Deliverability Defined

Top 4 Takeaways of Season 02

Jul 20, 2021

47:04

Whether 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.

Our top four takeaways from this season cover everything from marketing strategy to opt-in forms and what Apple’s privacy changes mean for measuring sender success.

“The goal of deliverability is that people get what they want. Subscribers get what they want. So, if any sender runs into a deliverability issue, it’s essentially saying there’s a disconnect here. You might not know where it’s happening, but at some point down the line, people aren’t getting what they want.” ~ @alyssa_dulin

Main Takeaways

[04:00] Stop focusing so much on open rates and prioritize other metrics such as clicks and purchases. Open rates were never a perfect metric and with Apple’s new privacy changes, they’re even less meaningful.
[08:44] Quality and consistency lead to email success. When you hit the sweet spot of high-quality content that’s also consistent, it’s hard not to be successful.
[16:03] Send relationship-building emails rather than purely promotional emails. Your subscribers determine your deliverability, so get to know them.
[27:49] Monetize your email list. Whether that’s through a paid newsletter, an email course, or an email series, figure out where it feels most natural to monetize.

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