February 25, 2025

#1130 - Get to the Inbox | MV Braverman

12 minutes

E-mail marketing has changed, and so must your approach if you want to reach your audience in 2025. I chatted with MV Braverman, founder of Inbox Welcome, to talk about e-mail deliverability—a topic often overlooked but absolutely essential. While we all obsess over catchy subject lines and beautiful designs, none of that matters if your e-mails never make it to the inbox. MV shared practical advice to help you understand deliverability and improve your results.

Here are a few of the key takeaways:

Authentication is Non-Negotiable

To combat spam, providers like Google and Yahoo now require senders to authenticate their e-mails. Tools like SPF, DKIM, and DMARC ensure your e-mails are verified and trustworthy. But here’s the catch: while platforms like MailChimp can help you authenticate campaign emails, that’s only part of the puzzle. MV recommends a comprehensive setup covering all your email streams—like invoices, auto-responders, and proposals.

Reporting Matters

DMARC doesn’t just verify your emails—it also provides detailed reports about where your emails are landing (inbox vs. spam) and how they’re being perceived by providers like Microsoft. These insights are invaluable for spotting problems early.

Focus on the Reader’s Experience

Your emails should be accessible, mobile-friendly, and readable in both light and dark modes. MV pointed out that ignoring dark mode—a preference for up to one-third of email users—can make your emails nearly impossible to read.

Don’t Rely Solely on Images

While image-only emails may look appealing, they’re a disaster for accessibility. Many readers (including me!) block images by default, and with AI tools summarizing content, text is more important than ever. Always include descriptive, clear text in your emails.

What You Can Do:

Review your email authentication settings across all platforms, not just your email marketing tool, to ensure full coverage.

Download MV’s DMARC guide to learn how to set up reporting and spot deliverability issues before they become major problems.

Email marketing isn’t just about what you say—it’s about making sure people actually receive it.

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