", {\n          children: \"More than half of CMOs\"\n        })\n      }), \" invested in long-form digital efforts like SEO, influencer marketing, and content marketing. While these channels can lead to long-term positive results, they often take time to materialize. Shrinking budgets mean marketers will also have to run experiments that show impact \", /*#__PURE__*/_jsx(\"em\", {\n        children: \"in the short term.\"\n      })]\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"A big plus of conversational marketing is that building an MVP is straightforward. When you\u2019ve come up with your idea, you can build out your first campaign in a couple of minutes.\\xa0\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"em\", {\n        children: \"And the results come in fast.\\xa0\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"In the case of a broadcast campaign (where you send out a bulk WhatsApp campaign to a list of numbers), you can expect results to reach significance in the next hour or so. In the case of an automated ongoing campaign, it can take a bit longer, depending on the volumes.\"\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: /*#__PURE__*/_jsx(\"br\", {\n        className: \"trailing-break\"\n      })\n    }), /*#__PURE__*/_jsx(\"p\", {\n      children: \"On top of that conversational channels like WhatsApp offer a very low barrier to entry which makes them very suited for low-risk experimentation. 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