lineoff sends you deep into a very dangerous machine filled with moving saw blades so you can clean all the dust out of it. I am not sure this job would pass any sort of health and safety inspection, but given how many dangerous tasks I’ve had to do over my years of employment at various places (can’t exactly blow the whistle if you need that job to stay fed and housed, right?), I would not be surprised if there’s a couple of places out there that would put you to work doing this. Anyway, your job is to clean out small specks of dust so this fast, deadly cutting machine runs smoothly. Naturally, no one is going to lock out the machine while you do it, so expect to hop around like your life depends on it. It does not take very long before those blades start coming at you in pairs and move like someone at the controls is increasing the speed. There is a running counter at the top of the screen to let you know how many dust motes you manage to pick up before you (thankfully, comically) get gutted by one of the rushing blades. It’s not all in vain if you die in the service of your employer, though. The overall number of dust motes you pick up adds to a running total that steadily unlocks new colors for the game. So, the next employee in line can find themselves cut in half in an entirely new shade of spiffy machine. Isn’t that wonderful? lineoff is fast, frantic, and straightforward, and it doesn’t take long before it has you leaning over and tense at your keyboard as you thread yourself between the lethal hazards. Although I hope your own job is at least a little less dangerous than this. lineoff is available now (for whatever you wish to pay for it) on itch.io. About The Author

Nightlords are arguably the hardest enemies in Elden Ring Nightreign — powerful, nerve-racking bosses who show up at the very end of your runs. All the preparation you go through during the first two days of a match in Elden Ring Nightreign — from farming runes to looking for ways to upgrade your weapons — is in service of one goal: getting strong enough to beat the Nightlord of your run. Each boss has their own dedicated mechanics and weaknesses, and you can tackle (most) of them in the order you see fit. In this Elden Ring Nightreign guide, we’ll go over our recommendation of the the best Nightlords order so you know which boss fights to prioritize.  Best Nightlords boss fight order in Elden Ring Nightreign  The best Nightlords order in Elden Ring Nightreign is a subjective matter, largely up to your individual class, equipment, and personal adeptness with each character. That said, we’ve assembled guide to present what would be, in our opinion, the fights you should focus on first to build up confidence and accumulate knowledge about the game. In general, the better-prepared you are for each fight, the better you’ll fare. But some Nightlords are less forgiving than others if you reach the final day under-leveled or under-equipped. Along the same lines, we consider bosses who can inflict detrimental effects more difficult to prepare for than those who you can defeat simply by mastering their mechanics. And then, of course, there’s the huge matter that all of this — as with all things Nightreign — is contingent on whether or not your teammates actually collaborate with you. With all this in mind, below, here’s our recommendation for the best Nightlords order in Elden Ring Nightreign, with their respective expedition names in parentheses. Gladius, Beast of Night (Tricephalos) Gnoster, Wisdom of Night (Sentient Pest) Maris, Fathom of Night (Augur) Adel, Baron of Night (Gaping Jaw) Caligo, Miasma of Night (Fissure in the Fog) Libra, Creature of Night (Equilibrious Beast) Fulghor, Champion of Nightglow (Darkdrift Knight) Heolstor the Nightlord (Night Aspect) Gladius, Beast of Night (Tricephalos) There isn’t much to say here because you can’t actually choose not to face Gladius, Beast of Night first. Tricephalos is the first expedition you have access to and the other expeditions won’t become available until you have defeated them. Use your first runs against this Nightlord to learn your way through Limveld. Gnoster, Wisdom of Night (Sentient Pest) It might sound contradictory to face a duo boss after beating Gladius, Beast of Night. Tracking two enemies is challenging and requires you to know the limits of your class. Even so, you should still pick Sentient Pest as your second expedition and fight Gnoster, Wisdom of Night. There are two main reasons for that. First, almost none of their attacks are capable of instantly killing you unless you’re under level 10. They don’t require you to have specific resistances or weapons either. If you’re playing a melee class, you just need to have patience until Gnoster gets closer and wait for a good window to attack.  The second reason is Gnoster’s weaknesses. Fire damage is extremely strong against it and it is easy to find a weapon that causes fire damage; throwing pots or Fire Grease, a consumable that makes your weapon cause elemental damage for a period of time. Maris, Fathom of Night (Augur) The only reason why we suggest tackling Maris, Fathom of Night (from the Augur expedition) after Gnoster is that this boss constantly applies sleep, dealing a lot of damage and leaving you exposed to follow-up attacks. Nevertheless, after enough matches, you’ll have obtained enough Relics, some of which can come with sleep resistance, removing a challenging factor of this fight.  When it comes to mechanics, there are just a couple of attacks to watch out for. Kill or dodge the small jellyfish the boss sends your way and run from the shining one, since it nukes a large area. Their main attacks are clearly telegraphed so there isn’t much to worry about on that front. Learn their patterns and defeat your third boss. Adel, Baron of Night (Gaping Jaw) Although the Gaping Jaw is the expedition Nightreign suggests tackling after Gladius, we’d suggest waiting to fight Adel, Baron of Night until you become more familiar with the game. Adel deals a lot of damage with their bite attack, which causes blood loss, a major threat if you don’t have a lot of health. In general, Adel’s attacks can really pin you down, but when the boss enters its second phase, it becomes a real nightmare. To make your life easier, you can use poison against the boss, but this is a type of elemental damage difficult to find weapons with or greases to apply. In other words, you will probably have to face the boss without relying on exploiting any weakness.  Caligo, Miasma of Night (Fissure in the Fog) Fighting a giant prehistoric dragon is never a good idea, but Caligo, Miasma of Night, the Nightlord you must fight in the Fissure in the Fog expedition, could be worse. To prepare for this fight, farm runes to reach level 12 or higher.  Once you know how to handle Caligo’s attacks, this gigantic dragon becomes less of a threat, but knowing the fight is not enough to survive. During the match, watch out for elemental resistances that might drop from minor bosses. Caligo’s attacks can inflict Frostbite and they cover large areas of the arena, so you’ll probably get hit by them. You also want to come with strong weapons capable of causing fire damage.  Libra, Creature of Night (Equilibrious Beast) The Equilibrious Beast expedition, where you must fight Libra, Creature of Night, is presents a notable step-up in difficulty compared to the previous fights. The most challenging aspect of this fight is in the preparation: Most of Libra’s attacks inflict madness and there aren’t many methods to prevent it. They are also weak to madness, but you’ll need to find the right incantation to cause that type of damage. Most importantly, there isn’t a safe spot to hide in this fight. Libra is fast, can teleport next to their target, and unleashes lengthy, quick sequences of attacks with their staff. Finding the right window to heal is difficult, because they can cast long-range area-of-effect attacks that hit many places in the arena. Beating Libra is a matter of farming, learning the fight, and luck. Fulghor, Champion of Nightglow (Darkdrift Knight) Among the bosses in Elden Ring Nightreign, very few are as punitive as Fulgor, Champion of Nightflow. This one-arm centaur is waiting for you in the Darkdrift Knight expedition and facing them will test all you’ve learned so far. Exploiting Fulghor’s weakness to lightning damage is a must, but the challenge here involves actually hitting them while avoiding their massive area attacks or quick thrusts.  You need to know how to farm well for this fight and memorize Fulghor’s attack pattern if you plan on completing this expedition. Fulghor causes a lot of damage, making you run out of flasks pretty fast if you don’t dodge at the right time. In addition, during the second phase, Fulghor becomes more brutal with a complex combination of short and long-distance attacks. Heolstor the Nightlord (Night Aspect) Just like Gladius had to go first, you can’t avoid saving the Night Aspect expedition for last since it is the last one you unlock and where you must fight Heolstor the Nightlord. Be sure to have sourced the best gear and achieved the highest level you can before facing this one. For more Elden Ring Nightreign guides, here’s how to change skins, what “memory fragment found” means, and a list of the best rune farming locations.

How far would you go to keep yourself private online? There’s little doubt that advances in technology over the past three decades have eroded traditional concepts around privacy and security: It was once unthinkable to voluntarily invite big companies to track your every move and decision—now, we happily let them in exchange for the digital goods and services we rely on (or are hopelessly addicted to). Most people these days either tolerate these privacy intrusions or outright don’t care about them. But there’s a growing movement that believes it’s time to claim our privacy back. Some are working piecemeal, blocking trackers and reducing permissions where they can, while not totally ditching modern digital society as a whole. Others, however, are as hardcore as can be—a modern equivalent of "going off the grid."  We put out a call looking for the latter—people who are going to great lengths to protect their privacy in today’s mass surveillance world. We received a number of insightful, fascinating, and unique situations, but for this piece, I want to highlight four specific perspectives: "Ed," "Jane," "Mark," and "Jay."Ed is "ruthless" with app choices and permissionsThe first respondent, I’ll call Ed, since their privacy journey began with the Edward Snowden leaks: “I'd known something was likely up…as early as 2006[.] I remember headlines about AT&T possibly spying, but high school me didn't take it too seriously at the time. The Snowden leaks, when I was in college, really opened my eyes. Ever since, I've taken steps to protect my privacy.”Ed says the biggest step they’ve taken towards a digitally private life has been their Proton account. If you’re not aware, Proton is a company that offers apps designed for privacy. Their email service, Proton Mail, is the most famous of the company’s products, but Proton makes other apps as well. Ed uses many of them, including Proton VPN, Proton Calendar, and Proton Drive. Ed pays for Proton Ultimate, which costs them nearly $200 every two years (a new account is now billed yearly at $119.88). You don’t have to pay for Proton, but your experience is much more limited. That’s not totally dissimilar to Google’s offers, which gives you more features if you pay, but most people can definitely get by with a free Google Account. I'm not so sure the reverse is true. Speaking of Google, Ed does have a Google Account, but rarely logs into it. They don’t keep anything attached to it, however—Ed stores all files, for example, in Proton Drive or Tresoirt (another end-to-end encrypted service).Ed uses SimpleLogin for throwaway email addresses. That’s not just for the times Ed wants to avoid giving their email address to someone. According to them, they use an alias anytime an organization asks for their email, and frequently delete it when it’s no longer useful. Each online purchase gets its own alias, and that alias is deleted once the purchase is complete. Whenever Ed travels, they use an alias for any flights, hotels, and rental cars they use. Once the trip is up, they delete the alias. If one of those aliases receives a spam message, they delete it as well.Ed’s smartphone of choice is iPhone, and although Apple arguably has the best reputation for privacy in big tech, Ed is no fan: “Apple is no bastion of privacy of course, but they seem to be the least-worst of the big tech companies.” Ed doesn’t use iCloud for any backups: Any iPhone files are kept in Tresorit. That iPhone, of course, contains apps. But each app is there for a reason, and no app gets access to permissions unless it requires it: “I'm ruthless about apps and app permissions. If I'm not going to use the app regularly, I uninstall it. I grant only those permissions I think the app reasonably needs.” Ed protects his mobile internet traffic with Proton VPN, and only accesses the web via Firefox Focus, a special version of Firefox designed for privacy. Location services are always off on Ed’s iPhone, unless they’re using Apple Maps for navigation. Once they arrive at their destination, Ed disables location services again. They also have an interesting trick for getting back home without revealing their actual address:  “Additionally, when I'm navigating home, I don't enter my home address. I enter the address down the street just as an extra layer so I'm not entering my actual home address…I'll end navigation and turn off location while still driving…if I know the rest of the way home myself."Most of us deal regularly (if not daily) with spam calls. Not Ed: They use the “Silence Unknown Callers” setting on iOS to send all numbers not in the Contacts app to voicemail. They then review all voicemails, and if they didn’t leave a message, they block the number. Our initial call out for this piece referenced how using a VPN can sometimes block incoming phone calls, but Ed isn’t bothered by that: “Since most calls these days are scams or telemarketing, and most people I do want to talk to aren't going to call me anyway, I see this as more of a feature than a bug.” For their desktop computing needs, Ed uses Windows. They admit they aren’t privacy experts when it comes to Microsoft’s OS, but they do what they can, including changing all privacy settings and uninstalling all programs they don’t use. (That includes OneDrive and Edge.) They also run a clean version of Windows 11 after following Lifehacker’s guide. Firefox is their go-to PC browser, and they use a variety of extensions, including:ClearURLs: removes trackers from links.Decentraleyes: blocks data requests from third-party networks. Disconnect: blocks trackers from "thousands" of third-party sites.Firefox Multi-Account Containers: separates your browsing into siloed "containers" to isolate each session from one another.PopUpOFF: blocks pop-ups, overlays, and cookie alerts.Privacy Badger: blocks invisible trackers.Proton VPN: Proton's Firefox add-on for its VPN.uBlock Origin: popular content blocker.Ed didn’t say how much of an impact this array of extensions and settings has on their browsing, save for YouTube, which they admit does sometimes give them trouble. However, Ed has workarounds: “When YouTube wants me to 'sign in to confirm you're not a bot,' changing VPN servers usually does the trick.” Ed also uses the audible clues for ReCAPTCHA prompts, rather than the pictures, since they don’t want to help train Google’s “braindead AI.”Ed deleted all their social media accounts, including Facebook, X, Instagram, and LinkedIn. Though they’ve never had TikTok installed on their phone, they will watch it in Firefox when a friend sends them a video. Jane uses an open-source smartphone OS designed for privacyWhile Edward Snowden may have kicked off Ed’s interest in personal privacy, "Jane" has many strong beliefs motivating their desire for privacy. They are concerned about data brokers and Meta’s practices of tracking internet activity, and how these companies build profiles based on that data to sell to third-parties; they’re concerned about the possibility of telecommunication companies tracking our locations via cellular towers; they worry about US law enforcement and agencies reviewing citizens’ social media accounts accounts and tracking people. Their focus on privacy is fueled by true concern for their own well-being, not only the value of privacy as a concept.      Jane uses a VPN on all of their devices. Instead of Proton, however, Jane opts for Mullvad. They enable ad and tracker blocking, as well as a kill switch, which blocks your internet if you lose connection with the VPN—thus protecting your connection from being leaked out of the secure network.I’m a big advocate for strong and unique passwords and proper password management, but Jane definitely beats me when it comes to secure credentials. Jane uses six to eight-word passphrases generated by diceware, a tactic that chooses words based on dice rolls. Something like this diceware generator will roll a die five times, then find a word in a bank based on that five-digit number. You can repeat this as many times as you want to come up with a passphrase built up with random words. Jane saves all of their passphrases to a password manager, except for the ones for important accounts, like their bank. They commit those to memory, just in case someone breaches their password manager.     Like Ed, Jane uses Mullvad, but instead of just using their VPN, they opt for the web browser, which has those protections built in. Mullvad’s strict privacy settings break persistent logins on websites, so any sites Jane wants to stay logged in on are kept in Brave browser. For both Mullvad and Brave, Jane uses uBlock Origin.“From time-to-time I do run into sites that will block access due to being on a VPN or blocking ads and trackers. Instead of disabling [my] VPN completely, switching my connection to one of Mullvad's rented servers instead of ones they own usually helps. Barring that, I occasionally go into [uBlock Origin] and temporarily whitelist a needed [URL] ([ReCAPTCHA] etc). This works for me to get around site blocks most of the time.”  Jane uses a Mac, and configured macOS based on various privacy guides. But instead of an iPhone, Jane opts for a Google Pixel. That might surprise readers who assumed hardcore privacy enthusiasts would break away from Google entirely. But X doesn’t run Android: Instead, they installed GrapheneOS on their Pixel, an open-source OS designed for privacy. Following a restart, Jane configured the Pixel to only unlock with a seven-word dice passphrase—for general use, they use a fingerprint scan and a six-digit PIN. If the don’t unlock their Pixel for a while, their phone automatically reboots to put it back into this “First Unlock” state. They also keep airplane mode on at all times to disable the phone’s radio communications, but maintain a wifi connection with timed automatic Bluetooth and wireless disabling. Jane also deleted all their social media accounts after downloading all data associated with those platforms.Mark uses phone and credit card masks“Mark” is perhaps the least hardcore of the respondents in this story, but that makes their experience both interesting and relatable. Unlike most of the people we spoke to, Mark is still on Facebook and Instagram. That’s due to their job, which requires them to be on the platform, but they’ve been “systematically” deleting everything they can over their 19-year Facebook history and saving the data to an external hard drive. Mark doesn’t follow anything that isn’t relevant to their job, and only uses Facebook and Instagram inside the DuckDuckGo browser. They don’t react to posts they see, and following their privacy tactics, Facebook doesn’t show them relevant ads anymore. “If there is an ad I'm actually interested in I'll search it up in a different browser rather than click it.”Mark has had four Google Accounts in their time online, and has deleted two so far. Like Facebook, they have to use Google for their job, but they delegate all their work to Chrome. All other browsing runs through Firefox, DuckDuckGo, or Tor. The latter is perhaps best known for being the browser of choice for browsing the dark web, but what makes it great for that is also what makes it a great choice for private browsing.Unlike others in this story, Mark hasn’t de-Googled themselves completely. In addition to using Chrome for work, Mark has a phone mask through Google, and has their contacts, calendar, and maps tied to the company—though they are moving away from Google as much as they can. They've been running through their old emails to find and delete outdated accounts they no longer use. Any accounts they do need now use an email mask that forwards to a Mailfence account, an encrypted email service.   Mark was the only respondent to talk about entertainment in relation to privacy: “I've also been switching to physical media over streaming, so buying CDs and DVDs, locally as much as possible. I'm lucky to have a local music store and a local bookstore...one of the owners of our bookstore wrote a book on how to resist Amazon and why. Any book I want, I can either order through them or on Alibris. For music, I use our local record store and Discogs.”When shopping online, Mark uses a credit card mask, but still uses the card itself when shopping in person. They want to start using a credit card mask in retail locations like Janet Vertesi, an associate professor of sociology at Princeton University, but they haven’t quite gotten there yet.   What really piqued my interest most about Mark, however, wasn’t their perspective on their own privacy concerns, but the concerns around the privacy of their kids: “They each have a Gmail, two of them have Snapchat. Their schools use Gaggle and Google to spy on them. I don't even know how to start disconnecting them from all this...I was a kid during the wild west of the internet and this feels like getting back to my roots. My kids are end users who understand apps and touchscreens, not torrenting their music or coding a basic website. (Is this my version of "I drank out of the garden hose"?) I feel like Big Data has its grip on the kids already and I don't have a guidebook on navigating that as a parent.”  Mark’s current focus on their kids’ privacy includes deleting their health data from their local health system. That’s in part due to a data breach impacting the health system, but also the language about autism from Robert F. Kennedy Jr., the current Secretary of Health and Human Services.Jay de-googled their life and uses a VoIP phone number"Jay's" origin story with personal privacy dates back to 2017. That year, Equifax suffered a major hack, where nearly 148 million Americans had sensitive data stolen and weren’t notified about the breach for months. Jay was frustrated: You don’t choose to give your data to Equifax, or any credit bureau, and yet so many people lost their data. They also felt that companies were not properly held responsible for these events, and lawmakers were simply too out of touch to do what was necessary to protect citizens’ privacy, so they took it upon themselves to protect their own data. Ever since this incident, Jay freezes their credit: “It was frustratingly difficult back then, but nowadays, it is very easy (it just requires an account, which I use a burner email for)...The freeze will not allow anyone to pull credit for large purchases in your name, even if they have your social security number (and because of the data breach, someone probably does). I decided I wanted to pursue some privacy for the things I do have a choice over.”  From here, Jay de-googled their life, including both Google Search as well as YouTube. They’ve found no issue with using alternative search engines, and, in fact, sees Google getting worse, as it tries to show you results based on what it thinks it knows about you, not what is most relevant to your actual query: “The internet was supposed to be a place you went to find information, not where you became the information that companies take instead."Jay uses tools to prevent fingerprinting, where companies identify you and track you across the internet, but worries that going too far with things like ad blockers puts a target on your back as well. Jay chooses to pick “a couple of effective tools,” and runs with those.For their smartphone needs, Jay goes with Apple. Like Ed, Jay doesn’t believe Apple is perfect, and even considers their privacy policies a bit of a gimmick, but sees them as the better alternative to Android. Jay likes the security of the App Store, and the array of privacy features in both Safari and Apple Accounts as a whole. They highlight Safari’s “Advanced Tracking and Fingerprinting Protection” feature, which helps block trackers as you browse the web; iCloud’s Private Relay, which hides your IP address; and “Hide My Email,” which generates email aliases you can share with others without giving your true email address away.Most of us are plagued with spam calls, but following the Robinhood data breach in 2021, Jay started receiving a flood of them. They decided to change their phone number and made a point of never sharing it with businesses. For the times they need to give out their number to parties they don’t trust, they use a number generated by My Sudo, which, for $20 per year, gives them a VoIP (Voice over Internet Protocol) phone number. It works with most services that rely on SMS, but it won’t function for two-factor authentication. (Which is fine, seeing as SMS-based 2FA is the weakest form of secondary authentication.) My Sudo lets you change your number for an additional $1, so if Jay’s number ever was compromised or started receiving too much spam, they could swap it.        Jay, like many respondents, deleted all social media services: “It has its place in society for a lot of people, and is no doubt a great way to connect. However, I found that the fear of deleting it was a lot worse than actually deleting it. The people you care about won’t forget you exist.” That said, Jay doesn't mind any of the obstacles this lifestyle does throw their way: “It is a challenging topic, as most people consider you a little bit 'out there' if you take steps to make your life a little less convenient, but more private. The modern world sells you convenience, while pretending it is free, and harvesting your data for so much more than you actually get out of your relationship to them.”      What it takes to be private on the modern internetThere's no one way to tackle personal privacy. Every one of the respondents to our query had something unique about their approach, and many had different motivations behind why they were so concerned about their privacy.There are plenty of common through lines, of course. Most privacy people love Proton, which makes sense. Proton seems to be the only company that offers a suite of apps most closely resembling Google's while also prioritizing privacy. If you want your email, calendar, word processor, and even your VPN all tied up nicely under one privacy-focused umbrella, that's Proton. But not everyone wants an ecosystem, either. That's why you see respondents using other VPNs, like Mullvad, or other private storage options, like Tresorit. These apps and services exist—they might just not be owned by one company, like Apple or Google (or Proton).Google and Meta are more commonalities, in that most privacy enthusiasts ditch them entirely. Some, like Mark, haven't been able to fully shake off these data-hungry companies. In Mark's case, that's because they need these platforms for work. But while most hardcore privacy people delete their Google and Meta accounts, most of us have trouble de-Googling and de-Metaing our digital lives. In general, though, the keys to privacy success include the following: Use a VPN to protect your internet traffic; prioritize privacy in your web browser, both through the browser itself, as well as extensions that block ads and protect your traffic; shield your sensitive information whenever possible, by using email aliases, alternate phone numbers, or credit card masks; use strong and unique passwords for all accounts, and store those passwords in a secure password manager; use two-factor authentication whenever possible (perhaps passkeys, when available); and stick to end-to-end encrypted chat apps to communicate with others. While there's always more you can do, that's the perfect storm to keep your digital life as private as reasonably possible. Some might read through the examples here and see steps that are too much effort to be worth it. It might seem out of reach to ditch Gmail and Instagram, break certain websites, and force your friends and family to learn new numbers and email addresses to protect your privacy, especially if you don't feel your privacy has that much of an impact on your life. But even if you aren't sold on the concept of privacy itself, there are real-world results from sticking with these methods. Jay no longer receives spam calls and texts; Mark no longer sees ads that are freakishly relevant to their likes. It's a lifestyle change, to be sure, but it's not just to serve some concept of privacy. You can see results by changing the way you interact with the internet, all without having to actually disconnect from the internet, and, by extension, the world at large.

Reading Time: 11 minutes Choosing the right drip email software can be a game-changer for your marketing strategy. With a variety of options available, understanding the pricing models and features each tool offers is key to making an informed decision. In this guide, we’ll walk you through essential factors to consider when evaluating pricing, so you can select the best solution that fits your needs and budget for your drip email campaigns. Ready to dive deeper? Let’s explore your options.   What Does Drip Email Marketing Software Cost? Drip email marketing software typically follows a few different pricing models, depending on the provider. Here’s a quick breakdown of the most common ones: Pricing Based on MAUs (Monthly Active Users): You pay based on how many unique subscribers actually engage with your emails (or your system) each month, not your entire list size. It’s a much fairer, scalable way to pay, especially if your audience fluctuates. You only pay for real activity. Flat-Rate Pricing: You pay a fixed monthly fee, regardless of usage, list size, or activity. But flat rates are often bloated to cover all usage types, so you’re likely overpaying if you’re not sending a massive volume of emails. It’s not cost-efficient for scaling brands. List-Based Pricing: You pay based on the total number of contacts in your database, whether they engage or not. However, you end up paying for cold leads, dead emails, and inactive contacts. This makes your costs climb unnecessarily as your list grows. Email Volume-Based Pricing: You’re charged based on how many emails you send each month. It can discourage you from running important nurturing campaigns or re-engagement flows because every email adds to your bill. It’s unpredictable and can spike costs during promotions. For email marketers, this model means added pressure to limit sends, often at the cost of customer experience and long-term engagement. Some platforms even bundle unnecessary features into expensive tiers, which bloats the pricing, especially for features you may not actually need. This is where MoEngage stands out. The platform offers a more transparent and scalable approach so that pricing is aligned to your actual usage and outcomes rather than inflated send limits.   6 Biggest Factors that Affect Drip Email Pricing Drip email pricing depends on several factors. Here are some of the biggest ones: 1. Number of active contacts Some platforms, particularly the ones that use the MAU pricing model, charge based on the number of customers who interact with your emails. The higher the number of active customers, the higher the pricing. 2. List size Managing an email list is easier said than done. Nevertheless, if you have a large database of contacts, you will be charged a higher monthly fee. In this case, pricing will remain the same even if you don’t have many active subscribers on your list. 3. Email volume The number of emails you send plays a big role in pricing. This is because high-volume automated email marketing campaigns require significant infrastructure for email delivery, tracking, and reporting. 4. Advanced features Platforms offering advanced features like RFM segmentation, automation, A/B testing, analytics, and AI-driven personalization typically charge more than others. Some pricing models allow you to opt for some or all of these features, depending on your business requirements. 5. Automation complexity If your drip campaign involves complex workflows, like different stages, conditions, triggers, etc., it can impact the pricing. Automation requires more resources to set up and maintain, which increases the price. 6. Integration with other tools Connecting your email platform with CRMs, Ecommerce tools, or analytics systems can drive up costs, especially if platforms charge extra for native integrations or require third-party connectors. Before signing up, ask yourself: how many of these tools are truly essential? Can any be replaced with ones that integrate more easily? A cluttered tech stack not only costs more but also complicates your workflows.   Top Features to Look For in a Drip Email Marketing Software Since you’re on the lookout for a drip email marketing software platform, focus on the features we’ve mentioned below. Core features that drip email software absolutely needs These features are the must-haves. They are the foundational tools required to automate, personalize, and optimize your email drip campaigns at scale. Journey designer: Easily set up multi-step workflows triggered by parameters like customer actions, behaviors, or time delays with minimal coding. Behavioral targeting: Send emails based on real-time customer behavior, such as cart additions, subscriptions, app activity, and more, for highly relevant messaging. Personalization engine: Dynamically include customer attributes based on past interactions and preferences to personalize emails at scale. High inbox deliverability: Tools and practices that ensure you have a healthy sender reputation and high inbox placement. Campaign optimization with A/B testing: Test different email versions to learn what drives higher engagement and optimize your drip flows continuously. Real-time analytics and insights: Access detailed reports and dashboards that track key drip email marketing metrics like opens, clicks, and conversions, and identify drop-offs in your drip journeys. Other features that are very useful to have These features aren’t absolutely necessary to run an effective campaign, but they can improve customer experience and operational efficiency. AI-based predictive segmentation: Leverage AI to predict customer behavior like churn or likelihood of conversion, and automatically adjust campaigns accordingly. Omnichannel messaging: Integrate messaging across various channels, like push notifications, SMS, WhatsApp, and in-app messaging for a cohesive customer journey. Pre-built templates: Quickly access pre-built, customizable email templates to launch campaigns faster without heavy design work.   9 Steps to Choosing a Drip Email Marketing Software With so many options available in the market, choosing the right drip email marketing software can seem like an uphill battle. No worries! We’ll even walk you through exactly how to evaluate and compare drip email tools for yourself. Once you’ve asked the right questions and gathered the facts during demos, it’s time to break down your decision-making process into clear, actionable steps. Step 1: Define Your Non-Negotiable Features The first step is to make a list of all the features that are necessary for you. For example, if your goal is to send behavior-triggered drip campaigns (like abandoned cart emails or re-engagement nudges), then features like behavioral targeting and multi-step customer journey automation are non-negotiable. On the other hand, if you only need basic scheduled newsletters, you might not need advanced workflow builders or AI recommendations. Once you have a list of non-negotiable features, it becomes easier to narrow down your platform choices. Step 2: Research and Compare All Viable Options Don’t just go with the most well-known or even the most affordable-looking tool. Research platforms that fit your business size and industry. Use peer reviews, comparison guides, and case studies to understand how the platform performs in real-world use cases. Also, remember that low entry pricing can be misleading. What matters is the total cost of ownership. Look for things like hidden fees, integration costs, or feature-based tier upgrades. These will add to the pricing later. Step 3: Book a Personalized Demo (and Demand Proof) When choosing your drip email marketing tool, make sure you request a personalized demo based on your business context, use cases, and workflows. A simple, generic walkthrough isn’t helpful because this is your first real glimpse into how the platform is going to support you long-term. If the demo isn’t tailored to your business, that’s a red flag—because if they can’t offer personalized attention when they’re trying to win your business, you’re unlikely to get it during onboarding or implementation. Ask to see features live, rather than just screenshots or slide decks. If a feature is critical, ask to see it in action. At times, sales teams may promise features that are still ‘in development’. Step 4: Attend the Demo with a List of Questions Once you’ve booked a demo, prepare a checklist of questions, like the one we shared above. This will help you stay focused and gain the clarity you need. Ask whether the features you care about are included in the base plan or locked behind premium tiers. Dig into pricing: will the costs scale predictably as you grow, or are there hidden fees that only show up later? Some platforms may offer attractive deals upfront but raise prices later or charge extra for essentials like API access, automation workflows, or deliverability support. The demo is your chance to surface all of this before signing anything. Step 5: Evaluate Ease of Use The drip email software you choose must be easy to use. Since marketers with little to no technical knowledge are most likely to use the platform, look for solutions that allow you to build email campaigns, segment audiences, and personalize messages easily. Say no to complicated or clunky interfaces that are not intuitive and require a steep learning curve. Step 6: Check for Advanced Capabilities Ask about AI features like predictive segmentation or email send-time optimization. Even if you don’t need them right now, having future-ready capabilities ensures you won’t outgrow the tool too soon. Step 7: Test for Scalability and Deliverability This is an important one. Look for solutions that can handle large volumes of emails with good email deliverability rates. Make sure the software you choose has a high inbox placement rate. Check if they have a solid infrastructure and dedicated IPs, should you need them. Also, consider scalability: will this platform still meet your needs when your contact list grows from 10,000 to 100,000? Make sure you’re not locked into expensive pricing jumps or performance bottlenecks. Step 8: Review Integration Options Make sure the tool you choose fits seamlessly into your existing workflow. It should integrate with your CRM, mobile app, Ecommerce system, and anything else in your ecosystem. Even if it doesn’t directly integrate, ensure that it offers flexible APIs and webhooks, or supports third-party connectors like Zapier, so you can still automate data flow without manual workarounds. Step 9: Compare Customer Support Quality Good software with bad support can be a nightmare. Check for onboarding help, technical support, availability, account management, and resources. Ask about how quickly the support team responds and resolves software issues to ensure that you have minimal downtime.   5 Best Email Drip Campaign Software and Tools It’s time to weigh your options in choosing an email drip campaign software for your business. Give this list a quick read! 1. MoEngage: Best for Omnichannel Engagement and Behavioral Targeting   MoEngage is a comprehensive customer engagement platform designed to deliver personalized and automated drip email campaigns at scale. Its powerful AI capabilities allow you to use behavioral targeting to reach customers at the right time with the right message at different stages of their customer journey. Why MoEngage is Best for Omnichannel Engagement and Behavioral Targeting: MoEngage offers multiple features that allow you to provide cohesive customer experiences across various touchpoints. You can reach out to customers via not just email, but also SMS, push notifications, in-app messages, and even ad networks without missing a beat. Features like advanced segmentation enable you to send hyper-personalized drip email campaigns tailored to individual customer actions, such as cart abandonment or inactivity. This ensures that messages are timely, relevant, and effective in driving engagement. How Pricing Works: MoEngage offers flexible drip email pricing based on the scale of your business and the exact features you’d need. You can always reach out to their sales team to learn more about their custom pricing plans. How to Set Up a Demo: To experience MoEngage firsthand, you need to book a demo first. Their team will then contact you to schedule a personalized walkthrough that showcases how the platform can meet your specific drip email marketing goals. 2. ActiveCampaign: Best for Email and Marketing Automation ActiveCampaign is a marketing automation platform that allows you to create email campaigns on channels your customers connect with. The platform offers predictive content features that help you show customers the most meaningful content. Why ActiveCampaign is Best for Email and Marketing Automation: ActiveCampaign excels in delivering sophisticated automation campaign workflows that can be tailored to various customer journeys. How Pricing Works: ActiveCampaign offers a four-tiered drip email pricing plan. The basic plan starts at $15/month for 1K contacts, while the Enterprise plan starts at $1,169/month for 50K contacts. If you have contacts upwards of that number, you need to talk to their sales team. 3. Kit: Best for Creators Using Emails Kit is tailored for creators, bloggers, and solo entrepreneurs who want to send customer relationship emails. It offers a user-friendly interface with powerful automation capabilities. Why Kit is Best for Creators and Solo Entrepreneurs: Kit’s email-first operating system allows creators to build long-term connections with customers. Its intuitive email designer can be used to create effective on-brand emails that are optimized for deliverability. Plus, it allows you to send email broadcasts for announcing product launches, sharing content updates, or promoting limited-time offers to your entire list in bulk. How Pricing Works: Kit offers a free Newsletter plan with basic features like visual automation, opt-in forms, and email broadcasts to up to 10K subscribers. But you can implement just 1 visual automation and an email sequence on the free plan. Advanced plans start at $25 per month for up to 1K subscribers, and go up to $2,166/month for 400K contacts. 4. Drip: Best for Ecommerce Marketing Automation Drip is a marketing automation platform designed specifically for Ecommerce brands. It offers tools to create personalized email campaigns that drive customer engagement and sales. Why Drip is Best for Ecommerce Marketing Automation: Drip provides deep integrations with Ecommerce platforms, allowing businesses to leverage customer data for targeted campaigns. Features like behavior-based automation and pre-built workflows help in crafting effective drip campaigns. How Pricing Works: Drip’s pricing starts at $39/month for up to 2,500 contacts. The cost scales up to $1,999/month based on the number of contacts, with custom pricing available for larger lists of over 180K subscribers. 5. Mailmodo: Best for Interactive Email Marketing Mailmodo is an email marketing platform that enables the creation of interactive drip emails using AMP technology. This allows recipients to take actions like filling out forms or booking appointments directly within the email. Why Mailmodo is Best for Interactive Email Marketing: Mailmodo stands out by offering interactive email capabilities that enhance customer engagement and conversion rates. Its drag-and-drop editor simplifies the creation of dynamic emails without any coding required. How Pricing Works: Like the other drip email marketing software on this list, Mailmodo’s pricing is based on the number of contacts and emails sent per month. Its three-tiered pricing model starts at $39/month for 500 contacts, going up to $939/month for 250K subscribers. Any more contacts, and you have to reach out to their sales team.   How to Get the Most Value Out of Your Drip Email Software Here are some of the ways in which you can leverage your drip email software to its maximum potential. Save time through automation: Automate welcome emails, follow-ups, and re-engagement campaigns to free up your team for more strategic work. Boost engagement with timely messaging: Set up triggers so that emails are automatically sent based on customers’ actions. This keeps your audience interested at every stage of their customer journey. Drive higher conversions with targeted sequences: Send the right email at the right time to move leads through the sales funnel towards a conversion. Personalize customer experiences at scale: Use segmentation and dynamic content to create a personalized customer experience without manually customizing every email. Continuously optimize with data-driven insights: Track performance metrics like open rates and conversions to refine your drip email campaigns and maximize results over time.   Maximize Engagement With MoEngage’s Drip Email Marketing Software To sum it up, drip email marketing can be quite powerful for engaging customers at different stages of their journey. Having the right drip email software in your tech stack ensures smooth, efficient workflows. Your team can focus on higher-value tasks while automating routine processes. It also ensures that your drip emails always reach the right person with the right message at the perfect time. MoEngage’s powerful email automation platform allows you to automate personalized campaigns that drive higher engagement and conversions. With advanced segmentation, behavior-triggered messaging, and seamless integration with your ecosystem, you can nurture relationships more effectively than ever. Curious to see how MoEngage can elevate your campaigns? Schedule a discovery call today. The post Drip Email Software: The Ultimate Pricing and Buying Guide appeared first on MoEngage.

Reading Time: 9 minutes Email provides a direct, two-way communication line to your target audience, which makes it, in a sense, more social than marketing channels like Instagram, Facebook, and TikTok. However, this doesn’t automatically lead to high open rates or email engagement. You need to know when the best time to send an email is and how often you should send them. Without a well-thought-out schedule, you’ll likely overwhelm your customers’ inboxes. In this post, we’ll discuss email scheduling and cadence best practices, along with the best day and time to send email marketing messages. Let’s jump in.   What is Email Cadence? Email cadence is the ideal frequency and most impactful time for your business to send marketing emails to your subscribers. It’s a process that involves experimentation, testing, and adjustments, as you’ll need to understand your subscribers’ preferences and modify your email schedule accordingly. It matters because it will greatly impact the success of email marketing campaigns, specifically engagement and your relationship with your subscriber list. Send too many emails, and they’ll likely unsubscribe. Get the timing wrong, and you’ll see an impact in your open rates.   The Best Time to Send an Email: By Industry and Day There isn’t a universal email cadence to replicate, as it varies by industry. That said, the best time to send an email is typically at the start of the workday between 8 a.m. and 11 a.m. on weekdays, with Tuesdays and Thursdays being the most effective days. This is why it’s crucial that you dig into the averages for your industry, conveniently set out for you in this table based on the data collected. It’s a good place to start, especially if you’re new to email marketing and don’t have your own data yet. Industry Best Day To Send Emails Best Time To Send Emails Retail and Ecommerce Monday (for conversions) and Sunday (for opens) 10:00 a.m. – 11:00 a.m. and again 7:00 p.m. – 9:00 p.m. Financial  Friday (for conversions) and Sunday (for opens) 8:00 a.m. – 10:00 a.m. and again 2:00 p.m. – 3:00 p.m. Media and entertainment Thursday (for conversions and opens) 12:00 p.m. – 2:00 p.m. and again 5:00 p.m. – 7:00 p.m.   An Ideal Sales Cadence Email Template (by MoEngage) Once you’ve identified the best time to send emails for your industry, you can plan your email marketing campaign around these times. We’ve created this sales cadence email template for a hypothetical brand, StrideGo, a subscription-based fitness app, to help you see how this will look in practice. It shows how to plot out your emails so you can balance frequency with the best times to send an email.   From sales to subscriber re-engagement, there are various ways you can tweak this template to match your campaign goal, as the following examples from well-known B2C brands illustrate.   Email Cadence Examples From Top Brands Some of the best email cadence examples come from brands that have turned email into one of their most effective channels. From limited-time flash sales to regular content updates that help build your brand as a thought leader, here are some ways you can approach email cadence, timing, and content. 1. Grammarly | Flash Sale Campaign goal: Promote a flash sale Grammarly’s email campaign serves as a good example of how to strike the right balance between staying top of mind without becoming an annoyance. The first email succinctly links the offer with their subscribers’ pain point, which increases their chance of opening it. They then wait two days before sending a follow-up email to remind subscribers that the offer will soon end. To capitalize on the powerful effect of urgency, they wait until the day the offer ends to send their final reminder. What this email campaign does well: Grammarly doesn’t solely rely on the massive discount to drive subscriptions. They take it one step further by linking their software with their potential new subscribers’ pain points. It’s a great example of a customer relationship email. 2. Airbnb | Announcing New Updates Source: https://reallygoodemails.com/emails/host-news-updates-to-our-review-policy-new-sustainability-resources-and-more   Campaign goal: Highlight new blog content and product updates Airbnb sends monthly email newsletters that share industry news, product updates, and learning resources. On the surface, it functions as an email newsletter, but it’s also an effective tool for establishing thought leadership. Industry news isn’t as exciting or time-sensitive as sales, so it makes sense for this type of email to be scheduled on a monthly basis only. What this email campaign does well: The newsletter helps to build brand awareness and encourages product discovery. The strategic placement of several calls to action (CTAs) per email also helps to generate website traffic. 3. McDonald’s | Personalized Updates Source: https://reallygoodemails.com/emails/smiles-davis-your-january-account-in-review Campaign goal: Update customers about their loyalty points See how they’re proudly announcing their email marketing cadence? Each month, McDonald’s sends a statement that summarizes loyalty program members’ activity for the past month and current status. It’s an effective tool for engaging their most loyal customers to grow their customer loyalty even further. What this email campaign does well: The personalized content makes regular diners feel special. Plus, the fact that it visualizes how many points they’re away from a reward, along with the only-once-a-month email cadence, serves as good encouragement to visit McDonald’s more often. How? Well, when customers receive the email once a month stating the reward, it serves as a slight nudge to pay a visit in the hope of winning more rewards!   5 Best Practices for Email Marketing Cadence Here are five email cadence best practices that will help you drive noteworthy results for you to replicate (and let you get the best use out of your email cadence tool). 1. Create a Customer Journey Each email marketing campaign should have a specific goal, whether that’s to create brand awareness or drive webinar registrations. Creating and mapping the customer journey will ensure that you know where your target audience typically starts and what type of message they’ll need at which point to move them toward your goal. If you have clarity on the typical steps your target audience takes and their behavior, your email communication will improve the customer experience. Each message will be relevant and valuable. 2. Segment Your List Email preferences differ from one segment to the next. For example, your frequent shoppers generally like to receive regular promotional emails with exclusive deals. On the other hand, occasional buyers would rather receive fewer emails and resonate better with educational emails. Segmenting your email list allows you to send daily emails to those in your most engaged group, while weekly emails are reserved for another group. 3. Personalize Content One of the most crucial email cadence best practices is content personalization. In addition to adjusting your email frequency to your segment’s preferences, you should also tailor the actual content so that it’s relevant to specific recipients. Generic content quickly gets ignored, while location-based product recommendations feel useful. For your email cadence to click, you need recipients to click on the CTAs, and personalized content will encourage engagement. The added benefit of using email personalization is that once your open and click-through rates improve, you can also increase your email frequency. 4. Test and Tweak Like with virtually anything in life, it takes time before you find your rhythm. The same applies to email cadence. A/B testing will allow you to see if your frequency and timing work and give you the data you need to improve your campaigns. You can, for example, send specials to half of your frequent shoppers daily, while the other half receive specials only weekly. Alternatively, you can send the whole segment the same email on the same days at the same time, and then experiment with the best time to send an email. 5. Let Subscribers Select Email Preferences While you still need to do your own rigorous testing, give your email subscribers the option to choose how often they want to receive emails from your brand. It’s as easy as adding a link in your email signature that takes them to a page where they can select which emails they choose to receive. You can even take it one step further and let them choose the frequency by type of message. For example, they might want to hear about deals weekly, while company news is best served only once a month. This also allows them to change the frequency at a later stage, should their needs change. Aside from making your job easier, it also gives your subscribers an alternative to unsubscribing from your emails altogether.   Top 3 Email Cadence Software and Tools There are several great email cadence tools that can automate much of the labor involved in identifying the best time to send an email campaign. Here’s a quick look that highlights the core and unique features of three such software solutions. 1. Best for Cross-Channel Customer Engagement: MoEngage   MoEngage’s enterprise-ready, cross-channel customer engagement platform gives your team the data and insight they need to personalize customer experiences. For help specifically with email cadence, you can use it to design relevant emails that match your customers’ preferences and meet them where they’re at in their journey. What makes it such a unique email cadence tool is its deep focus on customer engagement. It doesn’t just send emails but also helps you understand the why and when behind engagement. For example, it has a “Best Time to Send” feature that uses advanced data analysis to make sense of historical customer interactions. How pricing works: MoEngage keeps pricing simple and flexible by offering only two plans (Growth and Enterprise) and dozens of features available to be purchased as add-ons. What makes it stand out: MoEngage’s impressive predictive capabilities let you tailor your emails to your customers’ next best action, ensuring they receive timely, relevant content time and again. 2. Best for Email Scheduling for Small Businesses: Klaviyo Klaviyo’s marketing automation platform offers tools for email and SMS marketing. With its built-in data platform and drag-and-drop editor, you can easily create customizable templates and send personalized emails. You can, for example, use data like browsing history, past purchases, and subscription status to send relevant and timely updates. It also has a Smart Send Time feature to help specifically with the best time to send an email. How pricing works: Plans start at $45 per month based on features and the number of monthly emails you want to send. What makes it stand out: As it integrates with platforms like Shopify, you can use real-time customer data to personalize your communication. 3. Best for Inbound Marketing: HubSpot HubSpot is an all-in-one solution that businesses can use to attract and engage their target audience across the entire journey. It offers various hubs (like sales, marketing, and operations) built to work together and integrations with more than 1,000 third-party apps that expand its capabilities even further. To help with email cadence, you can check out Cadence, a multi-channel sales prospecting tool available in its app marketplace. It will tell you who to email and allow you to automate sequence steps. How pricing works: Depending on the platform solutions you need, pricing ranges from $15 per month per seat to $4,700 per month per seat for seven seats. What makes it stand out: HubSpot is built around inbound marketing and combines everything you’ll need for lead nurturing to customer support into one interface.   Manage Your Email Cadence With MoEngage When you’re creating your email marketing strategy, you should also plan for the best time to send an email. If you send your email at 4 a.m. on a Saturday, it will only be buried with dozens of other emails when your recipients finally make time to check their inbox. You want to find out at what time your subscribers are most likely going to open their inbox and ensure your email reaches them at this time. In addition to the day and time, you also need to consider the email cadence. Here’s an idea: why not remove the guesswork altogether? With MoEngage’s Best Time to Send (BTS) feature, you can reach out to your customers at just the right moment. What’s more, MoEngage’s AI engine, Sherpa AI, keeps updating the best time to send an email based on changing customer behavior. Want to see this super-cool feature in action? Schedule a 1:1 demo today. The post When is the Best Time to Send an Email? appeared first on MoEngage.

"AI is inevitable."That's a phrase that's rattled around my head for a month. Not willingly mind you. It's taken up lodging in my grey matter after hearing it in meetings, reading it in emails, and seeing it buffeted back and forth across Bluesky, LinkedIn, and Discord.It's not a convincing phrase. If you hear it from AI boosters it's easy to brush off as raw hype, and if you hear it from doomsayers it can lull you into a sense of fatalism. But as the philosopher Natasha Bedingfield told us in 2004, today is where the book begins, the rest is still unwritten. Nothing, for better or worse, is inevitable.But in those various calls another phrase—one you may have heard at your studio—has slipped past more unnoticed: "AI is just a tool. It can be used for good or evil, like any other tool."After all this is a business where we use tools for good or evil, right and wrong, correctly and incorrectly. We debate the effectiveness of Unity, Unreal, or Godot. We agonize over whether to use procedural versus hand-crafted content. We debate and discuss the topic so much that Game Developers Conference has a whole Tools Summit dedicated to craft of making game development software.Viewing generative AI through the neutral lens of tool assessment is natural—and I'll go so far as to say admirable—for our community. It's a method we use to get past hype and bombast, to try and take technology on its own terms and see how it fits our purposes. And as the 2025 GDC State of the Industry report tells us, some developers are adopting generative AI, plenty of them not bought in on the hype but through the act of seeking the right tool for the job.Related:But looking at generative AI as 'just a tool' is a deeply flawed lens. That phrase betrays a quiet cynicism (one we hear often from opponents of firearm regulation in the United Stats). Because nothing—not generative AI, not a firearm, not even a hammer—is "just a tool."The function of tools is influenced by their formConsider two tools found in many American households: the claw hammer and the handgun.Normally Game Developer restricts itself to the craft of making video games but I promise this is relevant. Guns are another tool where neutralizing rhetoric is deployed to downplay a tool's negative effects. I grew up in a gun-owning house in a gun-owning neighborhood in suburban Maryland. There were probably four handguns sitting in lockboxes across two rooms, a few rifles and shotguns in a vault in the basement, and one questionably legal World War I firearm tucked away in a closet. The NRA's mantra of "guns don't kill people, people kill people" was commonplace. A neighbor of mine laughed when I advocated for stronger regulations on gun ownership on the basis of "guns are meant to kill." "Guns aren't meant to kill," I recall him saying. "Cars can kill people. Does that mean cars are meant for killing?"His point boils down to this: The outcome of the tool's use is not worth considering when discussing regulation, only its potential use. A gun is a tool and the user has control over a tool is used.Cars are already tightly regulated and cost thousands of dollars, making his point moot, so we'll break down the construction of the claw hammer instead. We generally refer to hammers as being used to pound nails into wood, but I mainly use mine for hammering anchors into drywall because I'm a theater kid and was taught in crew to trust screws.In either case, the physical shape of the claw hammer dictates its most common purpose. The handle extends into a metal object that is blunt at one end, and clawed on the other. The design follows the swing of the human arm, transferring kinetic energy generated by the bicep, down the elbow, through the wrist, and into the blunt end.We also know that claw hammers are not useful for every form of transferring this energy. Variations on hammer design like the ball-peen hammer show how this basic purpose needs to be altered for different tasks. The shape and the material changes depending on the purpose. To sell more hammers, companies invest in better materials and affordances like rubber grips to make their use more comfortable.Like a firearm, hammers can be used as weapons. That same transference of force can be used to harm another living being. Video games sometimes place hammers in a players' loadout alongside guns, grenades, and weapons of war.Neither the hammer nor the firearm is "just" a tool. They are tools that are optimized for a purpose. We can study that purpose, and cast judgements about a tool's safety, merits, and need to be regulated based on that.But. The shape of the hammer is not an efficient way to inflict harm. This is supported by data from the FBI Crime Statistics survey, which gathers data filed by police departments that participate in assembling data. "Handgun" is the most common weapon used in homicides, and "knife/cutting instrument" ranks higher than "blunt objects." That's because handguns are an incredibly efficient means of wounding living beings.Let's break down the handgun the way we did the hammer. Handguns are assembled from an assortment of components that transfer the squeeze of a trigger into the strike of a hammer against a firing pin, which strikes the primer of a bullet's cartridge and sends it propelling out of the tube. Though some bullets seen in larger firearms are meant to penetrate metal, a handgun's bullet is envisioned and designed to cut through flesh.Image via Adobe Stock.These constraints make handguns efficient at few other tasks. In a pinch you could use the butt of a handgun as a hammer. I can't find any data about them being used for that purpose. I can only wander onto a construction site and count the number of firearms in toolboxes as a general sample size.Neither the hammer nor the firearm is "just" a tool. They are tools that are optimized for a purpose. We can study that purpose, and cast judgements about a tool's safety, merits, and need to be regulated based on that. Firearm advocates oppose this process through neutralizing language because it's difficult to dispute the correlation between the number of guns versus the number of murders and assaults with guns in a geographic area.Generative AI proponents sometimes regurgitate that language when defending this new technology. Because like the gun lobby, they don't want the purpose of generative AI decided by its outcomes, only its potential.What is that purpose? It may be the death of truth itself.Generative AI is broadly used to deceive through mimicryGenerative AI is a tool for deception.That's not what its biggest backers will tell you. It's broadly pitched as a tool for efficiency. But efficiency is hard to measure and easy to game. Deception is loud and obvious. Students are using it to cheat on papers. Scam calls with AI-generated voices are on the rise. The Department Human Health and Services published a study citing secretary Kennedy's unfounded health views that cites nonexistent studies, likely generated through AI. There was that cadre of YouTubers creating AI-generated fake movie trailers to attract clicks and make money off people who don't follow entertainment use. Apple marketed Apple Intelligence with advertisements showing people deceiving their neighbors, family, and coworkers. Activision Blizzard used generative AI to advertise games that don't exist.Now here's the rub: games—and all of entertainment—are also a form of deception. We use the phrase "magic circle" to describe how we attract players into our worlds. We use camera tricks, rendering technology, and even VO barks to simulate digital worlds. People engage with games, film, TV, books, and especially magic shows because on some level they want to be not just deceived, but lied to. AI has also been sold as technology that will let every player make their own perfect experience tailored for them by generating worlds, visual assets, and audio on the fly. But the best pitches I've heard for AI tend to "hide" the presence of the LLM, only mildly asking the player for prompts in order to accomplish behind-the-scenes computing tasks. These lies can make shared realities, not wholly distinct ones.That is the difference between telling lies to make virtual worlds and and telling lies to shape the real one. Lies in virtual worlds create shared realities. Lies in the real world tear them down.How appropriate that one such "shared reality," the Star Wars show Andor, recently warned us about the price we pay with treating AI as "just a tool." "The loss of an objective reality is perhaps the most dangerous," said the character Mon Mothma in a climactic speech decrying the whitewashing of a carefully executed genocide."When truth leaves us, when we let it slip away, when it is ripped from our hands, we become vulnerable to the appetite of whatever monster screams the loudest."Game Developers Conference and Game Developer are sibling organizations under Informa.

Reading Time: 8 minutes Sometimes, even the slickest emails can land with a thud in the spam folder. The culprit? Your email sender reputation. Just like a bank checks your credit history before lending you money, mailbox providers (like Gmail, Yahoo, etc.) check your sender reputation before deciding whether to deliver your customer relationship emails to the inbox or banish them to spam. So buckle up, because here, we’re about to unpack everything you need to know about what an email domain reputation is and how to keep yours squeaky clean. Now, you’re probably wondering…   What is Email Sender Reputation? Email sender reputation, also known as email domain reputation, is a measure of your brand’s trustworthiness as an email sender. It’s based on factors like your sending history, email engagement, and complaint rates, influencing whether mailbox providers deliver your messages to recipients’ inboxes or junk folders. A solid sender reputation is the golden ticket to inbox placement. Without it, your carefully crafted automated email marketing campaigns might as well be shouting into the void. Mailbox providers are constantly on the lookout for spammers and shady senders, and your reputation is a key indicator of whether you’re one of the good guys. But how do they know that?   5 Factors That Influence Email Marketing Sender Reputation Your email sending reputation isn’t built overnight; it’s a result of consistent behavior and several critical factors. Let’s break down the big five: 1. Quality of Your Email List Building your email list is hard, we know. But honestly, validating it to ensure that all email addresses are real and belong to existing subscribers helps you maintain a positive sender reputation score with mailbox providers. This is why you should use a proper email validation API, as it can help you quickly check if the email addresses are legitimate. Your reputation score can suffer if you’re labeled as a bad email sender, with all the bounces you get from a bad email list. 2. Email Sending History Having an established history with a particular IP address can boost the legitimacy and reputation score of your emails, which means the sender, messages, and recipients are all coming from a legitimate place. Spammers will often change IP addresses and, therefore, cannot establish a long and reputable sending history with IPs. 3. Consistency and Volume of Emails The number of emails you send and your consistency in sending them are also indicators of your legitimacy and reputation. Sending two emails every other week, for example, shows stability and predictability in terms of your sending volume and activities. Mailbox providers and Internet Service Providers (ISPs) also examine your sending patterns and frequency to determine whether you’re still on the right track or have turned to spamming. 4. Email Open Rates or Engagement This is a metric that records subscriber activity or your email engagement, such as the open or click-through rates. It’s very significant because mailbox providers value their subscribers’ preferences. Your emails could be filtered out if there is a very low response rate or no interactions at all. 5. Emails Marked as ‘SPAM’ Mailbox providers would take a cue from their subscribers’ preferences whenever they receive emails. So, if your email messages are consistently marked as ‘Spam’, then this feedback would result in your emails being screened or placed in the Spam or Junk folder. And that’s not where you’d want your emails to hang out.   How to Check Email Sender Reputation You can verify your email domain reputation by monitoring key metrics and using reputation checking tools. Many email marketing software platforms (like MoEngage, for example) provide dashboards and analytics that help you monitor these crucial indicators. MoEngage goes a step further by offering insights and tools to help you proactively manage and improve your email deliverability, making it easier to spot and address potential reputation issues before they escalate. In fact, you can achieve an inbox placement rate of over 95%! Coming back to the topic, the platform indicates email domain reputation as High, Medium, Low, or Bad. More specifically, it lets you: Filter campaigns based on reputation while exporting their data. See historical trends in your domain reputation. View more information, such as when the reputation information was last updated. Analyze email marketing metrics, like open rates and click-through rates. How an Email Sender Reputation Score Works Your email sender reputation score is a dynamic rating that mailbox providers assign to your sending domain and IP address. This score isn’t a fixed number, but rather, a constantly evolving assessment based on your list quality, sending history, and other factors we’ve discussed above. Higher scores generally mean better inbox placement, while lower scores can lead to the dreaded spam folder. Different mailbox providers have their own algorithms for calculating this score, and the exact formulas are usually kept secret. However, the underlying principles revolve around your sending behavior and recipient engagement. How Can You Do a Domain Reputation Test and How Often Should You Do This? You can run an email domain reputation test using various software tools (we’ll get to some of the best ones in a sec!). These reputation checkers analyze your domain and IP address against known blacklists and provide insights into your current standing. Ideally, you should be monitoring your key metrics within your ESP regularly (daily or weekly) and perform a more comprehensive domain reputation test at least monthly, or more frequently if you’re experiencing deliverability issues. Consistent monitoring helps you catch problems early and maintain a healthy reputation.   3 Best Email Domain Reputation Checkers Alright, let’s talk tools. While your ESP often provides built-in deliverability insights, these external domain reputation checkers can offer another layer of perspective. Let’s jump right in! 1. MoEngage Okay, we might be a little biased, but hear us out. MoEngage is more than just an email marketing platform; it’s a powerhouse for cross-channel customer engagement. Its robust analytics and deliverability features give you a clear view of your email performance, helping you proactively manage your email sender reputation. MoEngage stands out because it integrates domain reputation monitoring with tools to improve engagement and personalize your campaigns, leading to better deliverability in the long run. Unlike some standalone domain reputation checkers, MoEngage provides actionable insights within your workflow. How Pricing Works: MoEngage offers customized pricing plans based on your specific needs and scale. Contact the sales team for a personalized quote. Best For: Brands looking for an integrated customer engagement platform (CEP) with robust email deliverability management capabilities. 2. Spamhaus Project The Spamhaus Project allows you to track spam, malware, phishing, and other cybersecurity threats. ISPs and email servers filter out unwanted and harmful content using Spamhaus’s DNS-based blocklists (DNSBLs). How Pricing Works: Spamhaus provides its blacklist data and lookup tools for free to most users, as part of their mission to combat spam. Best For: Quickly checking if your domain or IP is on major spam blacklists. 3. MxToolbox You can use MxToolbox to check if your domain is mentioned on any email blocklists. It scans your domain for mail servers, DNS records, web servers, and any problems. While comprehensive in its checks, this domain reputation checker doesn’t provide the same level of integrated deliverability management and analytics that a platform like MoEngage offers. How Pricing Works: MxToolbox offers both free tools and paid subscription plans with more advanced features, with pricing starting from around $85 per month. Best For: Performing a broad check across numerous email blacklists.   How to Improve Your Email Domain Reputation So, your domain email reputation doesn’t look as shiny as you’d like? No worries! Here are concrete steps you can take to improve it. Think of it as spring cleaning for your email sending practices. 1. Manage a Clean Email List Email list management is foundational. Regularly prune inactive subscribers, remove bounced addresses, and promptly honor unsubscribe requests. Implement a double opt-in process to ensure subscribers genuinely want to hear from you. A clean, engaged email list signals to mailbox providers that you’re sending to interested recipients, and reduces bounce rates and spam complaints. It’s crucial for a positive email sender reputation score. 2. Send Confirmation Emails with Double Opt-Ins Include double opt-ins where you send automated confirmation emails to subscribers. This helps you distinguish valid email addresses from nonexistent ones. Basically, protecting your email sender reputation is easy when you adhere to best practices. Ensuring that your email messages are engaging and interesting helps you get more clicks and open rates. Attracting more interaction to your email messages sends a signal to mailbox providers that you have a legitimate and professional organization. Increasing the positive activities and reviews will help build and solidify your branding strategy, sending a message that is relatable and understood by your subscribers. 3. Pause Violating Campaigns Notice a sudden spike in bounces or spam complaints after a particular email marketing campaign? Pause the campaign immediately to investigate the cause. Ideally, you should not send transactional and non-transactional emails from the same domain (domain/IP set). If the compliance requirements are met, there is no need to pause transactional emails. However, you should pause all one-time emails. Continuing to send problematic emails will only further damage your email sending reputation. Addressing the issue swiftly demonstrates responsibility to mailbox providers. 4. Correct the Mistakes Once you’ve paused a problematic campaign, take the time to understand what went wrong. Did you use a purchased list? Was the content or subject line misleading? (In which case, you need to have a list of the best email subject lines handy). Identify the root cause and implement corrective measures so it doesn’t happen again. Showing that you learn from your mistakes helps rebuild trust with mailbox providers over time. Then, raise a ticket to Gmail or other ESP explaining the cause behind the reputation issues, your changes, and the next steps you plan to follow. Have checkpoints to detect issues immediately, so you can always stay on top of them. 5. Use Subdomains for Sending Emails Establish a subdomain you’re going to use only for sending emails to customers. That’s because if anything goes wrong, the subdomain will take the hit directly, while mildly affecting your company’s main registered domain. It’s like a backup. Also, hopefully, your customers will remember and recognize your subdomain with time. So even if your emails do land in the spam folder, customers might mark them as ‘Not spam’. Yay! 6. Resume and Ramp Up Your Email Frequency After addressing the issues and making necessary changes, don’t be afraid to resume sending. But take baby steps. Resume your transactional emails first. Don’t send transactional and promotional emails from the same domains and IPs. If you already have, separate them while correcting your email setup. Next, resume your personalized event-triggered campaigns. Then, slowly send one-time campaigns to email openers and clickers (such as emails that have been opened 5 times in the last 60 days). Send at a lower RPM and send only 2-3 campaigns per week. After the email domain reputation improves, gradually increase the overall sending frequency and volume (it could take 6-8 weeks). When emailing non-engaged customers, slowly raise your email frequency to prevent sudden volume spikes from triggering spam filters. This careful approach communicates to mailbox providers that you are a responsible sender. 7. Customize Your Sending Patterns Avoid sending all your emails at the same time to everyone on your list. Segment your audience and tailor your sending schedules based on their engagement and time zones. This shows mailbox providers that you’re sending relevant content to the right customers at the right time, improving engagement and your overall email marketing domain reputation. Create lifecycle campaigns to engage your customers. Use dynamic segments, so inactive customers get dropped off automatically. Implement personalization across every aspect of your email.   Maintaining Email Domain Reputation with MoEngage Maintaining a stellar email domain reputation is an ongoing effort, but it doesn’t have to be complicated. Hundreds of B2C brands trust MoEngage to provide the insights and tools they need to monitor deliverability, understand audience engagement, and proactively manage their sending practices. By leveraging the platform’s analytics and segmentation capabilities, our customers can be sure their emails consistently land in the inbox, where they belong. Ready to take control of your email deliverability and build a rock-solid email sender reputation? Explore MoEngage’s comprehensive email marketing solutions. Or better yet, request a demo to see MoEngage’s email solutions in action today. The post How to Check and Fix Your Email Sender Reputation appeared first on MoEngage.