Poor deliverability can lead to serious consequences for your email marketing efforts.

'I feel like there's a few different impacts. I mean, the obvious one is revenue. You know, if your marketing messages aren't hitting the inbox, you're gonna make less money.'

Takeaway:

• Poor deliverability directly impacts revenue generation.
• Regularly monitor deliverability metrics to catch issues early.
• Implement best practices to maintain good deliverability.

Economic downturns can affect subscriber behavior and email performance.

'And now we're in the middle of a really tough economic landscape as well. So, you know, never mind how great your emails are. But are people gonna respond to them if it's a serious decision about whether they can buy the products and uh and solutions that you're offering?'

Takeaway:

• Be sensitive to economic conditions affecting your subscribers.
• Adjust your messaging to reflect current economic realities.
• Offer value and empathy in your communications.

Culturally insensitive content can harm your brand reputation and alienate subscribers.

'There is this, uh, I saw something that was pretty bad, there was an apology issued for it. So I will give the company credit that way and I won't even name them... So they sent an email promoting one of their blends, right? This uh wonderful Central American blend from Colombia, which I mean guys like this is not, this is, this is bad for a couple reasons. One just because it's inaccurate.'

Takeaway:

• Ensure content is accurate and culturally appropriate.
• Avoid mistakes that can offend or mislead subscribers.
• Quickly address and apologize for missteps to maintain trust.

Meeting subscriber expectations is key to maintaining trust and engagement.

'I mean, if you're an email subscriber, you start to expect to receive your marketing emails from a particular sender. Yeah, there's gonna be a certain cadence, there's gonna be a certain frequency to them. And if suddenly there's, there's a gap because the deliverability tanking, you know, it starts to create trust issues, doesn't it?'

Takeaway:

• Maintain consistent sending schedules to meet subscriber expectations.
• Monitor deliverability to prevent gaps in communication.
• Understand that fluctuations can harm subscriber trust.

Apple's MPP has changed how marketers handle email open rates and subscriber engagement.

'Apple's introduced its mail privacy protection and that's made it harder to carry out best practices like recency management and list hygiene.'

Takeaway:

• Rethink reliance on open rates as a primary metric due to MPP.
• Explore other engagement metrics like clicks and conversions.
• Update list hygiene practices to adapt to privacy changes.

Understanding how mailbox providers adjust their filters during peak seasons is crucial for maintaining deliverability.

'Yeah, especially right now Q four is like the showdown, prime mailbox provider showdown time because there's just so much coming at them... mailbox providers are the exact same way they're going to adapt and become even more strict at this point.'

Takeaway:

• Anticipate stricter filtering from mailbox providers during high-volume periods.
• Maintain good sending practices to avoid deliverability issues during peak seasons.
• Avoid sending at peak times to circumvent congestion.

Sending more emails isn't always better; it can lead to subscriber fatigue.

'We've been talking about the fact that email is such a successful and popular marketing channel that especially since the pandemic years, global volumes have doubled and you know, that's a great success story, but it also creates its challenges cos when you're sending a load more emails, you're clogging up inboxes, you're posing a risk for, you know, subscriber fatigue.'

Takeaway:

• Be mindful of email frequency to avoid overwhelming subscribers.
• Focus on quality over quantity in your email campaigns.
• Monitor engagement metrics to adjust your sending strategy.

Personalization is key, but using it incorrectly can backfire.

'Well, false personalization is not going to cut it. So I know we have harped on in other venues, right? We've harped on personalization making sure you are creating a 1 to 1 relationship between brand and subscriber, right? But if I'm getting an email that's like personalized for you as just using the you, right, the universal you and I open it and none of this, none of that stuff has, has anything to do with me.'

Takeaway:

• Ensure your personalization is relevant and accurate for each subscriber.
• Avoid generic or misleading personalization that doesn't reflect subscriber interests.
• Genuine personalization improves engagement and deliverability.

Many marketers worry about using certain words in their emails, fearing they might trigger spam filters.

'I wanna say it's, you know, the whole concept of spam trigger words that there's certain words you can't stick in an email because a spam filters gonna catch them. You know what? Maybe spam filters in 2005. But I think we've moved beyond that now.'

Takeaway:

• Don't obsess over avoiding specific 'spam' words; modern filters are more sophisticated.
• Focus on creating valuable content that resonates with subscribers.
• Subscriber engagement impacts deliverability more than specific words.

Understanding the true meaning of deliverability is crucial for the success of your email campaigns.

'Because for me, it's not a question of sent minus bounced. It's a question of, are your marketing emails going to end up in front of your customers where they're gonna see them and they're gonna engage them and they're gonna buy your products and services and there is a big, big difference between the two.'

Takeaway:

• Recognize that deliverability is about inbox placement, not just delivery rates.
• Focus on whether your emails reach the inbox and engage subscribers.
• Monitor inbox placement to ensure your campaigns are effective.