Deliverability Defined

Alyssa Dulin & Melissa Lambert

Each week, Deliverability Defined will dive deep into topics about email deliverability, giving you the insight you need to reach the inbox of your subscribers.

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Goodpods has curated a list of the 10 best Deliverability Defined episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Deliverability Defined for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Deliverability Defined episode by adding your comments to the episode page.

How to Learn From Unsubscribes

Deliverability Defined

02/15/22 • 33 min

Rejection is a terrible feeling. Especially when you’re pouring everything into a business and yearning for the approval of a new audience. But there are things to learn from every negative in life, and unsubscribes are no different.

So if you’re feeling down about your unsubscribes, consider this: the unsubscribe button is an automated list-cleaner, allowing subscribers the option to opt-out themselves, saving you the hassle of removing them manually when your deliverability starts to wane. And by implementing tools like exit surveys, you’re turning that unsubscribe into an invaluable insight.

Not to mention, unsubscribes are an unavoidable fact of email marketing. As our lives change, so do our email preferences. Plus, with a new feature from ConvertKit, you can send every unsubscriber a survey on their way out the door. While responses are never an exact science, there’s knowledge to be gained from every answer.

In this episode, Alyssa and Melissa discuss why an unsubscribe option is a win-win, what you can learn from every exit survey, how not to position your unsubscribe option, and why trying your best to avoid them can turn a minor loss into an email catastrophe.

Key Takeaways

[04:47] - Legally, all bulk emails are required to have an unsubscribe button, and morally, including an unsubscribe option is respectful to everyone.
[08:47] - Don’t make the unsubscribe button difficult to find. If you make it extra complicated, subscribers may mark your emails as spam to speed up the process.
[11:48] - Subscribers removing themselves from your list is beneficial to you because unengaged subscribers will ultimately damage your deliverability.
[12:11] - Surveys are a great way to learn from unsubscribers, and a new feature from ConvertKit sends your unsubscribers an exit survey.
[17:09] - If someone responds, “I no longer want to receive these emails”, most likely, they’ve simply outgrown your services.
[20:26] - A lot of “I never signed up to receive these emails” responses indicate that you’ve been a victim of listbombing.
[23:00] - Responses that your content is “inappropriate” may mean subscribers are surprised by the content they’re receiving. Be transparent with your subscribers about what they’ll be receiving from the get-go.
[26:51] - Multiple responses that your content is “spam” is also concerning. It may be an email frequency issue.
[28:46] - When someone marks “other”, there’s not much to be learned. It may be that you’re sending too much, the emails are no longer relevant, or maybe that subscriber just didn’t feel like explaining themselves.

Quotes

[11:07] - “Deliverability is one of those things where you really do have to follow the rules or you’re going to end up putting yourself in a hole. There are not a lot of ways you can get around doing things you don’t want to do. You have to do the right thing or you’re not going to have success.” ~ @mel_lambert_

[11:51] - “Unsubscribes are not personal, but they’re beneficial to both the subscriber and you. If someone doesn’t want to be on your email list, you don’t want them there. Having people on your list who don’t actually want to be there is guaranteed to damage your deliverability, ultimately hurting your ability to reach those people who do want to be on your list.” ~ @alyssa_dulin

[22:26] - “We’re here to help you reach the inbox and emailing people who didn’t sign up for your list is not going to get you there. Make sure that any list you’ve imported comes from sources where each individual opted in to receive emails from you specifically.” ~ @alyssa_dulin

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Email Behind the Scenes

Deliverability Defined

02/22/22 • 30 min

Many creators know the ins and outs of authentication, spam traps, BIMI, and listbombing. And if you’ve been creating for a while, you probably understand best practices for email strategy and creative tips for encouraging engagement. But what about the basics? Do you really understand what happens to your email after clicking “send”? Most creators don’t, and there’s a strong case for shifting that statistic.

When a tool helps you earn a living, it’s important to have a general understanding of how that tool works from a technical standpoint. Email is no different. The inner workings of email are complex and understanding those complexities helps you improve your strategy, ask better deliverability questions, and stay calm when unexpected issues arise. So if you think technical know-how is irrelevant and only for the computer programmers of our world, think again.

In this episode, Alyssa and Melissa discuss technical complexities behind clicking “send”, how inbox providers determine where your email lands, what ESPs like ConvertKit really can control, and why understanding email basics sets you up for deliverability success.

Key Takeaways

[03:22] - Knowledge is power, and when you’re a creator depending on email for your livelihood, having a technical understanding of email can only help you.
[03:57] - There are many steps between when an email is “sent” and when the email reaches the inbox of your subscriber. This back-and-forth conversation between the sender and the recipient is complicated but only lasts several seconds.
[06:34] - Once a message is sent, there are still things on the recipient’s end that can cause deliverability issues. Once sent, an email is either accepted (delivered) or rejected (bounced).
[10:32] - Once delivered, the mailbox provider has to consider several factors before determining where your email will land.
[18:48] - Once a message is delivered, you can track how subscribers react to that message through open tracking, although it’s important to look at open rate trends over time versus day-to-day open data.
[24:47] - Spam complaints are another great data point for senders searching for feedback.

Quotes

[26:48] - “Being able to break down every step of email, in general, will help highlight how it all works together because it’s definitely not a to and from, easy send, one-sided piece of mail. Even with the post office, when you take a letter to the post office, it’s not just being magically delivered instantaneously to that person, it’s going through a lot of work to get there.” ~ @mel_lambert_

[27:34] - “I think one of the best outcomes from this episode is at least maybe you have a better understanding of how complex email is and whenever you do have a subscriber bounce or someone says their message went to the spam folder, it will feel a little more like, ‘Ok, I get that there’s a lot of moving pieces going in here, let’s take a look, let’s not panic.’” ~ @alyssa_dulin

[28:13] - “Our whole goal at Convertkit is that you’re earning a living from your emails, from your products that you’re selling, things like that. So when something is the cornerstone to your business, you should have a general understanding of how it works.” ~ @alyssa_dulin

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Top 5 Email Myths

Deliverability Defined

02/01/22 • 24 min

Are there tips and tricks to avoiding the promotions tab? Can simple keywords send you straight to the spam folder? Is email on the way out? Misinformation about best practices can send your email strategy spiraling. While it sounds cliche, avoid trusting everything you read on the internet.

Because despite living in the era of information, many email mythologies have survived. If you’re feeling lost and confused about what’s true, what’s old news, and what never served anyone in the first place, this episode is for you. From the value of open rates to email’s future as a medium for successful creators, Alyssa and Melissa tackle the ever-present underlying question: email fact or email fiction?

Key Takeaways

[02:19] - Specific words will automatically send your email to the spam folder. This is a myth! Sender reputation and list health determine your deliverability.
[06:55] - When it comes to list collection, following legislation is enough. Don’t forget, subscribers need to give explicit permission to receive your marketing emails.
[09:43] - Email is dead (or dying). Far from the case, with social algorithms changing daily, email is more powerful than ever before.
[13:06] - Tips and tricks will push your email out of the promotions tab and into the primary tab in Gmail. These tricks don’t exist and landing in the promotions tab is usually beneficial.
[19:09] - Open rates should be the main metric you use to measure email success. Open rates are less reliable than ever. Focus on engagement instead.

Quotes

[09:09] - “If you want to reach the inbox and you want to be a good responsible sender, you need to make sure that every single person on your list opted in for your messages and you are delivering what they were expecting to receive.” ~ @alyssa_dulin

[10:14] - “Any of these social media platforms could go away tomorrow. We’ve seen it happen. And being able to communicate with people on your list in a more targeted way is really cool and I don’t think it’s going to go away anytime soon.” ~ @mel_lambert_

[17:12] - “Trust the process, encourage engagement, but trying to trick an algorithm isn’t going to work for very long, even if you find a loophole. And it’s not going to make people more likely to purchase something from you.” ~ @mel_lambert_

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Selling Digital Products Featuring Charli Prangley

Deliverability Defined

05/23/23 • 49 min

Many people strive to become creators but often forget the discipline, hard work, and consistency required to build an audience. But while the task can seem daunting, it’s not impossible. The best way to learn how to grow a subscriber base is by learning from creators who have successfully done so.

In this episode, Alyssa and Melissa talk with Charli Prangley, Creative Director at ConvertKit, about her experience as a YouTuber with more than 220K subscribers, and the author of the Marketing Design Dispatch newsletter with more than 15K subscribers. Charli discusses what led her to ConvertKit, why creators should take advantage of email when building their brand, and why simple designs often land best with audiences.

They also discuss Charli’s digital product offerings, her different sources of income, and her advice for aspiring creators.

Key Takeaways

[06:00] - An introduction to Charli and her creator journey.
[07:35] - What brought Charli to ConvertKit.
[10:04] - Charli’s day-to-day at ConvertKit.
[13:07] - Why creators should use email.
[18:30] - An overview of Charli’s digital products.
[20:18] - How Charli decided which products to create.
[22:00] - What do Charli’s income streams look like?
[25:53] - Charli’s design advice for creators.
[34:26] - How Charli encourages email replies.
[42:28] - Charli’s closing thoughts.
[48:31] - Where to find Charli.

Quotes

[14:29] - “Email is powerful for directly reaching your audience.” ~ @charliprangley

[25:53] - “The main thing I suggest is to keep it simple. The more simple you make it, the more refined your design is going to feel.” ~ @charliprangley

[43:10] - “Don't make all of the decisions just based on business reasons, but include your own enjoyment in there as a factor too.” ~ @charliprangley

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It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.

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How to Fix Reputation Issues with Gmail

Deliverability Defined

03/08/22 • 21 min

According to Finances Online, as of January 2020, Gmail had over 1.8 billion active users. When you’ve got a mailbox provider so prevalent on your email list, keeping yourself on good terms with that provider is essential for the survival of your subscriber count. But how do you know if your reputation with Gmail has tanked? And what’s the best way to respond?

While every mailbox provider cares about customers first, Gmail has its advantages for senders too. For example, Gmail allows you to track your domain and IP reputation. Gmail also sends helpful hints when your emails land in the spam folder, but it can be confusing.

In this episode, Alyssa and Melissa discuss how to determine where your sender reputation stands with Gmail, what to make of every possible inbox tip-off, how to respond when you realize your reputation has tanked, and reaching the root cause of your strained relationship with Gmail.

Key Takeaways

[03:28] - There are many clues and data points Gmail provides that can point senders in the right direction when it comes to fixing your reputation.
[06:37] - While Gmail is the mailbox provider, the actions of your subscribers determine where you land in the inbox. Remember that mailbox providers care about their customers (your subscribers) above all else.
[07:34] - Subscribers will sometimes tell you when your messages are landing in their spam folders. Keep in mind that the promotions tab is still the inbox.
[11:24] - If you land in the spam folder and see a banner that reads, “Why is this message in spam?” — it usually means you’re not using a verified sending domain with an ESP.
[13:16] - If you realize you have a bad reputation with Gmail, immediately stop sending to unengaged subscribers and figure out the root cause.
[14:07] - Clean your list, check to see if you’ve been listbombed, and avoid sending to unengaged subscribers for two weeks. As you see your reputation start to improve, you can gradually begin re-engaging subscribers who haven’t been receiving your messages.

Quotes

[06:59] - “Gmail’s number one priority is their customers, who are your subscribers. So you may have every good intention in the world of helping people, sending relevant content, but if those subscribers are not interacting in a positive way, then your reputation may be suffering.” ~ @mel_lambert_

[17:43] - “You have to give them time to build that trust back. And you want to make sure that in that process, when you’re building it back, you don’t do anything that would cause more negative signals to show up. Don’t try and re-engage your list too fast. You want to do all that really slowly and try to make sure that the most things they’re seeing when you send messages are those positive engagements like opens, and clicks, and replies.” ~ @alyssa_dulin

[19:22] - “Even though reputation issues can be scary, at least at Gmail there are a decent amount of tools, signals that you can use to be able to work on certain aspects of your list and your sending habits, and they give you an opportunity to get better.” ~ @mel_lambert_

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How Nathan Barry Made $50K From a Passive Evergreen Newsletter

Deliverability Defined

03/07/23 • 48 min

You may be familiar with traditional newsletters, but an evergreen newsletter is a smart and automated approach to standard email newsletters. It allows established creators to step off the content hamster wheel, build a personalized journey for new subscribers, and make better versions of future email sequences based on audience feedback.

Nathan Barry, CEO of ConvertKit, has made $50K from “a secret newsletter about money.” He noticed that a lot of content existed for new creators, but not for established ones. Nathan’s “Secret Money Newsletter” is a paid $149 email sequence targeting established creators that make at least $200K annually. It currently has 500 subscribers and an impressive 87% open rate.

In this episode, Alyssa and Melissa talk to Nathan about the power of transparency and providing context behind success metrics, the advantages of an evergreen newsletter, and connecting with your audience by incorporating their feedback into future email sequences.

Key Takeaways

[03:03] - What is Nathan’s paid newsletter about?
[08:26] - Why Nathan is so transparent about his own finances, and is it worth it?
[17:24] - How much revenue has Nathan’s paid newsletter generated?
[22:36] - What is the most challenging aspect of an evergreen newsletter?
[29:06] - Why evergreen newsletters are a great way to showcase your expertise.
[32:30] - How an evergreen newsletter can remove the pressure of wanting it to be “perfect”.
[34:21] - How to keep email sequences from overwhelming your subscribers.
[36:45] - What are Nathan’s plans for the future of his newsletter?
[39:59] - Why asking your audience for specific feedback makes it so much easier to keep writing content.
[45:16] - Nathan’s method for coming up with content for future emails.

Quotes

[14:04] - “By putting advice out there, and real numbers, you show people what’s possible and they can learn from the specifics. It makes a huge difference when people share actual numbers, it gives you real context.” ~ @nathanbarry

[20:35] - “I love with email how few barriers there are between your ideas and the reader.” ~ @nathanbarry

[32:47] - “If you know this is going to be email #1 for a long time, that puts the pressure on it. But, good news — you can edit it. So 15 people will get that, and you can learn from it and so the version that’s going to go out to 500 people over a period of time is so much better, and a lot of the pressure comes off.” ~ @nathanbarry

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It's now free to use ConvertKit with an audience of 1,000 subscribers or less! Start building your audience and reaching their inboxes: convertkit.com/pricing.

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Growing Your Audience Through Recommendations

Deliverability Defined

03/28/23 • 25 min

Word-of-mouth has proven to be one of the most consistent business tactics of all time. If someone we admire and trust recommends something to us, we are much more likely to take their recommendation seriously and take action. The same holds true for creators. Successful creators who have already built their audiences know which newsletters are worth subscribing to and which creators are worth following, and they only recommend the content they believe in to maintain their audience’s trust.

ConvertKit’s Creator Network is a place where creators can work together to grow their audience with similar interests and similar niches. One of the biggest challenges for newsletter creators is growing an audience, because the ability to “go viral” doesn’t exist in the same way it does via social media. Reaching audiences organically and ensuring they will be a good fit is difficult, but not impossible. How can recommendations give you an advantage when trying to expand your email reach?

In this episode, Alyssa and Melissa discuss how to grow and get to know your audience

organically through ConvertKit’s Creator Network, how to recommend creators that will resonate with your subscribers, and how to maintain a highly-engaged email audience by cleaning your list and being consistent.

Key Takeaways

[03:02] - What is the Creator Network?
[06:20] - How creators can grow their newsletter lists and get to know their audience better.
[08:42] - How to choose which creator will resonate the most with your audience.
[10:30] - How automation helps deliverability.
[13:26] - Why it’s crucial to clean up your lists.
[16:27] - How to boost subscribers on your email lists.
[21:05] - Why consistency is key for content creators.

Quotes

[07:59] - “If you're going to recommend someone to your audience, it's really important that you believe in their content. You don't want to recommend people sign up for a list that you actually don't enjoy, and then for your audience to lose that trust.” ~ @alyssa_dulin

[09:59] - “We know that a lot of creators on our platform are busy running their own businesses. They don't have a lot of time to do the research. So if we are recommending people to you that we know have a similar audience, that's less work that you have to do on your end.” ~ @mel_lambert_

[14:11] - “It's gonna be more important than ever to check engagement levels and make sure that people who may not be opening your emails are either excluded from receiving certain emails or eventually removed from your list.” ~ @mel_lambert_

[20:38] - A larger creator can recommend a smaller creator and have such a big impact. It's wild. I hope a lot of creators get to partner up with each other and connect and help each other grow.” ~ @alyssa_dulin

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iOS 15’s Impact on Open Rates So Far

Deliverability Defined

02/08/22 • 17 min

When change happens, many of us panic. The rules of yesterday no longer apply and our future feels uncertain. But not all changes are catastrophic. In fact, a few recent email updates may seem more dramatic than they actually are. Case and point: Apple’s new privacy changes.

Earlier in 2021, Apple announced an update that sent many senders stressing. Within Apple’s Mail Privacy Protection feature, pixels load automatically and recipients are unable to determine who’s actually opening their emails. For years, open rates have been a hallmark metric in the world of deliverability, but now that technology has turned the tables, what’s next for measuring email success?

In this episode, Alyssa and Melissa explain what the iOS 15 update really means for senders and subscribers, who’s impacted, where open rates are surprisingly still useful, and why Apple’s update is an email blessing in disguise.

Key Takeaways

[01:50] - Apple’s Mail Privacy Protection is a feature that automatically loads pixels in an email to prevent senders from collecting information about the receiver. As a result, it will always appear that subscribers are opening emails.
[05:56] - Who’s impacted? Any subscriber using an Apple device with iOS 15 installed who uses the Apple Mail app to manage their emails. Unfortunately, there’s no way to tell which subscribers fall into this category.
[07:48] - Since Apple’s Mail Privacy Protection was released, ConvertKit has seen open rates increase from 30% to 37%.
[11:14] - Even before the release of iOS 15, open rates were becoming less and less reliable. With this update, open rates are officially an email metric of the past.
[14:48] - It’s time for creators to move away from relying on open rates to determine email success and start focusing on increasing engagement.

Quotes

[05:43] - “An interesting effect of the Mail Privacy Protection is that a lot of senders aren’t going to be able to clean their list and make sure people are receiving what they want to receive the way that they could with accurate open rate data.” ~ @alyssa_dulin[14:51] - “It takes the pressure off. You don’t have to make [open rates] such a large part of your goal. Because if your goal is to make a sale, then maybe we shouldn’t be focused on just the open rate, maybe we should be focusing on that actual purchase.” ~ @mel_lambert_[15:46] - “Having that pulse on your open rate can tell you how your deliverability is doing and that’s really what open rates are good for these days, just that basic, ‘ok, I’m getting through the front door.’ But when you’re really focusing on what metrics are going to tell you, ‘Are you being successful? Is this message resonating? Did people read it?’, there are other things you need to be focusing on, like clicks, conversions, and replies.” ~ @alyssa_dulin

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How to Run an Inbox Placement Test

Deliverability Defined

04/04/23 • 24 min

When emails don’t perform well, creators will do whatever it takes to uncover the root cause of the issue and win back their subscribers. Senders can learn whether their messages could get lost in the spam folder by running an inbox placement test that predicts deliverability issues.

This type of test gives creators more insight into their emails, especially if open rates have been lower than usual. Perhaps there’s a single word in the copy that’s causing the entire email to default to the “promotions” tab, and a quick revision could prevent this going forward. The test isn’t perfect, but it’s an effective way to gather data on your emails and their deliverability.

In this episode, Alyssa and Melissa discuss the benefits and drawbacks of inbox placement tests. Together they discuss what an inbox placement test is, why and how people run one, and what the results will look like.

Key Takeaways

[03:21] - What is an inbox placement test?
[05:27] - How panel data is used.
[07:07] - Why you should keep an open mind when running inbox placement tests.
[07:41] - Why inbox placement tests may not always be accurate.
[08:47] - The reasons people run inbox placement tests.
[10:36] - How to run an inbox placement test.
[13:31] - What do the results of an inbox placement test look like?
[17:00] - How to know if your emails are being blocked.
[20:45] - Why data-driven data people will love inbox placement tests.

Quotes

[07:07 ] - “With an inbox placement test, you really have to keep an open mind and not take it for the absolute because there are so many other factors that occur in those mailboxes and with subscriber behavior.” ~ @mel_lambert_

[07:27] - “If you're going to run an inbox placement test and try to gather insights from it, you have to use that data alongside your real subscriber data.” ~ @alyssa_dulin

[20:27] “Panicking doesn’t solve an issue. The best thing you can do is reach out to an expert and get some advice on what changes or steps you can take next that are actionable and helpful.” ~ @mel_lambert_

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Does Gmail Filter Email Based On Political Beliefs?

Deliverability Defined

09/01/20 • 26 min

It’s election season, and with that comes controversy, advertising, and extra emails in your inbox. In recent years, there have been claims that email providers, specifically Gmail, have filtered emails based on political beliefs. Congressman Greg Steube from Florida complained to the CEO of Google because he believed that his emails were being filtered to spam because he is a Republican.

In a similar incident in 2019, Tulsi Gabbard, a Democratic presidential candidate, sued Gmail for $50 million. The lawsuit claimed that Google implemented a 6-hour suspension on her campaign ads and placed her emails into spam folders.

So, does Gmail filter emails based on political beliefs? As I hope we’ve shown throughout the previous episodes, the short answer is. no, it doesn’t. In this episode, we talk through several reasons why those claims are unfounded and what the real reason may be behind their emails ending up in spam folders.

Main Takeaways

It’s true that political emails tend to experience more deliverability issues because of the inherent nature of the industry.
Most senders try to remain relevant throughout the year to maintain a healthy reputation. In many cases after elections, senders either stop sending altogether or send much less consistently, so their sender reputation takes a hit.
Emails should contain at least some value to the reader. Some political emails just ask you to donate to their campaign or provide information about their platform, which is information you can find anywhere online.
Where emails end up speaks more to the skill of whoever is running a politician’s email marketing and less to any bias from Gmail.

“It’s algorithms, it isn’t personal. But if you’re showing signs of sending that a spammer has used, you might look like a spammer and it might go to the spam folder. And if you’ve seen political emails, or you’ve been in one of those lists, you know for a fact that they are showing signs of being a spammer.” ~ @alyssa_dulin

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FAQ

How many episodes does Deliverability Defined have?

Deliverability Defined currently has 87 episodes available.

What topics does Deliverability Defined cover?

The podcast is about Marketing, How To, Podcasts, Education and Business.

What is the most popular episode on Deliverability Defined?

The episode title 'How to Learn From Unsubscribes' is the most popular.

What is the average episode length on Deliverability Defined?

The average episode length on Deliverability Defined is 35 minutes.

How often are episodes of Deliverability Defined released?

Episodes of Deliverability Defined are typically released every 7 days.

When was the first episode of Deliverability Defined?

The first episode of Deliverability Defined was released on May 26, 2020.

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Deliverability Defined

Alyssa Dulin & Melissa Lambert

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How many episodes does Deliverability Defined have?

What topics does Deliverability Defined cover?

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When was the first episode of Deliverability Defined?

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