Lauren Meyer is one of the foremost experts on email deliverability and she breaks down this complex topic so we can understand and then take action on it. Here she is sharing some very practical ways we should think about email deliverability, regardless of the specific size of our email list.

Key Points From This Episode:

• The goal of an email is not just to get someone to sign up, but to consistently send emails that are valuable to them. Ultimately it's in the eyes of the recipient as to what is valued, what's spam, and what smart, not spam.
• Lauren feels like you should look at analytics, but also determine the frame of mind of your audience and what their motivation is to open an email. 
• She feels like you need to come to people with the right attitude, ask the right questions, and be thoughtful. 
• Email deliverability can be an issue for everyone, no matter their list size. It's important to find an ESP that has other good customers and policies in place. 
• The best way to monitor your deliverability is to do so over time. Lauren shares several things that you should be looking at. 
• Lauren suggests looking at what you're changing, what you're doing as well as how your audience tends to react to that as the best way to spot deliverability issues.
• Your job is to really align with the mailbox providers. Make their job easier to say that your messages truly deserve to hit the inbox every time. Because once you've built up that really good sender reputation, it's a lot easier for you to go to the inbox. 

Tweetables:

And so I think people need to realize that the goal of an email is not just to get someone to sign up, but  to consistently send emails that are valuable to them. @LaurenEmailGeek (02:25)

What does the recipient actually think of this mail? Do they like it? Do they want to receive it in the future? Do they want to engage with it or do they just want to get it out of their way and never think about it again?  @LaurenEmailGeek (03:41)

I think that's where it really takes a mix of being able to look at your analytics, being able to kind of step back as well. And just kind of have that emotional intelligence to say, is this an email that I might want to receive? @LaurenEmailGeek (06:11)

Understanding your own program, just really what are your goals with email and, and how can you best serve those by finding an ESP that really fits your needs. And just focusing on what you know, and what you can work on. @LaurenEmailGeek (13:18)

The most damaging reaction that a recipient can have to, your message is to mark it as spam. @LaurenEmailGeek (15:04)

Links Mentioned in this Episode:

Lauren Meyer on Twitter

Lauren Meyer on LinkedIn

Socket Labs

 

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