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Deliverability DefinedDeliverability FAQsIn this episode of Deliverability Defined, Alyssa and Melissa answer frequently asked questions about domain reputation, handling spam complaints, understanding the promotions tab, reasons for declining open rates, the implications of blocklists, the impact of unsubscribes, and much more.In this episode:[06:48] - What are the best ways to improve my domain reputation? [09:39] - How do I get out of the promotions tab?[16:09] - Why are my open rates dropping?[22:00] - What does it mean if my IP is blocklisted?[28:12] - Are unsubscribes bad and will they hurt my domain reputation?[31:14] - Should I...2024-05-2846 minDeliverability DefinedLevel Up Your Lead MagnetsWhile a lead magnet might seem insignificant, creating a high-quality and high-impact offer requires some strategic planning. An effective lead magnet provides a solution that's both valuable and efficient, which creates trust and lays the groundwork for a loyal subscriber base.In this episode of Deliverability Defined, Alyssa and Melissa discuss the power of lead magnets to grow your email list and engage subscribers. They share their experience working with top email marketers and highlight the strategies that have helped them gain thousands of new subscribers and a more engaged and loyal audience. They...2024-05-2126 minDeliverability DefinedThe Future of NewslettersThe creator landscape thrives on connection, and newsletters have always been a powerful tool for nurturing these relationships. However, email marketing is changing. Just as domain reputation has become a crucial factor in email deliverability, the future of newsletters hinges on creators adapting their approach when needed, and practicing effective strategies and best practices. In this episode of Deliverability Defined, Alyssa and Melissa discuss the future of newsletters. They reflect on the changes in the email marketing landscape over the past few years and offer some predictions for the future. They highlight the importance o...2024-05-1432 minDeliverability DefinedLeveling Up Your Email Engagement with Tarzan KayIn this episode of Deliverability Defined, Alyssa talks with email marketing expert Tarzan Kay. They discuss the value of building an engaged email list and prioritizing real connections over high numbers. Tarzan shares her strategies to boost email engagement and deliverability while avoiding gimmicks. They also discuss the role of storytelling in emails, improving subscriber relationships, and the importance of self-editing for clarity.In this episode:[02:59] - Tarzan's background - from copywriting to email marketing[08:47] - The power of engagement over list size[18:43] - Crafting emails that engage and convert[25:30] - Unlocking the...2024-05-0748 minDeliverability DefinedBuilding an Email Course Flywheel with Sean StewartMany creators understand the importance of email marketing but need help to transform it into a sustainable growth engine. An email course offers a solution that's both powerful and efficient. This strategic approach provides a structured learning experience, establishes credibility, and supercharges audience growth.In this episode of Deliverability Defined, Alyssa and Melissa are joined by Sean Stewart to discuss how to build an email course flywheel and the benefits of email courses for creators. Sean also explains the four types of email courses: crash course, step-by-step, biggest mistakes, and resources and templates, and...2024-04-3050 minDeliverability DefinedOptimizing Subscriber Experience for Better DeliverabilityMany people find their inboxes overflowing with generic emails and promotional content, all vying to grab their attention. But what separates an email that gets deleted from one that gets opened, sparks engagement, and drives results? Ultimately, effective emails prioritize value over promotion. It's finding and understanding your target subscribers and delivering value that addresses their needs. In this episode of Deliverability Defined, Alyssa and Melissa talk about the steps and strategies for creating effective emails. They provide practical tips on identifying the target audience, creating a value proposition, and reaching potential subscribers through l...2024-04-2330 minDeliverability DefinedHow Does Shared Reputation Work?Domain reputation has been a theme this season. And for good reason. In the world of email, IP addresses and domains have reputations that can make or break an email’s journey. While it might seem a little technical, understanding these nuances can have a big impact on your email deliverability.In this episode of Deliverability Defined, Alyssa and Melissa discuss the differences between shared and dedicated reputation regarding IP addresses and domains. They talk about the importance of IP and domain reputation, the factors that affect them, and their impact on email deliverability. Th...2024-04-1634 minDeliverability DefinedBenchmarks for Email MetricsIf you’ve ever found yourself in a tangle of numbers, wondering which email metrics actually matter, this episode is for you. This week, Alyssa and Melissa unravel the tangled web of open rates, bounce rates, click rates, and complaint rates, guiding email senders toward clarity. They discuss why maintaining low bounce and complaint rates is essential, and explore the impact of metrics on email deliverability. They also explore the value of subscriber engagement and the reality of cold subscribers. Understanding these metrics (which ones deserve your attention and how to interpret them) is vit...2024-04-0927 minDeliverability DefinedA Creative Way to Boost RepliesIn this episode of Deliverability Defined, Alyssa and Melissa explore some creative ways to boost email replies and enhance deliverability. From leveraging engagement signals and building community to using incentive-driven tactics, they share valuable strategies to amp up replies and strengthen relationships with subscribers.The discussion also touches on the impact of replies on domain reputation and suggests practical methods for handling and organizing replies. As email deliverability continues to evolve, nurturing meaningful interactions through replies is a powerful tool for ensuring your messages thrive in the inbox.In...2024-04-0222 minDeliverability DefinedKeeping Your List Healthy While Using RecommendationsIn this episode of Deliverability Defined, Alyssa and Melissa dive into the topic of using recommendation tools to grow your email list while maintaining healthy deliverability. They explore the potential impact of using ConvertKit’s Creator Network recommendation tool, and provide insights on how to effectively manage new subscribers.Balancing list growth with subscriber engagement is critical for email senders. Making a strong first impression with new subscribers through a clear and compelling creator profile, setting up a robust welcome sequence, and implementing automated list cleaning will help keep engagement high and maintain deliverability. 2024-03-2625 minDeliverability DefinedA Guide to DMARCEver feel like you're decoding an ancient script when trying to comprehend email authentication? DMARC may seem like just another complex acronym in the world of email, but it's a guardian against the spoofers and spammers. Setting up DMARC is like locking your digital doors—it's not just necessary; it's your first line of defense. And since missed emails mean missed opportunities, understanding DMARC is a critical piece of the email deliverability puzzle. In this episode of Deliverability Defined, Alyssa and Melissa unpack the mysteries of DMARC records and how...2024-03-1933 minDeliverability DefinedManaging Your Domain ReputationIf managing your domain reputation sounds complicated, you’re not alone. Recent changes to Yahoo’s and Google’s authentication rules have forced all email senders to take a more active role in the path to the inbox. In this episode of Deliverability Defined, Alyssa and Melissa untangle some of the mysteries around domain reputation and why it’s so important. They highlight how trends in open rates, complaint rates, and bounce rates are not just metrics but invaluable insights that contribute to a healthy email list. They also discuss some highly practical best practices...2024-03-1247 minDeliverability DefinedA Guide to Google Postmaster ToolsIf you’ve ever wondered how to improve your domain reputation, Google Postmaster Tools is here to help. In the wake of Google’s and Yahoo’s changes and authentication requirements, Google Postmaster Tools has become a crucial resource for email senders. In this episode of Deliverability Definied, Alyssa and Melissa take a deep dive into Google Postmaster Tools—what it is, how to get the most out of it, and why it’s so important for monitoring domain reputation and ensuring optimal email deliverability. While Google Postmaster Tools can provide a lot of great insig...2024-03-0526 minDeliverability DefinedAn Update on Yahoogle RequirementsWelcome back to Season Five of Deliverability Defined! Do you ever feel like you're navigating the Bermuda Triangle when it comes to understanding the latest email marketing requirements? You're not alone. Staying ahead of these changes and requirements is crucial in maintaining email deliverability.In this episode, Alyssa and Melissa discuss the recent changes from Yahoo and Google and how they impact email senders. They dive into the new authentication requirements, the one-click unsubscribe rule, and what it means for your domain reputation. Plus, they introduce a game-changing feature from ConvertKit to help you...2024-02-2723 minDeliverability DefinedNew Requirements from Gmail and YahooGmail and Yahoo have announced new sender requirements taking affect in February of 2024. You can read more here: https://help.convertkit.com/en/articles/8538056-gmail-and-yahoo-s-new-requirements-for-2024-and-what-to-expectThe 3 main steps to take:- Set up a verified sending domain in your email provider- Set up a DMARC record if you haven't already- Start monitoring your spam complaint rates within Google Postmaster Tools 2023-11-0725 minDeliverability DefinedHow to Utilize AI for Your Newsletter with Naomi WestEmail remains one of the oldest and most popular digital communication channels, yet content creators struggle to stand out in their audience’s email inboxes. The explosion of ChatGPT has prompted questions about AI’s role in the deliverability space. Should AI be integrated into email marketing strategies, and if so, in what capacity? In this episode, Alyssa and Melissa talk with email marketing expert Naomi West about her relationship with AI. Naomi is a seasoned SaaS Lifecycle Marketer and creator of Email Characters, a Google Chrome extension designed to optimize email content. Naomi is no...2023-06-2744 minDeliverability DefinedHow to Grow and Monetize Your Newsletter Featuring Dylan RedekopAs a creator, you are never going to feel “ready” to build something. The hardest part is getting started and accepting that creation is an iterative process, and the mistakes you make along the way will lead to stronger content over time. In this episode, Alyssa and Melissa talk with Dylan Redekop, Growth Currency Newsletter Strategist and Product Marketer at SparkLoop, about his journey building his newsletter from scratch. What started as a multitopic newsletter niched down into a newsletter that helps creators and solopreneurs start, grow, and monetize their own newsletters. Dylan delves into...2023-06-2038 minDeliverability DefinedSelling Digital Products Featuring Charli PrangleyMany 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 le...2023-05-2349 minDeliverability DefinedWhy Is Email Still a Key Player in Today’s Marketing Landscape?Email is a universal method of communication that brings together people of all different ages and backgrounds. While some people may check their emails more than others, it remains true that everyone needs an email address to survive in the digital world. Whether you use your email to stay up-to-date on current events, manage your reservations, or collect discount codes, email is a versatile tool to stay informed and connected.Email is a more reliable form of communicating with your audience because its popularity is not as volatile as social media. As w...2023-05-1624 minDeliverability DefinedAnswering Your Deliverability QuestionsThe way our email inboxes operate has changed dramatically with the evolution of the internet and increased awareness and caution around email scams. Email security and privacy have become a top priority for users, resulting in enhanced protection measures and more stringent regulations.With so many changes happening in the email deliverability world, several factors could be affecting your success metrics as an email marketer or a content creator. Email strategies need to be adapted according to the sender’s needs and their intended audience.In this episode, Alyssa an...2023-05-0931 minDeliverability DefinedWhat We Learned From a Promotions Tab ExperimentEmail service providers are committed to providing their users with the best possible experience, increased security and safety measures may come at the expense of content creators’ success. A content creator’s biggest fear may be their emails landing in the spam folder, but emails landing in the promotions tab is also a major worry.The promotions tab is determined by Gmail’s ever-changing and unpredictable algorithm. While these messages are not technically labeled as spam, they imply to your audience that there is promotional or advertising content inside. While the promotions tab is meant...2023-05-0231 minDeliverability DefinedHow to Grow Your Email List Using InstagramWhether you’re a consumer, business owner, or content creator, Instagram's potential to expand your reach is undeniable. With more than one billion active users, Instagram can help you connect with new audiences and engage existing ones.Although growing your Instagram following is important, it's only half of the battle. While Instagram remains a popular social media platform, its future is unpredictable. Algorithms can change and platforms can go out of business or be replaced by competitors. Therefore, it's crucial to convert your Instagram following into email subscribers to ensure that you have a mo...2023-04-2529 minDeliverability DefinedB2B vs B2C DeliverabilityWhile creators hope their audience will open and read their emails, the first step is to ensure emails actually make it into the intended audience’s inbox. The goals of B2C audiences (business to consumer) are not the same as B2B audiences (business to business). By understanding the unique challenges of B2B and B2C subscribers and tailoring the message accordingly, creators can achieve better results in their deliverability strategy.While we have control over our personal email inboxes, B2B audiences often rely on increased security measures that can block un...2023-04-1819 minDeliverability DefinedWhat to Do if You Are Looking to Move to a New ESP?Creators hope to grow a following, but communicating with an audience at scale is challenging. Technology can help facilitate communication with your subscribers, especially if you’re seeking analytics on email performance and engagement. Email service providers, or ESPs, are services that allow you to send campaigns to subscriber lists. Different ESPs have different features, such as automation, audience segmentation, template builders, A/B testing, and customer support. Not all ESPs are created equally, and the type of ESP that is right for you can vary depending on your goals.I...2023-04-1133 minDeliverability DefinedHow to Run an Inbox Placement TestWhen 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 thi...2023-04-0424 minDeliverability DefinedGrowing Your Audience Through RecommendationsWord-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...2023-03-2825 minDeliverability DefinedDeliverability Horror StoriesWe’ve all been there: you press “send” on an email and immediately recognize there’s a mistake. Recalling an email requires quick reflexes, and unfortunately, there’s no guarantee that your request will be successful. The good news is that we are all human, and email mistakes such as typos, inaccessible links, and failed deliverability are much more common than you’d expect. When sending emails, you may occasionally have more control over a situation than others and can take preventative measures to avoid common issues. There are also scenarios where deliverability issues are unrelated...2023-03-2133 minDeliverability DefinedHow Deliverability Impacts Newsletter SponsorshipsCreators are always looking for a way to earn income through their efforts, which traditionally evolves into sponsorship or brand deals. Of course, creators want to earn this extra income, but they struggle to keep their audiences happy; no one likes to feel like they’re being sold to when reading their favorite newsletter. Is there an option that balances the needs of creators, audiences, and sponsors alike?One solution is newsletter sponsorship. Creators spend a long time crafting relationships with their audiences to keep them loyal and engaged, and this can pay off fo...2023-03-1433 minDeliverability DefinedHow Nathan Barry Made $50K From a Passive Evergreen NewsletterYou 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 a...2023-03-0748 minDeliverability DefinedHow to Fix Reputation Issues with GmailAccording 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...2022-03-0821 minDeliverability DefinedHow to Clean Your ListFrom likes to follows to subscribers, when everything feels like a numbers game, the idea of actively deleting your subscribers can feel counterintuitive and downright terrifying. But there’s power in deleting people from your list who aren’t opening or engaging any longer. List cleaning saves you money and saves your reputation, a gift to yourself and the subscribers who matter. Well, at least the subscribers opening your emails. But how exactly do you clean your list? Is the best list cleaning strategy the same for everyone? What really defines an unengaged subscriber? Depen...2022-03-0125 minDeliverability DefinedEmail Behind the ScenesMany 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 differe...2022-02-2230 min
The Future Belongs to CreatorsWhy Deliverability Matters with Alyssa Dulin and Melissa LambertThere’s no better feeling than building a livelihood doing the work you love. For many creators, that means a life of painting, pottery, design, and left-brain thinking. But to succeed as a full-time creator, you have to get technical every once in a while. If you’re not a numbers person and shy away from the analytical aspects of email and business marketing, ConvertKit has a built-in set of technical experts ready to explain. Enter Alyssa Dulin and Melissa Lambert, ConvertKit deliverability experts and hosts of the podcast Deliverability Defined. So...2022-02-1639 minDeliverability DefinedHow to Learn From UnsubscribesRejection 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. 2022-02-1533 minDeliverability DefinediOS 15’s Impact on Open Rates So FarWhen 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 deliver...2022-02-0817 minDeliverability DefinedTop 5 Email MythsAre 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 ra...2022-02-0124 minDeliverability DefinedThe Audience-Building FlywheelThe most common question deliverability experts hear is, “how do I get more subscribers?” As a brand new creator, finding followers is probably your top concern. And although there are many answers depending on who you ask, the best explanation may be something called the flywheel effect. In short, you have to put out content consistently and strategically, blending social media with email to reach the most subscribers possible. While it’s hardly rocket science, sending out content when you’ve only got one or two subscribers to your email list or five followers on Instag...2022-01-2526 minDeliverability DefinedReal World Email Examples of Great EmailsEvery once in a while, we stumble upon a promotional email from a brand we love or a service we recently subscribed to and think, “that’s a great email.” Today, Alyssa and Melissa break down some of their favorite examples. Because when it comes to teachable moments, stellar examples of real-world emails are the best way to translate best practices and learn from the email experts all around us. And while we often spend time discussing the “don’ts” of email marketing, nothing lights a fire under our server like emails that make the grade. A...2022-01-1837 minDeliverability DefinedThe Future of EmailIf you could peek into a crystal ball and see the next 10 or 15 years of email evolution, what would it look like? Are the strategies you’re implementing ready for the future?Many say that in a world of ever-changing algorithms, email stays the same. While it’s never an exact science, the predictability and control senders have over their content certainly makes email an attractive outlet. However, nothing is ever stagnant, email included. For example, Apple’s recent privacy changes, the promotions tab controversy, and that infamous ‘unsend’ option rolled out by Gmail years ago...2022-01-1131 minDeliverability DefinedUtilizing BIMI to Display Your Logo in Subscriber's MailboxesWhat happens when security and style combine? Enter BIMI, or Brand Indicators for Message Identification, a text record that lives in your DNS records and helps verify your email address against phishers with malicious intent. This verification can be found in the brand’s logo, conveniently embedded in a sender’s email.While this high-tech security option may be a tough bet for small creators working alone, if you’ve got a large following and an equally large team, BIMI is a great way to increase your security. According to the...2022-01-0424 minDeliverability DefinedWhy Some Subscribers Don't Confirm Their Opt-InAs creators and email marketers, we’ve got a lot of important things keeping us up at night. From our marketing strategy, the hassle of freelance taxes, and, of course, those subscribers who don’t confirm their double opt-ins. But of all our worries, is an unconfirmed subscriber really something to stress over? After all, what’s “normal” subscriber behavior? It might be time to rethink how you expect subscribers to engage with your emails. Because subscribers don’t follow the same rules you do, and what feels negative to you may feel normal to them. For e...2021-12-2835 minDeliverability DefinedProtecting Your Email List and ReputationAs creators, trust is everything. The trust between you and the subscribers who stay tuned is the foundation of your business and the source of your creative freedom. And while it can take months or years to build up hard-earned trust, it only takes one spammer to derail it. In the tech-driven twenty-first century, spamming is more prevalent than ever. Unfortunately, an email list and an ESP mean you’re a prime target for spammers seeking lists, data, and, above all else, subscribers who trust your domain. As such, it’s important to take steps...2021-12-2135 minDeliverability DefinedHow to Serve Multiple Audience TypesAs we evolve as creators, it’s inevitable that our audiences evolve with us. If you find yourself serving multiple audiences, deciding which audience to speak to and when can feel like an impossible task that inevitably isolates one fan base or another. Unfortunately, with most mediums, creators must choose. In this episode, Alyssa and Melissa answer the question, how do you create for multiple audiences? Because this is Deliverability Defined, email is always the answer. And while email has many superpowers, audience segmentation is possibly the most undervalued. Whether your audience is made up...2021-12-1422 minDeliverability DefinedGrowing Your List With a Referral ProgramCreators always ask, “how do I grow my audience?” While the answer is different for everyone, when you’re an emerging creator with a tight budget, referral programs are a great way to expand without burning revenue. And not only expand, but find subscribers more likely to engage.As we continue moving away from open rates as our main metric, referral programs are a great step toward increased engagement. Luckily, where there’s a will, there’s an app. Tools like SparkLoop smooth out the logistics and make tracking your referral progress fun and easy. ...2021-12-0740 minDeliverability DefinedCreative Strategies to Increase EngagementIf we learned anything last season, it was that open rates are no longer the magic email metric. Changes to Apple’s privacy settings dethroned an already shaky measurement tool, albeit one many marketers loved to tout.While staying laser-focused on one metric is a surefire way to derail your email strategy (and fill your subscribers’ inboxes with spam-friendly subject lines), is there a new golden standard for senders? Now that open rates are a thing of the past, how can we shift our focus? In this episode, Alyssa and M...2021-11-3033 minDeliverability DefinedAsk Our Experts: How to Prepare for the Holiday Season!With the holiday season right around the corner, it’s never too early to start planning. In fact, the longer you wait, the more likely you are to find yourself on the naughty list, aka, in the spam folder.When it comes to sales, deals, and purchasing potential, the holiday season is in a category of its own. Subscribers are slammed with more emails than ever, retailers slash prices, and inbox providers are extra sensitive to spam. One rookie mistake can derail your most profitable time of year.In th...2021-10-1220 minDeliverability DefinedAsk Our Experts: Help, My Emails Are Landing in the Promotions Tab!When it first landed in our inbox, many believed the promotions tab would ruin email marketing for good. Years after Gmail’s controversial update, it’s time to set the record straight for scared senders. In this episode, Alyssa and Melissa break down their take on the promotions tab while unpacking insights from ConvertKit’s team of email pros. When it comes to deliverability, there are plenty of email mishaps to worry about. But is landing in the promotions tab one of them? While this secondary tab can feel like a s...2021-09-0728 minDeliverability DefinedAsk Our Experts: What Metrics Should Senders Focus On?While Season 02 of Deliverability Defined has come to an end, email never stops! Before we kick off Season 03, we’re doing a series called Ask Our Experts, where we pose important deliverability questions to our amazing team at ConvertKit.Today’s question: Other than open rates, what metrics should senders focus on? With Apple’s new privacy laws furthering the fall of open rates, it’s time for senders to get creative and pivot to a measurement system that’s right for their business.In this episode, Alyssa and Melissa discuss the math behind conversion rates, the...2021-08-0328 minDeliverability DefinedTop 4 Takeaways of Season 02Whether you’re a musician or an author, a blogger or an artist, email is the secret sauce to owning your audience and making a passion project your full-time hustle. While deliverability may sound like an algorithm with built-in metrics for success, there’s more than one way to reach the inbox and engage subscribers.Last season, we defined the ABCs of deliverability. In season 02, we went beyond the basics, looking at the complexities of email and (hopefully) proving that inbox success has more to do with the person receiving your emails than a robotic, spam-resistant recipe.2021-07-2047 minDeliverability DefinedHow to Have the Perfect Signup FormAs a new creator, you may feel like reaching as many eyeballs as possible is the most important end goal. Just remember, not all subscribers are created equal. Having an opt-in form helps weed out the unengaged and uninterested subscribers that aren’t worth paying for and can damage deliverability.However, like subscribers, not all opt-in forms are equally as effective. In this episode, Alyssa and Melissa walk through their must-haves for top-performing signup pages while showcasing one creator with a stellar, deliverability-approved website. From clear messaging to single opt-in versus double, here’s everything to ke...2021-07-1347 minDeliverability DefinedApple’s New Privacy ChangesYou’ve probably heard about Apple’s latest privacy changes. Their new OS includes an update that marks all emails as opened, removing a metric many senders relied on to measure email success. Privacy is incredibly important and there’s no universe where senders are entitled to a recipient’s data. However, as deliverability specialists, it’s our job to find workarounds that help senders reach the inbox of their subscribers. And there’s no denying this update has impacted senders’ ability to reach that top deliverability spot, simply because a data point we previously relied on no longer exist...2021-07-0638 minDeliverability DefinedHow’s Your Email Reputation?Everyone strives to reach the inbox of their subscribers. While many factors determine deliverability, it’s no secret that reputation is among the most important. So what can you do to fix a broken reputation? How can you know what your reputation is or if it needs improving? And what role does an ESP play in working email magic? Like most things with deliverability, the answers aren’t always straightforward, and often, there’s no easy fix. However, it’s important to focus on the things you can control.In this episode, Alyssa and Melissa explain a...2021-06-2948 minDeliverability DefinedWhat Makes a Good Subscriber?Every creator hopes for thousands of YouTube subscribers, Instagram followers, and Twitter likes. But if you’re approaching your email list with a similar “more is better” mentality, you may be missing the mark. In this episode, Alyssa and Melissa discuss why not all email subscribers are created equal and why smaller, high-value lists are healthier than a massive list filled with cold and unengaged subscribers. Let’s outline what makes a great subscriber, the common mistakes that attract “bad” subscribers, and why bigger isn’t always better. “Email addresses that are undeliverable a...2021-06-2236 minDeliverability DefinedWhy Are My Open Rates Dropping?If you see a sudden and dramatic drop in your open rates, don’t panic. There could be an easily fixable solution behind those scary numbers. And even if it takes a bit more digging, your open rates aren’t the be-all and end-all metric for measuring success. Nevertheless, lower open rates could signify a larger issue, whether it’s your marketing strategy or something as simple as an HTML error. In this episode, Alyssa and Melissa outline the questions every email marketer should ask themselves if and when their open rates drop.Once you’ve answer...2021-06-1540 minDeliverability DefinedHow to Use Twitter to Build Your Email ListAre you intimidated by Twitter? Do you scroll and consume 24-7? Love it or hate it, there’s no denying that Twitter can be invaluable for building an audience and boosting visibility. If you’re strategic and intentional, Twitter can help you reach massive creator milestones. In this episode, Alyssa and Melissa discuss actionable steps to growing a following on Twitter and expanding your email list. Don’t just look for a retweet. Engage with people who will become high-value subscribers and true fans. While it’s loud and sometimes...2021-06-0830 minDeliverability DefinedHow to Level up Your Emails with AutomationSending one-time emails to your entire list may feel like a familiar and reliable default. And automating anything related to email might sound intimidating. However, automation opens the doors for incredible results and makes your life as a sender much easier.It’s a cardinal rule of business that you should never treat every customer (or every subscriber) the same. The beauty of automation is that it allows you to differentiate your otherwise anonymous email list and send each subscriber the content that’s most likely to stick. Believe it or not, not sending some...2021-06-0128 minDeliverability DefinedWhy do emails bounce?So often we view emails as a one-way conversation. In reality, there are plenty of complicated mechanics that go on behind-the-scenes between both sender and the receiving server. But what really goes on when an email bounces? Is it the fault of the ESP? Should we clean our lists of every email address that bounces? Like everything with deliverability, finding the why behind your email bounce rarely leads to a simple and clear-cut resolution. In this episode, Alyssa and Melissa explain the technical blueprint of a bounce, common reasons fo...2021-05-2529 minDeliverability DefinedHow to Recover From an Email FailEven veteran senders get nervous before pressing send. There’s always that worry in the back of our minds: What if I send this to the wrong group of people? What if I send a test email by mistake? What if there’s a broken link or typos or lingering placeholder text? So, if and when the dreaded email fail happens to you, what can you do? We’ve all received an email fail and every pro sender has made a mistake or two. If you do mess up, don’t worry. You’re not alone an...2021-05-1837 minDeliverability DefinedA Day in the Life of a Deliverability SpecialistDo you really understand deliverability? Is a career in deliverability right for you? Deliverability is a niche topic and it’s sometimes hard for friends, family, and curious ears to understand.But aside from innate curiosity, if you’re a sender, learning what a deliverability expert does can provide incredible insight into how deliverability actually works.From educating to solving problems and balancing tech skills with empathy, Alyssa and Melissa walk through their daily lives as deliverability specialists and talk about everything that goes on behind the scenes of a de...2021-05-1138 min
Deliverability DefinedHow to Recover From an Email FailEven veteran senders get nervous before pressing send. There’s always that worry in the back of our minds: What if I send this to the wrong group of people? What if I send a test email by mistake? What if there’s a broken link or typos or lingering placeholder text? So, if and when the dreaded email fail happens to you, what can you do? We’ve all received an email fail and every pro sender has made a mistake or two. If you do mess up, don’t worry. You’re not alone and there are ways to reco...2021-05-1137 minDeliverability DefinedA Day in the Life of a Deliverability SpecialistDo you really understand deliverability? Is a career in deliverability right for you? Deliverability is a niche topic and it’s sometimes hard for friends, family, and curious ears to understand.But aside from innate curiosity, if you’re a sender, learning what a deliverability expert does can provide incredible insight into how deliverability actually works.From educating to solving problems and balancing tech skills with empathy, Alyssa and Melissa walk through their daily lives as deliverability specialists, and talk about everything that goes on behind the scenes of a deliverability job.“There is a lot happening each t...2021-05-1138 minDeliverability DefinedWhat to Check Before You Click "Send"So much of deliverability is fixing issues after you realize there’s a problem. But what about solving problems before they become a problem? There are ways to predict your deliverability future and improve not only your business but your subscribers’ experience as well.In this episode, Alyssa and Melissa outline tips for proactively preventing deliverability issues before your email even reaches a recipient. Some of these tips may sound counterintuitive and some may sound a bit obvious, but they work! So before you send your next email, listen up.2021-05-0450 minDeliverability DefinedBypass the YouTube Algorithm With Email Marketing with Ben SchoefflerWith hundreds of big creators monopolizing YouTube, starting a channel from scratch and beating YouTube’s notoriously tricky algorithm is no small feat. Take it from Ben Schoeffler, a content creator who’s learned a few tricks for bypassing the algorithm with email marketing. YouTube doesn't provide the names of your subscribers. So while it may sound counterintuitive, going off YouTube is often the only way to grow your channel and build a relationship with your otherwise mysterious audience. In this episode, Melissa and Ben discuss why creators should build...2021-04-2735 minDeliverability DefinedAvoiding Automatic Clicks and OpensNo matter how much we plan and analyze, there will always be things outside of our control. When it comes to email deliverability, avoiding automatic clicks is sometimes the hardest pitfall to avoid. Nevertheless, there are ways to stand up to security systems and work around the (almost) impossible. In this episode, Alyssa and Melissa explain why automatic clicks are so common and what you can do to take back control. As email marketers, we don't have many metrics to determine our success. So we need to make sure th...2021-04-2029 minDeliverability DefinedHow to Switch ESPs Without Damaging Your DeliverabilityDeliverability isn’t an exact science. There’s no hard and fast rule for success, and advice may vary from time to time. But of all the grey areas in email marketing, switching ESPs is probably the most confusing. If you’ve wanted to make a change in your service but haven’t pulled the trigger for fear of damaging your deliverability, you’re not alone. That said, there are ways to switch it up without ruining your rep, and we’re breaking them all down.In this episode, we explain what to look for in potential...2021-04-1337 minDeliverability DefinedHow Musicians Can Turn Fans Into SuperFans Through Email MarketingIn an era of streaming services and a pandemic that’s pushed touring to the side, monetizing music has never been harder. While it may sound old-fashioned for a rockstar, emails can unlock your income potential. In this episode, we’re speaking to the musicians looking to monetize and turn casual followers into fans and superfans. Learn to stay strategic with your releases, use Instagram to build an email list, and personalize content to incentivize sign-ups.If you’re listening to this, you probably know that reaching more listeners is what propels your career forward. More fa...2021-04-0642 minDeliverability Defined10 Common Email Marketing MistakesTo emoji or not to emoji? Can sending a test email actually harm deliverability? Is my title too vague? Too specific? Email marketing is an artform and mastering it takes more than a quick How-To. But even if you’re a pro at emails, you may be making minor mistakes that can have a major impact on deliverability. In this episode, we’re walking through 10 common email marketing mistakes to avoid, plus, a few bonus tips and tricks for prime deliverability. We also mention a few big brands that miss the mark.Main TakeawaysYour...2021-03-3041 minDeliverability DefinedHow Writers Can Earn a Living Through EmailAs writers, email marketing should come easy, right? You already know how to engage an audience, use your voice, and create a compelling read. But sometimes, your skills as a narrator don’t always transfer. And, like many writers, maybe you write alone for too long, hesitant to share your work with an email address outside your own.In this episode, we’re battling the mother of all monsters: writer’s block. So let’s outline how to create content that helps you build an audience, reach an audience, and, ultimately, earn a living online. We’re also showi...2021-03-2344 minDeliverability DefinedHow to Re-Engage Subscribers Without Damaging Your DeliverabilityRealizing that you have a problem is the first step to solving a problem. And when you notice some of your subscribers starting to disengage, jumping on a re-engagement campaign is probably your solution. But like anything else, there’s a right and a wrong way to re-engage. In fact, if you're not careful, your campaign may do more harm than good.So what’s the right way to win back cold subscribers? What content should you push and how much of it? Should you re-engage everyone all at once? And when do you finally cut the cord...2021-03-1642 minDeliverability DefinedAudience Building for CreatorsAfter spending Season 01 chatting all things technical, we’re kicking off Season 02 with some general advice for making a living and building an audience online. In this episode, we’re going to take a step back to define “creators”, help you push past the starting line, and make the task of asking your audience to subscribe a little less awkward. Even if you’ve nailed deliverability basics, growing an online presence depends on your marketing strategy just as much as it does your technical know-how. If you’ve made it this far but still haven’t hopped on the...2021-03-0956 minDeliverability DefinedTop Four Takeaways of Season OneWe’ve made it through the inaugural season of Deliverability Defined! Since we’ve covered so many important deliverability topics over the course of this season, we wanted to bring you our top takeaways. If you do nothing else, these strategies will help you significantly improve your deliverability.We’ll be back in January with brand new content. Thanks for making season one what it was and we’ll see you all again soon! Main TakeawaysPermission is key. Sending an email to someone who doesn’t want it or didn’t sign up is a big n...2020-10-1329 minDeliverability DefinedDo's and Don'ts of Growing Your AudienceEveryone in the email world wants more subscribers – that’s a given. But how you go about getting those people on your list can have a major impact on your email deliverability, which, in turn, affects all your other email metrics. In this episode, we’re discussing some best practices on how to grow your list effectively so that you don’t get penalized for having subscribers on your list that don’t want to be there. We’ll also give you some tactics to avoid when trying to boost your numbers. If you’re looking to grow...2020-10-0643 minDeliverability DefinedSelf-Led Deliverability AuditWe want to empower you to take as much control of your email marketing as possible and that includes addressing deliverability issues. A deliverability audit is a great place to start if you want to assess the health of your email marketing efforts. Throughout this episode, we take you through some of the things we check when doing a deliverability audit so that you can start doing them yourself.If you’ve been struggling with your open rates or deliverability, these strategies for conducting a deliverability audit will help set you on the path to identifying and fi...2020-09-2940 minDeliverability DefinedDeliverability Terminology You Need to KnowIt’s starting to look like fall in many parts of the country, so you know what that means! Pumpkin spice! Just kidding. Back-to-school! Today, we’re going to do a little vocab lesson and make sure we’re all up-to-date on the lingo being tossed around in the deliverability world. We’re going to define each term, and if need be, point you to more in-depth resources about each one. Get your baggy sweatshirts and binders out, because this is a lecture you’ll want to listen to! Deliverability TermsDelivery — When an email is succe...2020-09-2242 minDeliverability DefinedPros and Cons of Inbox Placement TestsIf you've ever downloaded or used one of those free tools or applications that sync with your email inbox and automatically unsubscribes you from email that you don't open very often, there's a chance your email data is actually being used by someone else's inbox placement test to determine where their messages land.It’s impossible to know if an email actually hits the primary inbox, but these free tools might be working behind the scenes to acquire that data for someone else. It’s a controversial practice that we want to shed some light on. In...2020-09-1532 minDeliverability DefinedFAQ's About DeliverabilityAs you’ve no doubt discovered, email deliverability is a complex topic. There are a number of factors that affect deliverability for senders, and it’s easy to get lost in all of the information when something goes wrong. In this episode, we discuss some of the frequently asked questions we get at ConvertKit, and some practical strategies for improving your deliverability. Frequently Asked QuestionsWhy are emails going to spam? Why do subscribers "bounce" and what do I do with them? What do I need to do to my DNS settings when using an email...2020-09-081h 04Deliverability DefinedDoes Gmail Filter Email Based On Political Beliefs?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. 2020-09-0126 minDeliverability DefinedAll About Gmail: The Promotions Tab, the Spam Folder, Postmaster Tools and MoreGmail has become ubiquitous as the leading mailbox provider. Gmail is also often considered the most advanced in terms of filtering and features among online mailboxes. And with so many users, it’s critical to understand how Gmail thinks about deliverability. Apart from keeping your emails safe, Gmail also includes a ton of other features that are helpful to both senders and receivers. That said, it can be overwhelming if you’re just getting started. In this episode, we discuss how Gmail determines where to place emails, the promotions tab, Google Postmaster Tools, and how to fix...2020-08-2546 minDeliverability DefinedHow to Start Preparing for Holiday PromotionsYou may think it's too soon to talk about holiday promotions, but for email marketing, the time is now! The holidays often involve the biggest promotions of the year, so it’s important to plan your strategy well ahead of time. For many senders, Black Friday and Cyber Monday are the biggest days of the year in terms of promotions and sales. But without proper preparation, senders can run into deliverability issues that can derail even the best marketing emails. In this episode, we talk about common mistakes, how to avoid them, and what you shou...2020-08-1826 minDeliverability DefinedWhat Your ESP Can (And Can't) Do for Your DeliverabilityThere are a lot of email service providers (ESPs) out there and many misconceptions about how to choose the one that works for your needs. To understand what an ESP can and can’t do to help you with deliverability, it’s good to start by looking at the function of an ESP and the role it plays in your email marketing. While each ESP has its own specialty, its main purpose is to help email marketers reach their audience. At its most basic function, the ESP handles the entire delivery infrastructure. It’s complex work that’s taken c...2020-08-1123 minDeliverability DefinedList Validation 101 with Lauren Meyer from KickboxToday we’re talking about list validation. And to help bring some additional insight to our conversation, we’re joined by Lauren Meyer, the VP of Industry Relations and Compliance at Kickbox, a list verification company.With a background in communication and email deliverability, Lauren brings a lot of experience to the table. We discuss spam traps, list validation, and some great ideas for keeping your list healthy (which is essential for deliverability). Lauren also talks about how she ended up in her current role at Kickbox.Main TakeawaysEmail validation is a way...2020-08-0441 minDeliverability DefinedDemystifying BlocklistsBlocklist is a cryptic word that can cause panic for an email sender. No one wants to be “blocked” from sending an email. It can be complex, but it’s important to know how blocklists work to ensure that you remain in good standing as a sender. In this episode, we unravel blocklists and how to not end up on one.Main TakeawaysA blocklist is an organization that compiles a list of IPs, (potentially domains as well) that they believe to be risky.Anyone can create a blocklist — what matters is who your mailbox provider decides...2020-07-2830 minDeliverability DefinedHey.com: The New Mailbox Provider that Blocks “Spy Tracker” PixelsIf you’re following the email marketing world, you’ve undoubtedly heard of Hey.com from creators of Basecamp. A lot of people have a lot of opinions on Hey, and because our podcast is all about email deliverability, we believe it’s a relevant discussion for us to have.There’s not a ton of innovation in the email space, so having something like Hey to give us good conversation is a welcome change. If you need a quick catch-up, check out hey.com to see what it’s all about. Whether you’re pro-Hey or an...2020-07-2144 minDeliverability DefinedMeaningful Metrics: Going Beyond Open RatesOpen rates are an emotional, yet somewhat unreliable metric. When people see a drop in open rate, they tend to think it’s an indication that engagement is down. But email metrics go well beyond open rates. And in many cases, other metrics can tell you much more about the success of your email marketing than open rates alone. In this episode, we talk about the meaningful metrics you should be tracking, hard and soft bounces, list hygiene, and what to do if you’re concerned with your metrics. Main TakeawaysHard bounces should be kep...2020-07-1438 minDeliverability DefinedAuthentication (SPF, DKIM, DMARC)Email authentication is probably something you don’t spend a lot of time thinking about. But it’s important that you understand what it is and why it's crucial for your email deliverability. This episode gets a little technical, but if you’re sending emails to a list, you should become familiar with the jargon so you can leverage all of the options available to you when trying to improve your deliverability. In this episode, we talk about why authentication exists, how to quickly determine authentication, and the three types of authentication you should become familiar...2020-07-0743 minDeliverability DefinedAvoiding Spam Traps the Right WayNote: This podcast episode was pre-recorded and since then, we have changed our terminology at ConvertKit to blocklist instead of blacklist.Spam traps can elicit a negative gut reaction. It’s probably a natural reaction, and we’re going to talk about how you can avoid spam traps without making things worse. Spam traps are an email address that's created or maintained with the purpose of identifying centers with poor list health or collection methods. While it’s good for subscribers, sometimes as a sender you can get hit with penalties to your deliverability score without...2020-06-3033 minDeliverability DefinedProtecting Yourself from ListbombingListbombing can be a touchy subject because most people think it’s personal. However, it doesn't really matter which email service provider you use or what your website is about—hackers will generally attack any list in any form on any provider that they can find. That said, there are ways you can protect yourself from their malicious methods. Even though the sender isn’t the target of the attack, the sender will bear the brunt of the negative outcomes for the health of their list if not caught early enough and dealt with appropriately. In this...2020-06-2327 minDeliverability DefinedContent: How Much Does It Impact Deliverability?Over the last few episodes, we’ve brought up the topic of content and have essentially talked around it. This show is about deliverability, but it’s surprising how much the content aspect of your emails and website can impact overall deliverability.Creating personal and engaging content for your emails cannot be overstated. Since your sender reputation has a lot riding on subscriber engagement, it’s critical that the content you provide is enticing and meaningful enough that people engage with it. In this episode, we talk about how your content should align from subject line to...2020-06-1634 minDeliverability DefinedSender Reputation: The Road to Inbox PlacementGetting into your audience’s inbox all starts with sender reputation. It’s the most important factor when it comes to deliverability, and the domain you're using to send your emails is what holds the majority of that reputation. Just because you end up in a spam folder doesn’t always mean you’re doing something wrong. And if you are, there are methods and strategies you can use to fix those issues.In this episode, we talk about sender reputation by mailbox provider, ways to test your deliverability, why your reputation is always being evaluated...2020-06-0240 minDeliverability DefinedHow Email Marketing and Deliverability Help You Reach Your AudienceDeliverability Defined is a new show from ConvertKit in which hosts Alyssa Dulin and Melissa Lambert help you navigate the complexities of email deliverability. What exactly is email deliverability? And why is it important? Is email marketing still a good channel for communicating with your audience? If you rely on email for your business (or use it at all), these are important questions. In today’s episode, we talk about how we found our way to email deliverability as a discipline, the complexities of modern email marketing, why it matters, and more!Main Take...2020-05-2627 min