{"id":21499,"date":"2024-05-01T00:00:00","date_gmt":"2024-05-01T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/unspam-2024-2\/"},"modified":"2026-09-15T18:18:14","modified_gmt":"2026-09-15T18:18:14","slug":"unspam-2024","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/de\/blog\/email\/unspam-2024\/","title":{"rendered":"Wir waren auf der Unspam Das haben wir gelernt"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Here\u2019s how Really Good Email\u2019s describes Unspam, <i>A rebel conference for email folks who hate boring conferences\u2026 unexpected, unconventional, and unforgettable. <\/i>We know that email is never boring, and we bet you do too, but it can be challenging to convince email outsiders of the value of email, or the passion of the community.<\/p>\n\n<p class=\"wp-block-paragraph\">While this conference is definitely a hub for the email-obsessed, the highlights and shared knowledge paint a pretty convincing picture as to why email is important and how it impacts companies and communication.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-9936\"><p class=\"h5 m-0\" id=\"toc-title-9936\">Inhaltsverzeichnis<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#speakers-and-presenters\">Speakers and presenters<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#emerging-trends-in-email\">Emerging trends in email<\/a><a class=\"scrollme link-body-color\" href=\"#color-has-gone-to-the-dark-side\">Color has gone to the dark side<\/a><a class=\"scrollme link-body-color\" href=\"#bolder-is-quicker\">Bolder is quicker<\/a><a class=\"scrollme link-body-color\" href=\"#building-trust-with-authentication\">Building trust with authentication<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#standing-out-in-the-inbox\">Standing out in the inbox<\/a><a class=\"scrollme link-body-color\" href=\"#is-email-content-important-to-deliverability\">Is email content important to deliverability?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#wrapping-up\">Wrapping up<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Speakers and presenters<\/h2>\n\n<p class=\"wp-block-paragraph\">The Unspam 2024 speaker topics ranged from overcoming personal obstacles to growing new email markets. How to use customer data, design and industry trends, positioning, and how to stand out in the inbox were popular themes and the overall tone was about the future of email. Where is it going, how is it changing, and how can we improve along the way?<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4331\" width=\"1428\" height=\"1249\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Unspam-speakers.png\" alt=\"Grid display of the 11 speakers who participated in Unspam 2024.\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Unspam-speakers.png 1428w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Unspam-speakers-300x262.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Unspam-speakers-768x672.png 768w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Unspam-speakers-1024x896.png 1024w\" sizes=\"(max-width: 1428px) 100vw, 1428px\" \/><figcaption class=\"wp-element-caption\"><i>Speaker grid as seen on<\/i> <a href=\"https:\/\/unspam.reallygoodemails.com\/greenville\/2024\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>reallygoodemails.com<\/i><\/a><\/figcaption><\/figure>\n\n<h2 class=\"wp-block-heading\">Emerging trends in email<\/h2>\n\n<p class=\"wp-block-paragraph\">We\u2019re kicking off our takeaways by recapping Mike Nelson\u2019s talk on design trends. We know, design isn\u2019t a normal Mailgun topic but getting inside the consumer mindset is and design speaks to the very quick and visual ways that users interact with your messages from the inbox.<\/p>\n\n<p class=\"wp-block-paragraph\">Here\u2019s a couple key design trends taking center stage in 2024, and our two cents on what these trends mean in terms of customer behavior and experience.<\/p>\n\n<h3 class=\"wp-block-heading\">Color has gone to the dark side<\/h3>\n\n<p class=\"wp-block-paragraph\">Gone are the pleasant pallets of pastels. Emails are trending dark for one simple reason. Dark mode is becoming more popular across devices.<\/p>\n\n<p class=\"wp-block-paragraph\">Dark mode has some pretty practical advantages:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Less strain on your vision<\/li>\n\n\n\n<li>Reduces blue light<\/li>\n\n\n\n<li>Power saving (drains less battery resources)<\/li>\n\n\n\n<li>More custom design options than light mode<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">If you look at the <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/email-dunkelmodus\/\" target=\"_tabs\" rel=\"noopener noreferrer\">2020 poll by Android Authority,<\/a> over 80% of respondents said they enable dark mode whenever it\u2019s available. In fact, <a href=\"https:\/\/www.androidauthority.com\/android-15-make-all-apps-dark-3437447\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Android recently announced<\/a> that Android 15 will have a function allowing users to <i>force apps to go dark<\/i> \u2013 even if the apps don\u2019t technically support dark mode or haven\u2019t optimized for it.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-7040b3258aaa3b59278162af2f7c7233\">\r\n            &#8222;Customers experience brand through emails, often more than any other medium.&#8220;        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/mike-nelson_headshot.png\" alt=\"Foto von Mike Nelson\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-7040b3258aaa3b59278162af2f7c7233\">\r\n                        Mike Nelson                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">Co-Founder Really Good Emails<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">We recently polled on dark mode as well. Specifically to see what sort of themes email viewers prefer, and if that changes based on the time of day. What we found was that light mode was in the lead, but we suspect that has a lot to do with the fact that light mode is the default setting. 50.6% preferred light mode, and just under 25% opted for dark. Interestingly, there was an additional 11% that opted for a switch to dark mode depending on the time of day.<\/p>\n\n<p class=\"wp-block-paragraph\">The undeniable trend is that the dark side is gaining more followers.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4337\" width=\"779\" height=\"742\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Sinch-Mailgun-poll-dark-mode.png\" alt=\"Graph showing referenced Sinch Mailgun polling results for dark mode.\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Sinch-Mailgun-poll-dark-mode.png 779w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Sinch-Mailgun-poll-dark-mode-300x286.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/Sinch-Mailgun-poll-dark-mode-768x732.png 768w\" sizes=\"(max-width: 779px) 100vw, 779px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Bolder is quicker<\/h3>\n\n<p class=\"wp-block-paragraph\">It\u2019s faster to convey simple messages like <b><i>buy now<\/i><\/b><i>, <\/i>or <b><i>we like to party<\/i><\/b> when the text is bold and chunky. Big, beefy letters grab attention but there\u2019s a caveat. While they\u2019re great for design you want to be sure to leave the sentiment out of the subject line. Those bold phrases can make you look <a href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/haeufige-warnzeichen-phishing-e-mails\/\" target=\"_tabs\" rel=\"noopener noreferrer\">like a scammer<\/a> if they\u2019re in the wrong place.<\/p>\n\n<h3 class=\"wp-block-heading\">Building trust with authentication<\/h3>\n\n<p class=\"wp-block-paragraph\">In our <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/e-mail-cx-wichtige-erkenntnisse\/\" target=\"_tabs\" rel=\"noopener noreferrer\">2024 Email and the customer experience report<\/a> we asked a lot of questions about why consumers choose to open emails and the most important thing for <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/e-mail-cx-wichtige-erkenntnisse\/\" target=\"_tabs\" rel=\"noopener noreferrer\">65% of respondents<\/a> was having familiarity with the brand sending the messages. Brand recognition ranked much higher in importance than having the promise of deal in the subject line.<\/p>\n\n<p class=\"wp-block-paragraph\">If what Mike Nelson presented is true and Email is a primary way that customers experience your brand, then you have to ensure that your brand is viewed as a trusted sender. Part of that is building brand familiarity through things like content and design, but in email building trust is strongly tied to authentication.<\/p>\n\n<p class=\"wp-block-paragraph\">Even <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Gmail and Yahoo<\/a> are cracking down, and now requiring bulk senders to implement strong email authentications. Protocols like <a href=\"https:\/\/www.mailgun.com\/de\/blog\/deliverability\/e-mail-authentifizierung-ihr-ausweis-fuer-den-versand\/\" target=\"_tabs\" rel=\"noopener noreferrer\">SPF, DKIM, and DMARC<\/a>, help those mailbox providers verify your sender identity while keeping bad actors from imitating your brands.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Want to stand out in the inbox even more while also increasing trust and brand recognition? BIMI is an authentication that builds on DMARC, and shows off your brand logo right in the inbox. Learn more in our post on the <a href='https:\/\/www.mailgun.com\/blog\/deliverability\/bimi-more-than-funny-name\/'>BIMI email specification.<\/a><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Standing out in the inbox<\/h2>\n\n<p class=\"wp-block-paragraph\">The inbox is a competition and sometimes messaging and positioning can go overboard. Jared Blank\u2019s session was all about keeping language in check while Melanie Deziel\u2019s talk was all about earning trust with email content. She noted that the best way forward is to follow the teachings of journalism, <i>show don\u2019t tell. <\/i>Use your content to prove your claims.<\/p>\n\n<ol class=\"wp-block-list\">\n<li>Convenience claims: Things like speed and cost<\/li>\n\n\n\n<li>Comparability claims: Statements that compare you to other similar products or services<\/li>\n\n\n\n<li>Commitment claims: Showing value commitments as well as client commitments<\/li>\n\n\n\n<li>Connection claims: Often catch-phrases that show intention like with State Farm Insurance, <i>Like a good neighbor, State Farm is there.<\/i><\/li>\n\n\n\n<li>Competence claims: Claims that speak to your follow through and core messaging<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">Going back to Jared Blanks session, just be sure your claims aren\u2019t too <a href=\"https:\/\/gobbledy.substack.com\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><i>Gobbledy<\/i><\/a><i>, <\/i>meaning keep the flowery software marketing jargon to a minimum and stick to your value propositions and the things that make you unique or reliable.<\/p>\n\n<h3 class=\"wp-block-heading\">Is email content important to deliverability?<\/h3>\n\n<p class=\"wp-block-paragraph\">The short answer is yes. If you\u2019re creating interesting content for your users, then they\u2019re less likely to spam you. But content is more than just <i>what<\/i> you say, it\u2019s <i>who you say it to<\/i>. Using tools like <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/6-rules-to-follow-when-a-b-testing-your-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">A\/B testing<\/a> for subject lines, personalization, and use of emojis. Is a good starting point.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/de\/blog\/it-and-engineering\/a-b-test-schwachsinn\/\" target=\"_tabs\" rel=\"noopener noreferrer\">A\/B testing is a science<\/a>, and it can help inform you on what strategies are working from your dynamic content to your designs. If you use it alongside tools like <a href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/email-list-segmentation\/\" target=\"_tabs\" rel=\"noopener noreferrer\">list segmentation<\/a> you\u2019ll wind up with a very targeted and optimized email program.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Your content and design won\u2019t make an impact if your emails aren\u2019t placed well in the inbox. Find out what it takes to get seen in our poston <a href='https:\/\/www.mailgun.com\/blog\/deliverability\/what-is-inbox-placement\/'>inbox placement and how it\u2019s calculated.<\/a><\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Wrapping up<\/h2>\n\n<p class=\"wp-block-paragraph\">We\u2019ll be exploring more of the topics from Unspam in the coming weeks. If you\u2019re an email geek like us then subscribe to our newsletter so you don\u2019t miss out on more industry news and email tips from our pros.<\/p>\n    <div data-content-type=\"longform\" class=\"longform-spacings\">\r\n        <div class=\"cta bg-primary rounded-lg px-5 py-6 p-md-7 px-md-6\">\r\n                    <div class=\"form-subscription\">\r\n                            <div class=\"h4 mb-3\">\r\n                    Keep me posted! Get great resources in your inbox every week.                <\/div>\r\n                                    <form accept-charset=\"UTF-8\" action=\"\" enctype=\"multipart\/form-data\" data-form-subscription method=\"POST\" style=\"max-width: 400px;\">\r\n                <div class=\"row justify-content-between align-items-top g-2\">\r\n                    <div class=\"col-10\">\r\n                        <input type=\"email\" name=\"email\" class=\"form-control\" placeholder=\"Email\" autocomplete=\"email\" required>\r\n                        <div data-fs=\"error\" role=\"alert\" class=\"invalid-feedback\">\r\n                            Please complete this required field.                        <\/div>\r\n                    <\/div>\r\n                                            <div class=\"col-12 order-last mt-3 fs-xxs\" data-fs=\"acceptance\" style=\"display:none;\">\r\n                            \r\n                                <div class=\"form-check\">\r\n                                    <input id=\"formSubscriptionAcceptance-terms-7079\" class=\"form-check-input\"\r\n                                        type=\"checkbox\" name=\"terms\">\r\n                                    <label for=\"formSubscriptionAcceptance-terms-7079\" class=\"form-check-label text-body-color\">\r\n                                        Ich habe die Servicebedingungen gelesen und stimme ihnen zu.                                        <span class=\"hs-form-required\">*<\/span>\r\n                                    <\/label>\r\n                                <\/div>\r\n\r\n                            \r\n                                <div class=\"form-check\">\r\n                                    <input id=\"formSubscriptionAcceptance-privacy-6685\" class=\"form-check-input\"\r\n                                        type=\"checkbox\" name=\"privacy\">\r\n                                    <label for=\"formSubscriptionAcceptance-privacy-6685\" class=\"form-check-label text-body-color\">\r\n                                        Ich habe die Datenschutzerkl\u00e4rung gelesen und bin damit einverstanden.                                        <span class=\"hs-form-required\">*<\/span>\r\n                                    <\/label>\r\n                                <\/div>\r\n\r\n                                                    <\/div>\r\n                    \r\n                                            <div class=\"col-12 order-last fs-xxs mb-0 mt-2 text-body-color\">\r\n                            Send me the Mailjet Newsletter. I expressly agree to receive the newsletter and know that I can easily unsubscribe at any time.                        <\/div>\r\n                    \r\n                    <div class=\"col-2\">\r\n                        <button type=\"submit\" value=\"Submit\" aria-label=\"Submit\" class=\"btn btn-secondary btn-icon\">\r\n                            <svg aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/layout\/chevron-right.svg\"><\/svg>\r\n                        <\/button>\r\n                    <\/div>\r\n                <\/div>\r\n\r\n                <input type=\"hidden\" name=\"formSubscriptionRecaptchaToken\" data-fs=\"recaptcha-token\">\r\n                <input type=\"hidden\" name=\"customListID\" value=\"\">\r\n\r\n            <\/form>\r\n            <div data-fs=\"message-success\" style=\"display: none;\">\r\n                <p class=\"mb-0 mt-2 text-body-color\">\r\n                    Check your inbox monthly for your Mailjet Newsletter!                <\/p>\r\n            <\/div>\r\n        <\/div>\r\n        <\/div>\r\n    <\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Die Unspam, die Kult-Konferenz von Really Good Emails, ist gerade in Greenville, SC, zu Ende gegangen. Wir waren dort, haben viel gelernt und Kontakte in der E-Mail-Community gekn\u00fcpft. Ist die E-Mail tot? Wie sieht der Markt aus? Und was m\u00fcssen Sie \u00fcber E-Mails wissen? In diesem Artikel haben wir ein paar neue Erkenntnisse f\u00fcr Sie zusammengefasst.<\/p>\n","protected":false},"author":21,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-21499","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Das haben wir auf der Unspam-E-Mail-Konferenz gelernt - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Wir waren auf der Unspam, um uns mit anderen E-Mail-Fans auszutauschen. Wir haben unser Wissen mitgebracht, um es mit Ihnen zu teilen \u2013 angefangen mit diesen wichtigsten Erkenntnissen der Speaker auf der Unspam.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/de\/blog\/email\/unspam-2024\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Das haben wir auf der Unspam-E-Mail-Konferenz gelernt - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"Wir waren auf der Unspam, um uns mit anderen E-Mail-Fans auszutauschen. 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