Email Marketing Archives -

In this episode, I speak with email deliverability expert Matthew Vernhout of Email Industries to break down what really determines whether your emails reach the inbox—or land in the spam folder. The conversation kicks off with the most critical factor: your data quality. If you’re using clean, first-party, permission-based email lists, you’re already ahead. But if you’re purchasing lists or using scraped data, expect problems. They discuss express vs. implied consent, global email regulations like CASL, GDPR, and the consequences of bad data—including poor reputation, spam traps, and honey pots. The golden rule? “Do good things, good things happen. Do bad things, bad things happen.”

The second half digs into technical must-haves like SPF, DKIM, and DMARC—which are now mandatory for bulk email senders thanks to new standards from Google and Yahoo. They also unpack BIMI, which lets brands display their logo in the inbox ( a trust booster) and why subject lines still matter for engagement ( avoid “Your Weekly Update” or overusing emojis). The episode wraps with practical advice: don’t rely on AI or guesswork to fix deliverability problems. Instead, work with professionals who can perform audits, diagnose issues, and rebuild your sender reputation . As Matthew says, think of it like digital physiotherapy for your email program—sometimes you just need a wellness checkup to keep everything healthy.

Key Takeaways:

Final Thoughts:
Email is hard. But it doesn’t have to be impossible. With the right practices and guidance, your emails can reach the inbox and convert. Avoid shortcuts, respect the rules, and if you’re in doubt—get expert help before your emails vanish into the void.

Connect with Matthew on Linkedin

Check out Email Industries here

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The post HMBT #301: Your List Needs Therapy appeared first on .

For episode 300, I am joined by email marketing legend Dela Quist for a no-holds-barred conversation about the misconceptions surrounding email frequency, deliverability, and value. Dela, known for challenging conventional wisdom, makes a compelling case for why email is a branding tool, not just a sales mechanism, and how marketers often misunderstand frequency and engagement.

From comparing the inbox to Netflix to debunking deliverability myths tied to inactive subscribers, Dela shares decades’ worth of strategic insights with real-world examples and humor. His key message? Sending more email isn’t bad, sending irrelevant or inconsistent email is. This episode is a masterclass for email marketers who want to build stronger email strategies backed by logic, not just best practices.

Dela’s approach is refreshingly pragmatic, ditch the myths, focus on value, and treat email as the most cost-effective branding channel in your arsenal. Whether you’re a startup or an enterprise brand, there’s something in this episode that will challenge the way you think about email marketing.

Want more from Dela? Connect with him on LinkedIn or visit delaquist.com.

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #300: The Netflix Effect appeared first on .

Former “Kickboxer” Jack Wrigley joined me on this episode to talk about staying focused and developing real relationships. I’ve always admired Jack’s blend of sharp business insight and genuine relationship-building skills. He’s currently the President of Omnivery, a secure, high-deliverability transactional email platform, and in this episode, we tackled something a lot of people are thinking about right now: how to stay focused and thrive in a noisy, uncertain business climate.

We started by talking about how businesses can get pulled in a million directions with AI, remote work, shifting budgets, and all the other distractions out there. Jack emphasized the need to double down on your core values and mission, not just writing them out, but making sure they’re baked into how everyone shows up to work every day. I added a few tips on how to keep those values top-of-mind, like automating monthly Slack reminders, adding them to your workspace, or even incorporating them into your custom GPTs if you’re using AI tools.

One thing I loved about our conversation is that we both believe good leadership doesn’t just flow top-down. Jack pointed out how powerful it is when people are empowered to articulate how their work contributes to the company’s mission. I completely agree, leadership happens at every level. Whether you’re a founder or an entry-level team member, your ideas matter.

We also got into the nitty-gritty of email marketing and cold outreach. Jack didn’t hold back, he’s not a fan of cold email, and I get it. Deliverability is harder than ever, inboxes are tighter, and honestly, most cold emails just don’t land. Instead, he encourages brands to build trust through content, storytelling, and relationships. I shared some of my thoughts too, if you’re going to do cold email, make it thoughtful, personal, and extremely targeted. But more importantly, find ways to make people come to you.

And we couldn’t have an episode without touching on networking, one of Jack’s superpowers. He broke down his no-pressure approach to connecting with people: walk into a room, be curious, and lead with genuine interest rather than an agenda. It’s a refreshing reminder that real relationships still matter more than flashy pitches.

 Stick to your mission and values
Don’t just write them—live them. Print them out, set up reminders, and make sure they guide every decision.

 Leadership isn’t just top-down
Empower your team to connect their work to the bigger mission. That kind of buy-in is how great cultures are built.

 Cold email is getting harder to do well
Focus more on building relationships through valuable content and let potential customers come to you.

 Storytelling still works (and always will)
People connect with stories, not features. Make storytelling a consistent part of your brand voice.

 Great networking isn’t about angles
Approach every interaction without expecting something in return. Ask questions. Be interested, not just interesting.

 Email with purpose
Whether it’s for marketing or transactional, make sure your email strategy is secure, relevant, and aligned with your brand.

Connect with Jack on Linkedin.

Make sure to check out Omnivery for your transactional email needs!

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #299: Just Jack appeared first on .

In this episode, I sat down with Tricia Babischkin, a true expert in email strategy, to talk about how to stop wasting time with broad, generic email campaigns and start getting serious about segmentation, deliverability, and using data that actually means something.

We cut through the fluff and got real about what makes email marketing work today, treating people like people, not just entries on a list. We talked about how most businesses are still too focused on vanity metrics and not nearly focused enough on behavior, engagement, and actual value.

It’s not just about sending more email. It’s about sending better email to the right people.

Top 5 Takeaways

Final Thoughts

If you want better results, you need better strategy. That starts with listening to your data and building campaigns that respect your audience.

And if you want a real strategy session, Tricia’s offering an hour of free consulting. Seriously, take her up on it.

Get a FREE hour of consulting here

Connect with Tricia on Linkedin.

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #298: Your Preference Center is a Closet appeared first on .

In this episode of the HMBT podcast, I sit down with strategy and marketing consultant Henk Wolff for a no-fluff, high-value conversation that bridges the worlds of iGaming and email marketing. We dive into Henk’s background in turning around struggling online casinos and scaling growth using smart retention and acquisition strategies. He brings a sharp, operator-first mindset that’s not just valuable for gaming companies, it’s relevant for any business trying to build loyal customers and optimize marketing channels.

We covered a lot, from retention tactics and lifecycle marketing to some of the wild creative strategies Henk uses interesting strategies to revive dead email lists (yes, a fake password reset email that actually works). It was refreshing to swap email marketing strategies with someone who’s seen the front lines of an industry where attention spans are short and margins are thin. We even joked our way into a new business idea: the Henk & Hank toothpaste, powered by bluetooth chips and behavioral data.

Whether you’re in gaming, retail, SaaS, or running your own ecommerce site, you’ll walk away from this episode with fresh perspective on how to think differently about retention, lifecycle campaigns, and segmentation.

 Retention is everything. In high-churn industries like iGaming, Hank looks at 30-day cohort data to spot leaks in customer retention. Smart segmentation and onboarding automation make or break performance.

 Creative reactivation campaigns work. Hank’s “Did you forget your password?” email trick sounds simple but drives real logins and engagement. Especially useful for aging or dormant lists.

 Segmentation isn’t optional. You can’t send the same email to a VIP player and a casual user. Tailor content based on behavior, balance, and lifecycle stage. Lazy email blasts are a waste.

 Marketers forget the middle of the funnel. Everyone obsesses over top-of-funnel growth, but neglecting the middle leads to leaks and lost revenue. Onboarding and lifecycle content need more love.

 Use AI and voice like a tool, not a toy. We talked about the rise of voice interaction and local LLMs for research, productivity, and daily insights. Ignore these tools at your own risk.

Connect with Henk on Linkedin.

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #297: The Henk and Hank Show appeared first on .

I sat down with Dan Nottingham—founder and CEO of Plan C, and the brains behind Am I Credible, an AI platform that evaluates the credibility of content in real time. We had a great conversation about what credibility really means in today’s digital world, especially for those of us in marketing, content creation, and business leadership. With so much information (and misinformation) flying around online, how can we make sure our content is trustworthy? Dan shared why credibility isn’t just about fact-checking, it’s about context, perception, and responsibility.

Right out of the gate, Dan and I got into why credibility matters more now than ever. With so many people relying on social media and AI tools to consume, and create, content, it’s easy to lose sight of what’s actually true. We talked about how Am I Credible helps solve this problem by giving content a score from 1 to 10 based on a variety of factors like factual accuracy, context, and delivery. It’s like a spellcheck, but for your reputation.

One thing Dan said that stuck with me: just being technically right isn’t enough. If your content is misleading or overhyped, even unintentionally, it chips away at trust. That’s a big deal for marketers, especially when we’re using AI to create blog posts, emails, or video scripts. You don’t want to hit “publish” on something that sounds great but is factually off, or worse, feels like a bluff.

What made this episode really fun was how practical it got. Dan’s tool can give instant feedback before you publish a post or hit send on that campaign. It even helped him revise one of his own blog posts from a 3 out of 10 to a 9 out of 10 just by changing a single sentence. Little things like that make a big difference in how your audience perceives you—and whether they trust you enough to engage or buy.

Check out Am I Credible here

Connect with Dan on Linkedin.

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #296: Are You Credible? appeared first on .

I was luck enough to speak with Lucky Kannon, the engineering lead behind Zoho’s deliverability tools—including their custom MTA (Mail Transfer Agent), email validation, and inbox placement systems. Together, we pulled back the curtain on the technical side of email marketing and explore how these unseen systems keep campaigns running smoothly and landing in inboxes.

Lucky breaks down what an MTA really is and why it’s critical to email marketing success, comparing it to a digital postal system that routes and delivers millions of messages efficiently and securely. From IP throttling to adaptive delivery tactics, he shares how Zoho’s tools manage large-scale email operations with precision.

Later on, we discussed the future of AI in email marketing. Lucky envisions a world where marketers no longer have to log into dashboards—simply prompt an AI assistant to craft and send campaigns automatically. But with opportunity comes risk, we discuss how bad actors could misuse automation, underscoring the need for ethical AI use and emerging security standards.

Finally, Lucky highlights data as his favorite part of email marketing—the foundation for smart strategy, personalization, and performance optimization. Remember that even imperfect data (like open rates) still offers insight and should guide marketing decisions.

Key Takeaways:

Connect with Lucky on LinkedIn!

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #295: It’s Good To Be Lucky appeared first on .

This was a great discussion with Scott Cohen from Inbox Army about the state of email marketing, the pitfalls businesses fall into, and where the channel is headed. Scott stresses that many brands are addicted to constant promotions—the “promotional drug”—but real success comes from balancing offers with automation, education, and customer experience.

Scott highlights the “big three” automation flows every brand should have in place: abandoned cart, welcome series, and post-purchase communications. He also emphasizes the importance of storytelling, brand values, and customer trust in a crowded marketplace.

We also discuss the future of email, where it will integrate more deeply with SMS, WhatsApp, push notifications, and direct mail. Despite competition from other channels, Scott believes email will remain the backbone of digital communication thanks to its low cost, flexibility, and role as a digital paper trail. And I agree!

Key Takeaways

1. Break Free from the “Promotional Drug” –

2. Automations Drive Real Results

3. Email Should Educate, Entertain, and Build Value

4. Email is Still Powerful (and Misunderstood)

5. The Future: Multi-Channel Ownership

6. If Email Vanished Tomorrow?

7. Why Scott Loves Email

Check out Inbox Army

Connect with Scott on Linkedin

Get 5,000 free Kickbox credits with the code HMBT

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The post HMBT #294: A Platoon of Email Experts appeared first on .

Ken Countess from Ken is Email joins me to talk about ensuring that you have a healthy list of email marketing subscribers. Ken’s Website: https://www.kenisemail.com

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