Sending irrelevant emails can damage your relationship with subscribers and harm deliverability.

I got an email... for solar panels for my roof, which actually was a really good deal... except I live in an apartment. So I'm not your ideal client. So you might want to target just a tad bit better here.

Takeaway:• Jason Crichton emphasizes the need for accurate data and audience targeting.• Sending irrelevant offers can lead to unsubscribes or spam complaints.• Regularly update and verify subscriber information to ensure relevancy in your campaigns.

Personalization goes beyond tokenization; truly personalized emails drive engagement.

The other ones that drive me crazy are 'As a VP of Marketing, you must...' and it's like, come on... Just because you have my title doesn't mean that is how you should design the email that you sent to me.

Takeaway:• Kate Adams highlights that shallow personalization using only basic details is ineffective.• Leverage comprehensive data on subscribers to craft relevant and engaging content.• Deep personalization enhances engagement and improves deliverability.

Re-engaging long-inactive subscribers may not yield positive results and can harm deliverability.

I would argue that the person who hasn't responded to me in five years definitely cares about what I have going on today. Not so much... It's time to cut them loose and that's not a popular opinion among many people, but I firmly believe that 100%.

Takeaway:• Jason Crichton advises against emailing subscribers who have been inactive for extended periods.• Persistently emailing unengaged users can lead to spam complaints and hurt deliverability.• Focus on active subscribers and consider removing long-term inactives from your list.

The belief in a universal best time to send emails is a misconception that can hinder your campaign's success.

Sometimes marketers are a bit like lemmings where we'll go see a headline that comes out that is like the best time and day to send your email is Tuesday at 10 a.m.... but that is just blasphemy... There is no such thing as a golden rule for marketers.

Takeaway:• Kate Adams emphasizes that relying on universal best send times is misguided.• Different audiences have different behaviors; testing is essential.• Use your own data to identify optimal send times for your specific audience.

Utilizing a preference center can empower subscribers and boost engagement.

We blew the dust off our Preference Center... we went way more granular with our preference center. It's not just in or out, it's gonna be... what do you want to hear about? What are the topics that you want to learn about? And we'll send you only emails about those topics.

Takeaway:• Kate Adams demonstrates that offering detailed preferences enhances subscriber experience.• Letting subscribers choose topics and frequency increases relevance and engagement.• Updating your preference center can lead to better deliverability and subscriber satisfaction.

Effective audience segmentation is key to personalizing emails and improving engagement rates.

I'm a big strong supporter of, if you do not segment your audience or your list, then you don't really understand who you're sending to. If you don't understand who you're sending to, you don't know how to send to them the right way.

Takeaway:• Jason Crichton emphasizes that segmentation helps you understand and target your audience effectively.• Tailoring messages to specific segments improves engagement and conversion rates.• Proper segmentation reduces the risk of sending irrelevant content, enhancing deliverability.

Knowing how to recover from deliverability problems is vital to maintain your email program's success.

So then what we did was put those constraints back on our program, right? So the big ones for me were the active constraints that we have. So have we seen a sign of life or have they visited our website or done something with us recently... we put those constraints back on.

Takeaway:• Kate Adams emphasizes focusing on engaged subscribers to restore deliverability.• Reinstating engagement criteria helps reduce spam complaints and improve inbox placement.• Implement re-engagement campaigns to win back inactive subscribers before including them in regular sends.

Understanding 'gray mail' is essential for avoiding spam folder placement and maintaining deliverability.

In B2B filters, gray mail will be a filter setting that the providers can set up on their side. And what we ran into was... we were seeing quite a number of gray mail flags come back... we were seeing a much higher spam placement based on that gray mail flag that was popping up on the emails that we had sent.

Takeaway:• Jason Crichton explains that gray mail refers to emails sent over time where activity may be dropping off, though they're not technically spam.• Gray mail can increase spam folder placement, damaging deliverability.• To mitigate gray mail, review and update your email content and target engaged audiences.

Using purchased email lists may seem like a quick way to expand reach, but it can harm your deliverability and reputation.

My number one tip... is you're gonna be so tempted, right? And we all know it. Every B2B marketer gets these... those shady vendors that are like, 'Hey Kate, are you looking for a list of Salesforce users?' And it's like, 'What? No!'

Takeaway:• Kate Adams warns against the pitfalls of buying email lists, emphasizing the importance of building your list from genuine human interactions.• Purchasing lists can damage your sender reputation and lead to poor engagement.• Focus on organic list growth to maintain deliverability and audience trust.

Finding the right balance between ambitious marketing goals and maintaining email deliverability is crucial for campaign success.

This is the debate that he and I always, or routinely have, where it's like a constant negotiation. Jason's like, 'Well, if the launch was in March, we should have started thinking about this in September.' So then you could have been warming those people up and built the newsletter.

Takeaway:• Kate Adams emphasizes the importance of early planning to align marketing timelines with deliverability requirements.• Collaborate closely between marketing and deliverability teams to manage expectations and find practical solutions.• Allow sufficient time for warming up unengaged audiences to prevent deliverability issues.